data, insight, & action - university of utah is 6482 data mining jan 2015

May 3, 2023

Data, Insight, & Action

Richard Sgro, @SoSgro

2May 3, 2023

Agenda Introduction

– Me, Localytics The role of big data & the data scientist Stages (early, growth, mature)

– Challenges

– Important segments & funnels

– How data helps

– Stories of note Where the world is headed Closing thoughts

Introductions

4May 3, 2023

In 3 Pictures

5

Our mission is to help our customers build great relationships with their app users

5,000C O M P A N I E S

25,000A P P S

1.5 billionD E V I C E S

50 billionM O N T H L Y D A T A P O I N T S

May 3, 2023

Localytics

6May 3, 2023

Customer Growth

2008 2009 2010 2011 2012 2013 20140

500

1000

1500

20002500

30003500

40004500

5000

The Role of Big DataAnd the Data Scientist

8May 3, 2023

“The Information Age

Information is the resolution of uncertainty

- Claude ShannonMathematician, engineer, and

cryptographer

9May 3, 2023

Role of the Data Scientist Navigator & explorer Trusted advisor Disinterested third party Translator

Early Stage Business

11May 3, 2023

Early Stage Company size

– 1 - 10 Funding level

– Seed Number of active users

– Up to a thousands Role of the data scientist

– Technical co-founder

12May 3, 2023

Early Stage Challenges Scarcity of resources & focus

– Got 99 problems

– But can only solve 1 Product-market fit

– Is there something here? Economics

– What (if anything) to charge

13May 3, 2023

Important Segments & Funnels Segments

– Users, paying users

– Deeply engaged users Funnels

– Sign-up

– Purchase

– Engagement

– Social

14May 3, 2023

How Data Helps Funding, funding, funding

– MAU, DAU Projections

– More == better Which problems to solve now

– And which to solve later Economics

– How much is there?

15May 3, 2023

Stories of Note Voxer

– Get the MVP out

– Iterate quickly Hipmunk

– Acquisition ROI

Growth Stage Business

17May 3, 2023

Growth Company size

– 10 to 100 Funding level

– Series A/B Number of active users

– Up to hundreds of thousands Role of the data scientist

– Growth hacker, growth specialist, CTO, business analyst

18May 3, 2023

Growth Stage Challenges Hockey stick growth

– “Right” users Who are our most valuable users?

– Where do they come from?

– How do we get more? Valuation++

19May 3, 2023

Important Segments & Funnels Segments

– Whales vs. the rest

Funnels– More whales!

– New functionality

20May 3, 2023

How Data Helps CAC, LTV, and retention

– What *not* to do

– Where to engage

– Keep them coming back Who’s helps us get the most buzz?

– K-factor Optimize all the things

21May 3, 2023

Stories of Note Facebook

– Less than 10 friends

– More than 10 friends Snapchat, Whisper, Secret

– Get to 10mm users

– Figure out the money later Humin

– 1 new user = ??? VC dollars

Mature Stage Business

23May 3, 2023

Mature Company size

– 100+ Funding level

– Series C and beyond Number of active users

– More than hundreds of thousands Role of the data scientist

– Data scientist, modeling expert, analyst

24May 3, 2023

Mature Stage Challenges BIG data

– Disparate sources

– Different teams How to keep engagement high across the brand

– Diversify solutions

– Increase marketing spend

25May 3, 2023

Important Segments & Funnels Segments

– Micro segments

– Users likely / unlikely to…

Funnels– Cross app promotion

– Web to mobile to tablet

– Social to purchase

26May 3, 2023

How Data Helps To fork or not to fork

– Lots of depth

– Point solutions Customer acquisition

– Healthy growth & retention

– Manage the cost

27May 3, 2023

Stories of Note Box

– 1.00 in revenue

– 1.75 in costs Snapchat & Tinder (breadth)

– Send money, moments Facebook, LinkedIn (depth)

– Messenger, Connect

The Future.

29May 3, 2023

Where We’re Headed Tension between tooling & accessibility (Easily) taking action on the data Getting to why Predicting

Closing Thoughts

31May 3, 2023

“Conway’s Law

Any organization that designs a system (defined broadly) will produce a design whose structure is

a copy of the organization's communication structure

- Melvin ConwayHow Do Committees Invent?

1968 National Symposium on Modular Programming

32May 3, 2023

Let’s Go to Work Key skills

– Getting to why (with some degree of certainty)

– Talking to your grandmother Hiring process

– Varied. Expect tech and non-tech questions General advice

– Technology is a means to an end

– The problem remains

– Passion, excitement, well-roundedness

– It’s who you know (and what you know)

33May 3, 2023

Thank You

Richard SgroSales EngineeringLocalyticsrsgro@localytics.com@sosgro

Learn more: www.localytics.com

3434