Transitioning to-lean-at-infochimps

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Transitioning to-lean-at-infochimps

  1. Transitioning to Lean@DhruvBansal @JimEngland @TimGasper
  2. We’re in a predicament with DATA.
  3. DATAis the raw materials
  4. DATAinvolves many markets and data types
  5. DATAinvolves a wide variety of customersin undefined markets
  6. how does Infochimpsfit into the data landscape?
  7. our existing productsData marketplaceSocial media influenceIP intelligenceGeolocated data
  8. Our lean mission is to determinesolutions to must-have problems forsizable markets.
  9. new product hypothesesfoursquare data derivativessocial media solutions
  10. We have a significant portion of thefoursquare check-in firehose.
  11. HYPOTH ESISFOURSQUARE DEVSWant venue hotness and venue IDmatching for their applications.
  12. How many 4sq devsare there?
  13. How manywould pay?
  14. HYPOTH ESISDIGITAL AGENCIESWant venue hotness and brandcomparisons for their clients.
  15. How manybrands want4sq metrics?
  16. How manywould pay?
  17. Must have Nice to have Don’t need
  18. killing a feature isjust as important asbuilding one :)
  19. Social media data
  20. DEVELOPERSWanted detailed and transparentinfluence metrics and rankings.
  21. trstrank
  22. HYPOTH ESISDIGITAL AGENCIESWant detailed and transparentinfluence metrics and rankings.
  23. 15+ interviews later...
  24. Digital agencies actually wantedanalytics research tools and dashboards.
  25. That’s not our market.PROBLEMS That’s not a feature set we’ve ever built. Leverages stuff we know, but little of what we’ve built. Sends the company in a very different direction.
  26. you’ve found amarket and a product;should you build it?
  27. Learn from and measure what youalready have.Diagnose whether to pivotor persevere.
  28. Product OptimizationStrategy Pivot Vision
  29. You shouldn’t define where to pivot tounless you know why you should pivot.
  30. You can only know why if... 1 2 3 4
  31. 1 Clearly defined hypotheses.2 Clearly defined actionable metrics. vs. vanity metrics
  32. 3 You’ve been experimenting and optimizing.4 The experimenting and optimizing still has you short of your goals of creating a sustainable business.
  33. Pivots are a change in strategy.The lean canvas provides a powerfulstrategy framework.
  34. ERICSTRATEGY ASH MAURYA RIES LEAN CANVAS Product roadmap Problem, solution & key metrics Customer definition Customer segments & channelsPartners & competitors Value proposition, unfair competitive advantage Business model Cost structure & revenue streams
  35. thebottom line
  36. Lean is more straightforward if youstart with it from the beginning.If you haven’t been lean, you mustrevisit the past.
  37. Move through the loop faster.
  38. data web
  39. TWO USE CASES, ONE WEBSITE data scientists developers
  40. DATA SCIENTISTSbusiness analysts, marketers,consultants, economists,statisticians, etc.
  41. We provide data scientists accessto data through downloadable data sets.
  42. We provide developers accessto data through RESTful APIs.
  43. DATA SCIENTISTS?NO PROBLEMDownloadable data sets followa typical web flow
  44. homepagedata set page signupsearch results blog twitter download
  45. MULTI-STEP
  46. DEVELOPERS?IT’S COMPLICATEDAPI usage funnel involves many stepsand is more difficult to track & define
  47. homepagedata set page signupsearch results blog twitter
  48. new developer
  49. new developer
  50. active developer
  51. A developer becomes active when theysend over 1,000 API calls per month.
  52. How do we convert a developer to anactive developer?
  53. HOWTOsCODE EXAMPLES
  54. DATA SET PAGESAPI REFERENCE
  55. homepage signupdata set pagesearch results blog howto guide twitter code example api reference active data set page user search results
  56. PLUS
  57. TE CHNICAL PROBLEMWe need to connect user activity on thewebsite with user activity on our APIs.
  58. SOLUTIONGOOGLE ANALYTICS CUSTOM VARIABLESTO THE RESCUE
  59. We use Google Analytics to trackvisitor behavior on our websites.
  60. There are a lot of other options• Cookie, JS-based data collection • Without JS, client-side• No servers to maintain behavior is a mystery• APIs for reports • Lots of work • Potentially awesome
  61. One identity is known to us.The other is known to Google. Web Data
  62. ? Web Data
  63. Google stores 3 cookies:VISITORexpires after 2 yearsSESSIONexpires after 30 minutesPAGEset on every pageview
  64. Visitor Variables Session Variables Page VariablesUsername Milestones CategoryFirst seen at • Signed up CompletenessSegment • Downloaded PricingOriginal traffic source • Searched DistributionMilestones • Bought • Signed up • Queried • Downloaded • Searched • Bought • Queried
  65. CUSTOMVARIABLES
  66. Visitor Variablesc=201110;ms=dev;ds=1;sd=1;u=dhruvFirst seen in October, 2011 (c)Is a developer (ms)Has seen a dataset (ds)Has done a search (sd)Username is ‘dhruv’ (u)
  67. WE CAN GET THIS DATA OVER THE WEB.
  68. WE CAN GET THIS DATA THROUGH AN API.
  69. Web Data
  70. developers developersdevelopersdevelopers
  71. The web team’s goal is to increasethe number of active API users.But we don’t have a traditional funnelfor converting these users.
  72. So, we started by focusing on theoverall site experience for developers.
  73. TRANSIT IONING to Lean
  74. We haven’t run any experimentson the website... yet.
  75. web experimentsbrainstorm
  76. 1 Developer-centric email campaigns
  77. 2 Improved “getting started” dashboard http://twilio.com/user/account
  78. 3 Improved search experience
  79. thank you@DhruvBansal@JimEngland@TimGasper

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