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Transitioning
               to Lean
@DhruvBansal @JimEngland @TimGasper
We’re in a predicament with DATA.
DATA
is the raw materials
DATA
involves many markets and data types
DATA
involves a wide variety of customers
in undefined markets
how does Infochimps
fit into the data landscape?
our existing products
Data marketplace
Social media influence
IP intelligence
Geolocated data
Our lean mission is to determine
solutions to must-have problems for
sizable markets.
new product hypotheses
foursquare data derivatives
social media solutions
Transitioning to-lean-at-infochimps
We have a significant portion of the
foursquare check-in firehose.
HYPOTH
                                   ESIS

FOURSQUARE DEVS
Want venue hotness and venue ID
matching for their applications.
How many
 4sq devs
are there?
How many
would pay?
HYPOTH
                                 ESIS

DIGITAL AGENCIES
Want venue hotness and brand
comparisons for their clients.
How many
brands want
4sq metrics?
How many
would pay?
Must have Nice to have Don’t need
Transitioning to-lean-at-infochimps
Transitioning to-lean-at-infochimps
Transitioning to-lean-at-infochimps
killing a feature is
just as important as
building one :)
Social media data
DEVELOPERS
Wanted detailed and transparent
influence metrics and rankings.
trstrank
HYPOTH
                                 ESIS

DIGITAL AGENCIES
Want detailed and transparent
influence metrics and rankings.
15+
  interviews later...
Digital agencies actually wanted
analytics research tools and dashboards.
Transitioning to-lean-at-infochimps
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.
you’ve found a
market and a product;
should you build it?
Learn from and measure what you
already have.

Diagnose whether to pivot
or persevere.
Product    Optimization


Strategy       Pivot


 Vision
You shouldn’t define where to pivot to
unless you know why you should pivot.
You can only know why if...

           1   2   3    4
1 Clearly defined hypotheses.

2 Clearly defined actionable metrics.
                       vs. vanity metrics
3 You’ve been experimenting and
  optimizing.

4 The experimenting and optimizing
  still has you short of your goals of
  creating a sustainable business.
Pivots are a change in strategy.

The lean canvas provides a powerful
strategy framework.
ERICSTRATEGY ASH MAURYA
     RIES LEAN CANVAS
     Product roadmap     Problem, solution & key metrics

   Customer definition    Customer segments & channels

Partners & competitors   Value proposition, unfair
                         competitive advantage

       Business model    Cost structure & revenue
                         streams
the
bottom line
Lean is more straightforward if you
start with it from the beginning.

If you haven’t been lean, you must
revisit the past.
Move through the loop faster.
data web
TWO USE CASES, ONE WEBSITE



 data scientists developers
DATA SCIENTISTS
business analysts, marketers,
consultants, economists,
statisticians, etc.
We provide data scientists access
to data through downloadable data sets.
We provide developers access
to data through RESTful APIs.
DATA SCIENTISTS?
NO PROBLEM
Downloadable data sets follow
a typical web flow
homepage
data set page
                 signup
search results
         blog
       twitter   download
MULTI-STEP
DEVELOPERS?
IT’S COMPLICATED
API usage funnel involves many steps
and is more difficult to track & define
homepage
data set page
                 signup
search results
         blog
       twitter
new developer
new developer
active developer
A developer becomes active when they
send over 1,000 API calls per month.
How do we convert a developer to an
active developer?
HOWTOs
CODE EXAMPLES
Transitioning to-lean-at-infochimps
DATA SET PAGES
API REFERENCE
Transitioning to-lean-at-infochimps
homepage      signup
data set page
search results
         blog    howto guide
       twitter   code example
                 api reference
    active       data set page
      user       search results
PLUS
TE CHNICAL PROBLEM

We need to connect user activity on the
website with user activity on our APIs.
SOLUTION

GOOGLE ANALYTICS CUSTOM VARIABLES

TO THE RESCUE
We use Google Analytics to track
visitor behavior on our websites.
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
One identity is known to us.
The other is known to Google.




      Web          Data
?
    Web   Data
Google stores 3 cookies:

VISITOR
expires after 2 years

SESSION
expires after 30 minutes

PAGE
set on every pageview
Transitioning to-lean-at-infochimps
Visitor Variables        Session Variables   Page Variables
Username                 Milestones          Category
First seen at              • Signed up       Completeness
Segment                    • Downloaded      Pricing
Original traffic source     • Searched        Distribution
Milestones                 • Bought
   • Signed up             • Queried
   • Downloaded
   • Searched
   • Bought
   • Queried
CUSTOM
VARIABLES
Visitor Variables
c=201110;ms=dev;ds=1;sd=1;u=dhruv

First seen in October, 2011 (c)
Is a developer (ms)
Has seen a dataset (ds)
Has done a search (sd)
Username is ‘dhruv’ (u)
WE CAN GET THIS DATA OVER THE WEB.
WE CAN GET THIS DATA THROUGH AN API.
Web   Data
developers
 developers
developers
developers
The web team’s goal is to increase
the number of active API users.

But we don’t have a traditional funnel
for converting these users.
So, we started by focusing on the
overall site experience for developers.
Transitioning to-lean-at-infochimps
Transitioning to-lean-at-infochimps
Transitioning to-lean-at-infochimps
TRANSIT IONING
  to Lean
We haven’t run any experiments
on the website... yet.
web experiments
brainstorm
1 Developer-centric email campaigns
2 Improved “getting started” dashboard




         http://twilio.com/user/account
3 Improved search experience
thank you
@DhruvBansal
@JimEngland
@TimGasper

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