Becoming a Data Driven Organization
Ken Kovash

Agenda
• The “Analytics Umbrella” at Mozilla
• What we’ve done so far
• The Role of our Analytics Function
• What can we do for you?
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The “Analytics Umbrella” at Mozilla
How can a greater reliance on data driven approaches
enable Mozilla to have a greater impact?
website experience
mobile adoption
live chat experience
download experience
website experience monetized value of a new user
messaging
mobile performance projecting future sustainability
PR
retention experience
marketing experience
Community marketing
product experience download experience
new add-on launches installation experience
website experience product experience
js performance
reporter (site compatibility) SFX experience
marketing experience crashes product launches
download experience
l10n bugzilla campus rep experience
installation experience retention experience
product experience uninstall experience
retention experience website experience
uninstall experience PR
website experience new product adoption
bugzilla
test pilot
days vulnerable
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Case Study #1
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Case Study #1
• Our recent Installer Feedback initiative is a good example
• We took a specific area – Fx installation experience – and based
on previous analysis (100K daily users complete download, but
don’t install), we sought to tackle the business problem
• A single day experiment is leading to a couple product changes
(will be implemented for 3.5)
• Resulting impact will be approx. 2,000,000 happier Firefox
users annually (users we would have otherwise lost)
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Case Study #2
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Case Study #2
• Fraudulent Firefox related advertisements – what is the size, scope,
and impact (if any) of the problem?
• We took a specific area – Search Engines, which deliver our
“first impression” to 40% of new Fx users – and based on
analysis, estimated that nearly 7 million new Firefox users
(annually) see a fraudulent ad and click through to that
fraudulent site
• We worked with search firms and with our legal team to
determine best approaches for addressing this problem
• Legal currently has a quarterly goal around a systematic
solution; we should be able to successfully make a dent in
improving the user experience for millions of new users
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So, we’re cool, right?
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The Role of our Analytics Function
• We’ve seen that the simplest (and often non-sexy)
things can have the biggest impact
• But, we’ve generally seen little leverage
• The previous case studies were based on me
asking myself questions
• Part of this is my fault
• We need to be more proactive
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The Role of our Analytics Function
• Interacting with our team…
• Think of us as internal consultants
• lean on us when making a decision and early on
in your initiatives
• i.e., not just after the fact
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What can we do for you?
• We’d love to hear from you
• What problem could we solve?
What business question could we answer?
Where can Mozilla be having a greater impact?
(these questions can apply to your function or another function)
• Can we help Jay optimize the experience for mobile
users on the new mobile site?
• Can we help Seth understand adoption patterns of
different locales, and what do those patterns tell us about
a language version’s long-term success?
• There are a thousand other questions…
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Thank You
kkovash@mozilla.com
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