Competitive Data Analysisfor Customer InsightsSudha Jamthe & Caleb LaVergneGlobal Analytics TeamJune 5th 2013Prepared for ...
My InspirationThe Ability to capture, interpret andact in real time based on signals fromthe market in the context ofenter...
Your Data is the voice of your customer. Areyou really ready to listen?@sujamthe
1. Your data tells a different storyif YOU are the competition@sujamthe
Example – How will you interpret and take action if youwere Coke vs. Pepsi?Coke Vs. PepsiSentiments@sujamthe
1. Your data tells you differentstories based on what you compareagainst@sujamthe
Multi-Device Users are Far more active0.0010.0020.0030.0040.0050.0060.0070.0080.0090.00100.00Triple-play users Non-triple-...
So ARE LIVING PEOPLE0.005.0010.0015.0020.0025.0030.00Alive users Dead users@sujamthe
Compare to actually comparable sets of usersDefinitions: Triple-play users are users who used a computer, a tablet, and a ...
3. Co-relation is NOT Causality@sujamthe
Facebook and the Greek Debt CrisisRef: Businessweek Spoof article Dec 2011@sujamthe
Did this mountain cause the murder rate to go up?Ref: Businessweek Spoof article Dec 2011@sujamthe
4. Your data is waiting to surprise you@sujamthe
Paid Search EffectivenessRef: http://faculty.haas.berkeley.edu/stadelis/Tadelis.pdf@sujamthe
Paid Search EffectivenessRef: http://faculty.haas.berkeley.edu/stadelis/Tadelis.pdf@sujamthe
5. Advanced tools does NOT meanadvanced analytics.@sujamthe
@sujamthe
6. Your metrics should beActionable, Assessable, AuditableNOTVanity metrics@sujamthe
Vanity MetricsRef: Buzzmetrics blog@sujamthe
“The only metrics that a business should investenergy in collecting are those that help themmake decisions “ – Eric Reis A...
Really Listen to your Data - Wake up the Sleeping Lion@sujamthe
Thank You!Sudha Jamthe @sujamthe& Caleb LavergneSlide Deck on Slideshare:http://www.slideshare.net/sujamtheOpinions are ou...
APPENDIX
Re: @DaveMClure –Startup Metrics for Pirates@sujamthe
Ref: @DaveMcClure – Startup Metrics for Pirates@sujamthe
26Your customer is unique; Diff from competition’s.Deep Audience Audience Analysis tells you more about yourcustomers48%38...
Reference1. http://www.fourhourworkweek.com/blog/2009/05/19/vanity-metrics-vs-actionable-metrics/2. http://blog.kissmetric...
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Competitive intelligence for customer insights by Sudha Jamthe & Caleb LaVergne customer analytics conf keynote june 2013

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Keynote at Customer Analytics Summit Boston #CAS2013

Sudha Jamthe , Caleb LaVergne

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Competitive intelligence for customer insights by Sudha Jamthe & Caleb LaVergne customer analytics conf keynote june 2013

  1. 1. Competitive Data Analysisfor Customer InsightsSudha Jamthe & Caleb LaVergneGlobal Analytics TeamJune 5th 2013Prepared for Customer Analytics Summit #TAS13@sujamtheBoston
  2. 2. My InspirationThe Ability to capture, interpret andact in real time based on signals fromthe market in the context ofenterprise data will become atremendous competitive advantageover time.-@setlinger Altimeter Group@sujamthe
  3. 3. Your Data is the voice of your customer. Areyou really ready to listen?@sujamthe
  4. 4. 1. Your data tells a different storyif YOU are the competition@sujamthe
  5. 5. Example – How will you interpret and take action if youwere Coke vs. Pepsi?Coke Vs. PepsiSentiments@sujamthe
  6. 6. 1. Your data tells you differentstories based on what you compareagainst@sujamthe
  7. 7. Multi-Device Users are Far more active0.0010.0020.0030.0040.0050.0060.0070.0080.0090.00100.00Triple-play users Non-triple-play users@sujamthe
  8. 8. So ARE LIVING PEOPLE0.005.0010.0015.0020.0025.0030.00Alive users Dead users@sujamthe
  9. 9. Compare to actually comparable sets of usersDefinitions: Triple-play users are users who used a computer, a tablet, and a mobile phone to visit eBay, in this case in a single week.0.0010.0020.0030.0040.0050.0060.0070.0080.0090.00100.00Triple-playusersComputerusers w/ 3+visitsTablet usersw/ 3+ visitsPhone usersw/ 3+ visitsNow we’re much closerto a “real” answer.@sujamthe
  10. 10. 3. Co-relation is NOT Causality@sujamthe
  11. 11. Facebook and the Greek Debt CrisisRef: Businessweek Spoof article Dec 2011@sujamthe
  12. 12. Did this mountain cause the murder rate to go up?Ref: Businessweek Spoof article Dec 2011@sujamthe
  13. 13. 4. Your data is waiting to surprise you@sujamthe
  14. 14. Paid Search EffectivenessRef: http://faculty.haas.berkeley.edu/stadelis/Tadelis.pdf@sujamthe
  15. 15. Paid Search EffectivenessRef: http://faculty.haas.berkeley.edu/stadelis/Tadelis.pdf@sujamthe
  16. 16. 5. Advanced tools does NOT meanadvanced analytics.@sujamthe
  17. 17. @sujamthe
  18. 18. 6. Your metrics should beActionable, Assessable, AuditableNOTVanity metrics@sujamthe
  19. 19. Vanity MetricsRef: Buzzmetrics blog@sujamthe
  20. 20. “The only metrics that a business should investenergy in collecting are those that help themmake decisions “ – Eric Reis Author of TheLean Startup@sujamthe
  21. 21. Really Listen to your Data - Wake up the Sleeping Lion@sujamthe
  22. 22. Thank You!Sudha Jamthe @sujamthe& Caleb LavergneSlide Deck on Slideshare:http://www.slideshare.net/sujamtheOpinions are ours. Not our employer’s @sujamthe
  23. 23. APPENDIX
  24. 24. Re: @DaveMClure –Startup Metrics for Pirates@sujamthe
  25. 25. Ref: @DaveMcClure – Startup Metrics for Pirates@sujamthe
  26. 26. 26Your customer is unique; Diff from competition’s.Deep Audience Audience Analysis tells you more about yourcustomers48%38%14%Buyers (3 competingmarketplaces)Top LocationsSellers1. New York2. Chicago3. France4. Dallas5. Michigan6. Nashville7. Berlin8. London9. Los Angeles10. San DiegoBuyers1. London2. Chicago3. California4. New Jersey5. New York6. Toronto7. Maryland8. Los Angeles9. Melbourne10. Houston@sujamthe
  27. 27. Reference1. http://www.fourhourworkweek.com/blog/2009/05/19/vanity-metrics-vs-actionable-metrics/2. http://blog.kissmetrics.com/throw-away-vanity-metrics/ (Tool KissInsights)3. http://www.businessinsider.com/what-is-a-facebook-like-actually-worth-in-dollars-2013-34. http://www.businessweek.com/magazine/correlation-or-causation-12012011-gfx.html@sujamthe

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