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@casperisto | @kulinaID
Data-Informed
Casper Sermsuksan
Head of Product & Growth @ Kulina
Data-Driven
vs
@casperisto | @ku...
@casperisto | @kulinaID
Data-Driven
Cool?
Are you?
@casperisto | @kulinaID
Data-Informed
Cool?
Are you?
@casperisto | @kulinaID
Head of Product & Growth
Kulina
Product Marketing Manager
Product Madness
Product Management
Belkin
@casperisto | @kulinaID
Make data-driven decisions or data-informed decisions
@casperisto | @kulinaID
Definition Pros & Cons Real-Life Examples Q&A
@casperisto | @kulinaID
Data-Driven
Data
Decision
Decision
Decision
Decision
Decision
Decision
Decision
Don’t talk to me u...
@casperisto | @kulinaID
Data-Driven
Data
Product
Finance
Engineering
Customer Success
Marketing
Logistics
Insights
@casperisto | @kulinaID
Benefits Data-Driven
Less human bias
Less time-consuming
+4% Productivity Rates
+6% Profits
Source...
@casperisto | @kulinaID
Data-DrivenDrawbacks
Require huge amount of data
Outlier distortion
@casperisto | @kulinaID
Data-DrivenDrawbacks
Young Companies & Startups
Not enough people
& knowledge
Technology doesn’t
s...
@casperisto | @kulinaID
Require huge amount of data
Data-DrivenDrawbacks
Outlier distortion
Capabilities & resources
Bias ...
@casperisto | @kulinaID
Data-DrivenWhich social media platform do you use most often?
Google+ !?
@casperisto | @kulinaID
Require huge amount of data
Data-DrivenDrawbacks
Outlier distortion
Capabilities & resources
Bias ...
@casperisto | @kulinaID
Data-Driven
Wait, that’s why I contacted you in the first place!
@casperisto | @kulinaID
Data-Driven
Hmmm… I can’t even log in...
@casperisto | @kulinaID
Data-Driven
Isn’t this telling you that I can’t
update my phone?
RESOLVED!?
@casperisto | @kulinaID
Data-Driven
Data-driven metrics:
- How many tickets solved in an hour
- The average time to respon...
@casperisto | @kulinaID
Require huge amount of data
Data-DrivenDrawbacks
Outlier distortion
Capabilities & resources
Bias ...
@casperisto | @kulinaID
Registration Page Data-Driven
Registration↓40%
Goal: Improve Conversion -> Conversion Rate
@casperisto | @kulinaID
Registration Page Data-Driven
Registration
Legal Issues: Wrong Contact Information
@casperisto | @kulinaID
Registration Page Data-Driven
Connection Issue?
Log In with Phone Number?
LINE? Instagram? Spotify...
@casperisto | @kulinaID
Data-Informed
DecisionData
Customer Experience
Aesthetics
Guts
HiPPO
@casperisto | @kulinaID
Data-InformedBenefits
Data has limitation
Snapshot of Reality
@casperisto | @kulinaID
Data-InformedBenefits
Data has limitation
Snapshot of Reality
You have to test & question
@casperisto | @kulinaID
Declining revenue or not? Data-Informed
@casperisto | @kulinaID
Data-InformedBenefits
Data has limitation
You have to test & question
User experience & satisfacti...
@casperisto | @kulinaID
A/B Test vs User Experience Data-Informed
Control
(No Coins)
Test
(Free
Coins)
1 week 1 month 3 mo...
@casperisto | @kulinaID
Drawbacks
Human = Bias
Data-Informed
Twist Data Based on Interpretation & Intention
Time Consuming
@casperisto | @kulinaID
So which one should I choose?
Sometimes you can’t
Younger companies should try to be more data-dri...
@casperisto | @kulinaID
“Use quantitative tools to discover symptoms or opportunities
and qualitative tools to diagnose th...
@casperisto | @kulinaID
@casperisto | @kulinaID
“At the end of the day, we have to have a gut to make
bold decisions without data”
Adam Mosseri - ...
@casperisto | @kulinaID
Registration Page Data-Driven
Registration
Goal: Improve Conversion -> Conversion Rate
@casperisto | @kulinaID
Kulina’s Funnel
...
40% Drop
60% Drop
70% Drop
@casperisto | @kulinaID
@casperisto | @kulinaID
“All the data in the world won’t fix a fundamentally
bad product”
Andy Carvell
Co-Founder at Phitu...
@casperisto | @kulinaID
Data doesn’t have to always be BIG-DATA
Talk to customers on the phone, in person, survey… those a...
@casperisto | @kulinaID
Questions from the Community
How to not to get bias on your data?
Should I have data scientist or ...
@casperisto | @kulinaID
Thank you so much!
casper.sermsuksan@gmail.com
@casperisto
/casperisto
@casperisto
If you’re in Ja...
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"Data Informed vs Data Driven" by Casper Sermsuksan (Kulina)

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Casper is currently the Head of Product & Growth at Kulina, an online food subscription service in Jakarta. Casper is responsible for driving product management and growth initiatives as well as leading marketing efforts. Previously, he led the product marketing teams at Product Madness in San Francisco. During his tenure at Product Madness, he helped the company's top app, Heart of Vegas achieve the record of $200M in annual revenue. Outside of his day-to-day work, he advises corporations and startups on product and growth, and writes frequently on Startup Grind, Mind the Product & Muzli. He graduated with a business degree from the University of Southern California in Los Angeles.

***
This slide was shared at Tech in Asia Product Development Conference 2017 (PDC'17) on 9-10 August 2017.

Get more insightful updates from TIA by subscribing techin.asia/updateselalu

"Data Informed vs Data Driven" by Casper Sermsuksan (Kulina)

  1. 1. @casperisto | @kulinaID Data-Informed Casper Sermsuksan Head of Product & Growth @ Kulina Data-Driven vs @casperisto | @kulinaID
  2. 2. @casperisto | @kulinaID Data-Driven Cool? Are you?
  3. 3. @casperisto | @kulinaID Data-Informed Cool? Are you?
  4. 4. @casperisto | @kulinaID Head of Product & Growth Kulina Product Marketing Manager Product Madness Product Management Belkin
  5. 5. @casperisto | @kulinaID Make data-driven decisions or data-informed decisions
  6. 6. @casperisto | @kulinaID Definition Pros & Cons Real-Life Examples Q&A
  7. 7. @casperisto | @kulinaID Data-Driven Data Decision Decision Decision Decision Decision Decision Decision Don’t talk to me unless you have data Let’s A/B test & implement the better version We’ll just follow what the data tells us
  8. 8. @casperisto | @kulinaID Data-Driven Data Product Finance Engineering Customer Success Marketing Logistics Insights
  9. 9. @casperisto | @kulinaID Benefits Data-Driven Less human bias Less time-consuming +4% Productivity Rates +6% Profits Source: MIT
  10. 10. @casperisto | @kulinaID Data-DrivenDrawbacks Require huge amount of data Outlier distortion
  11. 11. @casperisto | @kulinaID Data-DrivenDrawbacks Young Companies & Startups Not enough people & knowledge Technology doesn’t support Require huge amount of data Outlier distortion Capabilities & resources
  12. 12. @casperisto | @kulinaID Require huge amount of data Data-DrivenDrawbacks Outlier distortion Capabilities & resources Bias in data gathering The way we asked questions What people say ≠ What people do
  13. 13. @casperisto | @kulinaID Data-DrivenWhich social media platform do you use most often? Google+ !?
  14. 14. @casperisto | @kulinaID Require huge amount of data Data-DrivenDrawbacks Outlier distortion Capabilities & resources Bias in data gathering What people say ≠ What people do How we set our metrics The way we asked questions
  15. 15. @casperisto | @kulinaID Data-Driven Wait, that’s why I contacted you in the first place!
  16. 16. @casperisto | @kulinaID Data-Driven Hmmm… I can’t even log in...
  17. 17. @casperisto | @kulinaID Data-Driven Isn’t this telling you that I can’t update my phone? RESOLVED!?
  18. 18. @casperisto | @kulinaID Data-Driven Data-driven metrics: - How many tickets solved in an hour - The average time to respond / resolve Goals: to help customers solve their issues as soon as possible - Did we solve the problem? - How fast? - What were the biggest struggle in this situation?
  19. 19. @casperisto | @kulinaID Require huge amount of data Data-DrivenDrawbacks Outlier distortion Capabilities & resources Bias in data gathering There are limits, laws & circumstances that data alone won’t be enough External restriction & factors
  20. 20. @casperisto | @kulinaID Registration Page Data-Driven Registration↓40% Goal: Improve Conversion -> Conversion Rate
  21. 21. @casperisto | @kulinaID Registration Page Data-Driven Registration Legal Issues: Wrong Contact Information
  22. 22. @casperisto | @kulinaID Registration Page Data-Driven Connection Issue? Log In with Phone Number? LINE? Instagram? Spotify? Email?
  23. 23. @casperisto | @kulinaID Data-Informed DecisionData Customer Experience Aesthetics Guts HiPPO
  24. 24. @casperisto | @kulinaID Data-InformedBenefits Data has limitation Snapshot of Reality
  25. 25. @casperisto | @kulinaID Data-InformedBenefits Data has limitation Snapshot of Reality You have to test & question
  26. 26. @casperisto | @kulinaID Declining revenue or not? Data-Informed
  27. 27. @casperisto | @kulinaID Data-InformedBenefits Data has limitation You have to test & question User experience & satisfaction
  28. 28. @casperisto | @kulinaID A/B Test vs User Experience Data-Informed Control (No Coins) Test (Free Coins) 1 week 1 month 3 months -5% +2% +3%Total Revenue VIP Manager Satisfaction ☺ ☺ ☺
  29. 29. @casperisto | @kulinaID Drawbacks Human = Bias Data-Informed Twist Data Based on Interpretation & Intention Time Consuming
  30. 30. @casperisto | @kulinaID So which one should I choose? Sometimes you can’t Younger companies should try to be more data-driven Larger companies should try to be more data-informed Use data to help you make decisions, but don’t rely on it 100%
  31. 31. @casperisto | @kulinaID “Use quantitative tools to discover symptoms or opportunities and qualitative tools to diagnose them.” First Round Review
  32. 32. @casperisto | @kulinaID
  33. 33. @casperisto | @kulinaID “At the end of the day, we have to have a gut to make bold decisions without data” Adam Mosseri - VP Product at Facebook
  34. 34. @casperisto | @kulinaID Registration Page Data-Driven Registration Goal: Improve Conversion -> Conversion Rate
  35. 35. @casperisto | @kulinaID Kulina’s Funnel ... 40% Drop 60% Drop 70% Drop
  36. 36. @casperisto | @kulinaID
  37. 37. @casperisto | @kulinaID “All the data in the world won’t fix a fundamentally bad product” Andy Carvell Co-Founder at Phiture Mobile Growth Consultancy — we help apps grow. Formerly Mobile Growth @ Soundcloud
  38. 38. @casperisto | @kulinaID Data doesn’t have to always be BIG-DATA Talk to customers on the phone, in person, survey… those are data as well REMEMBER
  39. 39. @casperisto | @kulinaID Questions from the Community How to not to get bias on your data? Should I have data scientist or data pro to become data-driven/informed company? How to implement the data driven culture on your product?
  40. 40. @casperisto | @kulinaID Thank you so much! casper.sermsuksan@gmail.com @casperisto /casperisto @casperisto If you’re in Jakarta, don’t forget to try Kulina (Kulina.id) & let me know how we could improve! kulina.id
  • daiacardoso

    Jul. 23, 2021
  • ArjunRajagopalan1

    Aug. 21, 2017

Casper is currently the Head of Product & Growth at Kulina, an online food subscription service in Jakarta. Casper is responsible for driving product management and growth initiatives as well as leading marketing efforts. Previously, he led the product marketing teams at Product Madness in San Francisco. During his tenure at Product Madness, he helped the company's top app, Heart of Vegas achieve the record of $200M in annual revenue. Outside of his day-to-day work, he advises corporations and startups on product and growth, and writes frequently on Startup Grind, Mind the Product & Muzli. He graduated with a business degree from the University of Southern California in Los Angeles. *** This slide was shared at Tech in Asia Product Development Conference 2017 (PDC'17) on 9-10 August 2017. Get more insightful updates from TIA by subscribing techin.asia/updateselalu

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