“Analytics is the analysis of qualitative and
quantitative data from your business and
competition to drive continual improvement
of the online experience that your customers
and potential customers have which translates to
your desired outcomes, both online and ofﬂine.”
“Bloody hell, it's so different these days. I used to be
able to have dinner with the drivers on Friday night!
Nowadays they spend evenings mulling over graphs
and spreadsheets to inform their race preparation.”
• 150 sensors per car
• 1.000 data points per lap
• 200 Gigabytes move from track and factory
every race weekend
• 50 Data Engineers per race
“You will make the best decision you can make.”
Gut Feeling Data-driven
A good metric is…
• comparable to another time period, group,
• understandable for the target audience.
• a ratio or rate
• targeted to the right audience (developers, marketers,
• a behaviour changer.
• Qualitative metrics are unstructured,
anecdotal, revealing, hard to aggregate.
• Quantitative metrics are numbers and stats,
hard facts but less insights.
• Vanity Metrics makes you feel good but doesn’t
change how you’ll act.
• Vanity Metrics are bad!
Only for Ad Inventory
Cross it with People
Why they stuck or left?
What are the actions and value?
• Use R, Excel, Numbers or online tools to calculate the linear relationship between
• Interpret a Correlation Coefﬁcient r
• +- 1:A perfect linear relationship
• +- 0.70 strong linear relationship
• +- 0.50 moderate linear relationship
• +- 0.30: weak linear relationship
• +- 0: no linear relationship
• Standard Deviation (SD) is a measure that is used to
quantify the amount of variation or dispersion of a set
of data values.
• A standard deviation close to 0 indicates that the data
points tend to be very close to the mean of the set,
while a high standard deviation indicates that the data
points are spread out over a wider range of values.
• Statistical signiﬁcance is fundamental to statistical
hypothesis testing (determine whether a null
hypothesis should be rejected or retained)
• In any experiment or observation that involves
drawing a sample from a population, there is
always the possibility that an observed effect
would have occurred due to sampling error alone.
Find Correlation Test Causality
Correlation lets you
predict the future
Causality lets you
change the future
• A/B testing (also known as split testing) is a
method of comparing two versions against
each other to determine which one performs
• Testing takes the guesswork out of
optimization and enables data-backed decisions
that shift business conversations from “we
think” to “we know.”
Drive trafﬁc to theVodafone website.
• Deﬁne a Hypothesis and Goal.
• Deﬁne the minimum sample size.
• Wait until the minimum sample size have run
through the test.
• Calculate if the differences between versions
are statistical signiﬁcant.
Fulﬁlment of Customer Intent
How to users ﬁnd you?
Do users have a great ﬁrst experience?
Do users come back?
Do users tell others?
How do you make money?
Stickiness Virality Price
faster than you
How many they
tell, how fast
they tell them
worth more than
they cost to get
Retention Referral Revenue
Facebook on early days
had only 150k users,
little revenue and many
…but 75% of users visit
one or more times per
And within one month
of launching on a new
campus, could acquire
90% of the students.
• Cohort analysis is a subset of behavioural
analytics that takes the data from a product
and rather than looking at all users as one unit,
it breaks them into related groups for analysis.
• These related groups, or cohorts, usually share
common characteristics or experiences within
a deﬁned timespan.
Percentage of Monthly Active Users (MAU) each week for 12 weeks