Crea%ng	  a	  Data-­‐Driven	  Business	  David	  Cancel	  -­‐	  @dcancel	  
“In	  God	  we	  trust;	  all	  others	  must	  bring	  data.”	  	               -­‐	  W.	  Edwards	  Deming	  
Hi,	  I’m	  @dcancel	  
I’m	  a	  data	  geek	  
Before	  we	  get	    started…	  
Talking,	  Reading,	  and	  Dreaming	  are	  Worthless.	  
#JFDI	    Just	  Fucking	  Do	  It	  
Data	  alone	  is	  useless.	  	  
Op%mize	  your	  business	   for	  learning	  not	  data.	  	  
Use	  data	  to	  validate	   your	  assump%ons.	  	  
Not	  to	  make	  decisions	               for	  you.	  	  
Time	  to	  talk	  data.	  	  
?	  
Data-­‐driven	  teams	    are	  stronger.	  	  
Shared	  metrics	  ==	  clear	      feedback	  loop.	  
A/B	  Tes%ng	  won’t	  save	         your	  business.	  
Remember	  it’s	   about	  valida%ng	  your	  assump%ons.	  
Always	  Be	  Tes%ng.	    Just	  don’t	  be	       stupid.	  
Hard	  to	  perform	  worse	  than	  the	     average…	  	  
2%	  “The	  average	  conversion	  rate	  in	  the	  United	  States	  of	    America	  whether	  youre	  selling	  elepha...
#FAIL	  
Data-­‐driven	  teams	    can	  fail	  faster.	  	  
Why	  is	  failing	    good?	  
“Angry	  Birds	  became	  an	  overnight	  success…  aYer	  51	  failures.”	              -­‐	  Don	  Dodge	  
It	  took	  the	  inventors	   409	  tries	  to	  get	  the	         formula	  right.	                 -­‐	  Wikipedia	  
Guitar	  Hero	  a	  10	  year	   overnight	  success.	  
Whoops!	  Wrong	    iRobot…	  
iRobot	  a	  12	  year	  overnight	  success.	  
Start	  Today	  
The	  Opera%ng	   Dashboard	  
A	  single	  place	  to	   measure	  your	  business	  health.	  
Company-­‐wide	    dashboard	  
All	  ini%a%ves	  should	  improve	  your	  opera%ng	      metrics.	  
Conversion	  Funnels	  
Sales	  funnels	  	    kick	  ass.	  
Daily	  Sales	  Performance	  
The	  ul%mate	  in	  	  accountability.	  
The	  ul%mate	  in	  	   transparency!	  
Churn	  Performance	  
NPS	  Surveys	  –	  Internal	  +	  External	  
Cohort	  Analysis	  
Without	  a	  cohort	  analysis	  you	  are	    flying	  blind	  
Are	  your	  new	  customers	  beger	     or	  worse?	  
No	  clue	  un%l	   you’ve	  done	  a	  cohort	  analysis.	  
What	  really	  magers?	  
Happy Customers
Success	  ==	  Happy	  customers	  and	  a	    happy	  team.	  
Thank	  you	    David	  Cancel	  
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
Creating a Data-Driven Business
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Creating a Data-Driven Business

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Presentation that I gave at the 2011 Business of Software Conference.

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Creating a Data-Driven Business

  1. 1. Crea%ng  a  Data-­‐Driven  Business  David  Cancel  -­‐  @dcancel  
  2. 2. “In  God  we  trust;  all  others  must  bring  data.”     -­‐  W.  Edwards  Deming  
  3. 3. Hi,  I’m  @dcancel  
  4. 4. I’m  a  data  geek  
  5. 5. Before  we  get   started…  
  6. 6. Talking,  Reading,  and  Dreaming  are  Worthless.  
  7. 7. #JFDI   Just  Fucking  Do  It  
  8. 8. Data  alone  is  useless.    
  9. 9. Op%mize  your  business   for  learning  not  data.    
  10. 10. Use  data  to  validate   your  assump%ons.    
  11. 11. Not  to  make  decisions   for  you.    
  12. 12. Time  to  talk  data.    
  13. 13. ?  
  14. 14. Data-­‐driven  teams   are  stronger.    
  15. 15. Shared  metrics  ==  clear   feedback  loop.  
  16. 16. A/B  Tes%ng  won’t  save   your  business.  
  17. 17. Remember  it’s   about  valida%ng  your  assump%ons.  
  18. 18. Always  Be  Tes%ng.   Just  don’t  be   stupid.  
  19. 19. Hard  to  perform  worse  than  the   average…    
  20. 20. 2%  “The  average  conversion  rate  in  the  United  States  of   America  whether  youre  selling  elephants  or  iPods.”   Avinash  Kaushik  -­‐  AnalyIcs  Evangelist,  Google  
  21. 21. #FAIL  
  22. 22. Data-­‐driven  teams   can  fail  faster.    
  23. 23. Why  is  failing   good?  
  24. 24. “Angry  Birds  became  an  overnight  success… aYer  51  failures.”   -­‐  Don  Dodge  
  25. 25. It  took  the  inventors   409  tries  to  get  the   formula  right.   -­‐  Wikipedia  
  26. 26. Guitar  Hero  a  10  year   overnight  success.  
  27. 27. Whoops!  Wrong   iRobot…  
  28. 28. iRobot  a  12  year  overnight  success.  
  29. 29. Start  Today  
  30. 30. The  Opera%ng   Dashboard  
  31. 31. A  single  place  to   measure  your  business  health.  
  32. 32. Company-­‐wide   dashboard  
  33. 33. All  ini%a%ves  should  improve  your  opera%ng   metrics.  
  34. 34. Conversion  Funnels  
  35. 35. Sales  funnels     kick  ass.  
  36. 36. Daily  Sales  Performance  
  37. 37. The  ul%mate  in    accountability.  
  38. 38. The  ul%mate  in     transparency!  
  39. 39. Churn  Performance  
  40. 40. NPS  Surveys  –  Internal  +  External  
  41. 41. Cohort  Analysis  
  42. 42. Without  a  cohort  analysis  you  are   flying  blind  
  43. 43. Are  your  new  customers  beger   or  worse?  
  44. 44. No  clue  un%l   you’ve  done  a  cohort  analysis.  
  45. 45. What  really  magers?  
  46. 46. Happy Customers
  47. 47. Success  ==  Happy  customers  and  a   happy  team.  
  48. 48. Thank  you   David  Cancel  

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