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Data analytics workshop @IIIT Bangalore
This document discusses data analytics and the differences between data analysts and data scientists. It provides examples of where data science is used in everyday products from Google, Facebook, Uber, Amazon and others. A case study is presented on how Yammer investigated a drop in user engagement through data analysis. They found the major engagement drop was for mobile users, and further exploration showed the issue was likely related to long-time user retention on the mobile app.
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Data analytics workshop @IIIT Bangalore
- 1.
- 2. What is DataAnalytics?
- 4. HOUSE OF CARDS MAKINGSENSE OF DATA
- 5. Why to enterinto Data Analytics/Science? 2.5 *1018 Bytes of data generated everyday (--IBM) 150,000 Shortage of Data Scientists in US alone in 2018 ( -- Mckinsey and Co.)
- 6. Roles in Analytics? •Data Analyst • Data Scientist • Data Engineer Let’s discuss the differences between Data Analyst and Data Scientist
- 7. What Twittersphere thinks? Prettygood one But some people are more skeptical
- 8. Data Analyst vsData Scientist?
- 9. Where is DataScience Used? Everyday products like : • Google Search Ranking • People You May Know at Facebook • Surge Pricing of Uber • Recommended Products in Amazon • Digital Advertisement Targeting • Potential Matches on Tinder • Apple’s Siri on Iphones
- 10. New Applications Self DrivingCars Age Detection from Pic Alpha Go
- 11. CASE STUDY Source :https://modeanalytics.com/
- 12. Yammer ($1.2Bn Acquisitionby Microsoft) Yammer is a social network for communicating with coworkers. Individuals share documents, updates, and ideas by posting them in groups.Think of it like Facebook for Work. Yammer has web,mobile and tablet apps.
- 13. Investigating a Dropin User Engagement What caused this dip in engaged users?
- 14. Prior Hypothesis • Holiday •Broken Feature/App • Error in Data Recording Script • One Time Marketing Event • Etc…
- 15. User Growth onYammer Platform Growth Rates look normal. High on weekdays and low on weekends
- 16. Engagement of OldUsers
- 17. Engagement By Device MajorEngagement Drop for Mobile Users
- 18. Zooming in onMobile Users
- 19. Further Exploration It seemsthe issue is with the mobile app related to long-time user retention. Possible issues can be: 1. Mobile app has become too heavy with new features and it crashes 2. Re-engagement Emails that were sent for retaining users are not been viewed on mobile clearly 3. A bug in recording data in mobile 4. Etc …
- 20.
Editor's Notes
- #16 1. One of the easiest things to check is growth, both because it’s easy to measure and because most companies (Yammer included) track this closely already. In this case, you have to make it yourself, though. You’ll notice that nothing has really changed about the growth rate—it continues to be high during the week, low on weekends:
- #17 Since growth is normal, it’s possible that the dip in engagement is coming from existing users as opposed to new ones. One of the most effective ways to look at this is to cohort users based on when they signed up for the product. This chart shows a decrease in engagement among users who signed up more than 10 weeks prior:
- #18 The understanding that the problem is localized to older users leads us to believe that the problem probably isn’t related to a one-time spike from marketing traffic or something that is affecting new traffic to the site like being blocked or changing rank on search engines. Now let’s take a look at various device types to see if the problem is localized to any particular product:
- #20 So it’s likely that there’s a problem with the mobile app related to long-time user retention. At this point, you’re in a good position to ask around and see if anything changed recently with the mobile app to try to figure out the problem. You might also think about what causes people to engage with the product.