Data driven going to market strategy
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How to systematically open a new market where every step is supported by data, how to set up learning loops, and where to look for optimization opportunities.
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The system described requires relatively little effort upfront but can easily grow with one's needs both in terms of scale as well as scope. With its good introspection capabilities and strong decoupling it is for instance an excellent substrate for putting machine learning algorithms in production, which is the final use-case we will dive into.
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Po njegovih besedah je povsem neupravičeno, da je segmentacija povečini statična in narejena na slepo, neupoštevajoč podatke. V predavanju je predstavil aletrnativo: analitično delno avtomatično odkrivanje segmentov iz podatkov.
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Simon Belak
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Clojure has always been good at manipulating data. With the release of spec and Onyx (“a masterless, cloud scale, fault tolerant, high performance distributed computation system”) good became best. In this talk you will learn about a data layer architecture build around Kafka and Onyx that is self-describing, declarative, scalable and convenient to work with for the end user. The focus will be on the power and elegance of describing data and computation with data; and the inferences and automations that can be built on top of that.
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Whenever a programming language comes out with a new feature, us smug lisp weenies shrug and point out how lisp had that in the early seventies; and if you look at the list of influences of a given language, there is bound to be a lisp in there. In this talk I will try to unpack what makes lisp special, why it is called programming programming language , how it changes one’s thinking, and how that thinking can be applied elsewhere.
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Data driven going to market strategy
- 1. Data-driven going to market strategy @sbelak simon@goopti.com
- 2. 0. Understand what’s your basic unit of scaling
- 3. 1. Where?
- 6. Narrow down • Desk research • Interviews • Leverage existing data country preexisting userbase conversion rate CPC word of mouth DE 1776 5.8% €0.72 50% ES 4022 8.7% €0.29 52% FR 1907 9.1% €0.68 49% PL 347 7.2% €0.53 39% AT 465 4.0% €0.68 37% SI 50209 6.6% €0.12 50% IT 13176 3.1% €0.24 36%
- 9. Cost x Time
- 10. “Do things that don’t scale” — P. Graham
- 12. Example: B2B sales • Sales cycle: X days • Y new customers/month per sales person
- 13. 3. Segmentation
- 14. … is a process
- 16. cost model + value model + segmentation + acquisition model 4. every channel has its own cost dynamics 1. customers from different segments have different (life- time) value 3. customers from different segments come from different channels 2. customers from different segments costs differently
- 17. (4. When?)
- 18. Seasonality • Different segments • Different behaviour • Different volumes
- 19. 5. Path to profitability
- 20. become profitable stop loosing more money with each additional booking passengers/city/day takerate[eur]
- 21. ⥁
- 22. Cost x Time
- 24. 13,5% 34% 34% 16%2,5%
- 25. ⥁ Hypothesis
- 26. 1.Where? 2.Acquisition channels 3.Segmentation 4.(When?) 5.Path to profitability