SlideShare a Scribd company logo
Digital Analytics on a shoestring
An experience from
the startup world
Xavier Sansó
Global Business Events
Whittlebury Hall, 07 May 2014
Your presenter today
• CFO of Upptalk – a voice over IP MVNO (mobile virtual
network operator)
• … And a digital immigrant!
&
The initial challenge
Millions of users
interacting with a
mobile application
Millions of phone
calls and messages
per dayis
Meaning: Big data, big time
Lessons learnt
Paradigm 1: Information technology that used to be expensive is now
cheap and (partially) open source
Extract user and call data in order to measure
operational and market indicators
But they use complex, proprietary, expensive systems
Same thing.
But the technology has been commoditized
Put on the cloud
Made almost open source
The cost is below EUR 10K per year
Paradigm 2: Don’t show me metrics from your proprietary
systems, show me something that the industry recognizes as a
standard
• A quarterly update from a company like Apple contains
data from their proprietary systems “we sold 1 million
iPads” and from industry standards “our market share
according to Nielsen was 42%”
• In the purely digital industries, standards matter more
and more, and proprietary systems are becoming
irrelevant
• But the same metric (eg number of users) measured
through an industry standard (eg Localytics) can mean
different things even for players in the same industry
• Work the standard back, make sure you understand
it, don’t challenge it much.
Paradigm 3: So you went to the standard, and last month your new
users declined by 20%...what’s next? Making sense of what seems not
to make sense
Accessed
registration
screen: 1000
Entered
personal data:
650
Validated
phone
number:
620
Received
verification
code
590
Code
correct:
300
New
user
Code
wrong:
250
Abandon:
40Did not
receive code
30
Abandon:
20
Wrong
phone
number:
10
Abandon: 350
Stay data driven. Be systematic
Paradigm 4: This industry still has very significant information gaps
Physical Interaction Tracking
Web analytics platforms still not good enough
at providing off the shelve tracking
capabilities for wipes, pinches, touches…
right hand and left hand!
Video engagement tracking. We still don’t
know (cheaply and as a standard) how users
interact with videos…yet videos are becoming
increasingly important
Someone in Silicon Valley will become rich over this
Paradigm 5: If it can be cloud-based and externally managed…it will
be…but do you really own your information?
The death of databases
ERP
Operational
Usage
Advertising
Dashboards
KPI
MIS
Thank you

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Xavier Sanso

  • 1. Digital Analytics on a shoestring An experience from the startup world Xavier Sansó Global Business Events Whittlebury Hall, 07 May 2014
  • 2. Your presenter today • CFO of Upptalk – a voice over IP MVNO (mobile virtual network operator) • … And a digital immigrant!
  • 3. & The initial challenge Millions of users interacting with a mobile application Millions of phone calls and messages per dayis Meaning: Big data, big time
  • 5. Paradigm 1: Information technology that used to be expensive is now cheap and (partially) open source Extract user and call data in order to measure operational and market indicators But they use complex, proprietary, expensive systems Same thing. But the technology has been commoditized Put on the cloud Made almost open source The cost is below EUR 10K per year
  • 6. Paradigm 2: Don’t show me metrics from your proprietary systems, show me something that the industry recognizes as a standard • A quarterly update from a company like Apple contains data from their proprietary systems “we sold 1 million iPads” and from industry standards “our market share according to Nielsen was 42%” • In the purely digital industries, standards matter more and more, and proprietary systems are becoming irrelevant • But the same metric (eg number of users) measured through an industry standard (eg Localytics) can mean different things even for players in the same industry • Work the standard back, make sure you understand it, don’t challenge it much.
  • 7. Paradigm 3: So you went to the standard, and last month your new users declined by 20%...what’s next? Making sense of what seems not to make sense Accessed registration screen: 1000 Entered personal data: 650 Validated phone number: 620 Received verification code 590 Code correct: 300 New user Code wrong: 250 Abandon: 40Did not receive code 30 Abandon: 20 Wrong phone number: 10 Abandon: 350 Stay data driven. Be systematic
  • 8. Paradigm 4: This industry still has very significant information gaps Physical Interaction Tracking Web analytics platforms still not good enough at providing off the shelve tracking capabilities for wipes, pinches, touches… right hand and left hand! Video engagement tracking. We still don’t know (cheaply and as a standard) how users interact with videos…yet videos are becoming increasingly important Someone in Silicon Valley will become rich over this
  • 9. Paradigm 5: If it can be cloud-based and externally managed…it will be…but do you really own your information? The death of databases ERP Operational Usage Advertising Dashboards KPI MIS