The document outlines the strategic analytics framework at Dyn, covering its background, key metrics, and case studies highlighting growth strategies through analytics. It emphasizes the importance of asking the right questions and utilizing various data sources to drive decision-making and test revenue models. Additionally, it provides insights into predictive marketing and churn analysis while offering practical tips for effective analytics practices.

1. Analytics @ Dyn
@rvysetty @DynInc
Analytics @ Dyn
Raj Vysetty
Director of Strategic Analytics
@rvysetty @Dyninc

2. Analytics @ Dyn
@rvysetty @DynInc
“In god we trust,
all others bring data”
vs.
“Not everything that can
be measured matters, and
not everything that matters
can be measured”

3. Analytics @ Dyn
@rvysetty @DynInc
Analytics @ Dyn
@rvysetty @DynInc
• Dyn Background
• Analytics Frameworks
• Sources, Tools and Metrics
• Case-study
• Closing Tips
Analytics @ Dyn
Overview

4. Analytics @ Dyn
@rvysetty @DynInc
Background

5. Analytics @ Dyn
@rvysetty @DynInc
Introduction to Dyn
Overview
• Founded in 2001
• Managed DNS / Email Delivery
• $30 MM Revenue for 2012,
70% Annual Growth
• 220 Employees
• Direct Sales Channel focused
on enterprises (2000+
Customers)
• eCommerce Channel for the
home user and small
businesses (500K+ Customers)

6. Analytics @ Dyn
@rvysetty @DynInc
Some of Our Customers

7. Analytics @ Dyn
@rvysetty @DynInc
Analytics
Frameworks

8. Analytics @ Dyn
@rvysetty @DynInc
Three Classes of Analytics
Reporting
Analysis
Exploration
Known - Known’s
Known - Unknown’s
Unknown - Unknown’s
Avinash Kaushik’s Framework

9. Analytics @ Dyn
@rvysetty @DynInc
Framing An Analysis Question
• My Hypothesis is… If it’s right, then…
• Numbers can distract, and hence it is
very important to ask the right
questions

10. Analytics @ Dyn
@rvysetty @DynInc
Tools & Data
Sources

11. Analytics @ Dyn
@rvysetty @DynInc
Data Sources & Tools
• Websites Data
• Sales Data
• Customer & Product Data
• Social Data
• Voice of Customers
• Competitive Data
• Reporting/Analysis tool

12. Analytics @ Dyn
@rvysetty @DynInc
Some of
Our Metrics

13. Analytics @ Dyn
@rvysetty @DynInc
Some of Our Metrics
• CLTV
• CMRR Growth
• Trial Conversion Rate
• Annual Churn
• CAC
Standard Metrics

14. Analytics @ Dyn
@rvysetty @DynInc
Some of Our Metrics
• % of Revenue vs. % of Customers
• Time to upsell contracts
• Discounting vs. Monthly Price
• Previous Technology of New Customers
• Advanced Features Take-rate
• Cross-sell Ratio
More Strategic Metrics

15. Analytics @ Dyn
@rvysetty @DynInc
Time to Upgrade a Customer
10% OF CUSTOMERS
ARE UPSOLD WITHIN 3
MONTHS
20.3 % OF CUSTOMERS
ARE UPSOLD WITHIN 6
MONTHS
35% OF CUSTOMERS ARE
UPSOLD IN THE FIRST
YEAR
47% ARE UPSOLD IN THE
FIRST 2 YEARS
0%
10%
20%
30%
40%
50%
0 5 10 15 20 25
%ofCustomersUpgraded
Time from Customer Acquisition to first Upsell (in Month's)
• We upsell 35%
of customers in
their first year of
signing a contract
• Customers who
do not upgrade
in year 1 are 3 times
less likely
to start upgrading in
year 2

16. Analytics @ Dyn
@rvysetty @DynInc
Dyn
Case Study

17. Analytics @ Dyn
@rvysetty @DynInc
Testing the Freemium Model

18. Analytics @ Dyn
@rvysetty @DynInc
Testing The Freemium Model
• Free ->Freemium -> Trial Based Service
• Identified the biggest levers in our service
through deep analysis
• Built a model out the estimated impact based
on Conversion Rates
• Tested aggressively to identify optimal
revenue strategy

19. Analytics @ Dyn
@rvysetty @DynInc
Revenue Impact
• 4x Increase in
Revenue & Conversion for the
product
• New Revenue
from our eCommerce
channel more than doubled!

20. Analytics @ Dyn
@rvysetty @DynInc
Predictive Outbound Marketing
• Profile your customers using non-
traditional measures
• Scoring a cold outreach
– Traditional Attributes
• Industry, Size, Revenue
– Non-Traditional Attributes
• Web Technologies Used
• Google Adwords Spend
• Alexa Rank; Domain Reputation etc
• Triggers/Alerts
– Service expirations, Added/deleted a web-tech
• We use Datanyze as our major datasource
for these analysis

21. Analytics @ Dyn
@rvysetty @DynInc
Predictive Outbound Marketing

22. Analytics @ Dyn
@rvysetty @DynInc
Churn Analysis for our
eCommerce Channel
• Service A
– Majority of the domains we lost were
from companies that went out of
business etc
– Very small fraction went to a competition
• Service B
– Majority of lost customers are
still active
– We actually ‘lose-lose’ a very tiny fraction
of the lost customers
• Helped us figure out where to
focus our efforts on
Dead
Competition
Using a free
service
Expire, buy
new
Lost
Move to
Free

23. Analytics @ Dyn
@rvysetty @DynInc
Closing
Tips

24. Analytics @ Dyn
@rvysetty @DynInc
Closing Tips
• Test Big changes. Don’t be afraid to test
something controversial.
• Analyze Segments and Cohorts
• Look for Distributions – Not Averages

25. Analytics @ Dyn
@rvysetty @DynInc
Closing Tips
• Don’t confuse correlation
with causation
• Stay away from Vanity Metrics
• Don’t confuse Revenue
with Incremental Revenue
– especially for Branded Search, Display re-
targeting, etc.

26. Analytics @ Dyn
@rvysetty @DynInc
Thank You!
Raj Vysetty
Director of Strategic Analytics
@rvysetty @Dyninc