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one moment · one screen · one experience
Xavi Beumala 
Co-Founder & CEO @ Marfeel
Former Technical Architect for Adobe


Xavi.beumala@marfeel.com
@xbeumala
aug-11’
dec-11’
mar-12’
aug-12’
nov-12’
dec-12’
jan-13’
Enisa
feb-13’
iab
4 paying customers
$2M

IX
Nauta Capital
Elaia Partners
BDMI 
Wayra
If all we have are
opinions, let’s go with
mine.
If we have data, let’s
look at data.
If you’re an startup it
means essentially 2
things:
•  You’re blazingly fast
•  You do something 10x
better than your
competitors
Clearly identify What it is
and build everything on
top to maximize it
.
You can’t manage
what you don’t measure
Analytics must be part of your CULTURE
not a management task.
Product
performance.
1
Product
performance.
Know everything
•  How is people using your
product.
•  What is people using.
•  What is people not using.
Product
performance.
Know everything
•  Most used features
•  Are users using the product
as you expected?
•  Do features achieve their
goals and your hypothesis?
.
Identify the path to
success and get rid of
everything else. It will
slow you down
2Paralysis by
analysis
Paralysis by
analysis.
•  Plan your goals and what you
want to measure before
•  Automate all the reports you
need
•  Always talk in terms of KPIs
and business measures
Paralysis by
analysis.
•  Don’t look at aggregated
reports
•  Look for qualitative data not
quantitative
.
Analytics tells you
What but not Why
Always rationalize
success and failure
with Metrics
one moment · one screen · one experience
Rambla Catalunya, 35, Principal 2a, 08007 Barcelona · +34 931 785 950
Xavi.beumala@marfeel.com
@xbeumala
Content Experiments without redirects
https://developers.google.com/analytics/solutions/experiments-client-side
Automated GA data access from Google docs
https://developers.google.com/analytics/solutions/articles/reporting-apps-script
Ducksboard
https://app.ducksboard.com/
Information Dashboard Design
http://www.amazon.es/gp/product/1938377001/ref=oh_details_o00_s00_i01?ie=UTF8&psc=1

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