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
comp...
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 u...
Product
performance.
Know everything
•  Most used features
•  Are users using the product
as you expected?
•  Do features ...
.
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
•  Alwa...
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.beumal...
Content Experiments without redirects
https://developers.google.com/analytics/solutions/experiments-client-side
Automated ...
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GFEW Barcelona 2013 - Xavi Beumala

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GFEW Barcelona 2013 - Xavi Beumala

  1. 1. one moment · one screen · one experience
  2. 2. Xavi Beumala Co-Founder & CEO @ Marfeel Former Technical Architect for Adobe Xavi.beumala@marfeel.com @xbeumala
  3. 3. aug-11’ dec-11’ mar-12’ aug-12’ nov-12’ dec-12’ jan-13’ Enisa feb-13’ iab 4 paying customers
  4. 4. $2M IX Nauta Capital Elaia Partners BDMI Wayra
  5. 5. If all we have are opinions, let’s go with mine. If we have data, let’s look at data.
  6. 6. If you’re an startup it means essentially 2 things: •  You’re blazingly fast •  You do something 10x better than your competitors
  7. 7. Clearly identify What it is and build everything on top to maximize it
  8. 8. . You can’t manage what you don’t measure
  9. 9. Analytics must be part of your CULTURE not a management task.
  10. 10. Product performance. 1
  11. 11. Product performance. Know everything •  How is people using your product. •  What is people using. •  What is people not using.
  12. 12. Product performance. Know everything •  Most used features •  Are users using the product as you expected? •  Do features achieve their goals and your hypothesis?
  13. 13. . Identify the path to success and get rid of everything else. It will slow you down
  14. 14. 2Paralysis by analysis
  15. 15. 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
  16. 16. Paralysis by analysis. •  Don’t look at aggregated reports •  Look for qualitative data not quantitative
  17. 17. . Analytics tells you What but not Why
  18. 18. Always rationalize success and failure with Metrics
  19. 19. one moment · one screen · one experience Rambla Catalunya, 35, Principal 2a, 08007 Barcelona · +34 931 785 950 Xavi.beumala@marfeel.com @xbeumala
  20. 20. 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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