Big Data On Small Devices: Data Science Goes Mobile
Slides presented at keynote for O'Reilly Strata "Making Data Work" conference, Feb 2013. Video available at http://www.youtube.com/watch?v=17wZa6jF_hc. Mobile = transformational opportunity to connect. Recognize the rich heterogeneity of mobile data. Leverage it to create amazing products for all screens. Topic: Big Data on Small Devices: Data Science goes Mobile Abstract: Mobile is already changing everything about the way we access information, and we've only begun to experience the impact of the smart devices revolution. Mobile analytics is also very different from web product analytics. With a variety of screen sizes, operating systems, and many other features, the "mobile platform" is in fact a multitude of distinct platforms. How do we recognize and even benefit from this richness and heterogeneity to create amazing products our users will love? Data science for consumer internet products relies on our ability to effectively analyze and understand ubiquitous computing in terms of a holistic product experience, as individuals consume and create data on mobile and desktop devices in their day-to-day lives. I'll talk about mobile data science challenges — from product development to data-driven decision making.
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Big Data On Small Devices: Data Science Goes Mobile
- 1. Big Data on Small Devices Yael Garten Senior Data Scientist, Team lead Mobile Analytics @yaelgarten February 27, 2013
- 3. Ubiquitous Computing Constant access to information and products
- 4. 7AM phone at home read email
- 5. 8AM tablet on the train read, shop
- 6. 9AM desktop at work email, search
- 7. 6PM phone on the way home updates of the day
- 9. Make data work… Delight users 1. Recognize the complexity 2. Invest in tracking 3. Leverage the data
- 13. Screen App Size or Web App Connectivity Version Price Point Operating System Location
- 14. Tablet Phone Screen App Size or Web App Connectivity Version Price Phablet Point Operating System Location
- 15. 1.0 2.0 Screen App Size or Web App Connectivity Version Price Point Operating System Location
- 16. Screen App Size or Web App Connectivity Version • Transactional • Organic, richer experience Operating Price System • Can A/B test (+) • Limited A/B capabilities (-) Point Location
- 17. Screen App Size or Web App Connectivity Version Price Point Operating System Location 3X more reach
- 18. Screen App Size or Web App Connectivity Version Price Point Operating System Location
- 19. Make data work… Delight users. 1. Recognize the complexity 2. Invest in tracking 3. Leverage the data
- 20. Data to inform product design: From coffee to couch and everything in between Desktop iPad 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 5pm 6pm 7pm 9pm 10pm 11pm
- 22. Landscape or Portrait ? iPad 65% 35% iPad mini 45% 55%
- 23. 40% and growing. Optimize your email 2X higher CTR
- 24. The data says: Simplify 1.0 Mobile % of Unique Visiting Members 2.0 20% 18% 1.0 2.0 16% 14% 12% 10% 8% 6% 1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11 9/11 10/11 11/11 12/11 1/12 2/12
- 25. Leverage learnings across platforms
- 26. Opportunity. Essential. Transformational. Connecting.
- 27. Make data work… Delight users. 1. Recognize: mobile space is complex and multi-dimensional. 2. Invest in tracking: create tools to turn the diversity into an advantage. 3. Leverage the data to create delightful seamless multi-screen products.
Editor's Notes
- Location matters. Even before thinking about precise location of the member, the region is important – Internationallly, countries have variable smartphone penetration rates, and this will impact your memberbase. As international trends change, you may need to revisit assumptions. For example, if you built mainly around what you learned from a US centric memberbase – do those decisions need to be revisited now that China has surpassed the number of smartphones when compared to the USA?-------- connection speeds, demographics, use cases
- So mobile is complex and multi-dimensional. We talked about many dimensions of the data. All very important to track Its not easy to track everything, but its important.. Tracking creates the tools for us to turn the diversity into an advantage.Once we track this data – how can we leverage it?How we leverage the richness and heterogenieties in the data to create a delightful experience across all screens.
- By the end of 2013, the number of mobile-connected devices will exceed the world’s population. Think about mobile as an opportunity.New devices are emerging, larger segments of the population are turning to mobile data services as an essential part of life. With impressive uptake in both emerging and developed countries, mobility has proven to be transformational. Make the experiecne transformational.More minutes of each day are spent by people worldwide – connecting. Mobile is about connecting. Its about connecting the pieces of your day, its about connecting to other people, its about connecting yourself to the task you have to accomplish throughout the day.
- To make great strides, let’s lead the way byrecognizing and embracing the complexity, Its’ not a simple task. But if you invest in tracking, you’ll be able to simplify it. Once you have that tracking – its amazing data that you’ll want to leverage.Then leverage the richness and heterogeneities of the data, to create delightful seamless multi-screen experiences.Let’s be prepared.