Keynote at Customer Analytics Summit Boston #CAS2013 Sudha Jamthe , Caleb LaVergne

1. Competitive Data Analysis
for Customer Insights
Sudha Jamthe & Caleb LaVergne
Global Analytics Team
June 5th 2013
Prepared for Customer Analytics Summit #TAS13
@sujamthe
Boston

2. My Inspiration
The Ability to capture, interpret and
act in real time based on signals from
the market in the context of
enterprise data will become a
tremendous competitive advantage
over time.
-@setlinger Altimeter Group
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3. Your Data is the voice of your customer. Are
you really ready to listen?
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4. 1. Your data tells a different story
if YOU are the competition
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5. Example – How will you interpret and take action if you
were Coke vs. Pepsi?
Coke Vs. Pepsi
Sentiments
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6. 1. Your data tells you different
stories based on what you compare
against
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7. Multi-Device Users are Far more active
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00
Triple-play users Non-triple-play users
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8. So ARE LIVING PEOPLE
0.00
5.00
10.00
15.00
20.00
25.00
30.00
Alive users Dead users
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9. Compare to actually comparable sets of users
Definitions: Triple-play users are users who used a computer, a tablet, and a mobile phone to visit eBay, in this case in a single week.
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00
Triple-play
users
Computer
users w/ 3+
visits
Tablet users
w/ 3+ visits
Phone users
w/ 3+ visits
Now we’re much closer
to a “real” answer.
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10. 3. Co-relation is NOT Causality
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11. Facebook and the Greek Debt Crisis
Ref: Businessweek Spoof article Dec 2011
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12. Did this mountain cause the murder rate to go up?
Ref: Businessweek Spoof article Dec 2011
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13. 4. Your data is waiting to surprise you
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14. Paid Search Effectiveness
Ref: http://faculty.haas.berkeley.edu/stadelis/Tadelis.pdf
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15. Paid Search Effectiveness
Ref: http://faculty.haas.berkeley.edu/stadelis/Tadelis.pdf
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16. 5. Advanced tools does NOT mean
advanced analytics.
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17. @sujamthe

18. 6. Your metrics should be
Actionable, Assessable, Auditable
NOT
Vanity metrics
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19. Vanity Metrics
Ref: Buzzmetrics blog
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20. “
The only metrics that a business should invest
energy in collecting are those that help them
make decisions “ – Eric Reis Author of The
Lean Startup
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21. Really Listen to your Data - Wake up the Sleeping Lion
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22. Thank You!
Sudha Jamthe @sujamthe
& Caleb Lavergne
Slide Deck on Slideshare:
http://www.slideshare.net/sujamthe
Opinions are ours. Not our employer’s @sujamthe

23. APPENDIX

24. Re: @DaveMClure –Startup Metrics for Pirates
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25. Ref: @DaveMcClure – Startup Metrics for Pirates
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26. 26
Your customer is unique; Diff from competition’s.
Deep Audience Audience Analysis tells you more about your
customers
48%
38%
14%
Buyers (3 competing
marketplaces)
Top Locations
Sellers
1. New York
2. Chicago
3. France
4. Dallas
5. Michigan
6. Nashville
7. Berlin
8. London
9. Los Angeles
10. San Diego
Buyers
1. London
2. Chicago
3. California
4. New Jersey
5. New York
6. Toronto
7. Maryland
8. Los Angeles
9. Melbourne
10. Houston
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27. Reference
1. http://www.fourhourworkweek.com/blog/2009/05/19/vanity-metrics-vs-actionable-metrics/
2. http://blog.kissmetrics.com/throw-away-vanity-metrics/ (Tool KissInsights)
3. http://www.businessinsider.com/what-is-a-facebook-like-actually-worth-in-dollars-2013-3
4. http://www.businessweek.com/magazine/correlation-or-causation-12012011-gfx.html
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