Analyticsdagarna 11-12 november 2015 Lifesum / Johan Henkow Data är bara data, vad du gör med den är det intressanta

1. Organising with
data
Johan Henkow

2. WHY NOW?
GLOBAL HEALTH IS RIGHT
NOW IN A STATE OF MASS
CONFUSION

3. We want to help people
all over the world
establish and maintain
healthy habits.
WHY WE GO TO WORK

4. We motivate people and help them make
better choices, forge good habits and guide
them on their journey to a better lifestyle and
finally a great overall quality of life.
Life Coaching from Your
Pocket
WHAT WE ARE BUILDING

5. 41
wonderful
and
talented
colleges
14
different
nationalities
4.5
out of five
App store
rating
50/50
gender split
among
employees
12
million
members
3
great
friends:
Apple,
Google and
Samsung
81%
female
users

6. Why am I here?

7. We used to view the business as two parts, intake and
product, where intake worked with clear conversion
CPM Click
Paid install
Reg Product
Marketing/BD
Everything
else
Organic
install

8. We then used data to identify conversions through the
entire business, and assigning metrics to each
Paying users
Free user
CPM Click Paid install Reg
Organic
install
Paid retention
- CTR
- Channel
mix
- CPC
- ASO - Onboarding
- K-factor/Virality
- 7 day retention
- CR to paying
- Churn
- Long term retention

9. The current organisation is built around these
conversions, and the teams are assigned to move the
metrics
Team 1 Team 2 Team 3 Team 4
• 7 Day retention • 7 day CR
• 2nd month
retention
• Churn rate

10. The classical way of organising
Mobile Development Backend Development Business Analysis Design
Project

11. • Teams should be able to handle all
assignments within the team
• Full stacked teams increase speed and
output
• Empowers the team to be autonomous and
to be accountable in much clearer way Backend Developer
Analytics
Designer
Mobile Developer
Fullstack teams increase speed and output and allows for
empowerment and accountability

12. Using objectives and key results to ensure team focus on
company goals
• Increase day 7 retention
from X to Y
Key ResultsObjective
Make our users fall in love with the
Lifesum app the first week
• Shorter goal periods to increase focus and
feedback
• Define most relevant metrics to work with
during the period
• Keep teams or mix it up (suggest to keep teams
in the beginning to avoid confusion)
• Forces the organization to focus on most
important areas

13. A B
We were too scared to do all at once - so we did an
organisational A/B test
• We did not do this in a single blow
• Perfect time for an organisational AB-
test
• We created one team, ran it for 3
months and measured the effects
• Test resulted in full roll-out

14. As a small organisation, we’ve seen fantastic results.
Harder for bigger companies but everyone should strive to
be fast
+ 20%
• With smaller teams we have increased output with almost
20% measuring deliverables for each release
• Small organisations need to be fast, big organisation should
at least strive for it
• Set good prerequisites to be agile and adaptable (as most
organisations talk about but rarely achieve )

15. Trying to generalise something that will be different for
everyone…
1. Identify key conversions and metrics for your business
2. Build teams and organise around these
3. Create teams that are full stacked
4. Give mandate to succeed and fail
5. Use short goal periods with clear measurable goals (e.g. OKR)
6. Iterate on the key metrics, should you change what is most
important now

16. Thank you!