Casper is currently the Head of Product & Growth at Kulina, an online food subscription service in Jakarta. Casper is responsible for driving product management and growth initiatives as well as leading marketing efforts. Previously, he led the product marketing teams at Product Madness in San Francisco. During his tenure at Product Madness, he helped the company's top app, Heart of Vegas achieve the record of $200M in annual revenue. Outside of his day-to-day work, he advises corporations and startups on product and growth, and writes frequently on Startup Grind, Mind the Product & Muzli. He graduated with a business degree from the University of Southern California in Los Angeles. *** This slide was shared at Tech in Asia Product Development Conference 2017 (PDC'17) on 9-10 August 2017. Get more insightful updates from TIA by subscribing techin.asia/updateselalu

1. @casperisto | @kulinaID
Data-Informed
Casper Sermsuksan
Head of Product & Growth @ Kulina
Data-Driven
vs
@casperisto | @kulinaID

2. @casperisto | @kulinaID
Data-Driven
Cool?
Are you?

3. @casperisto | @kulinaID
Data-Informed
Cool?
Are you?

4. @casperisto | @kulinaID
Head of Product & Growth
Kulina
Product Marketing Manager
Product Madness
Product Management
Belkin

5. @casperisto | @kulinaID
Make data-driven decisions or data-informed decisions

6. @casperisto | @kulinaID
Definition Pros & Cons Real-Life Examples Q&A

7. @casperisto | @kulinaID
Data-Driven
Data
Decision
Decision
Decision
Decision
Decision
Decision
Decision
Don’t talk to me unless
you have data
Let’s A/B test & implement
the better version
We’ll just follow what the data tells us

8. @casperisto | @kulinaID
Data-Driven
Data
Product
Finance
Engineering
Customer Success
Marketing
Logistics
Insights

9. @casperisto | @kulinaID
Benefits Data-Driven
Less human bias
Less time-consuming
+4% Productivity Rates
+6% Profits
Source: MIT

10. @casperisto | @kulinaID
Data-DrivenDrawbacks
Require huge amount of data
Outlier distortion

11. @casperisto | @kulinaID
Data-DrivenDrawbacks
Young Companies & Startups
Not enough people
& knowledge
Technology doesn’t
support
Require huge amount of data
Outlier distortion
Capabilities & resources

12. @casperisto | @kulinaID
Require huge amount of data
Data-DrivenDrawbacks
Outlier distortion
Capabilities & resources
Bias in data gathering
The way we asked questions
What people say ≠ What people do

13. @casperisto | @kulinaID
Data-DrivenWhich social media platform do you use most often?
Google+ !?

14. @casperisto | @kulinaID
Require huge amount of data
Data-DrivenDrawbacks
Outlier distortion
Capabilities & resources
Bias in data gathering
What people say ≠ What people do
How we set our metrics
The way we asked questions

15. @casperisto | @kulinaID
Data-Driven
Wait, that’s why I contacted you in the first place!

16. @casperisto | @kulinaID
Data-Driven
Hmmm… I can’t even log in...

17. @casperisto | @kulinaID
Data-Driven
Isn’t this telling you that I can’t
update my phone?
RESOLVED!?

18. @casperisto | @kulinaID
Data-Driven
Data-driven metrics:
- How many tickets solved in an hour
- The average time to respond / resolve
Goals: to help customers solve their issues as soon as
possible
- Did we solve the problem?
- How fast?
- What were the biggest struggle in this situation?

19. @casperisto | @kulinaID
Require huge amount of data
Data-DrivenDrawbacks
Outlier distortion
Capabilities & resources
Bias in data gathering
There are limits, laws &
circumstances that data alone won’t
be enough
External restriction & factors

20. @casperisto | @kulinaID
Registration Page Data-Driven
Registration↓40%
Goal: Improve Conversion -> Conversion Rate

21. @casperisto | @kulinaID
Registration Page Data-Driven
Registration
Legal Issues: Wrong Contact Information

22. @casperisto | @kulinaID
Registration Page Data-Driven
Connection Issue?
Log In with Phone Number?
LINE? Instagram? Spotify? Email?

23. @casperisto | @kulinaID
Data-Informed
DecisionData
Customer Experience
Aesthetics
Guts
HiPPO

24. @casperisto | @kulinaID
Data-InformedBenefits
Data has limitation
Snapshot of Reality

25. @casperisto | @kulinaID
Data-InformedBenefits
Data has limitation
Snapshot of Reality
You have to test & question

26. @casperisto | @kulinaID
Declining revenue or not? Data-Informed

27. @casperisto | @kulinaID
Data-InformedBenefits
Data has limitation
You have to test & question
User experience & satisfaction

28. @casperisto | @kulinaID
A/B Test vs User Experience Data-Informed
Control
(No Coins)
Test
(Free
Coins)
1 week 1 month 3 months
-5% +2% +3%Total Revenue
VIP Manager
Satisfaction ☺ ☺ ☺

29. @casperisto | @kulinaID
Drawbacks
Human = Bias
Data-Informed
Twist Data Based on Interpretation & Intention
Time Consuming

30. @casperisto | @kulinaID
So which one should I choose?
Sometimes you can’t
Younger companies should try to be more data-driven
Larger companies should try to be more data-informed
Use data to help you make decisions, but don’t rely on it 100%

31. @casperisto | @kulinaID
“Use quantitative tools to discover symptoms or opportunities
and qualitative tools to diagnose them.”
First Round Review

32. @casperisto | @kulinaID

33. @casperisto | @kulinaID
“At the end of the day, we have to have a gut to make
bold decisions without data”
Adam Mosseri - VP Product at Facebook

34. @casperisto | @kulinaID
Registration Page Data-Driven
Registration
Goal: Improve Conversion -> Conversion Rate

35. @casperisto | @kulinaID
Kulina’s Funnel
...
40% Drop
60% Drop
70% Drop

36. @casperisto | @kulinaID

37. @casperisto | @kulinaID
“All the data in the world won’t fix a fundamentally
bad product”
Andy Carvell
Co-Founder at Phiture Mobile Growth Consultancy — we help apps grow. Formerly
Mobile Growth @ Soundcloud

38. @casperisto | @kulinaID
Data doesn’t have to always be BIG-DATA
Talk to customers on the phone, in person, survey… those are data as well
REMEMBER

39. @casperisto | @kulinaID
Questions from the Community
How to not to get bias on your data?
Should I have data scientist or data pro to become data-driven/informed company?
How to implement the data driven culture on your product?

40. @casperisto | @kulinaID
Thank you so much!
casper.sermsuksan@gmail.com
@casperisto
/casperisto
@casperisto
If you’re in Jakarta, don’t forget to try Kulina (Kulina.id) & let me know how we could
improve!
kulina.id