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Taking the lead on your
startup’s analytics
Tim-Fabien Pohlmann – Spreadshirt AG
Spreadshirt 2
THREE MARKETS TO GROW IDEAS …
Artists and creative
individuals share and publish
design ideas for sale on th...
Spreadshirt 3
WE‘RE GLOBAL
Spreadshirt
Covered topics
4
The Digital Data
challenge
Meaningless
KPIs
Startup KPIs
A dynamic view
Segmentation /
AB tes...
Spreadshirt
Spreadshirt
Spreadshirt
Challenge 1: Why Digital Data is different
• Nearly all digital data is stream data.
data feed from high volum...
Spreadshirt
Challenge 2: Digital Analytics and Statistics
8
• Digital data is coming from websites with a structure.
• Thi...
Spreadshirt
Challenge 3: the high cardinality issue
9
Cardinality
• we have a lot of distinct values within the data
• val...
Spreadshirt
The high cardinality issue in digital data
10
Spreadshirt
High cardinality: PageGroups vs. Campaigns
11
Spreadshirt 12
Spreadshirt
Startup KPIs: A dynamic view
KPIs change according to the startup phase
13
Initial Phase
Focused on Customer
A...
Spreadshirt
Most KPIs alone actually lack in meaning
• Page Views
• # of Visits
• Time spent on Site
• Time spent on Page
...
Spreadshirt
Our Page Views are up!
15
The new design
engages our users
I would rather say
the new design hinders
product f...
Spreadshirt
Our Conversion Rate is down!
16
Our prices are
too high
SEO brings
low quality traffic
Spreadshirt
Our Site Satisfaction is falling!
17
We have a terrible
page design
Our help section
is finally in good use
Spreadshirt
Discussions on basis of these KPIs = useless
18
Spreadshirt
Useful insights are rare without segmentation
19
Device
Mobile
or
Desktop
Acquisition
Channel
SEM, SEO,
Social...
Spreadshirt
We are actually looking for the sweet spot
20
Traffic Customer
Spreadshirt
Segmentation on basis of visit stages
21
Bounce
e.g.: if the user left
the page
immediately?
Explorer
If the u...
Spreadshirt
A/B testing: another way of segmenation
22
Spreadshirt
Why A/B testing?
We are very good at pattern recognition.
We even see patterns if they are actually not there....
Spreadshirt
The AB testing challenge
The data says
we need more data
24
More data
also means
more problems
Spreadshirt
Significance is very helpful!
But it doesn’t solve all problems!
25
Spreadshirt
A/B testing pitfalls: significance everywhere..
26
Let’s make an example:
We select 100.000 observations
We si...
Spreadshirt
A conversation after one day of AB testing
27
The test result was
significant this
morning!
I knew it.
We can ...
Spreadshirt
A/B testing pitfalls: significance everywhere..
28
#
Simulations
p-Value
0.1
Observations
% - with
significanc...
Spreadshirt
But what patterns do we actually see?
29
Some patterns emerge from the way data is analyzed.
Category Category...
Spreadshirt
Not all patterns are in the data!
30
Other patterns are hidden in the data.
Simpson Paradox:
This means trends...
Spreadshirt
Analytics tools
31
Web analytics
• Analyze flows
• Acquisition
channels
• Funnels
• Segmentation
• Tag manage-...
Spreadshirt 32
Summary
The Digital Data
challenge
Digital Data is different from
transactional data
Digital data is stream...
Spreadshirt
Further reading
• The Signal and the Noise: Why So Many
Predictions Fail-but Some Don’t
• Data Unser: Wie Kund...
Q&A?
Thank You
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"Taking the lead on your startup’s analytics"  by Tim-Fabien Pohlmann @Spreadshirt

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It’s well known that you can’t improve what you don’t measure. ☝

Being on top of your metrics can make the difference between sluggish results & consistently hitting the mark. It’s the base on which you can identify problems, improvement cycles, and run experiments. 

Taking the analytical lead on your startup also means you won’t fall victim to your stakeholders giving you advice based only on feelings & opinions. 'Cause numbers don’t lie 

So which metrics should you track? With which tools? How do you read this data to inform future decisions? 

 In this workshop Tim-Fabien Pohlmann explains how to apply analytics to boost your growth and hear experiences and examples of data-driven startups! 

Tim is an analyst with a focus on identifying relevant information for reporting, consumer profiles and success monitoring. Tim's extensive analytical knowledge has been honed by 5 years of experience as a manager in the digital industry as well as 10 years as researcher, software engineer and senior consultant in Europe, Africa and Asia. He studied in Berlin and Paris, where he received a Master Degrees in Economics and Machine Learning. Tim is currently heading the digital data and analytics department at Spreadshirt, Europe's largest producer of customized t-shirts and apparel. During his time at Spreadshirt the company grew to over 90m€ in 2016.

Veröffentlicht in: Internet
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"Taking the lead on your startup’s analytics"  by Tim-Fabien Pohlmann @Spreadshirt

  1. 1. Taking the lead on your startup’s analytics Tim-Fabien Pohlmann – Spreadshirt AG
  2. 2. Spreadshirt 2 THREE MARKETS TO GROW IDEAS … Artists and creative individuals share and publish design ideas for sale on the Spreadshirt platform and via external marketplaces. Merchandisers sell design ideas in their own free Spreadshirt-hosted shops, customised to their brand and audience. Consumers, companies and teams can realise their design ideas. Over 200 products can be customised with text, photos and logos. ONE PLATFORM TO REACH THE WORLD
  3. 3. Spreadshirt 3 WE‘RE GLOBAL
  4. 4. Spreadshirt Covered topics 4 The Digital Data challenge Meaningless KPIs Startup KPIs A dynamic view Segmentation / AB testing Analytics Tools Q&A / Discussion
  5. 5. Spreadshirt
  6. 6. Spreadshirt
  7. 7. Spreadshirt Challenge 1: Why Digital Data is different • Nearly all digital data is stream data. data feed from high volume sites are huge (big data) technology might “choke” if you try to load in the feed technology solutions / logical solutions possible • Unlike transaction data, digital streams don’t aggregate cleanly sum of single page visit values > total sum of visits visits / visitors don’t add up along all dimensions Confusing when compared to financial data (orders, invoices, payments) 7
  8. 8. Spreadshirt Challenge 2: Digital Analytics and Statistics 8 • Digital data is coming from websites with a structure. • This is a problem when you want to apply statistical analysis like regression or correlation Category Category Category Sub-Cat Sub-CatSub-Cat Sub-CatSub-Cat Sub-Cat Home Help Checkout
  9. 9. Spreadshirt Challenge 3: the high cardinality issue 9 Cardinality • we have a lot of distinct values within the data • values for each visitor • values from different pages • All values come with different flavors different campaigns Keywords values by countries values by IDs time stamps
  10. 10. Spreadshirt The high cardinality issue in digital data 10
  11. 11. Spreadshirt High cardinality: PageGroups vs. Campaigns 11
  12. 12. Spreadshirt 12
  13. 13. Spreadshirt Startup KPIs: A dynamic view KPIs change according to the startup phase 13 Initial Phase Focused on Customer Acquisition • Bounce rate/abond rate/exit rate • Page funnels • CPO Intermediate Phase Focused on consolidation • LifeTimeValue • Cohort behavior (incl. att.) • Cust segm. (RFM, A/B/C) • Micro convers./events Sustainability Phase Focused on growth • Repeat buyer rate (%) • Granular CAC vs. CLV/LTV (by sensible sub-unit) • Simple and manual • Focus on past • Focus on acquisition and behavior (and cash flow) • Semi-automated • Focus on past, some prediction/forecasting • Some exploration • Focus on CRM operations • Semi-automated • Focus on prediction&forecasting • Cover remaining areas Gain a broader understanding who visits and why they visit
  14. 14. Spreadshirt Most KPIs alone actually lack in meaning • Page Views • # of Visits • Time spent on Site • Time spent on Page • Exit Page • Page depth • .. Yet, with these metrics you can’t.. gain a broader understanding who visits and why they visit .. worse it often leads to bizarr conversations. 14
  15. 15. Spreadshirt Our Page Views are up! 15 The new design engages our users I would rather say the new design hinders product finding
  16. 16. Spreadshirt Our Conversion Rate is down! 16 Our prices are too high SEO brings low quality traffic
  17. 17. Spreadshirt Our Site Satisfaction is falling! 17 We have a terrible page design Our help section is finally in good use
  18. 18. Spreadshirt Discussions on basis of these KPIs = useless 18
  19. 19. Spreadshirt Useful insights are rare without segmentation 19 Device Mobile or Desktop Acquisition Channel SEM, SEO, Social Media Entry point Entry points reveal the mental model of a user Time/ Season seasons change shopping behaviour: xMas Buyer vs. Business Buyer vs. Holiday Buyer Degree of education Visitor (1st, ret) or Customer or RFM But: targeting customers in these traffic segments is still difficult Segmentation 1x1: the basic dimensions
  20. 20. Spreadshirt We are actually looking for the sweet spot 20 Traffic Customer
  21. 21. Spreadshirt Segmentation on basis of visit stages 21 Bounce e.g.: if the user left the page immediately? Explorer If the user was interested in the service Item owner (or alt. goal) If the user reached a specific goal during his journey Purchaser (or alt goal) If the user reached an ultimate goal during his journey
  22. 22. Spreadshirt A/B testing: another way of segmenation 22
  23. 23. Spreadshirt Why A/B testing? We are very good at pattern recognition. We even see patterns if they are actually not there. 23
  24. 24. Spreadshirt The AB testing challenge The data says we need more data 24 More data also means more problems
  25. 25. Spreadshirt Significance is very helpful! But it doesn’t solve all problems! 25
  26. 26. Spreadshirt A/B testing pitfalls: significance everywhere.. 26 Let’s make an example: We select 100.000 observations We simulate an AB test – yet, without any differences We select a p-Value of 0.1 We run simulations.. What will happen in terms of significance?
  27. 27. Spreadshirt A conversation after one day of AB testing 27 The test result was significant this morning! I knew it. We can end the test!
  28. 28. Spreadshirt A/B testing pitfalls: significance everywhere.. 28 # Simulations p-Value 0.1 Observations % - with significance % - final significance 98 0.1 100.000 76% 12% 234 0.1 100.000 76% 12% 1860 0.1 100.000 77% 11%
  29. 29. Spreadshirt But what patterns do we actually see? 29 Some patterns emerge from the way data is analyzed. Category Category Category Sub-Cat Sub-CatSub-Cat Sub-CatSub-Cat Sub-Cat Home Help Checkout
  30. 30. Spreadshirt Not all patterns are in the data! 30 Other patterns are hidden in the data. Simpson Paradox: This means trends can disappear when groups are combined. There are always more groups.
  31. 31. Spreadshirt Analytics tools 31 Web analytics • Analyze flows • Acquisition channels • Funnels • Segmentation • Tag manage- ment • Raw data analysis • open source solutions Behavioural analytics • Understand website usage and navigation • Session recording tools • Capturing • click-maps • Form abandonment Voice of Customer • Survey tools – understand why customers visit • Live chats – understand what the customer is looking for A/B testing • Test your hypothesis on design/layout • improve micro- conversions • Combine user segments with different versions Simple tools • Spreadsheets • Databases • Statistical software But: don’t forget to create a good analytics culture and team as well Analytics tools for different purposes
  32. 32. Spreadshirt 32 Summary The Digital Data challenge Digital Data is different from transactional data Digital data is stream data Digital data is challenging due to high cardinality Meaningless KPIs No business purpose to simple traffic KPIs - the meaning comes in when you map these information on the customer Don't analyze pages, analyze people Startup KPIs A dynamic view KPIs change according to the startup phase Along different stages gain a broader understanding who and why users come to the website Segmentation / AB testing Segmentation gives meaning to KPIs Business Questions can be answered with segmentation. Patterns emerge/disappear from the way data is analysed Analytics Tools Analytics tools come in different flavors for different purposes Possible challenge to fit the new technologies to your website Establish a good anyltics culture Q&A / Discussion
  33. 33. Spreadshirt Further reading • The Signal and the Noise: Why So Many Predictions Fail-but Some Don’t • Data Unser: Wie Kundendaten die Wirtschaft revolutionieren • Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences 33
  34. 34. Q&A? Thank You

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