Embed Size (px)
DESCRIPTION
How Spotify Uses Big Data For Fast Product Iterations | Wouter de Bie - Spotify during Social Media Week Rotterdam 26-09-2014 In this talk Wouter de Bie looks at how Spotify uses data and Big Data technologies to make fast iterations on the Spotify product. Some of the questions he’ll try to answer are ”Why is fast product iteration important for us?”, ”How does data tie into this?” and ”What is it we do to achieve this”?
Citation preview
September 26, 2014
Wouter de Bie Big Data Architect @xinit / [email protected]
Big Data for fast product iterations to drive user growth
Big Data for fast product iterations to drive user
growth
September 26, 2014
Big Data for fast product iterations to drive user
growth
September 26, 2014
Big Data for fast product iterations to drive user
growth
September 26, 2014
Big Data • 40 million Monthly Active Users • 20+ million tracks • 57 countries • 2 TB of compressed data from users per day • 70 TB of data generated in Hadoop each day • 700 node Hadoop cluster • 28 PB of storage • 8500 – 12.000 jobs per day
September 26, 2014
Big Data for fast product iterations to drive user
growth
September 26, 2014
• We were the first ones to do free streaming • Not any longer..
• We need to build the best product • But nobody has done this before.. What does best mean?
Why fast iteration?
8
How do we develop our product?
Think it Build it Ship it Tweak it
September 26, 2014
Tweak it
Think it
Build it
Ship it
Understand consumers, behavior, opportunities, what to test
Build prototypes, ensure right metrics / tracking is in place
Understand what works, measure, evaluate, learn, optimize
Manage roll out, evaluate test groups, understand problems
Support with data and analytics
10
A/B testing • Select a test group of (< all) users
• Select a control group (e.g. all
remaining users)
• Let the test group try a new version
of a feature
• Gather metrics about the test and
control group
• Compare the groups and roll out the
new feature if the test group
performs better
What did we find?
Ad frequency
Song Song Ads Song Song Song Song Song Song
Song Song Ad Song Song Song Song Song Ad Ad Song
VS
Result: no difference
Personalized email subjects
Result: 200% higher CTR
Radio
Result: Constantly improving radio experience
Sign-up flow
Signup button
Group B - test
Group A - control
Performance
Time
Download
Okay, listen to music
A - control 50% of users
B - test 50% of users
100% of users
Massive boost: ca 3x!
Layout of signup -button
Result: 3x more sign-ups!
“This signup-flow will kill it!”
• Auto play music • Great cover art • Clear download instructions
• Screenshot in the background
Result
Some history..
September 26, 2014
September 26, 2014
September 26, 2014
September 26, 2014
September 26, 2014
September 26, 2014
September 26, 2014
And not only for ourselves..
September 26, 2014
Jay-Z
Artist analytics
Artist analytics
Artist analytics
Some words of wisdom..
September 26, 2014
36
Only 10% will lead to a change – Google after 12.000 tests
It’s a numbers game
37
“80% of the times, we are wrong about what consumers want”
Leverage your data!
38 Section name
You’re the expert, but prepare for the truth
Thank you!
September 26, 2014
