SIX THINGS TO MAKE ANALYTICS WORK

JOZO KOVACFOUNDER & HEAD OF PRODUCT

ANALYTICS IS MAGIC

E-COMMERCE EXAMPLE

Company A Company BInvesticia €1 000 000 €1 000 000 CPC 0.50 € 0.5€Profit 5 € 6 €

Visit - To cart 10% 15%Cart - Buy 60% 66%Buy - Buy 20% 25%

Company A Company BVisitors 2 000 000 2 500 000Carts 200 000 300 000Purchases 120 000 198 000Extra purchases 24 000 49 500Revenue 720 000 € 1 485 000 €Change -280 000 € 485 000 €

0 100 000 200 000 300 000

Extrapurchases

Purchases

Carts

CompanyPerformance

CompanyB CompanyA -350 000€

-300 000€

-250 000€

-200 000€

-150 000€

-100 000€

-50 000€

0€

50 000€

100 000€

150 000€

200 000€

CompanyA CompanyB

Profit/Loss

TOP 3 EU TELCO OPERATOR

OTHER EXAMPLES

WHAT MAKES ANALYTICS WORK?

#1 VISION

VISIONARY LEADERS ALWAYS PUSH THE LIMITS

EXAMPLES

• Set expectations, never satisfied

with status quo

• Want hard insights, not opinions

• Create conditions for success

• Try new things to improve

products

• Simon Sicko, CEO PixelFederation

• Michal Stencl, CEO Sygic

• Oliver Dlouhy, CEO Skypicker

• Tomas Bella, CPO DennikN

• Jeff Weiner, CEO LinkedIn

CHARACTERISTICS

#2 EXPERTS

EVERY COMPANY NEEDS AN INTERNAL ANALYTICS HERO

EXAMPLES

• Curiosity

• Drive

• Problem solving ability

• Any specialization

• Ability to push the team

• Tomas Bella, CPO DennikN

• Patrik Dragula, CEO Pelikan, Topankovo

• Roman Paulen, CPO Sygic

• Martin Janovcik, CMO Skypicker

• Gábor Szénási, Producent Pixel Federation

ANALYTICSHEROES

#3 USE CASES

TO SUCCEED, YOU NEED TO START WITH A GOOD USE CASE

EXAMPLES

• Measurable and significant value

• Positive return on investment

• Implementable in <1 month

• High importance/visibility

• Support from top management

• Simple to explain

• Acquisition, Activation, Retention,

Revenue, Referral (AARRR)

• Web or app personalization

• Contact optimizations

• Churn / sales / uninstall predictions

• Segmented offers

WHATISAGOODUSECASE

#4 BUSINESS TOOLS

CHOOSING THE RIGHT TOOL IS CRITICAL FOR SUCCESS

EXAMPLES

Specialized software for end-users

what boost productivity & deliver

value in best possible time:

• Business intelligence

• Marketing automation tools

• Various online solutions

Top vendors: IBM, SAS, Oracle,

Salesforce, Adobe

Tableau, Clickview,

WHAT A MAKES A TOOL GREAT

#5 DATABASES

DATA NEED TO BE COLLECTED, STORED & PROCESSED

Real Time Streaming Architecture from Hortonworks

#6 DATA

RELIABLE AND WELL STRUCTURED DATA ARE KEY

EXAMPLESThere’s too much data. It’s art to

distinguish what’s important.

• What data should we capture?

• What’s important & what’s noise?

• What data should we buy?

• How long should we keep data?

The most important and the easiest

to collect are data about:

1. your users and customers

2. your business performance & KPI

3. external APIs

4. market trends

HOW TO THINK ABOUT DATA

Vision

Experts

Use cases

Tools

Databases

Data

• Customer Analytics &

Marketing Automation Platform

• Fastest time-to-value on the market

Achieve exponential growth by:

• Platform effect– Each new customer makes platform better

• Viral effect– Each customer brings 2+ new customers

Strategy of Exponea

OUR EXECUTIVE TEAM COMBINES EXPERIENCE FROM BUSINESS AND TECHNOLOGY WORLD

Peter Irikovsky – CEOFormer CEO @ Slevomat (100M+ EUR revenue, strongly analytical, fastest growing internet firm in CZ), Regional Director @ Groupon UK and Consultant @ McKinsey & Company, currently MP @ LRJ CAPITAL (SK VC),

Jozo Kovac – Head of Product Company founder and chief analyst, former Business Intelligence Consultant @ IBM, Data Mining Specialist @ Adastra

Martin Strycek – Head of Technology Former Product owner @ RSD (IT Systems governance), Head of Development @ Piano Media (world leading media pay-wall solution)

Michal Pastier – Head of MarketingCreative Director and Co-Founder @ Zaraguza Digital (Ogilvy, the only winner of Silver Facebook Studio Award in the region), featured in Forbes SK cover page, 1st SK copywriter who won Cyber Cannes Young Lions Award

Michal Novovesky – Head of SalesSales & Marketing Manager @ Relbit (among top 10 at Slush, world leading startup conference), voted 2x as the best participant of Nexteria Leadership Academy

LAMBDA ARCHITECTURE ENABLES TOP PERFORMANCE AT AFFORDABLE COST

... DEMO ...

TECHNICAL CHALLENGES

WE FACE

FRONTEND• How to make user interaction with data a great and

enjoyable experience?– Discover & implement new visualisation libs?

• How to visualize really big data?– Rendering performance of JS?

• How to make complex use cases “noob proof”?– Simple user interface >> hard-core?

• Real-time vs. slow?

• Scalability

• Security

• Platform open to all developers

BACKEND

• What are the best algorithms?

• How strongly should ML be automated?

• Can we combine ML with other

techniques?

MACHINE LEARNING

ONE MORE THING…

• Intelligent analytics built from Slovakia

competing with the whole world

• To succeed we just need great frontend,

backend and machine learning

Thank you!

Visualize Conversion Funnels- Deep dive into analytics- Practical coding example- Use JavaScript skills

Tuesday 8th MARCH 2016 5pm - 8pm

REGISTER ON FEEDBACK FORMS

Exponea Front-end Workshop - 8th March

Martin StrýčekHead of IT,

Marián GálikFull-stack SW Engineer,