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Maximizing Your API Revenues

Hacks, Shortcuts and best practices.

Noam Schwartz [email protected] @NoamSCH

SimilarWeb Measure, analyze and rank every website on the internet and deliver

these insights to our customers

Our Technology

September 30, 2014 Business Proprietary & Confidential 3

Crawler (2B page/mo.)

Clickstream – Web & Mobile (Tens of Millions monthly

users)

Website Data Analysis

Tagging Categorization Traffic Ranking Technologies

How it all began (for me)

SimilarWeb <dev>


SimilarWeb API Usage by Clients 2014

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

January Febuary March April May June July August

API Calls

Revenue / Marketing Spend

0%

50%

100%

150%

200%

250%

January Febuary March April May June July

Income vs. Marketing Spend

Revenue Growth Marketing Spend

PRODUCTSALESSUPPORTBI QAMARKETINGDEVOPS ACCOUNTMGMTCONTENT COMMUNITYINTEGRATION SECURITYPAYMENTS

Our Plan

1. Setup 3. Op+miza+on 5. Scale

2. Discovery 4. Validation

1 product 1 web developer 1 backend developer

1 product 1 web developer 1 backend developer 1 designer 1 Marketing / Community Ad-hoc BI and Automated M.

Dedicated Team

2 Sales / Support Marketing Developer Relations Ongoing tech support based on dedicated team

Reality

SimilarWeb API Usage 2014

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000


API Calls


-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000


API Calls

Lesson #1 Know How To Count

Units Usage / Units Sold 0.75-1

Cost Per Lead

<$100

Time to purchase

<30D

Leads Conversion

>10%

For some more ideas

(http://slidesha.re/1af301I)

What’s going on?

Marketo 1.8%

Newsletters 2.5%

Display 5.4%

Paid Search 6.5%

Rest 7%

Media Buy 8%

Referral 13.5%

Organic Search 28.4%

Direct 29.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lead Sources Breakdown

Email 0.5%

Social 1%

Paid Search 4%

Direct 5%

Organic Search 7%

Display 27%

Referral 14%

Other 41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Traffic Sources Breakdown


Find Anomalies

Traffic Leads


Love your Competitors

2

3

1

4

Communities


Github, Stackoverflow, RubyGems,

ProgrammableWeb, Mashape

Take Action


Engage Partner

Takeover Buy Give


-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000


API Calls

Lesson #2 Do Things That Don’t Scale

Sales and Support Flow

Trial Organic

Misc

Paid

X% Developer Portal

Purchase

Marketo – Periodic Reminder Emails

Lead Nurturing– Dedicated AM

Customer Support Tier 1 Chat Desk

Customer Support Tier 2 - Data Related Questions

Customer Support Tier 3 - IT related Questions

Y% Upsell Z%

Automatic

Manual

Customer Support

30%

57%

13%

Clients Engagement with API Team

No Touch

1st Tier

2nd + 3nd

312 Personal (non-canned) Emails

274

Welcome Emails

21 Other Interactions

55

Sales and Support Phone Calls

“Wax on, Wax off”


Partner



-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000


API Calls

Lesson #3 Get Help

Lesson #4 Hitchhike

D&B


Azure Data Marketplace


Salesforce Appexchange

Google Docs

Product a Week Policy



-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000


API Calls

Lesson #1 Trust the Numbers

Lesson #2 Do Things That Don’t Scale

Lesson #3 Get Help

Lesson #4 Hitchhike

Thank You!


Noam Schwartz [email protected] @NoamSCH