Digital Analytics on a shoestringAn experience from

the startup world

Xavier SansóGlobal Business Events

Whittlebury Hall, 07 May 2014

Your presenter today

• CFO of Upptalk – a voice over IP MVNO (mobile virtual network operator)

• … And a digital immigrant!

&

The initial challengeMillions of users interacting with a mobile application

Millions of phone calls and messages

per dayis

Meaning: Big data, big time

Lessons learnt

Paradigm 1: Information technology that used to be expensive is now cheap and (partially) open source

Extract user and call data in order to measure operational and market indicators

But they use complex, proprietary, expensive systems

Same thing. But the technology has been commoditized

Put on the cloudMade almost open source

The cost is below EUR 10K per year

Paradigm 2: Don’t show me metrics from your proprietary systems, show me something that the industry recognizes as

a standard

• A quarterly update from a company like Apple contains data from their proprietary systems “we sold 1 million iPads” and from industry standards “our market share according to Nielsen was 42%”

• In the purely digital industries, standards matter more and more, and proprietary systems are becoming irrelevant

• But the same metric (eg number of users) measured through an industry standard (eg Localytics) can mean different things even for players in the same industry

• Work the standard back, make sure you understand it, don’t challenge it much.

Paradigm 3: So you went to the standard, and last month your new users declined by 20%...what’s next? Making sense of

what seems not to make sense

Accessed registration

screen: 1000

Entered personal data: 650

Validated phone

number: 620

Received verificatio

n code 590

Code correct:

300

New user

Code wrong:

250

Abandon:

40Did not receive code

30

Abandon: 20

Wrong phone

number: 10

Abandon: 350

Stay data driven. Be systematic

Paradigm 4: This industry still has very significant information gaps

Physical Interaction TrackingWeb analytics platforms still not good enough at providing off the shelve tracking capabilities for wipes, pinches, touches…right hand and left hand!

Video engagement tracking. We still don’t know (cheaply and as a standard) how users interact with videos…yet videos are becoming increasingly important

Someone in Silicon Valley will become rich over this

Paradigm 5: If it can be cloud-based and externally managed…it will be…but do you really own your information?

The death of databases

ERP

Operational

Usage

Advertising

DashboardsKPIMIS

Thank you