Get Your Data On! Intro to Data and Analytics for Startups

Rose Broome, Data Scientist, SuperBetter Labsrose@superbetter.com, @rosical

BETA DATA

Highly Engaged Players

Predictive modeling

Data visualization:

Stay focused! The data trinity by Kaushik

What is happening? - Key metrics- behavior analysis- segmentation

Why is it happening? - Understand user experience- customer feedback

So what? - Efficacy- conversion- revenue- world peace?

Cohort analysis:

Tools:•Kissmetrics•Ruby Script + Excel

Registration vs active users:

• Daily active users• Weekly active users• Monthly active users• DAU/MAU

Tools: SQL/script + Excel, Mixpanel

A/B testing:

Tools: Optimizely, home grown system, guerilla

Customer value:

Data tips and pitfalls:

• All data is interesting, only some is actionable!• Focus on important outcomes• Start quick and dirty with what is available• Take a mixed methods approach• If you torture the data long enough it will say

anything! i.e. data lies• Leave room for creative freedom

Tips for creating a data driven culture:

• Regular reporting• Set goals around development, marketing, etc• Dashboards (ala Leftronics, Geckoboard)• Secure a spot for data in decision-making• Share graphs via social media and paper!• Give the data person access across the team• Leave time for data exploration…it’s fun!

Sites and resources

• Book: Data Analysis Using SQL and Excel http://www.amazon.com/Data-Analysis-Using-SQL-Excel/dp/0470099518

• Top Gifts for Data Scientists http://www.forbes.com/sites/ciocentral/2011/12/22/top-holiday-gifts-for-data-scientists/

• Data Jujitsu (for data products) http://strataconf.com/strata2012/public/schedule/detail/23092

• Free, very basic SQL tutorial http://www.sqlcourse.com/• Online programming courses

http://www.codeschool.com/• Data conferences and events

http://www.kdnuggets.com/meetings/

It’s over!

rosebroome@gmail.com, @rosical