transitioning to-lean-at-infochimps
TRANSCRIPT
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Transitioningto Lean
@DhruvBansal @JimEngland @TimGasper
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We’re in a predicament with DATA.
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DATAis the raw materials
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DATAinvolves many markets and data types
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DATAinvolves a wide variety of customersin undefined markets
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how does Infochimpsfit into the data landscape?
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Data marketplaceSocial media influenceIP intelligenceGeolocated data
our existing products
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Our lean mission is to determinesolutions to must-have problems for sizable markets.
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foursquare data derivativessocial media solutions
new product hypotheses
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We have a significant portion of the foursquare check-in firehose.
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HYPOTHESIS
FOURSQUARE DEVSWant venue hotness and venue ID matching for their applications.
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How many4sq devs
are there?
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How manywould pay?
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HYPOTHESIS
DIGITAL AGENCIESWant venue hotness and brand comparisons for their clients.
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How manybrands want4sq metrics?
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How manywould pay?
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Must have Nice to have Don’t need
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killing a feature isjust as important asbuilding one :)
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Social media data
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DEVELOPERSWanted detailed and transparentinfluence metrics and rankings.
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trstrank
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HYPOTHESIS
DIGITAL AGENCIESWant detailed and transparentinfluence metrics and rankings.
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interviews later...15+
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Digital agencies actually wantedanalytics research tools and dashboards.
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That’s not our market.
That’s not a feature set we’ve ever built.
Leverages stuff we know, but little of what we’ve built.
Sends the company in a very different direction.PROB
LEM
S
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you’ve found a market and a product; should you build it?
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Learn from and measure what youalready have.
Diagnose whether to pivot or persevere.
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Product
Strategy
Vision
Optimization
Pivot
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You shouldn’t define where to pivot tounless you know why you should pivot.
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You can only know why if...
1 2 3 4
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Clearly defined hypotheses.1
2 Clearly defined actionable metrics.vs. vanity metrics
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You’ve been experimenting and optimizing.
3
4 The experimenting and optimizingstill has you short of your goals ofcreating a sustainable business.
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Pivots are a change in strategy.
The lean canvas provides a powerfulstrategy framework.
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ERIC RIESSTRATEGY
Product roadmap
Customer definition
Partners & competitors
Business model
ASH MAURYALEAN CANVAS
Problem, solution & key metrics
Customer segments & channels
Value proposition, unfair competitive advantage
Cost structure & revenue streams
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the bottom line
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Lean is more straightforward if youstart with it from the beginning.
If you haven’t been lean, you mustrevisit the past.
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Move through the loop faster.
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data web
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TWO USE CASES, ONE WEBSITE
developersdata scientists
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DATA SCIENTISTSbusiness analysts, marketers, consultants, economists, statisticians, etc.
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We provide data scientists accessto data through downloadable data sets.
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We provide developers accessto data through RESTful APIs.
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DATA SCIENTISTS?
NO PROBLEMDownloadable data sets followa typical web flow
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homepagedata set pagesearch results
blogtwitter
signup
download
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MULTI-STEP
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DEVELOPERS?
IT’S COMPLICATEDAPI usage funnel involves many steps and is more difficult to track & define
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homepagedata set pagesearch results
blogtwitter
signup
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new developer
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new developer
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active developer
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A developer becomes active when they send over 1,000 API calls per month.
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How do we convert a developer to an active developer?
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HOWTOsCODE EXAMPLES
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DATA SET PAGESAPI REFERENCE
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homepagedata set pagesearch results
blogtwitter
signup
howto guidecode exampleapi referencedata set pagesearch results
activeuser
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PLUS
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We need to connect user activity on the website with user activity on our APIs.
TECHNICAL PROBLEM
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GOOGLE ANALYTICS CUSTOM VARIABLES
TO THE RESCUE
SOLUTION
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We use Google Analytics to track visitor behavior on our websites.
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There are a lot of other options
• Cookie, JS-based data collection• No servers to maintain• APIs for reports
•Without JS, client-side behavior is a mystery
•Lots of work•Potentially awesome
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Web Data
One identity is known to us. The other is known to Google.
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?
Web Data
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Google stores 3 cookies:
VISITORexpires after 2 years
SESSIONexpires after 30 minutes
PAGEset on every pageview
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UsernameFirst seen atSegmentOriginal traffic sourceMilestones
• Signed up• Downloaded• Searched• Bought• Queried
Visitor VariablesMilestones
• Signed up• Downloaded• Searched• Bought• Queried
Session VariablesCategoryCompletenessPricingDistribution
Page Variables
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CUSTOMVARIABLES
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Visitor Variables
c=201110;ms=dev;ds=1;sd=1;u=dhruv
First seen in October, 2011 (c)Is a developer (ms)Has seen a dataset (ds)Has done a search (sd)Username is ‘dhruv’ (u)
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WE CAN GET THIS DATA OVER THE WEB.
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WE CAN GET THIS DATA THROUGH AN API.
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Web Data
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developersdevelopers
developersdevelopers
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The web team’s goal is to increasethe number of active API users.
But we don’t have a traditional funnelfor converting these users.
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So, we started by focusing on theoverall site experience for developers.
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to LeanTRANSITIONING
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We haven’t run any experimentson the website... yet.
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web experiments
brainstorm
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Developer-centric email campaigns1
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Improved “getting started” dashboard2
http://twilio.com/user/account
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Improved search experience3
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thank you@DhruvBansal@JimEngland@TimGasper