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Creating a Data-Driven Business

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David Cancel
David Cancel

Presentation that I gave at the 2011 Business of Software Conference.

Business
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Crea%ng  a   Data-­‐Driven   Business   David  Cancel  -­‐  @dcancel  
“In  God  we  trust;  all   others  must  bring  data.”     -­‐  W.  Edwards  Deming  
Hi,  I’m  @dcancel  
I’m  a  data  geek  
Before  we  get   started…  
Talking,  Reading,  and   Dreaming  are  Worthless.  
#JFDI   Just  Fucking  Do  It  
Data  alone  is  useless.    
Op%mize  your  business   for  learning  not  data.    
Use  data  to  validate   your  assump%ons.    
Not  to  make  decisions   for  you.    
Time  to  talk  data.    
?  
Data-­‐driven  teams   are  stronger.    
Shared  metrics  ==  clear   feedback  loop.  
A/B  Tes%ng  won’t  save   your  business.  
Remember  it’s   about  valida%ng   your  assump%ons.  
Always  Be  Tes%ng.   Just  don’t  be   stupid.  
Hard  to  perform   worse  than  the   average…    
2%   “The  average  conversion  rate  in  the  United  States  of   America  whether  you're  selling  elephants  or  iPods.”   Avinash  Kaushik  -­‐  AnalyIcs  Evangelist,  Google  
#FAIL  
Data-­‐driven  teams   can  fail  faster.    
Why  is  failing   good?  
“Angry  Birds  became   an  overnight  success… aYer  51  failures.”   -­‐  Don  Dodge  
It  took  the  inventors   409  tries  to  get  the   formula  right.   -­‐  Wikipedia  
Guitar  Hero  a  10  year   overnight  success.  
Whoops!  Wrong   iRobot…  
iRobot  a  12  year   overnight  success.  
Start  Today  
The  Opera%ng   Dashboard  
A  single  place  to   measure  your   business  health.  
Company-­‐wide   dashboard  
All  ini%a%ves   should  improve   your  opera%ng   metrics.  
Conversion  Funnels  
Sales  funnels     kick  ass.  
Daily  Sales   Performance  
The  ul%mate  in     accountability.  
The  ul%mate  in     transparency!  
Churn  Performance  
NPS  Surveys  –   Internal  +  External  
Cohort  Analysis  
Without  a  cohort   analysis  you  are   flying  blind  
Are  your  new   customers  beger   or  worse?  
No  clue  un%l   you’ve  done  a   cohort  analysis.  
What  really  magers?  
Happy Customers
Success  ==  Happy   customers  and  a   happy  team.  
Thank  you   David  Cancel  

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