The document discusses the history and evolution of the social networking site Netlog. It details that Netlog was founded in 1999 and became the pan-European market leader by 2008. However, a complete overhaul of the site for version 5 was disliked by users and wasted time as competition advanced. The founders then took a data-driven approach, focusing on short iterative development and social discovery features based on user behavior data to revive Netlog's success.

1. From
to
Turning

2. data

3. into

4. dating
by

5. Klaas

6. Bosteels

7. !
Netlog’s

8. history

9.
!
1999:

10. ASL.TO

11. founded

12.
•
2007: €5

13. million

14. funding

15.
•
and

16. Netlog

17. founded

18.
•2008:

19. pan-European

21.
market

22. leader

24. !
Netlog

25. version

26. 5

27.
!
Complete

28. overhaul

29. of

30. site

31.
!
BUT:

32.
•Users

33. didn’t

34. like

35. it

36.
•Lots

37. of

38. time

39. wasted

40.
•Competition

41. got

42. ahead

43. giving

44. up

45. is

46. not

47. an

48. option
for

49. these

50. guys
!
Our

51. founders

52. took

53. this

54. as

55. a

56.
hard

57. but

58. valuable

59. lesson

60. and

61.
decided

62. to:

63.
!
•Become

64. lean

65. and

66. agile

67.
•short

68. cycles

69. with

70. minimal

71. planning

72.
•iterative

73. data-driven

74. development

75.
•Go

76. for

77. social

78. discovery

79.
•based

80. on

81. behaviour

82. data

83. for

84. Netlog

85.
•Hire

86. me

87. :)

88. !
And

89. I

90. took

91. my

92. (big)

93. data

94.
mission

95. very

96. seriously…⋯

97.
!
•Not

98. only

99. very

100. extensive

101.
measuring

102. and

103. analysis

104.
•Also

105. extending

106. product

107. with

108.
data-driven

109. features

110.
•Even

111. some

112. promoting

113. using

114.
data

115. insights

116. now

117. and

118. then

119.
!
it

120. wasn’t

121. just

122. me

123. actually
Example

124. of

125. each

126. coming

127. up…⋯

128. !
A/B

129. test

130. example

131.
!
•Being

132. able

133. to

134. see

135. who

136. visited

137.
you

138. used

139. to

140. be

141. free

142. for

143. girls

144.
•We

145. expected

146. activity

147. to

148.
take

149. a

150. hit

151. when

152. blurring

153.
visitors

154. for

155. girls

156.
•But

157. turned

158. out

159. to

160. increase

161.
activity,

162. presumably

163. because

164.
they

165. felt

166. more

167. anonymous

168. all

169. of

170. these

171. are

172. real

173. success

174. stories!
!
Data-driven

175. recommender

176.
for

177. matching

178. people

179.
!
•Competitors

180. bombard

181.
users

182. with

183. surveys

184.
•Twoo

185. relies

186. mostly

187. on

188.
implicit

189. data

190. instead

191.
•Makes

192. things

193. more

194.
seamless

195. and

196. natural

198. !
And

199. it

200. worked!

201.
!
•2011:

202. initial

203. Twoo

204. launch

205.
•2012:

206. biggest

207. dating

208. site

209.
world-wide

210.
•2013:

211. acquired

212. by

213. IAC,

214.
the

215. globally

216. leading

217.
conglomerate

218. for

219.
online

220. dating

221. !
One

222. more

223. thing…⋯

224.
!
•Starting

225. new

226. venture
http://trackuity.com
in

227. the

228. big

229. data

230. space

231.
•Interested

232. in

233. help
with

234. business

235. and/or

236.
commercial

237. aspects

238.
•Intrigued?

239. Let

240. me

241. know

242.
.com
at

243. klaas@trackuity

244. Thanks!
@klbostee

245.
!
http://twoo.com