After 10 years in Analytics practice we came to conclusion that there are 6 absolutely necessary things that make Analytics work. Companies what master all 6 things perform multiple times better than all competitors. Learn what makes analytics work.

1. SIX THINGS TO MAKE
ANALYTICS WORK
JOZO KOVAC
FOUNDER & HEAD OF PRODUCT

2. ANALYTICS IS MAGIC

3. E-COMMERCE EXAMPLE
Company A Company B
Investment €1 000 000 €1 000 000
CPC 0.50 € 0.5€
Profit 5 € 6 €
Visit - To cart 10% 15%
Cart - Buy 60% 66%
Buy - Buy 20% 25%
Company A Company B
Visitors 2 000 000 2 500 000
Carts 200 000 300 000
Purchases 120 000 198 000
Extra
purchases 24 000 49 500
Revenue 720 000 € 1 485 000 €
Change -280 000 € 485 000 €
0 100,000 200,000 300,000
Extra purchases
Purchases
Carts
Company Performance
Company B Company A -350 000 €
-300 000 €
-250 000 €
-200 000 €
-150 000 €
-100 000 €
-50 000 €
0 €
50 000 €
100 000 €
150 000 €
200 000 €
Company A Company B
Profit / Loss

4. TOP 3 EU TELCO
OPERATOR
OTHER EXAMPLES

5. WHAT MAKES
ANALYTICS WORK?

6. #1 VISION

7. VISIONARY LEADERS ALWAYS PUSH
THE LIMITS
EXAMPLES
• Set expectations, never satisfied
with status quo
• Want hard insights, not opinions
• Create conditions for success
• Try new things to improve products
• Simon Sicko, CEO PixelFederation
• Michal Stencl, CEO Sygic
• Oliver Dlouhy, CEO Skypicker
• Tomas Bella, CPO DennikN
• Jeff Weiner, CEO LinkedIn
CHARACTERISTICS

8. #2 EXPERTS

9. EVERY COMPANY NEEDS AN
INTERNAL ANALYTICS HERO
EXAMPLES
• Curiosity
• Drive
• Problem solving ability
• Any specialization
• Ability to push the team
• Tomas Bella, CPO DennikN
• Patrik Dragula, CEO Pelikan, Topankovo
• Roman Paulen, CPO Sygic
• Martin Janovcik, CMO Skypicker
• Gábor Szénási, Producent Pixel Federation
ANALYTICS HEROES

10. #3 USE CASES

11. TO SUCCEED, YOU NEED TO
START WITH A GOOD USE CASE
EXAMPLES
• Measurable and significant value
• Positive return on investment
• Implementable in <1 month
• High importance/visibility
• Support from top management
• Simple to explain
• Acquisition, Activation, Retention,
Revenue, Referral (AARRR)
• Web or app personalization
• Contact optimizations
• Churn / sales / uninstall predictions
• Segmented offers
WHAT IS A GOOD USE CASE

12. #4 BUSINESS TOOLS

13. CHOOSING THE RIGHT TOOL IS
CRITICAL FOR SUCCESS
EXAMPLES
Specialized software for end-users
what boost productivity & deliver
value in best possible time:
• Business intelligence
• Marketing automation tools
• Various online solutions
Top vendors: IBM, SAS, Oracle,
Salesforce, Adobe
Tableau, Clickview,
WHAT A MAKES A TOOL GREAT

14. #5 DATABASES

15. LAMBDA ARCHITECTURE ENABLES TOP
PERFORMANCE AT AFFORDABLE COST

16. #6 DATA

17. RELIABLE AND WELL STRUCTURED
DATA ARE KEY
EXAMPLES
There’s too much data. It’s art to
distinguish what’s important.
• What data should we capture?
• What’s important & what’s noise?
• What data should we buy?
• How long should we keep data?
The most important and the easiest to
collect are data about:
1. your users and customers
2. your business performance & KPI
3. external APIs
4. market trends
HOW TO THINK ABOUT DATA

18. Vision
Experts
Use cases
Tools
Databases
Data

20. • Customer Analytics &
Marketing Automation Platform
• Fastest time-to-value on the market

21. Achieve exponential growth by:
• Platform effect
– Each new customer makes platform better
• Viral effect
– Each customer brings 2+ new customers
Strategy of Exponea

22. OUR EXECUTIVE TEAM COMBINES
EXPERIENCE FROM BUSINESS AND
TECHNOLOGY WORLD
Peter Irikovsky – CEO
Former CEO @ Slevomat (100M+ EUR revenue, strongly analytical, fastest growing internet firm in CZ), Regional Director @
Groupon UK and Consultant @ McKinsey & Company, currently MP @ LRJ CAPITAL (SK VC),
Jozo Kovac – Head of Product
Company founder and chief analyst, former Business Intelligence Consultant @ IBM, Data Mining Specialist @ Adastra
Martin Strycek – Head of Technology
Former Product owner @ RSD (IT Systems governance), Head of Development @ Piano Media (world leading media pay-wall
solution)
Michal Pastier – Head of Marketing
Creative Director and Co-Founder @ Zaraguza Digital (Ogilvy, the only winner of Silver Facebook Studio Award in
the region), featured in Forbes SK cover page, 1st SK copywriter who won Cyber Cannes Young Lions Award
Michal Novovesky – Head of Sales
Sales & Marketing Manager @ Relbit (among top 10 at Slush, world leading startup conference), voted 2x as the best participant
of Nexteria Leadership Academy

23. ... DEMO ...

24. TECHNICAL
CHALLENGES
WE FACE

25. FRONTEND
• How to make user interaction with data a great and
enjoyable experience?
– Discover & implement new visualisation libs?
• How to visualize really big data?
– Rendering performance of JS?
• How to make complex use cases “noob proof”?
– Simple user interface >> hard-core?

26. • Real-time vs. slow?
• Scalability
• Security
• Platform open to all developers
BACKEND

27. • What are the best algorithms?
• How strongly should ML be automated?
• Can we combine ML with other
techniques?
MACHINE LEARNING

28. ONE MORE THING…
• Intelligent analytics built from Slovakia
competing with the whole world
• To succeed we just need great frontend,
backend and machine learning

29. Thank you!

30. Visualize Conversion Funnels
- Deep dive into analytics
- Practical coding example
- Use JavaScript skills
Tuesday 8th MARCH 2016
5pm - 8pm
REGISTER ON FEEDBACK
FORMS
Exponea Front-end Workshop - 8th March
Martin Strýček
Head of IT
Marián Gálik
Full-stack
Lead SW Engineer