Transitioning to Lean at Infochimps

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Transitioning to Lean @DhruvBansal @JimEngland @TimGasper

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We’re in a predicament with DATA.

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DATA is the raw materials

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DATA involves many markets and data types

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DATA involves a wide variety of customers in undeﬁned markets

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how does Infochimps ﬁt into the data landscape?

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Data marketplace Social media inﬂuence IP intelligence Geolocated data our existing products

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Our lean mission is to determine solutions to must-have problems for sizable markets.

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foursquare data derivatives social 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 DEVS Want venue hotness and venue ID matching for their applications.

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How many 4sq devs are there?

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How many would pay?

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HYPOTHESIS DIGITAL AGENCIES Want venue hotness and brand comparisons for their clients.

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How many brands want 4sq metrics?

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How many would pay?

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Must have Nice to have Don’t need

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killing a feature is just as important as building one :)

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Social media data

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DEVELOPERS Wanted detailed and transparent inﬂuence metrics and rankings.

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trstrank

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HYPOTHESIS DIGITAL AGENCIES Want detailed and transparent inﬂuence metrics and rankings.

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interviews later... 15+

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Digital agencies actually wanted analytics 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. PROBLEMS

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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 you already 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 to unless 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 optimizing still has you short of your goals of creating a sustainable business.

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Pivots are a change in strategy. The lean canvas provides a powerful strategy framework.

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ERIC RIES STRATEGY Product roadmap Customer deﬁnition Partners & competitors Business model ASH MAURYA LEAN 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 you start with it from the beginning. If you haven’t been lean, you must revisit 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 developers data scientists

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DATA SCIENTISTS business analysts, marketers, consultants, economists, statisticians, etc.

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We provide data scientists access to data through downloadable data sets.

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We provide developers access to data through RESTful APIs.

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DATA SCIENTISTS? NO PROBLEM Downloadable data sets follow a typical web ﬂow

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homepage data set page search results blog twitter signup download

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MULTI-STEP

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DEVELOPERS? IT’S COMPLICATED API usage funnel involves many steps and is more difﬁcult to track & deﬁne

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homepage data set page search results blog twitter 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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HOWTOs CODE EXAMPLES

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DATA SET PAGES API REFERENCE

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homepage data set page search results blog twitter signup howto guide code example api reference data set page search results active user

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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: VISITOR expires after 2 years SESSION expires after 30 minutes PAGE set on every pageview

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Username First seen at Segment Original trafﬁc source Milestones • Signed up • Downloaded • Searched • Bought • Queried Visitor Variables Milestones • Signed up • Downloaded • Searched • Bought • Queried Session Variables Category Completeness Pricing Distribution Page Variables

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CUSTOM VARIABLES

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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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developers developers developers developers

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The web team’s goal is to increase the number of active API users. But we don’t have a traditional funnel for converting these users.