Choose your flavor of analytics

Most startups can bucket their analytics into three groups: Experimental analytics is about testing assumptions and hypothesis. If you can remember your high school science classes—where problems take the form if this, then that—then you understand experimental analytics. Product, marketing and sales can all benefit from this approach. Throw out the subjective and let data speak for…
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Mixpanel and the market for startup analytics

Mixpanel launched Revenue Analytics today. For a long time, Mixpanel provided a very generic event-tracking system, allowing customers to centralize tracking across systems and channels. But over the past year, their product development has accelerated: Retention 2.0: basic cohort analysis capabilities and visualizations (Jan-12) Flow: a free tool for path analysis (Apr-12) People Analytics: drill down to individual user actions…
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Selecting success metrics in web experiments

Ron Kohavi is one of the most respected names in analytics and currently leads Microsoft’s Experimentation Platform. His publications, especially those since ~2001, are required reading if you’re in the business of data. I am constantly referencing his work, such as Online Experiments: Lessons Learned, an article with Roger Longbotham published in 2007: A common pitfall in…
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Table stakes in product development

Cap Watson is Etsy’s design lead. His perspective on the idea of product table stakes is something that should be familiar to people in the web/mobile space. In the context of Twitter, etc. copying Instagram’s functionality: In my career I’ve been in dozens of meetings where the term “table stakes” gets dropped in. Maybe it’s by a designer…
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