Macro / Micro / KPI analysis
Laurens ten Cate / Fede Garcia / Anchal Jaiswal /
Asier Sarasua / Sam Brown / Bruno Gobbet / Max Le Gelard
Mission
"Help the world learn from data"
April 2010, Australia
March 2017 -> Google (Alphabet)
+ 1,000,000 users
194 countries
Goal Split
Macro goals
Users
Companies
1. Attract on-target visitors
2. Encourage participation
3. Engage on job board
4. Attract on-target visitors
5. Host a competition
6. Post job offers
Retention
Conversion
Acquisition
Engagement
1
2
3
4
5
6
Micro goals
2.1 Enter into a competition
2.2 Run a kernel
2.3 Participate in discussion
2.4 Upload a dataset
5.1 Define a ML problem
5.2 Refine the problem
5.3 Build competition page
5.4 Engage on forum
5.5 Review models
2. Encourage participation
5. Host a competition
(composite) KPIs
2. Encourage participation
5. Host a competition
- Engagement metric = (comp. entry + kernel ran + comment + upvote + reach)
- Engagement cost
- Engagement value
- Conversion count = Engagement metric > 5
- Power-user value
- Power-user cost
- Conversion rate
- Conversion cost
- Conversion value
- Engagement to conversion ratio
- Competition metric = (comp. entries + kernels + upvotes + reach + comments)