Raj Vysetty, Manager e-Commerce &Analytics at DYN presented on data driven marketing at MassTLC's sales and marketing session "Inside the Head of the Data Driven Marketer"

1. Analytics @ Dyn
@rvysetty @DynInc
Analytics @ Dyn
Raj Vysetty
Director of Strategic Analytics
@rvysetty @Dyninc

2. Analytics @ Dyn
@rvysetty @DynInc
“In god we trust,
all others bring data”
vs.
“Not everything that can
be measured matters, and
not everything that matters
can be measured”

3. Analytics @ Dyn
@rvysetty @DynInc
Analytics @ Dyn
@rvysetty @DynInc
• Dyn Background
• Analytics Frameworks
• Sources, Tools and Metrics
• Case-study
• Closing Tips
Analytics @ Dyn
Overview

4. Analytics @ Dyn
@rvysetty @DynInc
Background

5. Analytics @ Dyn
@rvysetty @DynInc
Introduction to Dyn
Overview
• Founded in 2001
• Managed DNS / Email Delivery
• $30 MM Revenue for 2012,
70% Annual Growth
• 220 Employees
• Direct Sales Channel focused
on enterprises (2000+
Customers)
• eCommerce Channel for the
home user and small
businesses (500K+ Customers)

6. Analytics @ Dyn
@rvysetty @DynInc
Some of Our Customers

7. Analytics @ Dyn
@rvysetty @DynInc
Analytics
Frameworks

8. Analytics @ Dyn
@rvysetty @DynInc
Three Classes of Analytics
Reporting
Analysis
Exploration
Known - Known’s
Known - Unknown’s
Unknown - Unknown’s
Avinash Kaushik’s Framework

9. Analytics @ Dyn
@rvysetty @DynInc
Framing An Analysis Question
• My Hypothesis is… If it’s right, then…
• Numbers can distract, and hence it is
very important to ask the right
questions

10. Analytics @ Dyn
@rvysetty @DynInc
Tools & Data
Sources

11. Analytics @ Dyn
@rvysetty @DynInc
Data Sources & Tools
• Websites Data
• Sales Data
• Customer & Product Data
• Social Data
• Voice of Customers
• Competitive Data
• Reporting/Analysis tool

12. Analytics @ Dyn
@rvysetty @DynInc
Some of
Our Metrics

13. Analytics @ Dyn
@rvysetty @DynInc
Some of Our Metrics
• CLTV
• CMRR Growth
• Trial Conversion Rate
• Annual Churn
• CAC
Standard Metrics

14. Analytics @ Dyn
@rvysetty @DynInc
Some of Our Metrics
• % of Revenue vs. % of Customers
• Time to upsell contracts
• Discounting vs. Monthly Price
• Previous Technology of New Customers
• Advanced Features Take-rate
• Cross-sell Ratio
More Strategic Metrics

15. Analytics @ Dyn
@rvysetty @DynInc
Time to Upgrade a Customer
10% OF CUSTOMERS
ARE UPSOLD WITHIN 3
MONTHS
20.3 % OF CUSTOMERS
ARE UPSOLD WITHIN 6
MONTHS
35% OF CUSTOMERS ARE
UPSOLD IN THE FIRST
YEAR
47% ARE UPSOLD IN THE
FIRST 2 YEARS
0%
10%
20%
30%
40%
50%
0 5 10 15 20 25
%ofCustomersUpgraded
Time from Customer Acquisition to first Upsell (in Month's)
• We upsell 35%
of customers in
their first year of
signing a contract
• Customers who
do not upgrade
in year 1 are 3 times
less likely
to start upgrading in
year 2

16. Analytics @ Dyn
@rvysetty @DynInc
Dyn
Case Study

17. Analytics @ Dyn
@rvysetty @DynInc
Testing the Freemium Model

18. Analytics @ Dyn
@rvysetty @DynInc
Testing The Freemium Model
• Free ->Freemium -> Trial Based Service
• Identified the biggest levers in our service
through deep analysis
• Built a model out the estimated impact based
on Conversion Rates
• Tested aggressively to identify optimal
revenue strategy

19. Analytics @ Dyn
@rvysetty @DynInc
Revenue Impact
• 4x Increase in
Revenue & Conversion for the
product
• New Revenue
from our eCommerce
channel more than doubled!

20. Analytics @ Dyn
@rvysetty @DynInc
Predictive Outbound Marketing
• Profile your customers using non-
traditional measures
• Scoring a cold outreach
– Traditional Attributes
• Industry, Size, Revenue
– Non-Traditional Attributes
• Web Technologies Used
• Google Adwords Spend
• Alexa Rank; Domain Reputation etc
• Triggers/Alerts
– Service expirations, Added/deleted a web-tech
• We use Datanyze as our major datasource
for these analysis

21. Analytics @ Dyn
@rvysetty @DynInc
Predictive Outbound Marketing

22. Analytics @ Dyn
@rvysetty @DynInc
Churn Analysis for our
eCommerce Channel
• Service A
– Majority of the domains we lost were
from companies that went out of
business etc
– Very small fraction went to a competition
• Service B
– Majority of lost customers are
still active
– We actually ‘lose-lose’ a very tiny fraction
of the lost customers
• Helped us figure out where to
focus our efforts on
Dead
Competition
Using a free
service
Expire, buy
new
Lost
Move to
Free

23. Analytics @ Dyn
@rvysetty @DynInc
Closing
Tips

24. Analytics @ Dyn
@rvysetty @DynInc
Closing Tips
• Test Big changes. Don’t be afraid to test
something controversial.
• Analyze Segments and Cohorts
• Look for Distributions – Not Averages

25. Analytics @ Dyn
@rvysetty @DynInc
Closing Tips
• Don’t confuse correlation
with causation
• Stay away from Vanity Metrics
• Don’t confuse Revenue
with Incremental Revenue
– especially for Branded Search, Display re-
targeting, etc.

26. Analytics @ Dyn
@rvysetty @DynInc
Thank You!
Raj Vysetty
Director of Strategic Analytics
@rvysetty @Dyninc