Driving growth with data: Mary Meeker's 2017 Internet Trends Report
Jun 5, 2017
If there’s one place to get a better understanding of the latest in tech, it’s Mary Meeker of Kleiner Perkins’ Annual Internet Trends Report. As I read through it this year, there was a crystal clear theme that has driven all of these innovative businesses forward: data. No matter what industry, the ability to harness the power of data is the critical component that sets apart the disruptors and innovators from the followers.
Last year, Looker had the honor of being included in this report as Mary introduced the third wave of Business Intelligence and showed the rise of the data platform. No longer do business need to rely on a complex and rigid stack of tools from the 1st wave, nor do they need to rely on connecting together a box of parts from the 2nd wave. The 3rd wave delivers a data platform that can serve the needs of every department and function. Add in the flexibility to push data into an employee’s workflow in the very moments when they need to make a decision and you have a serious competitive advantage.
One year later, we’re seeing the results of companies that have embraced this third wave and built this data platform. A large number of Looker customers are now featured as the big innovators on their category. These companies are leveraging data to disrupt the industries they operate in and provide better experiences for their customers - and it’s starting to pay-off in a big way.
Crushing candy with data
Gaming is a colossus of an industry valued at over $90 billion dollars and producing a mountain of user generated data. Mobile game developer King reports that Candy Crush has daily active users that spend an average of 35 minutes a day on their apps resulting in a slough of interactions and event data.
Through this data, gaming companies are discovering customer purchasing behavior and the ability to use level balancing to ensure users continue using their product.
See gaming data in a Looker Dashboard
Data is the new black
Glossier is an online beauty supply startup that operates exclusively online. Through social media influencers and user generated content, Glossier is able to reach a widespread audience through their content marketing which has translated into customer growth of over 500% in the 2015 and 2016.
Getting fit with data
Peloton is a company that provides home workout programs to their customers through a monthly subscription service. Through their user data, they’re able to track customer retention, workout logs and customer cohorts to track trends in their product usage.
Data can calm the mind
Headspace is an app that provides guided meditation to their customers. Customers of Headspace have their own activity dashboard within the app that displays their usage information such as Total Number of Sessions and Average Session duration. These metrics not only gives Headspace valuable customer usage information but can also help re-engage customers who’ve stopped using the product.
Regardless of industry, these innovative companies are using data to truly change their industries and they are starting to get noticed. Make sure to check out the full Internet Trends report from Kleiner Perkins to learn more and start thinking about how you are building data into the core strategy of your business.