Discover. Enjoy. Travel.
Discover. Enjoy. Travel.
Nikola Sky. Beyond driving.
Hugo’s Dream of Product
User knows
Marketing is mostly make-up
your product is a materialisation of
your vision
Data Science
Contact with the customer is limited
Data Scientists are Gold Diggers
Analytics help us understand the customer
AB-Testing
0
12,5
25
37,5
50
April May June July
Targeting
Spend
Activity
Spend
Activity
Brand lovers
High spenders
Low spenders
Not engaged
Giving back to Brand Lovers: lucky draw with free
merchandise
The optimisation trap
$$
$ $$
$$
Analytics may push us to lose focus on our vision
Test & DecideTest & Learn
Let’s build games!
All our ideasCandy Crush Saga
?
Vision
Create moments of fun and magic
~200 games
Vision
Analytics
0
25
50
75
100
1 2 3 4 5 6 7 8 9
Flow: mental state of balance between
skills and challenges
Skills
Challenges
Flow
In the flow we enjoy more
Skills
Challenges
Bored
Frustrated
Después
0
25
50
75
100
1 2 3 4 5 6 7 8 9
Time to start untying…
Vision
Your vision will become your product’s leitmotif
Vision
Analytics
Customer analytics is all about understanding
people’s needs
Vision
Crafting
Analytics
Crafting is the ultimate skill.
Why
What
How
Why
What
How
Vision
Crafting
Analytics
One.
Passion.
Put everything you have into everything you do.
Put everything you have into everything you do.
@HugoPibernat See you at Conversion Thursday Barcelona!
Recommended
