Big Data, Big Changes: Data-Driven Product Development at Etsy
- 1. Big Data, Big Changes:
Data-Driven Product
Development at Etsy
Strata London, 2012
Dr. Jason Davis
Director of Search & Data
jdavis@etsy.com / @jasondavis
Monday, October 1, 12
- 3. 6 months from inception to launch
3 engineering teams
3 product launches
Dozens of experiments
Lots and lots of data analysis
Monday, October 1, 12
- 4. The switch to relevancy
Search, advertising, analytics, and more
Building big data products at Etsy
Invest in tooling
Understand tradeoffs
Appreciate complexity
Monday, October 1, 12
- 6. By the Numbers
1.4B pageviews/month
$525MM sales in 2011
40MM unique visitors/month
800k shops / 150 countries
Monday, October 1, 12
- 9. Better buyer
experience
Improved search
relevancy
Monday, October 1, 12
- 14. Go to the source
Raw data
visit logs
raw query logs
Descriptive statistics
search depth
query conversion rates
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- 21. Queries a, b, & c are better. Queries x & y are not.
Monday, October 1, 12
- 22. ¡Hola! வணக்கம்!
Guten Tag 你好 !"#$% أ*)'م
ّ
Hello नम#$ 今日は
Monday, October 1, 12
- 23. Thinking short-term vs long-term
How will the change affect behavior?
Affect expectations?
User incentives?
Improved data?
Monday, October 1, 12
- 25. Vs
Algorithmic Complexity
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- 27. UI
June 2005
Complexity
November 2006
May 2008
Today
Monday, October 1, 12
- 30. Etsy - Strata NYC
Continous Experimentation with Continuous
Deplyoment
Steve Mardenfeld
Scala + Cascading = Scalding
Avi Bryant
Case Study: What’s a Customer Worth?
Roberto Medri
October 23-25
Monday, October 1, 12
- 31. Resources
Code as Craft blog
http://codeascraft.etsy.com/
Slides (including these)
http://www.slideshare.net/etsy
Github
http://github.com/etsy/
Join in the fun
http://www.etsy.com/careers/
Monday, October 1, 12