AirIQ -- a personal analytics startup I created in 2011-2012

transcript

AirIQNed Hayes

I’ve led data analytics product teams at

Adobe Advanced Technology Labs+

4 startups focused on

text analytics + machine learning

GlobalPlanIT, Kiha

TeleTrust, Meshin @ PARC

Key Insight:

data analytics startups

analyzingmountains of data

our team sees the detailed scoring of user data

but the users don’t see the analytics.

Why not?

Personal AnalyticsBENEFITS

• Drives behavior (for the individual)

• Measures behavior (for the business)

• Produces bottom-line results

Numbers Matter

Personal Finance Measurement

Health Measurement

Numbers Matter

Online “Friends”

Politics: Numbers Matter

Personal Analytics• Can drive behavior (for the individual)

• Measure behavior (for the business)

• Produce bottom-line results

• We have no personal analytics on our daily communications

What if we did?

Use CaseThat guy is a 97.

He’s only a 22 for me.

Who are these people to you?

Maybe the people who really matter AREN’T the ones who stand out in a

981671

22864235 9886

Your Numbers Matter

Critical Information in the Numbers

• What’s your response rate to incoming email?

• Are you communicating with the most important people first?

• How fast are you in getting back to clients?

• How comprehensive is your coverage of your prospect / client / partner list?

• Who have you forgotten about this week?

• How can you be more effective?

• Who is wasting your time?

• Who needs your love?

• Numbers tell the truth.

Numbers Tell the TruthProblems We Solve

• INDIVIDUAL: How to know which emails / voice-mails were important? Which ones deserved a response?– Today’s Solution: Read them all.

• MANAGERIAL: Managers don’t know if their sales people are responding to the RIGHT people, or taking the right actions.– Bottom line impact on end of quarter numbers

What if we had a Number?• A NUMBER that aggregates all your

communications activities (keep it simple, clear)

• Over time, longitudinal tracking of activity

• Dynamically updates based on recent activity

Three Possibilities

Today’s activity (Jan. 4 between 8 a.m. and 5 p.m.)

1. CONTACT RATIO RANKING

BOEING (all contacts from this Company) is a (97) this week – 61 / 73 email & calls returned to this COMPANY

Jim Broadman is a (45) this week –30 / 60 emails & calls returned this week

Janet Stephens is a (22) this week –4 / 23 emails & calls returned this week.

Anne Washington is a (39) this week –12 / 24 emails & calls returned this week

Misia Tramp is an (89) this week – 54 / 61 email & calls returned to this PERSON

1. CONTACT RATIO RANKING USE CASE

That new client, Bob, is a 97

for me this week!

My boss is the only 97 for me! Bob can stay a 22 forever in

my book.

2. TOPICS / ACTIVITY METRICS

BOEING is a (90) this week – 61 email & calls made ABOUT THIS COMPANY

PROJECTX is a (53) this week –30 emails & calls made ABOUT THIS TOPIC

“PATH PLANNING” is a (15) this week –4 emails & calls made about this TOPIC.

AIRBUS INDUSTRIES is a (32) this week –22 emails & calls made ABOUT THIS COMPANY

“MSDN Global Sales” is an (84) this week – 56 email & calls made ABOUT THIS TOPIC

I’m tracking ProjectX at a 99. I’m all over the

account.

I’ve got two accounts that are lagging. I’m only a 16 on Airbus, and

42 on UW.

2. TOPICS / ACTIVITY METRICS USE CASE

15 Communications with Important People

45 Communications with Average People

2 Communications with Unimportant People / Timewasting Stuff

3. MANAGER TEAM METRICS – what my people did today

JOHN’SSCORETODAY

= 5555

981671

22865535 9886

3. MANAGER TEAM METRICS USE CASE See what my people did today / this week /

this month

Highest Communication

Performers

Highest Communication

Performers

Proof Points of Emerging Market

inPersonal Analytics

Klout• Measures social

influence (FB, Twitter)• Not very useful for actual work measurement

RescueTime • Measures desktop activity by checking which

applications are open. No communications.

Market is a Green Field(With Klout, we’ve only seen the beginning)

Klout – Social Media Scoring$100 Million Opportunity ? -- Proof of a Market for Personal Scores

RescueTime – Desktop Apps$500 Million Opportunity ?

$5 Billion Market ?

Personal Scoring of Vital Communications

& Daily Activity

Email, Phone Calls,

SMS and Other

ImportantActivities

Market is a Green Field(With Klout, we’ve only seen the beginning)

Klout – Social Media Scoring$100 Million Opportunity ? -- Proof of a Market for Personal Scores

RescueTime – Desktop Apps$500 Million Opportunity ?

$5 Billion Market ?

Personal Scoring of Vital Communications

& Daily Activity

Email, Phone Calls,

SMS and Other

ImportantActivities

Opportunity : Big Data Analytics

“One market which will be huge in 2012 is ‘Big Data’ – deriving business insights from

previously unmanageable amounts of data.” “Processing the data faster or combining the data to create better information represents an enormous opportunity for start-ups.”“EMC, IBM and HP have all recently announced massive investments in this area for 2012 — a

cue for talented entrepreneurs to invent and package products from Big Data.”

– Ron Conway, The Economist, Nov 17, 2011http://www.economist.com/node/21537967

We are entering an era of personal analytics where we can take control of our own data, display it in a dashboard, and use it to inform better life decisions.

– Wired.UK – Martin Blinder Intelligence Squared If Conference• http://www.wired.co.uk/news/archive/2011-11/28/martin-blinder-personal-analytics

Personal analytics will set the Analytics field on fire in 2012 and beyond.– Shawn Hessinger, All Analytics.com 12/21/2011

• http://www.allanalytics.com/messages.asp?piddl_msgthreadid=244247&piddl_invid=610&piddl_inviteepuserid=384604

Analytics has been largely restricted thus far to corporate life. A major growth area for the field lies in the personal realm. With Jim Wilson, a researcher at Babson, I’ve been researching and observing this area of personal analytics… it’s time to start writing about it.

– Thomas H. Davenport, All Analytics.com (Deloitte Analytics) • 12/19/2011 http://www.allanalytics.com/author.asp?section_id=1500&doc_id=236883

Emerging Opportunity: Market Research

Opportunity Validation• Who can validate this market further?

• Projected Initial Customers: Sales people– Have a real pain point (300 emails a day)– Understand the value of metrics (users of Klout)

– To check my hypotheses: I talked to 10 sales people, & have conducted a Focus Group around sales scenarios.

– A second Focus Group scheduled for later January.

What to Measure?What numbers do you need?

HYPOTHESIS: Contacts, Companies & Topics

CONTACTS•Frequency: Ratio of Correspondence with people•Velocity: Time to Correspondence with people

COMPANIES•Frequency: Ratio of Correspondence with companies•Velocity: Time to Correspondence with/about companies

TOPICS•Frequency: Ratio of Correspondence on specific TOPICS•Velocity: Time to Correspondence on specific TOPICS

Initial Validation(Video Clips)

http://nednotes.com/aroiq/AroIQ-Henry-smallmovie.mov http://www.aroiq.com/ Play clip at: Play clip at:

Takeaways• PROBLEM:

There’s a near-term opportunity: real pain point

• ADDRESSABLE:We can solve these pain points with the right mix of product, technology, customer engagement

• COMPETITION?No one else is solving it today for these customers – not Salesforce, not NetSuite, not SalesLogix, no one.

Why We can do this NOWPersonal Analytics• DATA-MINING TOOLS: Machine Learning / Semantic Analysis /

Data Analytics Engines have finally matured, and can be used reliably on very large data sets for actual learning of content and topics.

• LOW OVERHEAD: Open Source tools exist for crunching large data sets, including the terabytes of personal information. These tools have little cost to the team developing the apps.

• ACCESS TO DATA: Open Authentication (OAuth) allows quick and clean access to myriad sources of personal data, that can be accessed for analysis, and results shared back to individuals.

How to do this NOWPersonal Analytics ArchitectureUSERS: (Web App first)iPhone, Android, Web, Laptop Apps

Personal CommunicationsData Analysis

Accessed via OAuth,

Web App

Hadoop / Mahout Cluster

Data Gathering / Crawler

Product Roadmap

Q3 2012Individual Activity Monitor

(for every consumer) – WEB APP

Q4 2012Individual Activity Monitor (DETAILED VIEW) – MOBILE

APPS, built more around professional use cases

Q1 2013Professional Team

Activity MonitorMADE AVAILABLE AS

ENTERPRISE SALES PACKAGE

FOR SALES ORGANIZATIONS& BIZ DEV ORGS

Series A to build on

Install Base

Q1 2012 Q2 2012 Q3 2012 Q4 2012 2013 2014

Algorithm Development &

Testing of Numbers

Business ModelCompetitive

ResearchPitch Deck

Seed Funding

To Develop First Product

First Instance of Backend Server Designed, Built, Implemented

V1 PRODUCTGoal: Grow Install Base

“PRO” PRODUCT

for businessdelivered

Revenue Funded ?

Funding

Product AirIQ Timeline

Market InvestigationUser Studies

Prototype Developed, Tested with Customers

Complete Set of Products Delivered:

Web App, Server, Mobile Outputs

User InterfacePrototype Designed

Built, Tested

Working Together

Ned Hayes by the NumbersExperience, Knowledge, Insight, Ability

• 4 startups– Global PlanIT *– Kiha Software *– TeleTrust– Meshin *

• 2 Successful Exits (Global PlanIT + TeleTrust) – both sold to larger companies

• * 3 focused on large-scale text analytics

• 5 patents around Data/UX/Mobile

• 2 Kiha/Vulcan• 1 TeleTrust• 1 SoftQuad• 1 Meshin

• 15 years moving the needle – taking research from labs to real products:

• Adobe Advanced Technology Labs

• SoftQuad XML Inventors team

• Vulcan Labs (Kiha)• PARC (Meshin)

• Years of experience with planning, architecting and building multi-modal smarter systems

References

• Eric Rock, President & Co-Founder, TeleTrust

• Brian Golden, CFO, TeleTrust

• Alex Algard, CEO Whitepages.com

• Raine Bergstrom, startup COO(former GM, AOL Mobile)

• Matt Haugh, PARC (former Microsoft, Adobe, Hitachi)

• Peter Sharpe & Tom Magliery, XML Co-Inventors

• Hank Skorny, GM Intel (former EVP Real, AOL Mobile, Adobe)

• Michael Schutzler, CEO LiveMocha (Classmates, Monster.com, Real)

• Pat Ferrel, startup CTO (CTO Trailfire & Kiha)

Next Steps• Q1 (Jan – March) (Ned)

– Market Validation with Customers– Customer Research / Market Research– Business Model / Complete Business Plan– Competitive Research / Price Point Research

• Q2 (April – June) (Ned)– Competitive Research– Detailed Product Planning– Algorithm Development– Technical Due Diligence and Build-out Strategy

• Q3 (July – Sept) (Ned+CTO)– Technical Co-Founder Recruited– Pitch Prototype Developed– Pitch Deck Ready for Seed Funding– Initial Seed Funding

• Q4 (Oct – Dec) (Ned+CTO+Team)– Company rolls out, goes BIG or goes home

Wrapping Up

The Future…

What’s your

Number?

Live Life By The Numbers

69 41 12 88

577910

AirIQ: Numbers Matter

There are some potential issues using numbers…

appendix

Pitch• “Klout for your Communications”

(not just social media or social sentiment reponses)

• Semantic Web on your own personal communications

• Semantic Web technologies applied to Personal communications: made pertinent to your day-to-day life.

Problem We SolveFor End-Users

PROBLEM – FOR INDIVIDUALS / PROSUMERS•You’re spending a lot of your day in email and in communications of all types.•How much of your time is being spent on the highest priority items?•How do you know if you are actually being productive, or just moving things around? At the end of the day, how do you KNOW if you’ve actually done anything productive? Have you touched on the most important people? Have you tackled “what matters most”, or have you simply wasted some time on email?

SOLUTION •See a quick chart of your communications, every day, on every incoming and outgoing item. See how this stacks up against your highest priority people and opportunities. Understand your own personal productivity in a highly visual form.

SPECIAL SAUCE•AirIQ provides a “score” per contact that represents your success rate in reaching back to them and in taking rapid action. This score is visual and dynamic, and looks like “Klout for Your Communications”

Problem We SolveFor Managers / Business

PROBLEM FOR MANAGERS / BUSINESS•The New World of Work: Workers are increasingly telecommuting and working remote. How do you quantify / keep informed about their productivity? How do you know if they’re doing any good work at all? TODAY many managers simply check if people have been online all day, or read an end of week status report. There is no visibility into their actual work product and communications with prospects, etc. (Stats)

SOLUTION FOR MANAGERS / BUSINESS•Quick and straightforward visualization of the communications productivity of individual team members, would include phone calls, SMS, emails, etc. No need to see all the content – all you need to have is proof of a connection within X amount of time with a prospect. The score tells you everything.

PROOF CASE•The first proof case for this type of tool would be sales people and sales teams, because these teams are already mobile, remote and telecommute. These teams already are measured on communications - this is a natural fit.

– Therefore, first integration out of the gate is Salesforce.com OR MS Dynamics.

Roadmap for the Business1) Stage 1: Create initial product - Grow the audience2) Stage 2: Extend an analytic framework to drive

engagement, thus building enterprise backend system3) Stage 3: Create and sell the “new” enterprise product

OPEN QUESTIONS TO RESOLVEA) What does the user experience look like at each stage? B) How does the problem set evolve over time? C) How does our audience evolve over time?D) How are we delivering value at each point?

Product Roadmap(Hypothetical)

• ScoreKeeper – tracks communications and response times against an importance algorithm. Simple to use for consumers, business professionals. Sell product to managers for aggregate team scores. (Basic Product) (Q3 2012 )

• MOBILE ScoreKeeper – Add mobile apps that sync all these scores, and track phone calls, SMS, etc. (Mobile Output) (Q4 2012 )

• Smarter ScoreKeeper – Add Companies & Topics and tracking mechanisms over time (Analytic Framework) (Q1 2013 )

• Sentiment Analytics Analysis – today’s systems that claim to track “sentiment” actually do a very poor job, and are not using semantic technologies at all. No entity recognition, no tracking against indices, little that is done that is unique in this space. (Q2 2013 )

Product Components To Build

• Access to Communication Streams– OAuth access to Gmail, Twitter, Facebook, etc.

• Connection to Social Profiles for Pictures & Other Info– OAuth access to Gmail, Twitter, Facebook, etc.

• Config Screens– Web Site: Add and edit which accounts you want to see here.

• Importance Algorithm– Can we chart who you correspond with, and provide instant feedback on who

we think is therefore “important” to you?– Can we just use Google’s built-in algorithm Priority Inbox features for this?

(this is exposed to developers, I believe) http://code.google.com/apis/gmail/ • Charts / Graphs

– Chart the activity we observe in your Email, Twitter, FB, etc. • Time Constraints on the Graph• Viewing of the Emails / Messages, Threads, etc.

AirIQ -- a personal analytics startup I created in 2011-2012

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