Analytics 101
Analytics, in the flow of the business
A practical guide to using analytics where decisions actually get made: along the supply, customer and city journeys of a marketplace. It is the framework I use to decide what to measure, who it is for and which lever it should move.
- 3user journeys mapped
- 6areas of analytics
- 14business levers
- 4levels of analytics maturity
Start here
Five chapters, one idea
Analytics creates value when it is tied to a journey, a business lever and a decision. Read in order, or jump to what you need.
- 01
From data to impact
The DI-KIWI model and the four levels of analytics maturity: how data becomes a decision.
- 02
Analytics across the user journey
Three journeys (supply, customer × category, city × category) and the metrics at every stage.
- 03
The scope of analytics
Six areas of analytics: what each is for, what it drives and what it looks at.
- 04
Levers of analytics
Fourteen business levers analytics can move, with the drivers behind each and an example.
- 05
Skills and data foundations
The competencies, effectiveness skills and data foundations behind a strong analytics team.
The big idea
Three journeys. One question each.
Supply journey
How a driver or delivery partner moves from first contact to long-term, productive supply.
Acquisition & onboarding → Engagement → Communication & support → Experience → Growth & retention
Customer × category = growth journey
How a customer discovers, books, experiences and returns to a category.
Awareness & consideration → Selection & booking → Experience → Post booking → Growth & retention
City × category = P&L journey
How a city and category launch, get served, balance supply and demand, and become profitable.
Launch → Categorisation & city-specific servicing → Supply management → Demand management → Growth & profitability
The original deck
Prefer slides?
The chapters above are adapted from this deck, Incorporating Analytics into the User Journey.
Want this framework in your team?
I can walk your team through it, or help map your own journeys, levers and metrics.