10 insights about analytics culture I gained moving from b2b to b2c

What the talk is about

Vasily Sabirov shares lessons from moving from b2b analytics (in-app purchase monetization) to b2c with ad monetization at EasyBrain. Key points: analytics culture differs from company to company, so it shouldn't be idealized; a team needs shared terminology (what a "old user", conversion or retention means) and an agreed work pace, including when hiring. Audience scale changes methods: instead of qualitative study of a few users' flows, you run A/B tests on large samples, think in terms of minimum detectable effect, and can forecast organic traffic. He also advises using the product yourself, asking many questions while your fresh perspective lasts, diagnosing before changing things, and agreeing with stakeholders on how good analytics is judged. He closes on asking what you truly want from a job. Useful for analysts changing companies or domains and for managers hiring analysts.