What data are data scientists at startups actually analyzing? How is it collected?


Question: What data are data scientists at startups actually analyzing? How is it collected?
(Coming from a web analytics background I’m wondering what data are data scientist at IT companies actually analyzing. Is it server-side or client-side? Is it collected internally or using some external tool?)


Part 1: What are startups analyzing?

It depends on the Business Model and the Stage that they are at.

Business Models: Marketplace, Ecom, SaaS, Media, etc.

Stage: Early, Mid, Late

So let’s say you have a SaaS model and you’re in Mid-stage (post product-market fit stage) then you would tend to be focused on things like: Engagement, Churn, etc…and ideally they should be focused on measuring what aligns best with the strategy (instead of capturing everything!)

Let’s take another example. Let’s say you are a Marketplace in late-stage. So you would tend to be focused more on the “money” and so you can measure things like: transactions, commissions, etc…

I recommend reading “lean analytics” book as it goes much deeper and it’s a great starting point for anyone to understand how analytics could help a startup.

Part 2: How is it collected?

Now this also depends on your product. Assuming you’re a tech startup, you would have Web App and/or Desktop app and/or Mobile app. And now depending on your delivery approach plus your measurement needs, the “how” part will be determined. It would invariably be a combination of your transactions data source, web/mobile events stack (like Google analytics/other-Vendor or Custom), finance data source among others.

This post points to 10 other blogs which lists their “data” stack: The Data Infrastructure Meta-Analysis: How Top Engineering Organizations Built Their Big Data Stacks – The Data Point

View Question on Quora

How to analyze “new users” metric by specific pages in Google Analytics?



you want to create a funnel chart of how your new users move from their landing page to your desired destination. Ideally it’s goes something like this:

Stage 1) lands on your home/landing page

Stage 2) goes to a product page

stage 3) goes to a checkout page

stage 4) sees a thank you page

Now, if you want to analyze the conversion among these stages for a “new” user then you will need create custom reports in google analytics. You will basically need to create a report for each specific page that you want to analyze. So how to set one up?


1) Navigate to Google analytics profile

2) On the top of the go to “customization” section and click on create a new custom report

3) here’s how you can set up a custom report that will use you new users by a specific page (notice the page filter?).

New users by specific pages funnel visualization google analytics


In this post, I outlined the steps that you need to take to setup a custom report in google analytics that shows you new users by specific pages.