Axial's Growth 100 : Adriana Herrara

Adriana Herrara

CEO, TapAloha

Democratizing Data

“Imagine a young millennial with a passion for fashion,” says Adriana Herrara, founder and CEO of TapAloha. “She’s starting to sell clothes and shoes online. She knows the trends — but not necessarily the metrics to monitor to be successful long-term.”

Enter TapAloha, which provides tools to startups and small businesses to help them understand their internal data and use it to improve company performance. “We tap into anything that’s recording data — like Google Analytics, Kissmetrics, MixPanel — and send one easy to understand report to your inbox daily.”

Adriana, who has started two companies before, founded TapAloha in late November of this year. The company has already hit the ground running, buoyed by word of mouth and high demand.

Adriana says TapAloha’s aims to take a lighthearted approach to data. “People are bogged down — data can be intimidating.”

Meet Ike

In addition to daily email reports, “We’ve started to develop an artificial intelligence tool by the name of Ike — he’s your chief conversion rate optimization specialist,” Adriana says. On TapAloha’s website, Ike — which means “knowledge” in Hawaiian — is depicted as an octopus. While the typical marketing team needs to go to the engineering or data science team to get data on purchase value, customers, and other metrics, with TapAloha, “you can chat with Ike and get the answers,” says Adriana.

“The product “naturally gravitates towards people who positive and trying to get to the next step,” says Adriana. She says that in addition to providing them with the information they need, hopefully they can provide “something that lightens their day.”

Ultimately, TapAloha is trying to bring the power of data to more people, regardless of background or training. “Data scientists have become the new rockstars,” says Adriana. “We really believe that data should be democratized. You don’t need to be a data scientist to understand what happened in your business.” Sure, she says, data scientists can be necessary for more complicated analyses — “but you don’t need to go to the moon to get across the street.”

“Our goal is to really become the place for anyone looking to understand their data in a non-threatening, fun way.”