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Startup Metrics - crash course

Date post: 27-Jan-2015
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Metrics a data-driven crash course by Skander Garroum @SkaGarroum
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Page 1: Startup Metrics - crash course

Metricsa data-driven crash course by Skander Garroum

@SkaGarroum

Page 2: Startup Metrics - crash course

Skander Garroum“Startup obsessed since 15” “Product + marketing = Growth”

What we will talk about!- Being Data-Driven - Metrics - The simplest dashboard

@SkaGarroum

Page 3: Startup Metrics - crash course

How many of you are data-driven?

@SkaGarroum

Page 4: Startup Metrics - crash course

What does being data-driven mean?

@SkaGarroum

Page 5: Startup Metrics - crash course

If you can’t measure it, you can’t manage it

@SkaGarroum

Page 6: Startup Metrics - crash course

Instincts are experiments. Data is proof.

If you can’t measure it, you can’t manage it!

If we have data, let's look at data. If all we have are opinions, let's go with mine.

Jim Barksdale, Netscape!

Data beats emotions. Sean Rad

!Anything that is measured and watched, improves.

Bob Parsons

@SkaGarroum

Page 7: Startup Metrics - crash course

GET AS MUCH DATA AS POSSIBLE!

@SkaGarroum

Page 8: Startup Metrics - crash course

@SkaGarroum

Page 9: Startup Metrics - crash course

Don’t get too fancy too early

@SkaGarroum

Page 10: Startup Metrics - crash course

3 things to take away

@SkaGarroum

Page 11: Startup Metrics - crash course

1 What is a good metric? !

2 Pirate metrics

3 The simplest dashboard

@SkaGarroum

Page 12: Startup Metrics - crash course

What is a good metric?

@SkaGarroum

Page 13: Startup Metrics - crash course

A good metric is !

understandable !

comparative !

changes the way you behave

@SkaGarroum

Page 14: Startup Metrics - crash course

4 things to keep in mind when choosing metrics

@SkaGarroum

Page 15: Startup Metrics - crash course

quantitative vs qualitative

4 things to keep in mind when choosing metrics: No. 1

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Page 16: Startup Metrics - crash course

4 things to keep in mind when choosing metrics: No. 1

VS

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Page 17: Startup Metrics - crash course

vanity vs actionable

4 things to keep in mind when choosing metrics: No. 2

@SkaGarroum

Page 18: Startup Metrics - crash course

4 things to keep in mind when choosing metrics: No. 2

VS

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Page 19: Startup Metrics - crash course

exploratory vs reporting

4 things to keep in mind when choosing metrics: No. 3

@SkaGarroum

Page 20: Startup Metrics - crash course

4 things to keep in mind when choosing metrics: No. 3

VS

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Page 21: Startup Metrics - crash course

correlated vs causal

4 things to keep in mind when choosing metrics: No. 4

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Page 22: Startup Metrics - crash course

4 things to keep in mind when choosing metrics: No. 4

@SkaGarroum

Page 23: Startup Metrics - crash course

Time to become pirates!

AARRR!

Page 24: Startup Metrics - crash course

Acquistion Visit / Signup / etc. // How do users become aware?

Activation Use of core feature // Do they activate?

Retention Come + use again // Do they become engaged?

Referral Invite + Signup // Do they promote?

Revenue $$$

(C) Dave McClure

Page 25: Startup Metrics - crash course

Pirate Metrics to track Element Relevant metrics

Acquisition traffic, mentions, cost per click, search results, cost of acquisition, open rate

Activation enrollments, signups, com- pleted onboarding process, used the service at least once, subscriptions

Retention engagement, time since last visit, daily and monthly active use, churns

Revenue Customer lifetime value, con- version rate, shopping cart size, click-through revenue

Referral Invites sent, viral coefficient, viral cycle time

(C) Lean Analytics

Page 26: Startup Metrics - crash course

Last but not least:The simplest dashboard

Page 27: Startup Metrics - crash course

If you treat your paying customers like percentages and meaningless numbers

they will do the same with you.Andreas Klinger

Page 28: Startup Metrics - crash course

Enter: The activity index

(C) Andreas Klinger

Page 29: Startup Metrics - crash course

1) Create a customer list!2) Add activity information

3) Color highlight based on activity !

!

!

!

4) Someone in the team is in charge of making sure everyone stays on green!

(C) Andreas Klinger

Page 30: Startup Metrics - crash course

1 What is a good metric? !

2 Pirate metrics

3 The simplest dashboard

@SkaGarroum

Page 31: Startup Metrics - crash course

Thank you

Liked it?Tweet it.!Share it.Use it.

@SkaGarroum!Slides: www.slideshare.net/skagarroum


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