Date post: | 21-Feb-2017 |
Category: |
Data & Analytics |
Upload: | paul-boyce |
View: | 691 times |
Download: | 0 times |
“customer data, without depending on developers”
www.popcornmetrics.com [email protected] @popcornmetrics
Paul Boyce, CEO3rd Startup20 yrs Tech & Sales4years @JP MorganHacker, Coder, Marketer
Luis Correia, COOChartered EngineerCustomer SuccessHacker
www.popcornmetrics.com [email protected] @popcornmetrics
#marketing #analytics @popcornmetrics
great session on #marketing #analytics by @popcornmetrics at @seedcamp
+feedback
www.popcornmetrics.com [email protected] @popcornmetrics
www.popcornmetrics.com [email protected] @popcornmetrics
www.popcornmetrics.com [email protected] @popcornmetrics
A “Good” Metric is:Comparative: “vs last week”Ratio/Rate: “%, per hr/day” Understandable: “team”Actionable: “not vanity”
www.popcornmetrics.com [email protected] @popcornmetrics
What’s more useful?
20 miles - distance20 mph - speed
20 mph/s - acceleration
www.popcornmetrics.com [email protected] @popcornmetrics
Exercise:
1. Write your top 3-5 metrics (watch daily)2. How many are good?3. Can you eliminate any?4. What could you add?5. Could you drive from just one?
www.popcornmetrics.com [email protected] @popcornmetrics
SaaS:Start Trial: 5-10%
Subscribe: 15-25%Churn: 2% <5%
-------------------------------------------------------------------------------------
Upsell 20% (annual $)TRIALS: 20% serious | 20% casual | 60% curious
www.popcornmetrics.com [email protected] @popcornmetrics
user content:pinterest: 14 mins, tumblr: 21 mins, facebook:60 mins
Time on Site: 17mins / day-------------------------------------------------------------------------------------
5-15% generate content80% content < 2% of users
www.popcornmetrics.com [email protected] @popcornmetrics
e-commerce:amazon: 9.6%, ebay: 11.5%
-------------------------------------------------------------------------------------
startups: 1-3%
2% -> 10% : loyal | skus | repeat4.5% mobile searches >> purchase
www.popcornmetrics.com [email protected] @popcornmetrics
www.popcornmetrics.com [email protected] @popcornmetrics
Session Analyticse.g.Google Analytics
User Lifecycle Messaginge.g. Customer.io, Intercom.io
Feedback, Surveyse.g. Web Engage, Qualaroo, Hotjar
User Analytics (Funnels, Cohorts)e.g. Mixpanel, KISSmetrics, Woopra
Chate.g. Olark, Intercom, Zopim
A/B Teste.g. VWO,Optimizely
Channel Pixele.g. facebook, twitter, adroll, perfect audience
1. Channel: google analytics
2. Conversion Funnel: mixpanel, kissmetrics, woopra
3. Lifecycle Emails: customer.io, intercom.io
www.popcornmetrics.com [email protected] @popcornmetrics
Channel Report + EventsSet up an Event for an event called add to cart
ga('send', 'event', 'ecommerce','Add to Cart');
www.popcornmetrics.com [email protected] @popcornmetrics
channel: anonymous/pagesuser centric
gated funnelsvisual
user walkthruA/B test (messaging tools)
www.popcornmetrics.com [email protected] @popcornmetrics
COHORTS 101:
"The cohort report is the single best tool for analyzing how customer behavior shifts over
time." (Hiten Shah, KISSmetrics)
www.popcornmetrics.com [email protected] @popcornmetrics
“a group of people who share a common characteristic over a certain period of time.”
e.g. customers who signed up on 1st March have the same signup date.”
www.popcornmetrics.com [email protected] @popcornmetrics
goal: get user to the NEXT step
educate + motivate
www.popcornmetrics.com [email protected] @popcornmetrics
1. Warm welcome: initial value2. How to: next step(s)3. Halfway: reminder4. Conversion: close/offer5. Canceled: ask why?
www.popcornmetrics.com [email protected] @popcornmetrics
Test, Test, Test:
● subject● time of day● frequency● CTAs
www.popcornmetrics.com [email protected] @popcornmetrics
tools need data:
so, how to get customer data?
www.popcornmetrics.com [email protected] @popcornmetrics
1. MODEL: pirate metrics AARRR2. BASELINE: install metrics3. FOCUS: what’s your stage? where’s north?5. BRAINSTORM: instincts/guesses?6. BACKLOG & PRIORITISE: fast, easy, roi7. EXPERIMENT: hypothesis + result7. MEASURE: facts8. ITERATE: diminishing returns, downstream
www.popcornmetrics.com [email protected] @popcornmetrics
Blogs I Follow:
Lincoln Murphy (16ventures.com)GrooveHQ (groovehq.com/blog)
Baremetrics (baremetrics.com/blog)David Balfour (coelevate.com)
www.popcornmetrics.com [email protected] @popcornmetrics
3 months FREE for Seedcamp Family
signup: http://PopcornMetrics.com
www.popcornmetrics.com [email protected] @popcornmetrics
7 Essentials of Marketing Analyticshttp://blog.PopcornMetrics.com
www.popcornmetrics.com [email protected] @popcornmetrics