Cassie Lancellotti-YoungHead of Marketing and Analytics, HighTable.com
What are we here to talk about?Last 6 months in the life of yours trulyHint: You can’t spell “customers” without “users”McClure’s “Startup Metrics for Pirates”How do you seize the booty?
Where are my opinions from? 2003 idiot intern at About.com media/tech banker at Citigroup online acquisition and subscription analytics at TheLadders independent analytics consultant while MBA’ing marketing and analytics at Savored demolition and reconstruction at HighTable 2012
Cassie’s Law/Caveat: No Silos Always have a comprehensive portrait of engagement – email, site, revenue metrics all in one place. (No more “firing” customers just because they don’t open emails!)
Acquisition: invest in infrastructureHyper-granular tracking is mission-criticalto marketing investment decisions
Acquisition: CPA(R) vs. CPA(C)There is fundamentally a huge differencebetween a registrant/email subscriber(CPAR) and a customer (CPAC – creditcard required!).
Acquisition: CPA(R) vs. CPA(C)There is fundamentally a huge differencebetween a registrant/email subscriber(CPAR) and a customer (CPAC – creditcard required!).Maybe you think your CPA is $5, but ifthere’s only 5% customer conversion,your CPA(C) is actually $100!
Acquisition: intake curvesYou know CPA(R) today; you can usehistorical data to forecast CPA(C) today,too.
Activation – how quickly do theydo what we want them to do?Know what makes sense for yourbusiness – i.e. B2B vs. B2C, productpricingUnderstand bow-tie marketplaces anddevelop “magic numbers.”
Referral (+Social, Viral, Whatever)sharing = traffic = viral coefficient = $$$Which content is most likely to beshared; how can you promote that?How can you incentivize referrals?
Revenue – at the highest level…§ Know your LTV (and have confidence in your calculation)§ Understand your revenue drivers – and what foreshadows them… (email vs. social, mobile vs. desktop)§ Develop some easy hacks (prepaid credits, ancillary products, etc.)
Revenue – maximizing WTPAlways start with maximumwillingness to pay (sticker price) andmove along the curve from there
Revenue – cash is still king.§ Little hacks (wording, default option, etc.) can go a long way where revenue is concerned.§ Understand the balance sheet.
Revenue – I don’t have any!§ Develop proxies for revenue – a post, a Tweet – but make sure those proxies are truly valuable behaviors.§ If revenue comes from advertising vs. users, think about relationships (e.g. page views).
Another note on the numbers…Remember that you have TWO lensesfor analysis: customer lens who is the customer and what does he do? “transaction” lens tags, patterns, time, etc.
…and one more…Be sure to understand the “why” of what’shappening – typically one of 3 buckets product/marketing deliberate changes to messaging, site, etc. business ecosystem inventory issues, technical problems “macro” factors industry trends, economic climate, press
…and (of course) make sure thosenumbers are significant!