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: 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!
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 – 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).
…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