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Metrics for start up ninjas
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Metrics for start up ninjas

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Talk on how start ups nee to define insightful metrics that answer the "so what"

Talk on how start ups nee to define insightful metrics that answer the "so what"

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  • 1. Metrics for Start Up Ninjas BarcampSG8 Aman Sandhu @sandhuama
  • 2. About MeDigital Analytics Machine
  • 3. About Me Digital Analytics Machinehttp://t3.gstatic.com/images?q=tbn:ANd9GcR_k55tUnHs1aFtp98wXW16xirB7OqTQ4J5dejVNq44M8-muCwQGg
  • 4. Vanity Metrics
  • 5. • "If your only tool is a hammer, every problem looks like a nail." - Abraham MaslowGood for feeling awesome, Bad for action.
  • 6. Things look great140,000120,000 Registered100,000 Logged in once 80,000 Activated Paid 60,000 40,000 20,000 0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11
  • 7. Or Do They?? % Paid 16% 14% % Activated 12% % Logged in once 30% 25% 23% 8% 9% 8% 14% 15% 7% 13% 12% 50% 50% 48% 5% 8% 4% 33% 34% 30% 6% 27% 17% 15%Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11
  • 8. Most people use statistics the waya drunkard uses a lamp post, morefor support than illumination.- Mark Twain
  • 9. Actionable Metrics
  • 10. So What?
  • 11. How to make Metrics ActionableFor Each Stage• Establish Baseline• Set Targets• Identify Cohorts• Segment Data• Test Hypothesis• Pivot or Persevere• Rinse and Repeat
  • 12. Types of Metrics
  • 13. QuantitativeThe What • Google Analytics, Kissmetrics, Mint, Piwik, Clicktracks, Loc alytics, Flurry, Socialmentions.com, Crazyegg
  • 14. MonetaryRevenue • Tie Clickstream to $ Value
  • 15. QualitativeThe Why • SurveyMonkey, 4Q, Kampyle, getSatisfaction, Opi nionLab,Google Consumer Surveys
  • 16. CompetitiveThe Who else • Compete, Quantcast, Hitwise, ConScore, Alexa, D oubleclick Adplanner, Google Trends, Google keyword insights
  • 17. ComparativeThe What else • AB testing, Google Website Optimizer, Optimizely, Performable, Adobe TnT, Liveball, Unbounce
  • 18. Lets go back to the basics Customer Lifecycle Loyalty and Awareness Interest Desire Action($) Advocacy ($$$)Audient ReturnsSegment Return Return Doesn’t after X Visit Visit Abandon daysChannel on first(paid visit Socialearned Account Generates mentionsOwned) Signup Min Pages and revenue viewed/tim SentimentCampaign e spent(Brand vs Generates ReferrerAcquisition break even Email/blog visiting site/SEM vs revenue /RSSDisplay) signup ReferrerLanding Pg purchases
  • 19. RememberEstablish Smart Actionable MetricsSegmentListen to your usersTest and Pivot
  • 20. Thank you!sandhu.aman@gmail.com@sandhuaman