Metrics
a data-driven crash course by Skander Garroum

@SkaGarroum
Skander Garroum

“Startup obsessed since 15”

“Product + marketing = Growth”

What we will talk about!
-

Being Data-Drive...
How many of you are
data-driven?

@SkaGarroum
What does being
data-driven mean?

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

@SkaGarroum
Instincts are experiments. Data is proof.



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

!

If we have data, let's look ...
GET AS MUCH DATA
AS POSSIBLE!

@SkaGarroum
@SkaGarroum
Don’t get too fancy too early

@SkaGarroum
3 things to take away

@SkaGarroum
1 What is a good metric?
!

2 Pirate metrics


3 The simplest dashboard
@SkaGarroum
What is a good
metric?

@SkaGarroum
A good metric is
!

understandable
!

comparative
!

changes the way you
behave
@SkaGarroum
4 things to keep in mind
when choosing metrics

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

quantitative vs qualitative

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

VS

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

vanity vs actionable

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

VS

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

exploratory vs reporting

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

VS

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

correlated vs causal

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

@SkaGarroum
Time to become
pirates!

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

Activation
Use of core feature // Do they activate?

Reten...
Pirate Metrics to track
Element

Relevant metrics

Acquisition

traffic, mentions, cost per click, search results, cost of
...
Last but not least:

The simplest dashboard
If you treat your paying customers like
percentages and meaningless numbers
they will do the same with you.

Andreas Kling...
Enter:

The activity index

(C) Andreas Klinger
1) Create a customer list!
2) Add activity information
3) Color highlight based on activity
!
!
!
!

4) Someone in the tea...
1 What is a good metric?
!

2 Pirate metrics


3 The simplest dashboard
@SkaGarroum
Thank you
Liked it?

Tweet it.!
Share it.

Use it.
@SkaGarroum!
Slides: www.slideshare.net/skagarroum
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Startup Metrics - crash course

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Startup Metrics - crash course

  1. 1. Metrics a data-driven crash course by Skander Garroum @SkaGarroum
  2. 2. Skander Garroum
 “Startup obsessed since 15”
 “Product + marketing = Growth” What we will talk about! - Being Data-Driven Metrics The simplest dashboard @SkaGarroum
  3. 3. How many of you are data-driven? @SkaGarroum
  4. 4. What does being data-driven mean? @SkaGarroum
  5. 5. If you can’t measure it, you can’t manage it @SkaGarroum
  6. 6. 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
  7. 7. GET AS MUCH DATA AS POSSIBLE! @SkaGarroum
  8. 8. @SkaGarroum
  9. 9. Don’t get too fancy too early @SkaGarroum
  10. 10. 3 things to take away @SkaGarroum
  11. 11. 1 What is a good metric? ! 2 Pirate metrics 
 3 The simplest dashboard @SkaGarroum
  12. 12. What is a good metric? @SkaGarroum
  13. 13. A good metric is ! understandable ! comparative ! changes the way you behave @SkaGarroum
  14. 14. 4 things to keep in mind when choosing metrics @SkaGarroum
  15. 15. 4 things to keep in mind when choosing metrics: No. 1 quantitative vs qualitative @SkaGarroum
  16. 16. 4 things to keep in mind when choosing metrics: No. 1 VS @SkaGarroum
  17. 17. 4 things to keep in mind when choosing metrics: No. 2 vanity vs actionable @SkaGarroum
  18. 18. 4 things to keep in mind when choosing metrics: No. 2 VS @SkaGarroum
  19. 19. 4 things to keep in mind when choosing metrics: No. 3 exploratory vs reporting @SkaGarroum
  20. 20. 4 things to keep in mind when choosing metrics: No. 3 VS @SkaGarroum
  21. 21. 4 things to keep in mind when choosing metrics: No. 4 correlated vs causal @SkaGarroum
  22. 22. 4 things to keep in mind when choosing metrics: No. 4 @SkaGarroum
  23. 23. Time to become pirates! AARRR!
  24. 24. 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
  25. 25. 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
  26. 26. Last but not least:
 The simplest dashboard
  27. 27. If you treat your paying customers like percentages and meaningless numbers they will do the same with you. Andreas Klinger
  28. 28. Enter: The activity index (C) Andreas Klinger
  29. 29. 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
  30. 30. 1 What is a good metric? ! 2 Pirate metrics 
 3 The simplest dashboard @SkaGarroum
  31. 31. Thank you Liked it?
 Tweet it.! Share it.
 Use it. @SkaGarroum! Slides: www.slideshare.net/skagarroum
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