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Vanity metrics jeanne rossomme

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Vanity Metrics: How to Avoid Being Fooled

• What are vanity metrics? Why are they so appealing and how do they distort our perspective?
• What are the best few actionable metrics you should be tracking?
• The messy realities of collecting numbers and tips to avoid the deepest pitfalls.

Published in: Business, News & Politics
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Vanity metrics jeanne rossomme

  1. 1. Vanity Metrics: How to Avoid Being Fooled Jeanne Rossomme @RoadMapMarketin
  2. 2. –2– Copyright 2013 RoadMap Marketing LLC All rights reserved
  3. 3. 8 Vanity Metrics to Watch Out for 1. 2. 3. 4. 5. 6. 7. 8. # of Hits # of Pageviews # of Visits # of Unique Visitors # of Followers/Friends/likes Time on site/number of pages Emails collected # of downloads * From Lean Analytics by Alistair Croll& Benjamin Yoskovitz –3– Copyright 2013 RoadMap Marketing LLC All rights reserved
  4. 4. –4– Copyright 2013 RoadMap Marketing LLC All rights reserved
  5. 5. Checklist for exposing Vanity Metrics      No Context No idea of Causality Not tied to real customer segments Not tied to growth goals Cannot take action! –5– Copyright 2013 RoadMap Marketing LLC All rights reserved
  6. 6. 5 Questions to define Your Best Actionable Metrics –6– Copyright 2013 RoadMap Marketing LLC All rights reserved
  7. 7. Actionable Metrics are a Custom Fit –7– Copyright 2013 RoadMap Marketing LLC All rights reserved
  8. 8. 1) Who are our better customers? –8– Copyright 2013 RoadMap Marketing LLC All rights reserved
  9. 9. 1) Who are our better customers? Natural browsers Diehard Fans Open to Influence –9– Copyright 2013 RoadMap Marketing LLC All rights reserved
  10. 10. 2) Do we have a sustainable business model? Attraction Conversion – 10 – Copyright 2013 RoadMap Marketing LLC All rights reserved Retention
  11. 11. Ecommerce Attraction Conversion Retention • Search effectiveness • Sales Conversion • Shopping cart abandonment • Repeat purchases – 11 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  12. 12. SaaS / Mobile App Attraction Conversion Retention • Sign-ups for free version • Freemium to Paid conversion • Paid Churn – 12 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  13. 13. Marketplace/Distributor Attraction Conversion Retention • New sellers • New buyers • Shopping cart items and $ • Top sellers • Top buyers – 13 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  14. 14. 3) Have we baked in the right data collection for key metrics into our systems? – 14 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  15. 15. 4) How do we work with the data? – 15 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  16. 16. 5) Who needs to see the data? – 16 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  17. 17. www.RoadMapMarketing.com/LeanStartup @RoadMapMarketin – 17 – Copyright 2013 RoadMap Marketing LLC All rights reserved

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