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Startup Metrics - Startup UCLA

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Startup Metrics - Startup UCLA

  1. 1. Startup MetricsStartup UCLAAugust 2012Tony Karrer, Ph.D.CEO, TechEmpower, Inc.akarrer@techempower.comhttp://socalcto.com
  2. 2. 2Background• Ph.D. Computer Science, LMU Professor CS 10 Years• Founder– Sprinkler Systems Installation (age 15)– Knowledge Stream ($59M exit)– TechEmpower (1997 - present)– Aggregage (2010 – present)• Part-Time CTO / Technical Advisor– Talk with 100+ startups each year
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  4. 4. 4eHarmony – Metrics• Acquisition & Activation– Cost per click per channel– Conversion rates (email,intake, matches,subscription)• Retention– Lifetime Activation Level• Referral– Refer a Friend Rate• Revenue– Lifetime Value
  5. 5. 5Why You Track• Marketing – Spend vs. Results• Product – What to Build and How to Improve– A/B Testing• Founder/Investor – Show Business Model
  6. 6. 6Types of Metrics& Measurement Tools• Qualitative: Surveys / Usability Testing / Session Monitoring• SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith (uxrecording), UserTesting.com (usability testing)• Net Promoter Score• Quantitative: Traffic Analysis / User Engagement• Google Analytics (web), KISSmetrics (people), Omniture (marketing)• GA: Parameters, Events, Goals• Comparative: A/B, Multivariate Testing• Google Content Experiments, Optimizely, Bo.Lt, Visual WebsiteOptimizer• Competitive: Monitoring & Tracking Competitors• Quantcast, Compete.com, Alexa, Hitwise, Comscore• Overview: Company Dashboard• Excel
  7. 7. Startup MetricsStartup UCLAAugust 2012Tony Karrer, Ph.D.CEO, TechEmpower, Inc.akarrer@techempower.comhttp://socalcto.com

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