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Metrics That Matter With Chris Geoghegan


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I’ve got bad news. Most of the time you spend looking at your analytics is probably in vain. There is too much data that tells you too little information. You thought analytics was all about using information to make better decisions, but it isn’t working. How do you go beyond just giving yourself a nice pat on the back with how many visitors you got last month?

This presentation will cover how charities and non-profits can select and track the metrics that truly matter and how they can use them to make and confirm decisions that matter.

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Metrics That Matter With Chris Geoghegan

  1. 1. Metrics That Matter Presented by Chris Geoghegan
  2. 2. Who Am I? ● Chris Geoghegan ● Product Manager at Peer Giving Solutions ● Build software for charities ● Advise fundraising consultants ● 13+ Years of Experience as Knowledge Worker
  3. 3. Who Am I? ● Chris Geoghegan ● Product Website: ● Charity Blog: ● Twitter: chrisgeoghegan ● Email:
  4. 4. Who Are You?
  5. 5. Vanity Metrics Actionable Metrics Testing Frameworks People Then Metrics
  6. 6. “There are three kinds of lies: lies, damned lies, and statistics” ~ Mark Twain metrics
  7. 7. Not a single thing on this page helps me make good decisions.
  8. 8. VANITY METRICS Don’t be this guy!
  10. 10. SO WHAT THEN?
  11. 11. Actionable Metrics Actionable – Accessible – Auditable ~ Eric Ries
  12. 12. Metrics that matter are actionable. If they aren’t answering your most important questions then don’t waste your time. 1. How do you gain or lose revenue? 2. How do you gain or lose customers/supporters? 3. What are key benefits that people are coming to you for? HINT: Track the MACRO not the micro
  13. 13. Metrics that matter are accessible. 1. How easy is for any decision maker to gain access to current reports? 2. How easy is for any decision maker to understand and act on the metrics?
  14. 14. Metrics that matter are auditable. Think Scientific Method. Can the metrics be trusted, verified as accurate, and reproducible?
  15. 15. Metrics that matter track people. “Metrics are People too.” ~ Eric Ries Are you tracking the behavior of smaller, logical groups of people? Or possibly even individuals?
  16. 16. Exercise: Identifying Your Key Metrics 1. Determine the 3-5 most important macro metrics for your organization. 2. Test them against the questions in the previous slides to make sure they are actionable and not vanity metrics. 3. Map those metrics to events that can be tracked. (i.e. visiting a specific page, clicking a link, filling out a form) 4. Start Tracking
  17. 17. Tools 1. Google Analytics: It’s extremely likely that your top 5 metrics are going to be either goals or events. 2. KISS Metrics or MixPanel: Google Analytics alternatives.
  18. 18. Metric-Based Decision Frameworks Funnels, Cohorts, A/B Testing
  19. 19. Funnels ● A series of events that represent a progression towards some goal ● Identifies how many people move from the previous event to the next one ● Funnels can represent the macro and the micro ● Macro Example: User Lifecycle ● Micro Example: Donation form/wizard
  20. 20. AARRR!
  21. 21. AARRR: User Lifecycle Funnel
  22. 22. What’s Most Important Now? How do people find you? Do people have a good first experience? Do people come back? How do you raise funds? Do users tell others?
  23. 23. Exercise: What’s Your Lifecycle?
  24. 24. Cohorts ● A group of people ● Share a common characteristic or experience ● Exposed to similar conditions ● Behaviour is tracked ● Compared to other cohorts
  25. 25. Examples of Cohorts ● Before & After Tests ● Time Periods ● Marketing Sources ● Product Versions ● Priming ● Demographic Information
  26. 26. Exercise: Cohorts ● Based on some of the suggestions in the previous slides what are some relevant cohorts for your organization you could begin tracking?
  27. 27. Special Cohort: A/B Testing ● The Gold standard of web metrics ● Usually comparing a hypothesis against an original ● Big changes, one at a time ● Statistical significance is important! ● Ballpark = 100 conversions
  28. 28. Tools ● Google Analytics ● Funnels, but a bit limiting ● A/B with “Content Experiments” ● “Advanced Segments” can provide some help ● KISS Metrics & Mix Panel are optimized for this sort of thing
  29. 29. Q: WHAT DO I TEST?
  30. 30. A: TALK TO PEOPLE
  31. 31. How to Talk to People ● Usability Tests ● Interviews ● Surveys ● Focus Groups
  33. 33. Exercise: Put it All Together 1. Talk to people 2. Develop a hypothesis based on these conversations 3. Identify the relevant macro-actionable metrics 4. Design an experiment using cohorts and funnels 5. Start tracking
  34. 34. Resources ● Google Analytics ● Setting up goals: analytics.html ● Setting up funnels: ● Setting up Cohorts: google-analytics/ ● A/B Testing: hl=en&answer=1745147 ● KISS Metrics & Mix Panel ● Their documentation site explains how to setup events, metrics, funnels, cohorts, and run A/B tests ● ● ● Usability Testing & Interviews ●
  35. 35. Thank You! ● Chris Geoghegan ● Product Website: ● Charity Blog: ● Twitter: chrisgeoghegan ● Email: ● SlideShare: