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Data Analytics for Startups - Tetuan Valley Startup School Fall 2015

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Presentation about Data Analytics for Tetuan Valley Startup School, Fall 2015 (Nov)

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Data Analytics for Startups - Tetuan Valley Startup School Fall 2015

  1. 1. 1 Data  Analytics:   because everything counts Justo  Hidalgo @justohidalgo
  2. 2. 2 Hi! • Co-­founder,   – BizDev – Publisher  Relations – Investor  Relations – Data  Analytics • Background:  Data  Integration  and   Management,  Product  Strategy  and   Innovation • Ph.D.  in  Computer  Science  on  Data   Integration  and  Web  Automation • Ergo:  Love  Data  J • @justohidalgo
  3. 3. 3 A service to read and discover digital books that works on any device
  4. 4. 4 @justohidalgo
  5. 5. 5 1. Data  analytics models and  their relation to Lean 2. User acquisition.  Metrics,  analysis of  results and  cases 3. User activation.  Metrics,  analysis of  results and  cases 4. User retention.  Metrics,  analysis of  results and  cases 5. Virality and  Referral.  Metrics,  analysis of  results and  cases 6. Revenue.  Metrics,  analysis of  results and  cases Workshop  Agenda
  6. 6. 6 Vanity Metrics
  7. 7. 7 Hooooray!!!  Or  not?
  8. 8. 8 Typical  vanity  metrics • Number  of  hits • Number  of  page  views • Number  of  visits • Number  of  unique  visitors • Number  of  followers/friends/likes • Time  on  site/number  of  pages • Emails  collected • Number  of  downloads
  9. 9. 9 Cohort Analysis
  10. 10. 10 Cohort  Analysis Jan   2015 Feb   2015 Mar   2015 Apr   2015 May   2015 Jun   2015 Jul   2015 Aug   2015 Sep   2015 Oct   2015 Nov   2015 Cohort:   Jan  2015 1059 520 265 142 66 33 29 17 8 4 2 Cohort:   Feb  2015 1200 760 354 179 89 45 35 24 12 6 Cohort:   Mar   2015 1250 800 230 154 67 66 55 23 12 Cohort:   Apr  2015 1210 760 340 156 65 54 45 32 Cohort:   May   2015 1450 1000 750 560 450 345 312 Cohort:   June   2015 1540 1210 1002 890 600 530 Inspiration:  http://christophjanz.blogspot.de/2012/05/know-­your-­user-­cohorts.html
  11. 11. 11 A/B  Testing
  12. 12. 12 One  key  question  for  the  whole   customer  lifecycle • How  effective  is  a  web  page  compared  to   another? – Effective  =  conversion  rate,  usage  rate,  payment  rate,   … ?
  13. 13. 13 What’s  A/B  Testing? Version  A Version  B Visitors  are  randomly  distributed   time 1200  new  users 1000  new  users Version  A  is  better  than  B
  14. 14. 14 Analytics Models
  15. 15. 15 AARRR Acquire Activate Retain Refer Get Revenue SEO SEM Campaigns Email Blogs … Landing   Page Product   Features … Content   (blogs,   articles,   …) Emails Alerts … Campaigns Emails … Shopping   cart Subscriptions Lead  Gen … traffic social business
  16. 16. 16 What’s  next • Session  2:  User  acquisition.  Metrics,  analysis  of  results  and  cases Acquire Activate Retain Refer Get Revenue SEO SEM Campaigns Email Blogs … Landing   Page Product   Features … Content   (blogs,   articles,   …) Emails Alerts … Campaigns Emails … Shopping   cart Subscriptions Lead  Gen …
  17. 17. 17 How do  people find your site? Acquisition
  18. 18. 18 Case  in  point
  19. 19. 19
  20. 20. 20 @justohidalgo
  21. 21. 21
  22. 22. 22 15  seconds  in  “La   1”
  23. 23. 23
  24. 24. 24 Videos work quite fine
  25. 25. 25 Metrics that Matter
  26. 26. 26 Metrics Number  of  visits Distributions  (per  browser,  region,   …) Number  of  page  views Bounce  rate
  27. 27. 27 What’s  next • Session  3:  User  activation.  Metrics,  analysis  of  results  and  cases Acquire Activate Retain Refer Get Revenue SEO SEM Campaigns Email Blogs … Landing   Page Product   Features … Content   (blogs,   articles,   …) Emails Alerts … Campaigns Emails … Shopping   cart Subscriptions Lead  Gen …
  28. 28. 28 How sticky is your site? AActivation
  29. 29. 29 Case  in  point
  30. 30. 30 Survey  tool qidiq
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. 36
  37. 37. 37 Metrics that Matter
  38. 38. 38 Metrics 40000 45000 50000 55000 60000 65000 70000 75000 80000 85000 Time  per  page Time  on  site #  Sign  ins!!! Recency  (time  since  user  did   something  meaningful) (and  churn  as  well!!!)
  39. 39. 39 What’s  next • Session  4:  User  retention.  Metrics,  analysis  of  results  and  cases Acquire Activate Retain Refer Get Revenue SEO SEM Campaigns Email Blogs … Landing   Page Product   Features … Content   (blogs,   articles,   …) Emails Alerts … Campaigns Emails … Shopping   cart Subscriptions Lead  Gen …
  40. 40. 40 Why do  users come  back? AARetention
  41. 41. 41 6  Hacks
  42. 42. 42
  43. 43. 43 1.  Weekly  digest  of  app/service  activity
  44. 44. 44 2.  Activity  notifications  from  within  the  app
  45. 45. 45 3.  Onboarding  emails
  46. 46. 46 4.  Product  /  Content  update  newsletters
  47. 47. 47 5.  Basic  loyalty  program
  48. 48. 48 6.  Automated  emails  for  inactive  users
  49. 49. 49 Case  in  Point
  50. 50. 50
  51. 51. 51
  52. 52. 52 52
  53. 53. 53
  54. 54. 54
  55. 55. 55 Metrics that Matter
  56. 56. 56 Number of  unique/returning visitors Visits over time Average session time Metrics.  The  standard  ones…
  57. 57. 57 D/WAU:  Daily/Weekly  Active  Users MAU:  Monthly  Active  Users Stickiness  = …  engagement… D/WAU MAU
  58. 58. 58 #  Active  readers #  Books  read  per  user Pages  read  per  active   reader  per  month …  but  also  domain-­specific!!! Pages  read  per   paid  user  per   month
  59. 59. 59 What’s  next • Session  5:  User  referral  and  virality.  Metrics,  analysis  of  results  and   cases Acquire Activate Retain Refer Get Revenue SEO SEM Campaigns Email Blogs … Landing   Page Product   Features … Content   (blogs,   articles,   …) Emails Alerts … Campaigns Emails … Shopping   cart Subscriptions Lead  Gen …
  60. 60. 60 Do  people talk about your site? AARReferral
  61. 61. 61 Case  in  Point
  62. 62. 62 @justohidalgo
  63. 63. 63
  64. 64. 64
  65. 65. 65
  66. 66. 66
  67. 67. 67
  68. 68. 68 Metrics that Matter
  69. 69. 69 Amplification  rate:   – (#shares,  #RTs,  …) K-­Factor  =  AR  *   conversion  rate – =  1:  steady  state – >  1:  growth ➤ 1.4  <  x  <  2.1  =>  hot  &   viral!!! – <  1:  decline Virality
  70. 70. 70 What’s  next • Session  6:  Revenue.  Metrics,  analysis  of  results  and  cases Acquire Activate Retain Refer Get Revenue SEO SEM Campaigns Email Blogs … Landing   Page Product   Features … Content   (blogs,   articles,   …) Emails Alerts … Campaigns Emails … Shopping   cart Subscriptions Lead  Gen …
  71. 71. 71 Do  you make money? AARRRevenue
  72. 72. 72 Metrics that Matter
  73. 73. 73 CMRR LTV CACR 3  (main)  metrics  for  SaaS
  74. 74. 74 Churn
  75. 75. 75 SaaS  =  recurring  revenues CMRR  =  Committed  Monthly  Recurring  Revenue – Recurring  +  new  accounts  +  new  upsells  – churn CMRR
  76. 76. 76 Lifetime Value = 100% LTV Source:  http://blog.kissmetrics.com/how-­to-­calculate-­lifetime-­value/Churn  rate ARPU  *
  77. 77. 77
  78. 78. 78 Of  course,  LTV  >  CAC But,  moreover:  LTV  >  3x  CAC LTV  vs  CAC
  79. 79. 79 Conclusions
  80. 80. 80
  81. 81. 81
  82. 82. 82 2.  Have  someone  taking  care  of   your  metrics
  83. 83. 83 3.  Only  measure  what  you  truly  care  about @justohidalgo
  84. 84. 84 4.  Beware  vanity  metrics…
  85. 85. 85 …  they  may  hide  an  awful  truth
  86. 86. 86 Thanks  for  your  time! @justohidalgo Justo  Hidalgo http://www.loscuentosdelabuelo.com jhidalgo@24symbols.com

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