3. What are we here to talk about?
Last 6 months in the life of yours truly
Hint: You can’t spell “customers” without “users”
McClure’s “Startup Metrics for Pirates”
How do you seize the booty?
4. Where are my opinions from?
2003
idiot intern at About.com
media/tech banker at Citigroup
online acquisition and subscription analytics at TheLadders
independent analytics consultant while MBA’ing
marketing and analytics at Savored
demolition and reconstruction at HighTable
2012
5. Cassie’s Law/Caveat: No Silos
Always have a comprehensive portrait of
engagement – email, site, revenue metrics
all in one place.
(No more “firing” customers just because they don’t open emails!)
32. Acquisition: invest in infrastructure
Hyper-granular tracking is mission-critical
to marketing investment decisions
33. Acquisition: CPA(R) vs. CPA(C)
There is fundamentally a huge difference
between a registrant/email subscriber
(CPAR) and a customer (CPAC – credit
card required!).
34. Acquisition: CPA(R) vs. CPA(C)
There is fundamentally a huge difference
between a registrant/email subscriber
(CPAR) and a customer (CPAC – credit
card required!).
Maybe you think your CPA is $5, but if
there’s only 5% customer conversion,
your CPA(C) is actually $100!
36. Activation – how quickly do they
do what we want them to do?
Know what makes sense for your
business – i.e. B2B vs. B2C, product
pricing
Understand bow-tie marketplaces and
develop “magic numbers.”
40. Retention: 3 things to think about
§ Email/mobile (push)
§ Product marketing (pull)
§ Customer satisfaction/NPS
41. Retention: push marketing
§ Regular updates
about inventory
and features
§ Promotions and
win-backs
§ Abandonment
§ Shameless
manipulation of
customer demand!
§ Optimization!
42. Optimization can be very basic…
§ Increasing number of restaurants in digest from
4 to 15 increased RPM by over 300%.
45. Retention: product marketing
§ Is the funnel as simple as it could be?
§ Is your site content relevant to your users?
§ KILL THE DEAD END STREETS!
50. Referral (+Social, Viral, Whatever)
sharing = traffic = viral coefficient
= $$$
Which content is most likely to be
shared; how can you promote that?
How can you incentivize referrals?
51. Revenue – at the highest level…
§ Know your LTV
(and have confidence in your calculation)
§ Understand your revenue drivers – and
what foreshadows them…
(email vs. social, mobile vs. desktop)
§ Develop some easy hacks
(prepaid credits, ancillary products, etc.)
52. Revenue – maximizing WTP
Always start with maximum
willingness to pay (sticker price) and
move along the curve from there
53. Revenue – cash is still king.
§ Little hacks
(wording, default
option, etc.) can
go a long way
where revenue is
concerned.
§ Understand the
balance sheet.
54. Revenue – I don’t have any!
§ Develop proxies for revenue – a
post, a Tweet – but make sure
those proxies are truly valuable
behaviors.
§ If revenue comes from
advertising vs. users, think
about relationships (e.g. page
views).
55. Another note on the numbers…
Remember that you have TWO lenses
for analysis:
customer lens
who is the customer and what does he do?
“transaction” lens
tags, patterns, time, etc.
56. …and one more…
Be sure to understand the “why” of what’s
happening – typically one of 3 buckets
product/marketing
deliberate changes to messaging, site, etc.
business ecosystem
inventory issues, technical problems
“macro” factors
industry trends, economic climate, press