Metrics for start up ninjas

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Talk on how start ups nee to define insightful metrics that answer the "so what"

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Metrics for start up ninjas

  1. 1. Metrics for Start Up Ninjas BarcampSG8 Aman Sandhu @sandhuama
  2. 2. About MeDigital Analytics Machine
  3. 3. About Me Digital Analytics Machinehttp://t3.gstatic.com/images?q=tbn:ANd9GcR_k55tUnHs1aFtp98wXW16xirB7OqTQ4J5dejVNq44M8-muCwQGg
  4. 4. Vanity Metrics
  5. 5. • "If your only tool is a hammer, every problem looks like a nail." - Abraham MaslowGood for feeling awesome, Bad for action.
  6. 6. Things look great140,000120,000 Registered100,000 Logged in once 80,000 Activated Paid 60,000 40,000 20,000 0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11
  7. 7. Or Do They?? % Paid 16% 14% % Activated 12% % Logged in once 30% 25% 23% 8% 9% 8% 14% 15% 7% 13% 12% 50% 50% 48% 5% 8% 4% 33% 34% 30% 6% 27% 17% 15%Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11
  8. 8. Most people use statistics the waya drunkard uses a lamp post, morefor support than illumination.- Mark Twain
  9. 9. Actionable Metrics
  10. 10. So What?
  11. 11. How to make Metrics ActionableFor Each Stage• Establish Baseline• Set Targets• Identify Cohorts• Segment Data• Test Hypothesis• Pivot or Persevere• Rinse and Repeat
  12. 12. Types of Metrics
  13. 13. QuantitativeThe What • Google Analytics, Kissmetrics, Mint, Piwik, Clicktracks, Loc alytics, Flurry, Socialmentions.com, Crazyegg
  14. 14. MonetaryRevenue • Tie Clickstream to $ Value
  15. 15. QualitativeThe Why • SurveyMonkey, 4Q, Kampyle, getSatisfaction, Opi nionLab,Google Consumer Surveys
  16. 16. CompetitiveThe Who else • Compete, Quantcast, Hitwise, ConScore, Alexa, D oubleclick Adplanner, Google Trends, Google keyword insights
  17. 17. ComparativeThe What else • AB testing, Google Website Optimizer, Optimizely, Performable, Adobe TnT, Liveball, Unbounce
  18. 18. Lets go back to the basics Customer Lifecycle Loyalty and Awareness Interest Desire Action($) Advocacy ($$$)Audient ReturnsSegment Return Return Doesn’t after X Visit Visit Abandon daysChannel on first(paid visit Socialearned Account Generates mentionsOwned) Signup Min Pages and revenue viewed/tim SentimentCampaign e spent(Brand vs Generates ReferrerAcquisition break even Email/blog visiting site/SEM vs revenue /RSSDisplay) signup ReferrerLanding Pg purchases
  19. 19. RememberEstablish Smart Actionable MetricsSegmentListen to your usersTest and Pivot
  20. 20. Thank you!sandhu.aman@gmail.com@sandhuaman

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