MEANINGFUL METRICS
MEANINGFULMETRICS
MEANINGFULMETRICSTristan
MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developer
MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developerCurrent project: lead analytics application
MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developerCurrent project: lead analytics application...
MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developerCurrent project: lead analytics application...
MEANINGFULMETRICS METRICS342232
MEANINGFULMETRICS METRICS342232
MEANINGFULMETRICS METRICS5.854.9
MEANINGFULMETRICS METRICS5.854.9
MEANINGFULMETRICS34773024
MEANINGFULMETRICS34773024
MEANINGFULMETRICS34773024
MEANINGFULMETRICS
MEANINGFULMETRICSWhat questions do you really want answered?
MEANINGFULMETRICSWhat questions do you really want answered?  Is she fertile enough to bear offspring (is she in good  rep...
MEANINGFULMETRICSWhat questions do you really want answered?  Is she fertile enough to bear offspring (is she in good  rep...
MEANINGFULMETRICSWhat questions do you really want answered?  Is she fertile enough to bear offspring (is she in good  rep...
MEANINGFULMETRICSWhat questions do you really want answered?  Is she fertile enough to bear offspring (is she in good  rep...
MEANINGFULMETRICS
MEANINGFULMETRICSPage views
MEANINGFULMETRICSPage viewsAd click-through
MEANINGFULMETRICSPage viewsAd click-throughSignup rate
MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan count
MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan countOpen rate
MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan countOpen rateImpressions
MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan countOpen rateImpressionsNote: none of these are bad _per se_ ; ...
MEANINGFULMETRICS
MEANINGFULMETRICSProvides a narrow perspective
MEANINGFULMETRICSProvides a narrow perspectiveOnly scratches the surface
MEANINGFULMETRICSProvides a narrow perspectiveOnly scratches the surfaceSuperficial meaning
MEANINGFULMETRICSProvides a narrow perspectiveOnly scratches the surfaceSuperficial meaning“one-night-stand” metrics
MEANINGFULMETRICS
MEANINGFULMETRICSWhat does the business want to know?
MEANINGFULMETRICSWhat does the business want to know?  How does this affect the bottom line? (impact)
MEANINGFULMETRICSWhat does the business want to know?  How does this affect the bottom line? (impact)  What are the areas ...
MEANINGFULMETRICSWhat does the business want to know?  How does this affect the bottom line? (impact)  What are the areas ...
MEANINGFULMETRICSWhat does the business want to know?  How does this affect the bottom line? (impact)  What are the areas ...
MEANINGFULMETRICS
MEANINGFULMETRICSWhat we’re doing at Mindvalley:
MEANINGFULMETRICSWhat we’re doing at Mindvalley:  value per lead, per class
MEANINGFULMETRICSWhat we’re doing at Mindvalley:  value per lead, per class  quick run through of [part] of our business m...
MEANINGFULMETRICSWhat we’re doing at Mindvalley:  value per lead, per class  quick run through of [part] of our business m...
MEANINGFULMETRICS
MEANINGFULMETRICSSystem was called Oathkeeper
MEANINGFULMETRICSSystem was called OathkeeperAnswers the million dollar question:
MEANINGFULMETRICSSystem was called OathkeeperAnswers the million dollar question:How much is a lead worth over time?
MEANINGFULMETRICS How it works (demo)
MEANINGFULMETRICS
MEANINGFULMETRICSThe tech behind Oathkeeper
MEANINGFULMETRICSThe tech behind OathkeeperRuby
MEANINGFULMETRICSThe tech behind OathkeeperRubySinatra
MEANINGFULMETRICSThe tech behind OathkeeperRubySinatraasync_sinatra
MEANINGFULMETRICSThe tech behind OathkeeperRubySinatraasync_sinatraMongoDB
MEANINGFULMETRICSThe tech behind OathkeeperRubySinatraasync_sinatraMongoDBMongoid
MEANINGFULMETRICS
MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked great
MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked greatBecause the initial design was flexible, it w...
MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked greatBecause the initial design was flexible, it w...
MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked greatBecause the initial design was flexible, it w...
MEANINGFULMETRICS
MEANINGFULMETRICSCaveats:
MEANINGFULMETRICSCaveats:   Don’t make something other companies with bigger budgets and focus can do better   (e.g. Googl...
MEANINGFULMETRICSCaveats:   Don’t make something other companies with bigger budgets and focus can do better   (e.g. Googl...
MEANINGFULMETRICSCaveats:   Don’t make something other companies with bigger budgets and focus can do better   (e.g. Googl...
MEANINGFULMETRICSCaveats:   Don’t make something other companies with bigger budgets and focus can do better   (e.g. Googl...
MEANINGFULMETRICS
MEANINGFULMETRICS45
MEANINGFULMETRICS45@parasquid
MEANINGFULMETRICS45@parasquidwww.mindvalley.com/careers
MEANINGFULMETRICS45@parasquidwww.mindvalley.com/careersIxDA KL
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Meaningful metrics

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  • Meaningful metrics

    1. 1. MEANINGFUL METRICS
    2. 2. MEANINGFULMETRICS
    3. 3. MEANINGFULMETRICSTristan
    4. 4. MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developer
    5. 5. MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developerCurrent project: lead analytics application
    6. 6. MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developerCurrent project: lead analytics application(shhh ... don’t tell them, but business doesn’t know whatthey want)
    7. 7. MEANINGFULMETRICSTristanWeb designer -> Web developer -> Applications developerCurrent project: lead analytics application(shhh ... don’t tell them, but business doesn’t know whatthey want)Hence this presentation
    8. 8. MEANINGFULMETRICS METRICS342232
    9. 9. MEANINGFULMETRICS METRICS342232
    10. 10. MEANINGFULMETRICS METRICS5.854.9
    11. 11. MEANINGFULMETRICS METRICS5.854.9
    12. 12. MEANINGFULMETRICS34773024
    13. 13. MEANINGFULMETRICS34773024
    14. 14. MEANINGFULMETRICS34773024
    15. 15. MEANINGFULMETRICS
    16. 16. MEANINGFULMETRICSWhat questions do you really want answered?
    17. 17. MEANINGFULMETRICSWhat questions do you really want answered? Is she fertile enough to bear offspring (is she in good reproductive health)?
    18. 18. MEANINGFULMETRICSWhat questions do you really want answered? Is she fertile enough to bear offspring (is she in good reproductive health)? Is he good enough in bed (is he fun and pleasurable)?
    19. 19. MEANINGFULMETRICSWhat questions do you really want answered? Is she fertile enough to bear offspring (is she in good reproductive health)? Is he good enough in bed (is he fun and pleasurable)? Is my website popular (is it reaching my target audience) ?
    20. 20. MEANINGFULMETRICSWhat questions do you really want answered? Is she fertile enough to bear offspring (is she in good reproductive health)? Is he good enough in bed (is he fun and pleasurable)? Is my website popular (is it reaching my target audience) ? How long until I break even from my investment (ROI) ?
    21. 21. MEANINGFULMETRICS
    22. 22. MEANINGFULMETRICSPage views
    23. 23. MEANINGFULMETRICSPage viewsAd click-through
    24. 24. MEANINGFULMETRICSPage viewsAd click-throughSignup rate
    25. 25. MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan count
    26. 26. MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan countOpen rate
    27. 27. MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan countOpen rateImpressions
    28. 28. MEANINGFULMETRICSPage viewsAd click-throughSignup rateFan countOpen rateImpressionsNote: none of these are bad _per se_ ; just that they don’t have anymeaning by themselves (can’t stand alone)
    29. 29. MEANINGFULMETRICS
    30. 30. MEANINGFULMETRICSProvides a narrow perspective
    31. 31. MEANINGFULMETRICSProvides a narrow perspectiveOnly scratches the surface
    32. 32. MEANINGFULMETRICSProvides a narrow perspectiveOnly scratches the surfaceSuperficial meaning
    33. 33. MEANINGFULMETRICSProvides a narrow perspectiveOnly scratches the surfaceSuperficial meaning“one-night-stand” metrics
    34. 34. MEANINGFULMETRICS
    35. 35. MEANINGFULMETRICSWhat does the business want to know?
    36. 36. MEANINGFULMETRICSWhat does the business want to know? How does this affect the bottom line? (impact)
    37. 37. MEANINGFULMETRICSWhat does the business want to know? How does this affect the bottom line? (impact) What are the areas we need to improve on? (highlight weaknesses)
    38. 38. MEANINGFULMETRICSWhat does the business want to know? How does this affect the bottom line? (impact) What are the areas we need to improve on? (highlight weaknesses)In other words, will he be a good father/mother to mychildren?
    39. 39. MEANINGFULMETRICSWhat does the business want to know? How does this affect the bottom line? (impact) What are the areas we need to improve on? (highlight weaknesses)In other words, will he be a good father/mother to mychildren?See http://www.kaushik.net/avinash/web-metrics-super-lame-super-awesome/
    40. 40. MEANINGFULMETRICS
    41. 41. MEANINGFULMETRICSWhat we’re doing at Mindvalley:
    42. 42. MEANINGFULMETRICSWhat we’re doing at Mindvalley: value per lead, per class
    43. 43. MEANINGFULMETRICSWhat we’re doing at Mindvalley: value per lead, per class quick run through of [part] of our business model
    44. 44. MEANINGFULMETRICSWhat we’re doing at Mindvalley: value per lead, per class quick run through of [part] of our business model Google Adwords -> traffic -> Landing Page -> signups -> Mailing List -> funnel -> Purchase
    45. 45. MEANINGFULMETRICS
    46. 46. MEANINGFULMETRICSSystem was called Oathkeeper
    47. 47. MEANINGFULMETRICSSystem was called OathkeeperAnswers the million dollar question:
    48. 48. MEANINGFULMETRICSSystem was called OathkeeperAnswers the million dollar question:How much is a lead worth over time?
    49. 49. MEANINGFULMETRICS How it works (demo)
    50. 50. MEANINGFULMETRICS
    51. 51. MEANINGFULMETRICSThe tech behind Oathkeeper
    52. 52. MEANINGFULMETRICSThe tech behind OathkeeperRuby
    53. 53. MEANINGFULMETRICSThe tech behind OathkeeperRubySinatra
    54. 54. MEANINGFULMETRICSThe tech behind OathkeeperRubySinatraasync_sinatra
    55. 55. MEANINGFULMETRICSThe tech behind OathkeeperRubySinatraasync_sinatraMongoDB
    56. 56. MEANINGFULMETRICSThe tech behind OathkeeperRubySinatraasync_sinatraMongoDBMongoid
    57. 57. MEANINGFULMETRICS
    58. 58. MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked great
    59. 59. MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked greatBecause the initial design was flexible, it was easy to addnew traffic sources and tag them properly
    60. 60. MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked greatBecause the initial design was flexible, it was easy to addnew traffic sources and tag them properlyWe now have value per lead data for Facebook Ads andOrganic Search (Google, Bing, Yahoo)
    61. 61. MEANINGFULMETRICSInitially rolled out for Google Adwords, and it worked greatBecause the initial design was flexible, it was easy to addnew traffic sources and tag them properlyWe now have value per lead data for Facebook Ads andOrganic Search (Google, Bing, Yahoo)Mindvalley’s traffic team rely on Oathkeeper’s data to helpthem secure funding for their initiatives (they can use it as abargaining chip and leverage)
    62. 62. MEANINGFULMETRICS
    63. 63. MEANINGFULMETRICSCaveats:
    64. 64. MEANINGFULMETRICSCaveats: Don’t make something other companies with bigger budgets and focus can do better (e.g. Google Analytics) - it is often cheaper and more effective to use that instead of rolling your own
    65. 65. MEANINGFULMETRICSCaveats: Don’t make something other companies with bigger budgets and focus can do better (e.g. Google Analytics) - it is often cheaper and more effective to use that instead of rolling your own Only roll your own solution if the existing products available out there do not solve your problems (e.g. privacy, lack of APIs, too large granularity)
    66. 66. MEANINGFULMETRICSCaveats: Don’t make something other companies with bigger budgets and focus can do better (e.g. Google Analytics) - it is often cheaper and more effective to use that instead of rolling your own Only roll your own solution if the existing products available out there do not solve your problems (e.g. privacy, lack of APIs, too large granularity) Your solution might be so successful the business might start of thinking other ways to leverage your metrics that were outside the scope of how you initially designed it, so make sure you bake in enough flexibility
    67. 67. MEANINGFULMETRICSCaveats: Don’t make something other companies with bigger budgets and focus can do better (e.g. Google Analytics) - it is often cheaper and more effective to use that instead of rolling your own Only roll your own solution if the existing products available out there do not solve your problems (e.g. privacy, lack of APIs, too large granularity) Your solution might be so successful the business might start of thinking other ways to leverage your metrics that were outside the scope of how you initially designed it, so make sure you bake in enough flexibility Rule of thumb: if you cannot attach a dollar value to a metric, try digging deeper, integrating wider, consolidating more until you do or it becomes ridiculous. Then start thinking whether the effort of collecting the data is worth the insight it will bring.
    68. 68. MEANINGFULMETRICS
    69. 69. MEANINGFULMETRICS45
    70. 70. MEANINGFULMETRICS45@parasquid
    71. 71. MEANINGFULMETRICS45@parasquidwww.mindvalley.com/careers
    72. 72. MEANINGFULMETRICS45@parasquidwww.mindvalley.com/careersIxDA KL

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