In this session, we’ll look beyond revenue as the primary metric in product analytics. What other metrics are applicable as your north-star, and how do you establish reliable data sources? By taking an experimental approach to your KPIs, you’ll establish more useful analytics that reduce churn in the long term.

1. Using a Non-Revenue
North Star Metric
Ashley Carroll Dave Martin
With: Moderated by:
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2. About the Series
6 Education-packed sessions

3. 3
Click on the Questions panel to
interact with the presenters

4. About Ashley Carroll
Partner, Social Capital
Ashley Carroll is a Partner at Social Capital where she focuses on global early stage investments. Prior to joining
Social Capital, Ashley Carroll held product management leadership roles at DocuSign, Optimizely, and
SurveyMonkey, joining each as an early employee and playing an integral role in their respective hyper-growth
phases. She had also been an active advisor within the startup community, helping entrepreneurs wrap business
models around core technology. Ashley has a BA in Economics, MA in Education, and MBA from Stanford.
About Dave Martin
Chief Product Officer, Tes
Dave is Chief Product Officer at Tes where he can fulfil his obsession with lean product management, growth innovation
and process improvement. He has learned loads from working or consulting with a few interesting folks such as PepsiCo,
Google, Monster.com, Essence Digital, Skybet, Comparethemarket.com, Bauer, ThoughtWorks and various startups.
Dave gets excited about digital product strategy and lean operational process transformation to deliver sustainable profits
and growth. When away from a laptop he is a keen mountain biker who enjoys camping with his family all over the UK
wilderness.

5. 5
Q&A
Ashley Carroll Dave Martin
With: Moderated by:
Partner, Social Capital
Linkedin page: linkedin.com/in/ashleycarroll
Twitter ID: @StanfordAsh
Email: ashley@socialcapital.com
Website: www.socialcapital.com
Chief Product Officer, Tes.
Linkedin page: linkedin.com/in/mrdavemartin/
Twitter ID: @product_warrior
Email: dave@tes.com
Website: www.productwarrior.com

6. 6
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