The document discusses the importance of data in startups, emphasizing key questions to measure performance and validate market fit. It contrasts vanity metrics with actionable metrics and introduces frameworks for user acquisition, activation, retention, and revenue. The author also highlights the stages of metric maturity and the necessity of focusing on meaningful data to optimize product success.

1. Who am I?
पहचान - पत्र
KARTHIK SRIDHAR
@AntarYaami
“CHIEF EVERYTHING OFFICER”
“MANAGING SLAVE”
WELCOME TO ##SSDel

2. Dr. datalove
OR HOW I STOPPED OBSESSING AND STARTED USING
DATA

3. What are
we talking
about?
Key Startup Questions
Startup Data Conundrum
What Eric Ries Postulates
Applying Dave McClure’s Framework
Applying them on your business
What is your Metric Maturity

4. What is
data
obsession
In March 2009, Doug Bowman, the lead designer of Google quit the
company. He had this to say about Google’s approach to design:
“When a company is filled with engineers, it turns to
engineering to solve problems. Reduce each decision to a simple
logic problem. Remove all subjectivity and just look at the
data.”
“…Google couldn’t decide between two blues, so they’re testing
41 shades between each blue to see which one performs better. I
had a recent debate over whether a border should be 3, 4 or 5
pixels wide, and was asked to prove my case.”

5. Google did
this

6. By the time
they
finished
testing,
this
happened

7. Key
startup
questions
 Is my product / service addressing the market?
 Am I measuring my performance well? i.e. Do I have the right
metrics
 Is there enough data that makes sense?
 Are the data points in harmony?
 Can I act on my data?
 What do I do with the data I have?

8. Startup
data
Conundrum
Discovery Validation Efficiency Scale
Product that Market Wants Optimize Product and Grow Market
Product & Customer Development Scaling and Marketing
The Conundrum
Stuff we learn about
Stuff we really need to know

9. SOME KEY
THINGS TO
FOCUS ON
 WHO SIGNED UP
 Let go of hits clickthroughs, visits, facebook fans
 Focus on who subscribed to your beta version
 Or was smart enough to sign in through FB Oauth
 Or has agreed to freemium version of your product
 WHAT ARE THEY SAYING
 Do you have a consumer discussion forum?
 Are people willing to spare time and talk about your product?
 Are you acting on what people are saying?
 Do they genuinely like your stuff?
 IS THAT WHAT I SET OUT TO DO?
 Validate what they are saying with what you have done, or
want to do?
 Given them a “reason to believe” – it also helps your own self
belief

10. What eric
ries
postulates
Vanity Metrics Actionable Metrics
• No. of Hits to the page
• Average time spent on site
• No. of comments or CTR
• No. of subscribers to
newsletter
• No. of Facebook fans
• Cost of Acquiring
customers
• No. of paying customers
• No. of paying customers
retained - Churn
• Lifetime Value of Customer
• “Cohorts” or segments of
customers – their actions
show similar behavior
Apply to “Frameworks”

11. Applying
dave
mcclure’s
framework
 Everyone calls it the AARRR framework, I just added E
Acquisition
(User Registrations)
Activation
(User Votes and Feedback)
Retention
(Users Came Back)
Referral
(Users Brought Other Users)
Revenue
(Users Paid – again &
again)
EXCLAIM!
(Communicated
to All)
Apply to Management, Product
Development and Marketing

12. 3 level
application
• Priority Setting
• Key Metric Definition
• Reporting Process
Management
• Use A/B Testing for Optimization &
Features
• SHIPPING THE PRODUCT
• Testing adoption or conversion
Product
Development
• Finding cohorts who can build a buzz
• Search, Social and all other channels
• Customer Lifecycle and Value
Marketing

13. What is
your
metric
maturity
 Infant: traffic, followers, subscribers, reviews, social media
shares
 Adolescent: # of sales, revenue, conversion rate, time on
site, customer satisfaction
 Mature: profit, retention length, churn rate, revenue per
customer, costs of good sold, impact

14. Thank you
… and remember, too many metrics are bad for your brain

15. Who am I?
पहचान - पत्र
KARTHIK SRIDHAR
“CHIEF EVERYTHING OFFICER”
“Managing Slave”
Email: Karthik.Sridhar@clear-data.in
LinkedIn: http://in.linkedin.com/in/karthiksridhar
Twitter: @AntarYaami