The document outlines key lessons on defining important KPIs, drawing insights from companies like Airbnb, Netflix, and Spotify. It emphasizes the importance of identifying a 'north star' metric that encapsulates the core value delivered to customers, making data personal, and avoiding vanity metrics. Additional strategies include automation of reporting and prioritizing meaningful metrics over perfection.

1. X

2. SPEAKER
Etienne GAUTHERON
etienne.gautheron@reeport.io
Head of Customer Success

4. Defining KPIs that matter
7 lessons learned from Airbnb, Netflix, Spotify & Co

5. #1
It’s not about data

6. At Optimizely, our goal was to help companies optimize...something!
The hardest thing was actually to define what that something was.
What I’ve learned from Optimizely & Reeport

7. What I’ve learned from Optimizely & Reeport
At Optimizely, our goal was to help companies optimize...something!
The hardest thing was actually to define what that something was.
At Reeport, our goal is to empower every employee to make data-informed decisions.
The hardest thing is to define what data help make informed decisions.

8. 20 offices around the world
3,500+ employees

9. 20 offices around the world
3,500+ employees
100+ on the data science team
Sponsorship from the top management

11. Source: How Airbnb Democratizes Data Science With Data University

12. 1 problem

13. “The data science team was very informed.
The rest was not.”

14. 30%
only of Airbnb employees were Weekly Active Users of our Data Platform

15. Source: How Airbnb Democratizes Data Science With Data University

16. Source: How Airbnb Democratizes Data Science With Data University

17. 45%
of Airbnb employees are now Weekly Active Users of our Data Platform

18. Defining KPIs
that matter
#1 It’s not about data

19. #2
Find your north star

20. North star metric?
“The North Star Metric is the single metric
that best captures the core value
that your product delivers to customers.”

21. Nights booked
This captures value delivered to both guests and hosts.

22. This captures both engagement and retention.
Subscribers watching > X hours of
content per month

23. 2,000 messages
“after 2,000 messages, 93% of those customers are still using Slack today”
#retention

24. 7 friends in 10 days
This captured the potential and engagement of new users.
#activation

25. Daily Active Users
This captures the value delivered to users.
#retention

26. Weekly Data Consumers
Number of users who built or viewed a dashboard or KPI.

27. Defining KPIs
that matter
#1 It’s not about data
#2 Find your north star

28. #3
Make it personal

29. Input vs. Output Metrics
Source: Don't Let Your North Star Metric Deceive You

30. Input vs. Output Metrics @Spotify
Source: Don't Let Your North Star Metric Deceive You

31. Input vs. Output Metrics @Spotify
Source: Don't Let Your North Star Metric Deceive You

32. Objectives & Key Results

33. Uber’s Virtuous Circle of Objectives
Source: OKRs

34. Objectives vs. Key Results @Uber
Source: OKRs

35. Defining KPIs
that matter
#1 It’s not about data
#2 Find your north star
#3 Make it personal

36. #4
Avoid vanity metrics

38. Vanity metrics?
Vanity Metric Actionable Metric
Trial Users Converted Users

39. Vanity metrics?
Vanity Metric Actionable Metric
Trial Users Converted Users
Page Views Conversion Rate

40. Vanity metrics?
Vanity Metric Actionable Metric
Trial Users Converted Users
Page Views Conversion Rate
Downloads Daily Active Users

41. Defining KPIs
that matter
#1 It’s not about data
#2 Find your north star
#3 Make it personal
#4 Avoid vanity metrics

42. #5
Automate all you can

43. What usually happens

44. How they do it at Leboncoin
Cross-functional Data Team = Data engineering + Data governance + Data insights
Their goal: “teach them how to fish”

45. How they do it at Leboncoin
Cross-functional Data Team = Data engineering + Data governance + Data insights
Their goal: “teach them how to fish”
They refuse to spend more than 5% of their time on reporting
4 KPIs max!

46. Defining KPIs
that matter
#1 It’s not about data
#2 Find your north star
#3 Make it personal
#4 Avoid vanity metrics
#5 Automate all you can

47. #6
Pull is great, push is greater

50. #1 It’s not about data
#2 Find your north star
#3 Make it personal
#4 Avoid vanity metrics
#5 Automate all you can
#6 Pull is great, push is greater
Defining KPIs
that matter

51. #7
Done is better than perfect -
start now!

52. #1 It’s not about data
#2 Find your north star
#3 Make it personal
#4 Avoid vanity metrics
#5 Automate all you can
#6 Pull is great, push is greater
#7 Done is better than perfect - start now!
Defining KPIs
that matter

53. Want to know more about us?

54. SPEAKER
Etienne GAUTHERON
etienne.gautheron@reeport.io
Head of Customer Success