Metrics for Start Up Ninjas

My talk at BarCampSG8, talks about smart actionable metrics and not vanity metrics

Transcript

1. Metrics for Start Up Ninjas! BarcampSG8 ! Aman Sandhu! @sandhuaman!
2. About Me! Digital Analytics Machine! ! ! ! ! ! ! !
5. About Me! Digital Analytics Machine! ! ! ! ! ! ! ! h"p://t3.gsta,c.com/images? q=tbn:ANd9GcR_k55tUnHs1aFtp98wXW16xirB 7OqTQ4J5dejVNq44M8-­‐muCwQGg  
7. Vanity    Metrics  
8. •  "If  your  only  tool  is  a  hammer,  every  problem   looks  like  a  nail."   -­‐  Abraham  Maslow   Good for feeling awesome, Bad for action.!
9. Things look great! 0   20,000   40,000   60,000   80,000   100,000   120,000   140,000   Jan-­‐11   Feb-­‐11   Mar-­‐11   Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   Aug-­‐11   Sep-­‐11   Registered   Logged  in  once   Ac,vated   Paid  
10. Or Do They??! 50%   50%   48%   33%   34%   30%   27%   17%   15%   30%   25%   23%   14%   15%   13%   12%   8%   6%   16%   14%   12%   8%   9%   8%   7%   5%   4%   Jan-­‐11   Feb-­‐11   Mar-­‐11   Apr-­‐11   May-­‐11   Jun-­‐11   Jul-­‐11   Aug-­‐11   Sep-­‐11   %  Paid   %  Ac,vated   %  Logged  in  once  
11. Most people use statistics the way a drunkard uses a lamp post, more for support than illumination.! ! - Mark Twain!
12. Actionable Metrics! !
13. So What?!
14. How to make Metrics Actionable! For Each Stage ! •  Establish Baseline! •  Set Targets! •  Identify Cohorts! •  Segment Data! •  Test Hypothesis! •  Pivot or Persevere! •  Rinse and Repeat!
15. Types of Metrics!
16. Quantitative!   The What! •  Google Analytics, Kissmetrics, Mint, Piwik, Clicktracks, Localytics, Flurry, Socialmentions.com, Crazyegg!
17. Monetary!   Revenue! • Tie Clickstream to $ Value!
18. Qualitative!   The Why ! •  SurveyMonkey, 4Q, Kampyle, getSatisfaction, OpinionLab,Google Consumer Surveys !
19. Competitive   The Who else! •  Compete, Quantcast, Hitwise, ConScore, Alexa, Doubleclick Adplanner, Google Trends, Google keyword insights!
20. Comparative!   The What else! •  AB testing, Google Website Optimizer, Optimizely, Performable, Adobe TnT, Liveball, Unbounce!
21. Awareness   Interest   Desire   Ac,on($)   Loyalty  and   Advocacy   ($$$)   Lets  go  back  to  the  basics   Customer  Lifecycle   Audient   Segment     Channel   (paid   earned   Owned)     Campaign   (Brand  vs   Acquisi,on /SEM  vs   Display)     Landing  Pg       Doesn’t   Abandon   on  first   visit     Pages   viewed/ ,me  spent     Email/ blog/RSS   signup         Returns   aler  X   days     Social   men,ons   and   Sen,ment     Referrer   visi,ng  site       Referrer   purchases   Return   Visit       Account   Signup         Return   Visit       Generates   Min   revenue     Generates   break  even   revenue      
23. Remember! Establish  Smart  Ac,onable  Metrics     Segment     Listen  to  your  users     Test  and  Pivot  
24. Thank you!! ! ! ! ! sandhu.aman@gmail.com! ! @sandhuaman! !