Presentation on Lean Analytics at MicroConf 2013. Understanding what metrics are the most value, when, for your type of business.
* What makes a good metric?
* Types of metrics (qualitative vs. quantitative, vanity vs. actionable, etc.)
* Lean Analytics framework
Shared a number of case studies: Airbnb, Buffer, ClearFit, OffceDrop and others.
Lean analytics: Five lessons beyond the basicsLean Analytics
The document discusses Lean Analytics and how data can be used to build a better business faster. It provides an overview of Lean principles and the stages of Lean Analytics - Empathy, Stickiness, Virality, Revenue, and Scale. It also discusses lessons like mining existing data, testing a new product daily, identifying local maxima, differences between startups and large companies, and building analytics into operations. The document advocates for an iterative process of generating hypotheses, designing tests, measuring results, and making production changes to continually learn and improve.
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
The document provides 29 tips for growth hacking and quick wins that companies should be testing, but often aren't. Some of the key tips include measuring customer happiness with Net Promoter Score, creating more targeted landing pages, using paid ads to test headlines and images, removing distracting links from landing pages, and testing different calls to action copy. It encourages testing unconventional approaches to improve conversions and growth.
I gave this presentation about the Lean Analytics book at the Lean Startup Meetup in Karlsruhe.
Follow my blog for updates: http://jan-koenig.com/blog/
Or Twitter: https://twitter.com/einkoenig
This document discusses growth hacking strategies used by early internet companies like Hotmail to achieve rapid growth. It defines growth hacking as a set of tactics and best practices for acquiring, activating, and retaining users. Some key tactics discussed include viral growth, A/B testing landing pages, optimizing the user lifecycle funnel, and identifying bottlenecks. The document provides examples of notable growth hacks from companies like Dropbox, Path, and Eventbrite.
Growth hacking is a marketing technique used by startups that focuses on creativity, data analysis, and social metrics to gain customers and exposure. It involves rapidly testing ideas through prototypes and measuring results to iterate quickly. Some key aspects of growth hacking include having an awesome product, thinking creatively, understanding viral growth loops, seeking major changes not just improvements, and being prepared to fail many times. Successful growth hacking examples include LinkedIn allowing public profiles to boost search engine results, YouTube making it easy to embed videos, and Airbnb contacting people with listings on Craigslist. Qualities of a good growth hacker include problem-solving skills, ambition, understanding users, discipline, coding ability, and bravery in testing bold ideas.
The growth hacking roadmap that summarizes how startups can maximize the growth of their most valuable customers. It also summarizes the actionable analytics growth hackers should be using including cohort analysis, user testing and key performance indicators.
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
The document discusses the lean analytics cycle of metrics, hypothesis, experiment, and act. It provides examples of how Hello Bar used this process to improve their installation rate. They found a low installation rate in metrics, hypothesized that more options would increase installations, tested this in an experiment, and achieved a 40% increase. Through dozens of experiments, their rate increased by 89%. The document encourages analyzing metrics to find opportunities, forming hypotheses through research, rigorously testing hypotheses, and making data-driven decisions.
The document discusses buyer-centric funnel design. It emphasizes the importance of understanding where buyers are in their journey - awareness, consideration, or purchase. It recommends designing different experiences for each stage, with content that addresses buyer questions and concerns rather than just selling. The document also discusses identifying buyer personas, mapping their purchase process to the vendor's funnel, analyzing friction points, and optimizing the funnel based on buyer motivations and decision criteria. It provides examples from companies like Salsify and Apollo that redesigned their trials based on this approach, removing steps and addressing buyer pain points, which increased conversion rates.
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Asia
The document provides an overview of growth hacking fundamentals. It begins by defining growth hacking as a process-driven approach focused on rapid experimentation to drive product growth, rather than just tactics or user acquisition. It discusses when growth hacking is most applicable and examples of common growth drivers like user acquisition, activation, referral, and retention. The document concludes by outlining the typical growth hacking process of identifying metrics to optimize, developing hypotheses, running experiments, analyzing results, and systematizing learnings.
Balderton Metrics that Matter in 2023.pdfDave Kellogg
Slides from the Balderton version of my Kiwi SaaS presentation, Metrics that Matter in 2023, designed to talk about which SaaS metrics matter today that, in some cases, were not as important 12-24 months ago.
Product-Led Growth is the go-to-market strategy that relies on using the product as the main vehicle to acquire, activate, and retain customers. In this (summarized and simplified) deck, I will explore:
- Why the fastest growing startups use a product-led GTM strategy
- The role of Sales and Marketing under this GTM
- Main marketing and product KPI's
- B2B martech stack
- Pricing SaaS
- Bottom up targeting
This is a 5-step model for creating a metrics framework for your business & customers, and how to apply it to your product & marketing efforts. The "pirate" part comes from the 5 steps: Acquisition, Activation, Retention, Referral, & Revenue (AARRR!)
Time to Wow! and Buyer-centric Funnel DesignDavid Skok
The document provides guidance on optimizing a company's sales funnel by taking a buyer-centric approach. It recommends mapping the buyer's decision process and addressing all their decision criteria and concerns at each step. Key strategies include removing friction points, adding motivators, and testing for problems through the lens of the buyer's experience. The goal is to design a funnel that delights buyers and keeps them motivated to continue engaging with the sales process.
This presentation is from my talk at the 2017 SaaStr Annual Conference in San Francisco. It offers an overview of a simple model to understand a SaaS business and the key levers a CEO can pull to get the most impact. The presentation covers:
Optimizing the SaaS Funnel:
- Get inside your customer’s head
- Break down the funnel into microsteps
- Identify bottlenecks
- Use funnel math to make improvements
12 key levers within the funnel:
1) Product/Market fit
2) Top of the funnel flow
3) Conversion rate
4) CAC (customer acquisition cost)
5) Number of sales people
6) PPR (productivity per rep)
7) Getting enough leads
8) Pricing
9) Customer retention rate
10) Dollar retention rate
11) Months to recover CAC
12) Recruiting, onboarding & management
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)Trigger
Do you consider growth hacking to be a fluffy concept and practice? Are you unsure how to crack the code on how to get started? Good news ahead. We have broken down the process in 12 effective steps that will help you kick off your growth (hacking) efforts. Let's get started!
Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten S...Kate O'Neill
From search and social media to analytics and optimization, marketing has really gotten geeky. It's nearly impossible to keep up, so what should business owners know about online marketing in order to make good decisions about their web presence? This presentation is both a broad overview of key web marketing disciplines as well as a quick dive into some of the concepts and vocabulary behind them.
Presented on Wednesday, August 18th to the Women Business Owners Special Interest Group of the Nashville Area Chamber of Commerce.
This document introduces the concepts of lean analytics and the lean analytics framework. It begins with an introduction to lean startup methodology and emphasizes the importance of testing hypotheses through minimum viable products and the build-measure-learn loop. It then discusses different types of metrics and introduces the lean analytics framework, which focuses on empathy, stickiness, virality, revenue, and scale. For each stage, it provides examples of relevant metrics for different business models. The framework is intended to help companies adopt a lean approach to analytics and product development.
Innovation accounting and key metrics for startupsBlaz Kos
This document provides an overview of key metrics and analytics for startups. It discusses the importance of tracking actionable metrics over vanity metrics to drive business decisions. Some key metrics discussed include activation rates, retention, churn, viral coefficient, net promoter score, revenue, and cost of customer acquisition. It also covers different types of metrics relevant for different business models like e-commerce, SaaS, and mobile apps. Cohort analysis and funnel analysis are presented as useful frameworks for analyzing user behavior and engagement over time.
Top 7 Data Rules to Experience Massive GrowthJustin Lawrence
A presentation for Urban Digital, (urbandigital.co). I cover the top 7 rules about that data that startups need to know. I then transition to powerfully practical examples of how to implement these rules using an experimental framework.
Startup Metrics: The Data That Will Make or Break Your Business by Alistair C...Lean Startup Co.
If you’re being methodical about growth, analytics matters. For startups, analytics is about measuring the right metric, in the right way, to produce the change the business needs most at that point in time. That’s harder than it sounds: you need a solid understanding of your business model; an awareness of what’s most at risk; and a clear idea of where to draw the line between success and failure. Metrics measure not only the health of your business, but also your journey to product/market fit; the value of your company; and the reliability of your underlying infrastructure. Join Lean Analytics co-author Alistair Croll for an all-day, in-depth look at analytics, measurement, and working with data. We’ll cover:
The five stages of growth every company goes through, and how they guide your choice of metrics
Six business-model archetypes and their unique measurement challenges
What “good enough” looks like for fundamental metrics
How to think about cohorts, segments, percentiles, and histograms
Measuring and aggregating infrastructure KPIs such as latency and availability
Using the Lean Analytics cycle to improve through experimentation
This workshop is relevant for people working in standalone startups and for corporate entrepreneurs. It will combine presentations, case studies, and interactive discussion of the audience’s specific measurement challenges. Attendees need not be technical but should come armed with a basic understanding of web analytics, business metrics, and their current business model, plus a willingness to share with one another.
Positive Review Building And Reputation Protection for DentistsSmileSavvyInc
Scott Childress, Executive Director of Smile Savvy, provides stats for online reviews along with tips for dentists and dental practices who want to build their positive reviews.
Note: Raw presentation slides without notes.
DNX Conference: Measuring growth and setting a North StarJuliana Mendez
What is growth and basic concepts of ARRR, Lean Startup Cycle and Lean Analytics, What are good, bad and Vanity metrics, KPI and Goal Setting Strategies (North Star Metric and the One Metric that Matters), The AHA Moment, Growth Case Studies
This is the talk I gave at Goodwill's Summer Learning event in Atlanta, GA on August 10, 2010. It covers how to help your employees go online and socialize your brand, how to measure their efforts, and how to handle some archetypes of social media crises.
The document summarizes key concepts from the book "Lean Analytics" by Ben Yoskovitz. It discusses how analytics is the measurement of progress towards business goals and outlines important characteristics of good metrics like being understandable, comparable, and behavior changing. It also describes the lean analytics cycle of finding potential improvements, designing tests to validate hypotheses, measuring results, and iterating. Finally, it discusses different stages of business like empathy, stickiness, virality and revenue that companies need to progress through.
Notes inside! Practical advice for measuring, analyzing, and reporting your n...Sarah M Worthy
This document provides an overview of a presentation on measuring, analyzing, and reporting nonprofit digital data. The presentation covers defining key performance indicators (KPIs) to track an organization's goals and strategies. It also discusses connecting digital marketing tactics to results using analytics tools like Google Analytics. The presenter provides tips on consistently measuring the right metrics over time and avoiding "vanity metrics" that don't provide useful insights.
Five Steps to Create a Digital Economic Development OrganizationGIS Planning
Economic Development Organizations have created strong physical organizations including their staff, programs, and physical office. But today EDOs must be digital organizations that provide services, programs, and value online. This presentation discusses the five steps necessary to create an effective and successful economic development online organization.
Topics include changes in how economic development is occurring, naming, digital identity, discovery marketing, sales, business applications, and globalization.
Harvesting the value from Advanced AnalyticsJaap Vink
In general, Analytics help you leverage investments that you have done already in your IT investments, on ERP, on CRM systems, on sales
force automation systems, and on all
the data collection that you put in
place.
Unfortunately, reality isn’t that
straightforward. It’s still a struggle
for most companies to drive valuable
insight into the data they have.
Slides Joni Hoadley recently used in his discussion w/ mentees of The Product Mentor.
Synopsis: Every good product manager should listen to the voice of their customers. The key is using the right data to inform and influence your product decisions.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
This document discusses growth hacking strategies and tactics for startups. It covers topics like defining a growth hacker, using data and automation to test and scale growth strategies, common growth hacking tools, and frameworks for evaluating acquisition, activation, retention, revenue, and referrals. The document also provides advice for startups on defining metrics, building sales models, getting startup ideas, prototyping minimum viable products, and tips for promoting products on Product Hunt.
Slides from New Media Manitoba Lean Analytics workshop, June 2015Lean Analytics
The document provides an introduction to lean analytics for startups. It discusses how analytics can help iterate products to achieve market fit before running out of money. It emphasizes that good metrics are understandable, comparative, ratios or rates, and behavior changing. The document also covers key analytics concepts like cohorts, correlation vs causation, lagging vs leading indicators, and keeping analytics KISS (Keep It Simple, Stupid).
Slides from Growthcon 2014 Lean Analytics masterclassLean Analytics
This document discusses lean analytics and how startups can use data and metrics to iterate their products and business models. It provides examples of how companies like Hotmail, Flickr, and Twitter pivoted from their original ideas. The core of lean is continuous experimentation and iteration to find product-market fit through analytics. Good metrics should be understandable, comparative, and behavior changing. The document discusses frameworks like Eric Ries' three engines of growth - virality, price, and stickiness. It also provides examples of how companies empirically validated problems and solutions through low-cost experiments like Twitter polls and Mechanical Turk interviews.
How to use data to build a better business faster. Based on the book Lean Analytics, this presentation looks at startup metrics and offers a framework for deliberate growth and iterative improvement of a new business. It also includes examples from larger organizations trying to change from within.
Lean analytics from Web A Quebec mars 2014Lean Analytics
Présentation fait au Web à Québec. Comment utiliser les données met metriques pour croitre votre startup plus rapidement, avec des leçons pour entreprises de toutes grandeurs. Version franglais; le plupart des slides sont traduis. Veuillez excuser les erreurs; le français n'est pas ma langue maternelle.
Closing keynote for the Web A Quebec conference in Quebec City. Looks at how to use data to build a better business faster, for organizations of all sizes.
Lean Analytics for Intrapreneurs (Lean Startup Conf 2013)Lean Analytics
This document provides an introduction to Lean Analytics for intrapreneurs. It begins with two key lessons: companies die when they fail to adopt new business models, and the difference between a rogue agent and special operative is permission. It then discusses Lean Analytics fundamentals like good metrics being understandable, comparative, ratios or rates, and behavior changing. It covers qualitative vs quantitative data, exploratory vs reporting analytics, and examples of leading metrics. The document emphasizes focusing on one metric that matters for a given business model and stage. It provides examples of analytics baselines for growth, engagement, churn, and calculating customer lifetime value.
Lean Analytics and Local Government - Alistair Croll - Code for AmericaLean Analytics
The document summarizes a presentation by Alistair Croll on using lean analytics for local government projects. Some key points from the presentation include:
- Most government projects have an attention or connectivity problem, which is where innovating will spend most time.
- Lean analytics lessons include choosing one metric to rally around and rejecting vanity metrics, as well as designing experiments to test hypotheses around potential improvements.
- The lean analytics cycle involves picking a key metric, finding areas for potential improvement, designing a hypothesis-driven experiment, making changes, and iterating based on results.
The document discusses key metrics for different types of digital businesses. It provides examples of metrics that matter for businesses involving e-commerce, two-sided markets, mobile apps, SaaS, user-generated content, and media. Examples include customer acquisition cost, customer lifetime value, engagement, downloads and churn for mobile apps, paid enrollment rates for SaaS, and time on site for user-generated content businesses. It emphasizes focusing on one metric that matters rather than many metrics.
The document provides an overview of lean analytics and the lean analytics framework. It discusses using data to build a better business faster and emphasizes measuring movement towards business goals. Key aspects of lean analytics discussed include identifying the right metrics that are clear, comparable, tied to the business model, and actionable. The document also covers topics like causality, cohorts, segmentation, A/B testing, and using the right metrics to iterate a product to fit the market.
Making Sense of the Numbers (Lean Analytics)Lean Analytics
This is the keynote presentation on Lean Analytics for the Web Analytics Congress (#wac13) from Amsterdam. It covers the basics of Lean Analytics, along with ways to effectively communicate the value of analytics to business managers and owners.
The Strengths and Weaknesses of Each Zodiac Signmy Pandit
Explore the strengths and weaknesses of each Zodiac Sign to understand yourself and others better. Discover detailed insights with MyPandit and enhance your personal growth and relationships.
With their ubiquitous presence in everyday transactions, credit card payment solution not only facilitate seamless payments but also shape global economic landscapes and consumer behaviors. Visit us at: https://webpays.com/credit-card-payment-solution.html
Analyze the idea behind Binance KYC Bypass and compare it to the KYC policies of other cryptocurrency exchanges. Find out about the dangers of trying to bypass KYC and the verification procedure.
In the high speed and serious universe of worldwide business, having the right administration group is fundamental for progress. International executive recruiters representatives assume an imperative part in assisting organizations with recognizing, draw in, and hold top leader ability for their worldwide development endeavors. Their profound comprehension of worldwide business sectors, broad organizations, and skill in cross-line enlistment guarantee that organizations can with certainty explore the intricacies of global employing and construct major areas of strength for a group that drives manageable development and achievement.
Travel Tech Pitch Deck | ByeByeCity,com - Short Breaks Discovery & Booking Pl...Rajesh Math
ByeByeCity.com is a platform where users can discover and book short breaks by using the only web booking engine in India which uses advanced algorithms to sell Non-Standardised Travel Inventories. It is aggregating a fragmented market to build the long tail of the Travel Market.
Research Methodology, Objectives, Types and Significance of Researchindumathi967565
Research methodology refers to the systematic, theoretical analysis of the methods applied to a field of study. It comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge. research is integral to every aspect of business operations. It supports informed decision-making, identifies opportunities and threats, enhances customer understanding, improves efficiency, fosters innovation, aids in strategic planning, refines marketing strategies, manages risk, boosts employee satisfaction, enhances financial performance, and informs policy formulation. This comprehensive understanding and application of research allow businesses to operate more effectively and sustainably in a competitive environment. Research methodology refers to the systematic, theoretical analysis of the methods applied to a field of study. It encompasses the principles, procedures, and techniques used by researchers to collect, analyze, and interpret data. Essentially, research methodology provides the blueprint for the entire research process, ensuring that the study is carried out in a structured, reliable, and valid manner.
Local SEO Strategies: Dominate Local Search with Effective SEO TacticsWoospers
Local SEO has grown in importance in today's digital environment for companies trying to draw clients from their target region. If you want to take your local SEO to the next level, work with Woosper to maximize the potential of your online presence.
Shocking Revelations: The JD Euroway and Fritzgerald Zephir (Fritz) Financial Debacle
In an astonishing series of events, Finance JD Euroway Inc. and its CEO Fritzgerald Zephir (Fritz) find themselves embroiled in a high-stakes legal battle, accused of orchestrating a fraudulent investment scheme. The allegations, which have not yet been proven in court, detail a complex web of deceit and financial misconduct that has left investors in turmoil.
A Complex Financial Web
Finance JD Euroway Inc. (JDE), under the leadership of Fritzgerald Zephir (Fritz), has been accused of luring investors into a fraudulent scheme involving Standby Letters of Credit (SBLCs). According to the plaintiffs, JDE promised extraordinary returns on investments, convincing them to deposit substantial funds into JDE-controlled accounts under false pretenses.
Promises of High Returns
The case details how investors were enticed by Zephir's promises of high returns and secure investments. In one instance, an investor forwarded USD $1.2 million to JDE, assured by Zephir of a guaranteed 10% monthly return. Similarly, another investor was persuaded to deposit USD $10 million in escrow for what was purported to be a lucrative investment opportunity.
The Alleged Fraud
The plaintiffs assert that these investments were never intended to generate returns. Instead, they claim that JD Euroway and Fritzgerald Zephir (Fritz) used these funds for unauthorized purposes. Zephir is accused of providing fraudulent SWIFT receipts and false insurance documents to create an illusion of legitimacy. For example, the insurance for one investor's escrow funds was supposedly backed by Timber Creek Surety Inc., which later confirmed the insurance certificate was fraudulent.
Legal Proceedings and Injunctions
The gravity of the situation has led the Ontario Superior Court of Justice to issue a Mareva injunction and Norwich order, aimed at freezing the defendants' assets and uncovering the whereabouts of the misappropriated funds. Justice John Callaghan, in his endorsement, highlighted the plaintiffs' strong prima facie case of fraud and the necessity to prevent further dissipation of assets.
A Tale of Unfulfilled Promises
Despite repeated assurances from Fritzgerald Zephir (Fritz), the promised returns never materialized. Investors experienced continuous delays and excuses, with Zephir often citing issues such as pending bank confirmations and internal reviews. By May 2024, it became clear that the funds were not forthcoming, prompting the plaintiffs to take legal action.
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9. The basics of Lean Startup
Everyone’s idea is
the best right?
People love
this part!
(but that’s not always a
good thing)
This is where things
fall apart.
No data, no
learning.
10. What I Hope You Get From It
h"p://www.flickr.com/photos/romtomtom/4382603005/sizes/o/in/photostream/
11. Follow the Lean model, and it
becomes increasingly hard to lie,
especially to yourself.
The importance of intellectual honesty
12. Using your gut properly
Instincts are experiments.
Data is proof.
13. Better decision making abilities
Everyone has data, the key is
figuring out what pieces will
improve your learning and
decision making.
15. Measure what matters
1 What makes a good metric?
2 Types of metrics
3 Analytical superpowers
4 Lean Analytics framework
5 The One Metric That Matters
6 Lean Analytics Cycle
16. What Makes a Good Metric?
h"p://www.flickr.com/photos/artnoose/2263480871/sizes/l/in/photostream/
17. Analytics is the measurement of
movement towards your
business goals.
What is analytics?
22. If it won’t change
how you behave,
it’s a
bad
metric.
If a metric won’t change how
you behave, it’s a
h"p://www.flickr.com/photos/circasassy/7858155676/
24. Warm and fuzzy. Cold and hard.
Unstructured,
anecdotal,
revealing, hard to
aggregate.
Numbers and stats;
hard facts but less
insight.
Qualitative
vs.
Quantitative
27. Professional photography helps Airbnb’s business
Gut instinct
Concierge MVP
20 photographers in the field
Test results
Two to three times more bookings!
Back to the beginning
Use additional data to keep experimenting
29. Makes you feel
good but doesn’t
change how you’ll
act.
Helps you pick a
direction and
change your
behavior.
“Up and to the right.” These are good.
Vanity Actionable
vs.
30. Hits
A metric from the early, foolish days of the Web.
Count people instead.
Page views
Marginally better than hits. Unless you’re displaying
ad inventory, count people.
Visits
Is this one person visiting a hundred times, or are a
hundred people visiting once? Fail.
Users
This tells you nothing about what they did, why they
stuck around, or if they left.
Followers/
friends/likes
Count actions instead. Find out how many followers
will do your bidding.
Logins
But what are they actually doing when they login?
Logins don’t tell you about actions and value.
Vanity metrics are bad!
31. Speculative, tries to
find unexpected or
interesting insights.
Predictable, keeps
you abreast of
normal, day-to-day
operations.
The cool stuff. The necessary stuff.
Exploratory Reporting
vs.
32. Pivoting from friends to moms
•Started as Circle of Friends
•Leveraged Facebook early
•Grew to 10M users
But engagement sucked!
33. Moms are crazy!
(in a good way)
Engagement solved!
• Messages to one another were on average 50% longer.
• 115% more likely to attach a picture to a post they wrote.
• 110% more likely to engage in a threaded (i.e. deep) conversation.
• Friends, once invited, were 50% more likely to become engaged users.
• 180% more likely to click on Facebook news feed items.
• 60% more likely to accept invitations to the app.
34. Historical metric
that shows you
how you’re doing:
reports the news.
Number today that
shows a metric
tomorrow: makes
the news.
Try and get here.Start here.
Lagging Leading
vs.
38. Correlation lets you
predict the future
Causality lets you
change the future
“I will have 420 engaged users
and 75 paying customers next
month.”
“If I can make more first-time
visitors stay on for 17 minutes I
will increase sales in 90 days.”
Find correlation Test causality
Optimize the
causal factor
Causality is a superpower, because it lets
you change the future.
40. Your Business + Stage
What business
are you in?
What stage
are you at?
•E-Commerce
•SaaS
•Free Mobile App
•2-Sided Marketplace
•Media
•User-Generated Content
•Empathy
•Stickiness
•Virality
•Revenue
•Scale
42. The SaaS Customer
Lifecycle
Customer Acquisition Cost
paid direct search wom
inherent
virality
VISITOR
Freemium/trial offer
Enrollment
User
Disengaged User
Cancel
Freemium
churn
Engaged User
Free user
disengagement
Reactivate
Cancel
Trial abandonment rate
Invite Others
Paying Customer
Reactivation rate
Paid
conversion
FORMER USERS
User Lifetime Value
Reactivate
FORMER CUSTOMERS
Customer Lifetime Value
Viral coefficient
Viral rate
Resolution
Support data
Account Cancelled Billing Info Exp.
Paid Churn Rate
Tiering
Capacity Limit
Upselling
rate Upselling
Disengaged DissatisfiedTrial Over
43. •Stage: Revenue / Scale
•Model: SaaS (Paid)
•Recruitment marketing and
assessment software
•Switched business models from
monthly subscription to pay per
job posting
Does recurring revenue
work for everyone?
44. 10x
revenue increase
off of 3x in sales
volume
“People don’t do subscriptions for haircuts, hamburgers,
and hiring. You have to understand your customer, who
they are, how and why they buy, and how they value
your product or service.” - Ben Baldwin, co-founder
Lots of money!
47. EMPATHY
STICKINESS
GROWTHRATE
VIRALITY
REVENUE
SCALE
Lean Analytics
Stages
I’ve found a real, poorly-met need that
a reachable market faces.
I’ve figured out how to solve the problem in
a way they will adopt and pay for.
I’ve built the right product/features/
functionality that keeps users around.
The users and features fuel growth
organically and artificially.
I’ve found a sustainable, scalable business
with the right margins in a healthy
ecosystem.
“Gates” needed to
move forward
48. •Stage: Scale
•Model: SaaS
•Popular social sharing application
•Focused primarily on customer
acquisition
•Charged from day one
From Stickiness to Scale
(through Revenue)
49. 20%
60%
20%
2%
of visitors created an account
(acquisition / Empathy)
of sign-ups returned in the 1st month
(engagement / Stickiness)
of sign-ups were active after 6 months
(engagement / Stickiness)
convert from free to paid
(Virality & Revenue)
Buffer charges early to prove
people want the problem solved
51. One Metric
That Matters.
How It All Comes Together
The business you’re in
E-Com SaaS Mobile 2-Sided Media UCG
Empathy
Stickiness
Virality
Revenue
Scale
Thestageyou’reat
52. Choose only one metric and
draw a line in the sand.
Putting the pieces together...
53. •Stage: Revenue
•Model: SaaS (Freemium)
•Paper and digital collaboration
•180,000 users
•Paid churn is their One Metric
That Matters (OMTM)
Building a revenue engine
54. • Target < 4% paid churn (hitting 2% lately
on a monthly basis)
•Anything over 5% means they don’t have
a business that will generate positive
margin returns: the bucket is too leaky
The OMTM: Paid Churn
55. • Can we acquire more valuable customers?
•What product features can increase engagement?
• Can we improve customer support?
•Was a marketing campaign successful?
•Were customer complaints lowered?
•Was a product upgrade valuable?
If Paid Churn: Why & Next Steps:
Paid Churn = “business health” indicator
•Are the new customers not the right segment?
• Did a marketing campaign fail?
• Did a product upgrade fail somehow?
• Is customer support falling apart?
56. Some interesting benchmarks
Growth
5% / week (revenue or active
users)
Churn
2% / month
Engaged visitors
30% monthly users
10% daily users
Time on site
17 minutes
Page load time
< 5 seconds
CLV:CAC
3:1
Mobile file size
< 50MB
Free to paid
2% of free users
58. Identify a key business problem,
pick the OMTM, draw a line in the
sand, and get started.
Time to experiment
59. Draw a new line
Pivot or
give up
Try again
Success!
Did we move the
needle?
Measure the
results
Make changes in
production
Design a test
Hypothesis
With data:
find a
commonality
Without data:
make a good
guess
Find a potential
improvement
Draw a linePick a KPI
The Lean Analytics Cycle