Startup Saturday is held every other saturday at various locations, to help budding entrepreneurs with knowledge and in building "leverageable" networks. This time around, I was asked to present on Data Analytics. Assuming the predominance of web-based startups, I decided to present on the metrics that they can use
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.”
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