The slides of the presentation i made on Seedcamp Day. It might not work as well without the stuff i said. But to sum it up it was the lessons learned of my first weeks as product owner. And the question we are currently facing how to measure the correct metrics below to much dataschmutz.

1. Metrics
LessONs LeArNeD
Or
KiLLiNG Pre-MArKetFit
PrODUct iLLUsiONs
@andreasklinger
LOOKK | CONDÉ NAST | 10-14-2011 | 1

2. ANDreAs KLiNGer
cO-FOUNDer & cWtFO
LOOKK.cOM
BAcKGrOUND
iN sOciAL/ONLiNe
LOOKK | CONDÉ NAST | 10-14-2011 | 2

3. VP PrODUct
siNce
2,5 MONths
MFP - Maria Francesca Pepe | Veleno | www.lookk.com/mfp-maria-francesca-pepe/veleno

4. 4 Biggest (development) Problems
we had/have:
+1
?
OVer NO BLOcKeD UNcLeAr
eNGiNeereD DAtA PrOcesses User VALUe
AND OVer DriVeN PrOP
cONcePteD stArtUP sOLUtiON? (Pre-PMF)
FeAtUres cULtUre KANBAN
BOArD sOLUtiON?
sOLUtiON? sOLUtiON? cUstDeV
FeAtUre GOiNG MeNtAL +
rOLLOUts iN ON Metrics. UserGrOUP
A/B iN FB
LOOKK | CONDÉ NAST | 10-14-2011 | 4

5. 4 Biggest (development) Problems
we had/have:
+1
?
OVer NO BLOcKeD UNcLeAr
eNGiNeereD DAtA PrOcesses User VALUe
AND OVer DriVeN PrOP
cONcePteD stArtUP sOLUtiON? (Pre-PMF)
FeAtUres cULtUre KANBAN
BOArD sOLUtiON?
sOLUtiON? sOLUtiON? cUstDeV
FeAtUre GOiNG MeNtAL +
rOLLOUts iN ON Metrics. UserGrOUP
A/B iN FB
LOOKK | CONDÉ NAST | 10-14-2011 | 5

6. Metrics
Mark Goldenberg | Woven Bird | www.lookk.com/mark-goldenberg/woven-bird

7. stArtUP
LOOKK | CONDÉ NAST | 10-14-2011 | 7

8. stArtUP
BeFOre PrODUct
MArKet Fit
LOOKK | CONDÉ NAST | 10-14-2011 | 8

9. stArtUP
BeFOre PrODUct
MArKet Fit
“BLUe OceAN”
LOOKK | CONDÉ NAST | 10-14-2011 | 9

10. stArtUP
BeFOre PrODUct
MArKet Fit
“BLUe OceAN” ess
M ADN
LOOKK | CONDÉ NAST | 10-14-2011 | 10

11. BUZZ is OK YOU?
NUMBers
Are OK
FeeDBAcK
is OK
MeDiA
LiKes YOU
LOOKK | CONDÉ NAST | 10-14-2011 | 11

12. BUZZ is OK YOU?
sOMethiNG
is WrONG
NUMBers
Are OK trAFFic
sPiKes
FeeDBAcK
is OK NO sticKYNess
MeDiA PUshes
LiKes YOU DON’t LiFt
trAFFic
LOOKK | CONDÉ NAST | 10-14-2011 | 12

13. BUZZ is OK YOU?
sOMethiNG
is WrONG
NUMBers
Are OK trAFFic
sPiKes
FeeDBAcK
is OK NO sticKYNess
MeDiA PUshes
LiKes YOU DON’t LiFt
trAFFic
VANitY WhAt
ActiONs
WOrK?
LOOKK | CONDÉ NAST | 10-14-2011 | 13

14. VANitY Metrics
Always goes up.
or
by external factors
than by internal.
esPeciALLY:
- registered Users
- Facebook Fans
But also:
- Visitors / Month
- Users / Month

15. VANitY Metrics
esPeciALLY:
- registered Users Are usually controlled by external
- Facebook Fans
But also: tell you nothing about the health of your
- Visitors / Month
- Users / Month
(exception: it might show that viral or
product)

16. eNGiNes OF GrOWth
eric ries
sticKY (retention)
VirAL (referral)
PAiD (works technically like viral)

17. eNGiNes OF GrOWth
eric ries
sticKY (retention)
VirAL (referral)
PAiD (works technically like viral)

18. eNGiNes OF GrOWth
in Discover/Validation
Focus on retention and Activation
(in Validation/Growth
Focus on revenue and referral)

19. VANitY Metrics
Pr resULts
- created visits in Google Analytics
- created userentries in Database
- Disappeared.
cOMPetitiONs
- created visits in Google Analytics
- created userentries in Database
- Disappeared.

20. VANitY Metrics
Pr resULts
- created visits in Google Analytics
- created userentries in Database
- Disappeared.
cOMPetitiONs
- created visits in Google Analytics
- created userentries in Database
- Disappeared.
riLL DOWN
D reMOV
e the
tO Act
DAtA sc
iON
hMUtZ
ABLe N
UMBer
s
A ND Get

21. DriLL
DOWN
Metrics

22. ActiONABLe
Metrics
Where are your weaknesses?
if it’s not a weakness
you are working on the wrong thing.

23. ActiONABLe
Metrics
Where are your weaknesses?
if it’s not a weakness
you are working on the wrong thing.
start with the AArrr Funnel

24. AArrr
eXAMPLe - LOOKK
AcQUisitiON - User registered
ActiVAtiON - User Voted
reteNtiON - User Visited Again
reFerrAL - …
reVeNUe - …

25. AArrr
eXAMPLe - LOOKK
AcQUisitiON - User registered
ActiVAtiON - User Voted (eg 90%)
reteNtiON - User Visited Again
reFerrAL - …
reVeNUe - …
ALL NUMBers LOOKeD OK.
GOOGLe ANALYtics WAs
ALsO Nice tO LOOK At.

26. Metrics
NeeD
tO
hUrt
Lilach Eliyahu | Peek a Boo | www.lookk.com/lilach-eliyahu/peek-a-boo

27. AArrr
eXAMPLe - LOOKK
AcQUisitiON - User registered
ActiVAtiON - User Voted (eg 90%) <- DriLLDOWN!
reteNtiON - User Visited Again
Analyse what it truely means to be
reFerrAL - …
retentive or activated on your website.
reVeNUe - …
eg.
We changed activiation to
“Users that voted for more
than two designers”
everybody else is just voting for a friend.
Now:
AArrrr = the PAiN
the PAiN = ActiONABLe

28. AArrr NeeDs
tO hUrt
AcQUisitiON
You need a way to reach the user.
(Dave is wrong )
ActiVAtiON
the User has seen the real core of your
product and used it.
(segment in user groups if multifaced)
reteNtiON
the user did an action that leads to
value. (if possible close to money or
coreaction)
reFerrAL
Not only shared but invited users
came.

29. ONLY LOOK
At
%
Or
.
VALUes
Lilach Eliyahu | Peek a Boo | www.lookk.com/lilach-eliyahu/peek-a-boo

30. LessONs
LeArNeD
ignore everything you currently
do not work on within your product.
(too much data is bad for your eyes)
eg. We ignore revenue atm.
Look for the 4 values that can tell you about your
state of your product.
Only look at relative values displayed as % or .
Do not lie to yourself.
if you are Pre-PMF you suck.
it’s all about iterative sucking less.

31. tOOLs

32. tOOLs
tL;Dr: All suck.

33. tOOLs
tL;Dr: All suck.
…but are useful for certain parts:

34. tOOLs
tL;Dr: All suck.
…but are useful for certain parts:
Kissmetrics, Mixpanel = People Analysis
Your own Database = drilldown
Be consistent throughout all tools:
- Naming of goals
- Logging and Naming of user types
(eg. User, Designer, Admin, Visitor)

35. tOOLs
Google
Analytics
- referrals
- Optimize Online Marketing,
- Bird eye view Website
- suck for funnel analysis (no ad-hoc eg)
- suck for consistancy (goals are easy to break)
Don’t do funnel testing in GA
- only track the last step
Dashboards rock.
Don’t go too crazy with customization
Unfortunately single
player only (yet)

36. tOOLs
KissMetrics
- insights on conversions
- Quick reports on features/pages
- suck (yet) at dashboards
Use it for funnel optimization.
“View this people” feature is genius if you are a saas use it for everything ;)
Don’t expect too much
and also test mixpanel.

37. tOOLs
LOOKK
Butler
- sQL = quick, tables = cheap
- You can drilldown to your
actionable KPis
- Dashboards for team
members
- suck at bird-eye view, not ad-
Questions:
Who are the most popular
designers if you only count
people who vote for more than
one designer?
users?

38. cOMPAre
reteNtiON
BehAViOr
Weekly cohorts
if you group them good for comparing behavioural patterns over time.
eg. Visited Again

39. cOMPAre
reteNtiON
BehAViOr

40. AArrr
+
WeeKLY
cOhOrts
iF BAseD ON
reGistrAtiON WeeK
hArD tO ActiON ON
- Better: ActiON WeeK

41. tAKe AWAYs:
Use YOUr DB tO DriLLDOWN
Be cONsisteNt BeYOND
tOOLs
FOcUs ON reteNtiON AND
ActiVAtiON

42. shAre
YOUr
LessONs
LeArNeD.
@andreasklinger
MFP - Maria Francesca Pepe | Veleno | www.lookk.com/mfp-maria-francesca-pepe/veleno