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My#Background#
!    Educa/on#
     !    BS,#Electrical#Engineering,#Northwestern#
     !    MS,#Industrial#Engineering,#Virginia#Tech#
     !    MBA,#Stanford#
!    20#years#of#Product#Management#Experience#
     !  5#years#at#Intuit,#led#Quicken#Product#Management#
     !  Led#Product#Management#at#Friendster#
     !  CEO#&#Cofounder#of#YourVersion,# Pandora#for#your#
        realM/me#news #
     !  Product#consultant:#Box,#YouSendIt,#Epocrates#
     !  Speaker,#Author#“42#Rules#of#Product#Marke/ng”#
                                    #
             Will#post#slides#to#hTp://slideshare.net/dan_o##
Quick#Audience#Poll
                                    #
!    Do#you#work#in:#          !    Analy/cs#Tools#
     !    B2B#                      !    Google#Analy/cs#
     !    B2C#                      !    Omniture#
!    Size/stage#of#company#         !    KISS#Metrics#
     !    Small/early#stage#        !    Others?#
     !    MidMsize/stage#      !    Other#
     !    Large/later#stage#        !    GA#conversion#goals#
!    Marke/ng#Channels#             !    Landing#page#op/miza/on#
     !    SEM#                      !    A/B#tes/ng#
     !    Display#Ads#              !    Cohort#analysis#
     !    Affiliate#             #
     !    Social#Media#                        Copyright#©#2013#Olsen#Solu/ons#
7#Marke/ng#Metrics#Framework#

       Acquisi/on#         Conversion#         Mone/za/on#             Reten/on#



1.  New visitors
2.  Cost per acquisition

                       3. Conversion rate
                       4. Customer acquisition cost

                                                                 5. Retention rate

                                          6. Average revenue/user
                                          7. Lifetime value (LTV)




                                                         Copyright#©#2013#Olsen#Solu/ons#
Equa/on#of#Your#Business
                                     #
     !  (see#my#other#talks#on#SlideShare)#

     !  Profit#=#Revenue#–#Cost#

     !  To#op/mize#marke/ng,#best#to#look#at#this#
          on#a#“per#customer”#basis#
     !    Profit/customer=Revenue/customer#–#Cost/customer#
     !    We#want#to#maximize#profit/customer#
     !    We#want#to#acquire#new#customers#in#a#profitable#way#



5#                                          Copyright#©#2013#Olsen#Solu/ons#
The#Customer#Conversion#Funnel
                               #


   New#                Customers#
  Visitors#             (revenueM
(prospects)#           genera/ng)#
Metric##1:#New#Visitors
                             #
!  Job##1#for#Marke/ng#is#to#get#new#
   visitors#(prospec/ve#customers)#to#learn#
   about#our#product#
!  Unique#Visitors#vs.#Visits#
  !  Unique#=#mul/ple#visits#by#same#person#
    only#count#once#(for#that#/me#period)#




                                 Copyright#©#2013#Olsen#Solu/ons#
Unique#Visitors#vs.#Visits
                         #
                    !  Graph#of#visits#
                       &#visitors#
                    !  Note:#2#yMaxis#
                       scales#
                    !  25,044#Visits#
                    !  By#5,878#
                       Unique#Visitors#
                    !  =#4.26#visits#
                       per#visitor#


                    Copyright#©#2013#Olsen#Solu/ons#
New#vs.#Returning#Visitors
                                 #




!    You#want#to#separate#New#vs.#Returning#Visitors#
!    Click#“Advanced#Segments”#in#Google#Analy/cs#
                                       Copyright#©#2013#Olsen#Solu/ons#
Sources#of#New#Visitors
                                   #
      Free    •    Press#
                   Organic#Search#




                                            New#Visitors#
              • 
              •    Word#of#Mouth#&#Viral#
              •    Social#Media#
              •    Referral#/#barter#
              •    Display#ads#
      Paid



              •    Search#engine#
                   marke/ng#(SEM)#
              •    Affiliate#
              •    Conferences#



10#                                                   Copyright#©#2013#Olsen#Solu/ons#
Metric##2:#Cost#per#Acquisi/on#




                      Copyright#©#2013#Olsen#Solu/ons#
Cost#Per#Acquisi/on:#Display#Ads
                                    #
!  Cost#per#Acquisi/on#(CPA*)#is#how#much#you#
   pay#to#get#a#new#visitor#to#your#site#
!  Say#you#buy#100,000#banner#ad#impressions#
   for#$100#
     !  That’s#a#CPM#(cost#per#thousand)#of#$1#
     !  Say#those#100,000#banner#ad#impressions#lead#to#
        1,000#people#clicking#through#to#your#site:#
        clickthrough#rate#(CTR)#of#1%#
     !  Your#CPA#would#be#$100#/#1,000#visitors#=#$0.10#
     !  CPA#for#display#ads#=#CPM#/#(CTR#*#1000)##


 *Note:#CPA#can#also#mean#“Cost#per#Ac/on”#
                                         Copyright#©#2013#Olsen#Solu/ons#
Cost#Per#Acquisi/on:#PPC#
!    Google#AdWords#lets#you#“pay#per#click”#(PPC)#
!    So#your#CPA#is#your#“cost#per#click”#(CPC)#
!    Due#to#AdWord’s#dynamic#pricing,#need#to#look#at#
     your#Average#CPC##
!    CPC#can#vary#by#keyword,#ad#copy#&#landing#




                                        Copyright#©#2013#Olsen#Solu/ons#
Metric##3#Conversion#Rate#

      100%#

                        x%#
Prospects#               Customers#




                        Copyright#©#2013#Olsen#Solu/ons#
Landing#Page#Op/miza/on#




      !    A/B#Tes/ng#tools#
           !    Google#Website#Op/mizer#
           !    Op/mizely#
           !    Visual#Website#Op/mizer#
           !    Others?#
15#                                        Copyright#©#2013#Olsen#Solu/ons#
Osen#Track#Conversion#Rates#for#
         Different#Ac/ons #
!  Most#businesses#don’t#just#have#“new#
   visitors”#and#“revenueMgenera/ng#
   customers”#
!  You#may#have#
  !  “Free#users”:#registered#but#using#free#/er#

  !  A#prospect#gives#you#their#email#address#

!  Can#track#the#conversion#rate#for#each#
 ac/on#
                                  Copyright#©#2013#Olsen#Solu/ons#
Google#Analy/cs  #
Goal#Funnel#Visualiza/on#




                    Copyright#©#2013#Olsen#Solu/ons#
Metric##4:#Customer#Acquisi/on#Cost
                                   #
!  “CAC”#for#short#

!  CAC#is#the#average#cost#for#a#revenueM
   genera/ng#customer#
!  So#it#takes#into#account#both#your#cost#of#
   acquiring#a#prospect#and#your#conversion#
   rate#for#conver/ng#prospects#to#revenueM
   genera/ng#customers#
!  CAC#=#CPA#/#Conversion#Rate#


                                Copyright#©#2013#Olsen#Solu/ons#
Metric##5:#Reten/on#Rate#
!  Reten/on#rate#tracks#what#%#of#your#
 customers#are#s/ll#ac/ve#over#/me#

            ~80%
          never use
          app again




                               Curve
                             eventually
                            flattens out




                               Copyright#©#2013#Olsen#Solu/ons#
Cohort#Analysis
                    #




20#                 Copyright#©#2013#Olsen#Solu/ons#
Cohort#Analysis:#Data#




                  Copyright#©#2013#Olsen#Solu/ons#
Churn#
!  Churn#is#just#an#alterna/ve#way#of#talking#
   about#customer#reten/on#
!  Reten/on#=#customers#staying#ac/ve#

!  Churn#=#customers#leaving#

!  Churn#rate#=#1#–#Reten/on#Rate#

!  So#if#90%#of#your#customers#remain#
   ac/ve#monthMtoMmonth,#your#monthly#
   churn#rate#is#10%#

                                Copyright#©#2013#Olsen#Solu/ons#
Metric##6:#Average#Revenue#Per#User
                                  #
!  “ARPU”#for#short#

!  Measured#over#a#specific#/meframe,#e.g.,
                                         #
   calendar#month#
!  Take#total#revenue#for#the#month#and#
   divide#it#by#the#number#of#customers#you#
   had#that#month#
!  Say#you#had#$100k#in#revenues#and#50k#
   users,#your#ARPU#would#be#$2/user#
                              Copyright#©#2013#Olsen#Solu/ons#
Annual#ARPU#for#Tech#Companies
                             #




                     Copyright#©#2013#Olsen#Solu/ons#
ARPU#for#
          Adver/sing/Publishing#Model
                                    #

#
Profit#=#Revenue#M#Cost#
#
  #Unique#Visitors##x##Ad#Revenue#per#Visitor#
  ##
#
  ##
  #               #        #Impressions/Visitor##x##Effec/ve#CPM#/#1000#
                           ##
#
  ##
  #               #        #Visits/Visitor##x##Pageviews/Visit##x##Impressions/PV#
                           ##
#
  ##
#
# ##
# ##
  ##


                                                         Copyright#©#2013#Olsen#Solu/ons#
Your#ARPU#Will#Vary#by#Customer
                                    #




      !    Look#at#Quality#vs.#Quan/ty#
      !    May#have#to#pay#more#to#acquire#higher#ARPU#users#
      !    Try#to#iden/fy#how#your#high#ARPU#customers#are#
           different#from#your#low#ARPU#customers:#
           channel,#industry,#product#usage,#demographics#
25#                                         Copyright#©#2013#Olsen#Solu/ons#
Life/me#Value#(LTV)
                                    #
!  Life/me#value#of#a#customer#represents#
     how#much#value#the#average#customer#will#
     generate#for#your#company#
!    LTV#=#ARPU#x#Avg#Customer#Life/me#x#Gross#Margin#
     !    Average#Customer#Life/me#
           !  How#long#your#average#customer#is#ac/ve#and#generates#
              revenue#
           !  Equals#1#/#churn#rate.#5%#monthly#churn#M>#avg#life#20#months#

     !    Gross#Margin:#the#%#of#revenues#les#over#aser#
          subtrac/ng#the#cost#of#providing#the#product/service#
 Note:#for#simplicity,#this#LTV#equa/on#ignores#the#“cost#of#capital”#
                                                             Copyright#©#2013#Olsen#Solu/ons#
LTV#Example#
!  ARPU#=#$10#/#customer#per#month#

!  Monthly#reten/on#rate#is#80%#M>#churn#rate#
   is#20%#M>#avg#customer#life#=#5#months#
!  Gross#margin#=#40%#
!    LTV#=#ARPU#x#Avg#Customer#Life/me#x#Gross#Margin#
!    LTV#=#$10/mo#x#5#months#x#40%#
!    LTV#=#$50#x#40%#=#$20#
!    So#the#average#customer#is#worth#$20#to#us#
#
                                      Copyright#©#2013#Olsen#Solu/ons#
You#Want#LTV#>#CAC#
!    Say#LTV#is#$20#
     !  But#it#cost#us#$30#(CAC)#to#get#the#user:#
        LTV#–#CAC#=#20#–#30#=#M10###no#good!#
     !  If#it#only#costs#$10#CAC:#
        LTV#–#CAC#=#20#–#10#=#+10###good#
!  Knowing#your#LTV#can#help#you#jus/fy#
   marke/ng#budget#
!  Average#profit/customer#=#LTV#–#CAC#

!  So#we#want#LTV#>#CAC#

!  Many#companies#use#the#ra/o#LTV/CAC#
                                           Copyright#©#2013#Olsen#Solu/ons#
What#You’d#Like#to#See#Over#Time#




!    LTV#increasing#as#you#improve#your#value#
     proposi/on,#pricing,#&#customer#reten/on#
!    CAC#decreasing#as#you#op/mize#your#marke/ng:#
     segments,#channels,#messaging#
                                     Copyright#©#2013#Olsen#Solu/ons#
Ra/o#of#LTV#to#CAC:
                          #
      Real#data#from#HubSpot#




30#                     Copyright#©#2013#Olsen#Solu/ons#
7#Marke/ng#Metrics#Framework#

       Acquisi/on#         Conversion#         Mone/za/on#             Reten/on#



1.  New visitors
2.  Cost per acquisition

                       3. Conversion rate
                       4. Customer acquisition cost

                                                                 5. Retention rate

                                          6. Average revenue/user
                                          7. Lifetime value (LTV)




                                                         Copyright#©#2013#Olsen#Solu/ons#
How#to#Track#Your#Metrics#
!    Track#each#metric#as#daily#/me#series#
       #       New#       New#     Conv#  Ad#
                                                                             …#
      Date#   Visitors# Customers# Rate# Spend#    CPA#       CAC#
     10/8/12# 10,000#       200#   2.0%#   $200# $0.02#        $1.00#
     10/9/12# 10,000#       300#   3.0%#   $600# $0.03#        $2.00#
       …#

!    Ra/o#metrics#make#it#easy#to#compare#
     applesMtoMapples#over#/me#(Conversion#rate,#
     CPA)#


                                                  Copyright#©#2013#Olsen#Solu/ons#
Iden/fying#the#“Cri/cal#Few”#Metrics#
!    What#are#the#metrics#for#your#business?#
!    Where#is#current#value#for#each#metric?##
!    How#many#resources#to#“move”#each#metric?#
       !    Employee#/me,#money#
!    Which#metrics#have#highest#ROI#opportuni/es?#

              Metric#A#               Metric#B#                Metric#C#
              Good#ROI#               Bad#ROI#                 Great#ROI#
 Return#




                           Return#




                                                   Return#
             Investment#             Investment#             Investment#

                                                   Copyright#©#2013#Olsen#Solu/ons#
Op/miza/on#through#Itera/on:
                                 #
        Con/nuous#Improvement  #
                         Measure#
                        the#metric#


                                          Analyze#
            Learning#                    the#metric#
              Gaining#knowledge:#
              • #Messaging#              Iden/fy#top#
              • #Channel#               opportuni/es#
                                          to#improve#
              • #Customer#
              • #Acquisi/on#costs#
                                      Design#&#develop##
                                      the#enhancement#


                    Implement#the#
                     enhancement#
34#                                   Copyright#©#2013#Olsen#Solu/ons#
Op/mizing#Signup#Page#Conversion#Rate#

                                                       Daily Signup Page Yield vs. Time
                                        New Registered Users divided by Unique Visitors to Signup Page

                                 100%

                                 90%

                                 80%
       Daily Signup Page Yield




                                 70%

                                 60%

                                 50%

                                 40%

                                 30%                                                               Started requiring
                                                                                                      registration

                                 20%
                                                         Changed                     Added questions
                                                        messaging                     to signup page
                                 10%

                                  0%
                                    1/31 2/14 2/28 3/14 3/28 4/11 4/25 5/9 5/23 6/6 6/20 7/4 7/18 8/1 8/15 8/29 9/12 9/26 10/1
                                                                                                                           0



35#                                                                                                    Copyright#©#2013#Olsen#Solu/ons#
The 7 Metrics of Highly Effective Marketers by Dan Olsen

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The 7 Metrics of Highly Effective Marketers by Dan Olsen

  • 1.
  • 2. My#Background# !  Educa/on# !  BS,#Electrical#Engineering,#Northwestern# !  MS,#Industrial#Engineering,#Virginia#Tech# !  MBA,#Stanford# !  20#years#of#Product#Management#Experience# !  5#years#at#Intuit,#led#Quicken#Product#Management# !  Led#Product#Management#at#Friendster# !  CEO#&#Cofounder#of#YourVersion,# Pandora#for#your# realM/me#news # !  Product#consultant:#Box,#YouSendIt,#Epocrates# !  Speaker,#Author#“42#Rules#of#Product#Marke/ng”# # Will#post#slides#to#hTp://slideshare.net/dan_o##
  • 3. Quick#Audience#Poll # !  Do#you#work#in:# !  Analy/cs#Tools# !  B2B# !  Google#Analy/cs# !  B2C# !  Omniture# !  Size/stage#of#company# !  KISS#Metrics# !  Small/early#stage# !  Others?# !  MidMsize/stage# !  Other# !  Large/later#stage# !  GA#conversion#goals# !  Marke/ng#Channels# !  Landing#page#op/miza/on# !  SEM# !  A/B#tes/ng# !  Display#Ads# !  Cohort#analysis# !  Affiliate# # !  Social#Media# Copyright#©#2013#Olsen#Solu/ons#
  • 4. 7#Marke/ng#Metrics#Framework# Acquisi/on# Conversion# Mone/za/on# Reten/on# 1.  New visitors 2.  Cost per acquisition 3. Conversion rate 4. Customer acquisition cost 5. Retention rate 6. Average revenue/user 7. Lifetime value (LTV) Copyright#©#2013#Olsen#Solu/ons#
  • 5. Equa/on#of#Your#Business # !  (see#my#other#talks#on#SlideShare)# !  Profit#=#Revenue#–#Cost# !  To#op/mize#marke/ng,#best#to#look#at#this# on#a#“per#customer”#basis# !  Profit/customer=Revenue/customer#–#Cost/customer# !  We#want#to#maximize#profit/customer# !  We#want#to#acquire#new#customers#in#a#profitable#way# 5# Copyright#©#2013#Olsen#Solu/ons#
  • 6. The#Customer#Conversion#Funnel # New# Customers# Visitors# (revenueM (prospects)# genera/ng)#
  • 7. Metric##1:#New#Visitors # !  Job##1#for#Marke/ng#is#to#get#new# visitors#(prospec/ve#customers)#to#learn# about#our#product# !  Unique#Visitors#vs.#Visits# !  Unique#=#mul/ple#visits#by#same#person# only#count#once#(for#that#/me#period)# Copyright#©#2013#Olsen#Solu/ons#
  • 8. Unique#Visitors#vs.#Visits # !  Graph#of#visits# &#visitors# !  Note:#2#yMaxis# scales# !  25,044#Visits# !  By#5,878# Unique#Visitors# !  =#4.26#visits# per#visitor# Copyright#©#2013#Olsen#Solu/ons#
  • 9. New#vs.#Returning#Visitors # !  You#want#to#separate#New#vs.#Returning#Visitors# !  Click#“Advanced#Segments”#in#Google#Analy/cs# Copyright#©#2013#Olsen#Solu/ons#
  • 10. Sources#of#New#Visitors # Free •  Press# Organic#Search# New#Visitors# •  •  Word#of#Mouth#&#Viral# •  Social#Media# •  Referral#/#barter# •  Display#ads# Paid •  Search#engine# marke/ng#(SEM)# •  Affiliate# •  Conferences# 10# Copyright#©#2013#Olsen#Solu/ons#
  • 11. Metric##2:#Cost#per#Acquisi/on# Copyright#©#2013#Olsen#Solu/ons#
  • 12. Cost#Per#Acquisi/on:#Display#Ads # !  Cost#per#Acquisi/on#(CPA*)#is#how#much#you# pay#to#get#a#new#visitor#to#your#site# !  Say#you#buy#100,000#banner#ad#impressions# for#$100# !  That’s#a#CPM#(cost#per#thousand)#of#$1# !  Say#those#100,000#banner#ad#impressions#lead#to# 1,000#people#clicking#through#to#your#site:# clickthrough#rate#(CTR)#of#1%# !  Your#CPA#would#be#$100#/#1,000#visitors#=#$0.10# !  CPA#for#display#ads#=#CPM#/#(CTR#*#1000)## *Note:#CPA#can#also#mean#“Cost#per#Ac/on”# Copyright#©#2013#Olsen#Solu/ons#
  • 13. Cost#Per#Acquisi/on:#PPC# !  Google#AdWords#lets#you#“pay#per#click”#(PPC)# !  So#your#CPA#is#your#“cost#per#click”#(CPC)# !  Due#to#AdWord’s#dynamic#pricing,#need#to#look#at# your#Average#CPC## !  CPC#can#vary#by#keyword,#ad#copy#&#landing# Copyright#©#2013#Olsen#Solu/ons#
  • 14. Metric##3#Conversion#Rate# 100%# x%# Prospects# Customers# Copyright#©#2013#Olsen#Solu/ons#
  • 15. Landing#Page#Op/miza/on# !  A/B#Tes/ng#tools# !  Google#Website#Op/mizer# !  Op/mizely# !  Visual#Website#Op/mizer# !  Others?# 15# Copyright#©#2013#Olsen#Solu/ons#
  • 16. Osen#Track#Conversion#Rates#for# Different#Ac/ons # !  Most#businesses#don’t#just#have#“new# visitors”#and#“revenueMgenera/ng# customers”# !  You#may#have# !  “Free#users”:#registered#but#using#free#/er# !  A#prospect#gives#you#their#email#address# !  Can#track#the#conversion#rate#for#each# ac/on# Copyright#©#2013#Olsen#Solu/ons#
  • 17. Google#Analy/cs # Goal#Funnel#Visualiza/on# Copyright#©#2013#Olsen#Solu/ons#
  • 18. Metric##4:#Customer#Acquisi/on#Cost # !  “CAC”#for#short# !  CAC#is#the#average#cost#for#a#revenueM genera/ng#customer# !  So#it#takes#into#account#both#your#cost#of# acquiring#a#prospect#and#your#conversion# rate#for#conver/ng#prospects#to#revenueM genera/ng#customers# !  CAC#=#CPA#/#Conversion#Rate# Copyright#©#2013#Olsen#Solu/ons#
  • 19. Metric##5:#Reten/on#Rate# !  Reten/on#rate#tracks#what#%#of#your# customers#are#s/ll#ac/ve#over#/me# ~80% never use app again Curve eventually flattens out Copyright#©#2013#Olsen#Solu/ons#
  • 20. Cohort#Analysis # 20# Copyright#©#2013#Olsen#Solu/ons#
  • 21. Cohort#Analysis:#Data# Copyright#©#2013#Olsen#Solu/ons#
  • 22. Churn# !  Churn#is#just#an#alterna/ve#way#of#talking# about#customer#reten/on# !  Reten/on#=#customers#staying#ac/ve# !  Churn#=#customers#leaving# !  Churn#rate#=#1#–#Reten/on#Rate# !  So#if#90%#of#your#customers#remain# ac/ve#monthMtoMmonth,#your#monthly# churn#rate#is#10%# Copyright#©#2013#Olsen#Solu/ons#
  • 23. Metric##6:#Average#Revenue#Per#User # !  “ARPU”#for#short# !  Measured#over#a#specific#/meframe,#e.g., # calendar#month# !  Take#total#revenue#for#the#month#and# divide#it#by#the#number#of#customers#you# had#that#month# !  Say#you#had#$100k#in#revenues#and#50k# users,#your#ARPU#would#be#$2/user# Copyright#©#2013#Olsen#Solu/ons#
  • 24. Annual#ARPU#for#Tech#Companies # Copyright#©#2013#Olsen#Solu/ons#
  • 25. ARPU#for# Adver/sing/Publishing#Model # # Profit#=#Revenue#M#Cost# # #Unique#Visitors##x##Ad#Revenue#per#Visitor# ## # ## # # #Impressions/Visitor##x##Effec/ve#CPM#/#1000# ## # ## # # #Visits/Visitor##x##Pageviews/Visit##x##Impressions/PV# ## # ## # # ## # ## ## Copyright#©#2013#Olsen#Solu/ons#
  • 26. Your#ARPU#Will#Vary#by#Customer # !  Look#at#Quality#vs.#Quan/ty# !  May#have#to#pay#more#to#acquire#higher#ARPU#users# !  Try#to#iden/fy#how#your#high#ARPU#customers#are# different#from#your#low#ARPU#customers:# channel,#industry,#product#usage,#demographics# 25# Copyright#©#2013#Olsen#Solu/ons#
  • 27. Life/me#Value#(LTV) # !  Life/me#value#of#a#customer#represents# how#much#value#the#average#customer#will# generate#for#your#company# !  LTV#=#ARPU#x#Avg#Customer#Life/me#x#Gross#Margin# !  Average#Customer#Life/me# !  How#long#your#average#customer#is#ac/ve#and#generates# revenue# !  Equals#1#/#churn#rate.#5%#monthly#churn#M>#avg#life#20#months# !  Gross#Margin:#the#%#of#revenues#les#over#aser# subtrac/ng#the#cost#of#providing#the#product/service# Note:#for#simplicity,#this#LTV#equa/on#ignores#the#“cost#of#capital”# Copyright#©#2013#Olsen#Solu/ons#
  • 28. LTV#Example# !  ARPU#=#$10#/#customer#per#month# !  Monthly#reten/on#rate#is#80%#M>#churn#rate# is#20%#M>#avg#customer#life#=#5#months# !  Gross#margin#=#40%# !  LTV#=#ARPU#x#Avg#Customer#Life/me#x#Gross#Margin# !  LTV#=#$10/mo#x#5#months#x#40%# !  LTV#=#$50#x#40%#=#$20# !  So#the#average#customer#is#worth#$20#to#us# # Copyright#©#2013#Olsen#Solu/ons#
  • 29. You#Want#LTV#>#CAC# !  Say#LTV#is#$20# !  But#it#cost#us#$30#(CAC)#to#get#the#user:# LTV#–#CAC#=#20#–#30#=#M10###no#good!# !  If#it#only#costs#$10#CAC:# LTV#–#CAC#=#20#–#10#=#+10###good# !  Knowing#your#LTV#can#help#you#jus/fy# marke/ng#budget# !  Average#profit/customer#=#LTV#–#CAC# !  So#we#want#LTV#>#CAC# !  Many#companies#use#the#ra/o#LTV/CAC# Copyright#©#2013#Olsen#Solu/ons#
  • 30. What#You’d#Like#to#See#Over#Time# !  LTV#increasing#as#you#improve#your#value# proposi/on,#pricing,#&#customer#reten/on# !  CAC#decreasing#as#you#op/mize#your#marke/ng:# segments,#channels,#messaging# Copyright#©#2013#Olsen#Solu/ons#
  • 31. Ra/o#of#LTV#to#CAC: # Real#data#from#HubSpot# 30# Copyright#©#2013#Olsen#Solu/ons#
  • 32. 7#Marke/ng#Metrics#Framework# Acquisi/on# Conversion# Mone/za/on# Reten/on# 1.  New visitors 2.  Cost per acquisition 3. Conversion rate 4. Customer acquisition cost 5. Retention rate 6. Average revenue/user 7. Lifetime value (LTV) Copyright#©#2013#Olsen#Solu/ons#
  • 33. How#to#Track#Your#Metrics# !  Track#each#metric#as#daily#/me#series# # New# New# Conv# Ad# …# Date# Visitors# Customers# Rate# Spend# CPA# CAC# 10/8/12# 10,000# 200# 2.0%# $200# $0.02# $1.00# 10/9/12# 10,000# 300# 3.0%# $600# $0.03# $2.00# …# !  Ra/o#metrics#make#it#easy#to#compare# applesMtoMapples#over#/me#(Conversion#rate,# CPA)# Copyright#©#2013#Olsen#Solu/ons#
  • 34. Iden/fying#the#“Cri/cal#Few”#Metrics# !  What#are#the#metrics#for#your#business?# !  Where#is#current#value#for#each#metric?## !  How#many#resources#to#“move”#each#metric?# !  Employee#/me,#money# !  Which#metrics#have#highest#ROI#opportuni/es?# Metric#A# Metric#B# Metric#C# Good#ROI# Bad#ROI# Great#ROI# Return# Return# Return# Investment# Investment# Investment# Copyright#©#2013#Olsen#Solu/ons#
  • 35. Op/miza/on#through#Itera/on: # Con/nuous#Improvement # Measure# the#metric# Analyze# Learning# the#metric# Gaining#knowledge:# • #Messaging# Iden/fy#top# • #Channel# opportuni/es# to#improve# • #Customer# • #Acquisi/on#costs# Design#&#develop## the#enhancement# Implement#the# enhancement# 34# Copyright#©#2013#Olsen#Solu/ons#
  • 36. Op/mizing#Signup#Page#Conversion#Rate# Daily Signup Page Yield vs. Time New Registered Users divided by Unique Visitors to Signup Page 100% 90% 80% Daily Signup Page Yield 70% 60% 50% 40% 30% Started requiring registration 20% Changed Added questions messaging to signup page 10% 0% 1/31 2/14 2/28 3/14 3/28 4/11 4/25 5/9 5/23 6/6 6/20 7/4 7/18 8/1 8/15 8/29 9/12 9/26 10/1 0 35# Copyright#©#2013#Olsen#Solu/ons#