Data Analytics for Startups - Tetuan Valley Startup School Fall 2015
Post on 15-Apr-2017
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Data Analytics: because everything
countsJusto Hidalgo@justohidalgo
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Hi!
• Co-founder, – BizDev– Publisher Relations– Investor Relations– Data Analytics
• Background: Data Integration and Management, Product Strategy and Innovation
• Ph.D. in Computer Science on Data Integration and Web Automation
• Ergo: Love Data J
• @justohidalgo
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A service to read and discover digital books that works on any device
4@justohidalgo
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1. Data analytics models and their relation to Lean2. User acquisition. Metrics, analysis of results and cases3. User activation. Metrics, analysis of results and cases4. User retention. Metrics, analysis of results and cases5. Virality and Referral. Metrics, analysis of results and cases6. Revenue. Metrics, analysis of results and cases
Workshop Agenda
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Vanity Metrics
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Hooooray!!! Or not?
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Typical vanity metrics
• Number of hits• Number of page views• Number of visits• Number of unique visitors• Number of followers/friends/likes• Time on site/number of pages• Emails collected• Number of downloads
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Cohort Analysis
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Cohort Analysis
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun 2015
Jul 2015
Aug 2015
Sep 2015
Oct 2015
Nov 2015
Cohort: Jan 2015
1059 520 265 142 66 33 29 17 8 4 2
Cohort: Feb 2015
1200 760 354 179 89 45 35 24 12 6
Cohort: Mar 2015
1250 800 230 154 67 66 55 23 12
Cohort: Apr 2015
1210 760 340 156 65 54 45 32
Cohort: May 2015
1450 1000 750 560 450 345 312
Cohort: June 2015
1540 1210 1002 890 600 530
Inspiration: http://christophjanz.blogspot.de/2012/05/know-your-user-cohorts.html
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A/B Testing
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One key question for the whole customer lifecycle
• How effective is a web page compared to another?– Effective = conversion rate, usage rate, payment rate, …
?
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What’s A/B Testing?
Version A Version BVisitors are randomly distributed
time
1200 new users 1000 new users
Version A is better than B
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Analytics Models
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AARRR
Acquire Activate Retain Refer Get Revenue
SEOSEMCampaignsEmailBlogs…
Landing Page
Product Features
…
Content (blogs, articles, …)
EmailsAlerts…
CampaignsEmails…
Shopping cart
SubscriptionsLead Gen…
traffic social business
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What’s next
• Session 2: User acquisition. Metrics, analysis of results and cases
Acquire Activate Retain Refer Get Revenue
SEOSEMCampaignsEmailBlogs…
Landing Page
Product Features
…
Content (blogs, articles, …)
EmailsAlerts…
CampaignsEmails…
Shopping cart
SubscriptionsLead Gen…
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How do people find your site?
Acquisition
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Case in point
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20@justohidalgo
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15 seconds in “La 1”
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Videos work quite fine
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Metrics that Matter
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MetricsNumber of visits Distributions (per browser, region,
…)
Number of page views
Bounce rate
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What’s next
• Session 3: User activation. Metrics, analysis of results and cases
Acquire Activate Retain Refer Get Revenue
SEOSEMCampaignsEmailBlogs…
Landing Page
Product Features
…
Content (blogs, articles, …)
EmailsAlerts…
CampaignsEmails…
Shopping cart
SubscriptionsLead Gen…
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How sticky is your site?
AActivation
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Case in point
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Survey tool
qidiq
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Metrics that Matter
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Metrics
40000
45000
50000
55000
60000
65000
70000
75000
80000
85000
Time per page
Time on site
# Sign ins!!! Recency (time since user did something meaningful)
(and churn as well!!!)
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What’s next
• Session 4: User retention. Metrics, analysis of results and cases
Acquire Activate Retain Refer Get Revenue
SEOSEMCampaignsEmailBlogs…
Landing Page
Product Features
…
Content (blogs, articles, …)
EmailsAlerts…
CampaignsEmails…
Shopping cart
SubscriptionsLead Gen…
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Why do users come back?
AARetention
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6 Hacks
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1. Weekly digest of app/service activity
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2. Activity notifications from within the app
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3. Onboarding emails
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4. Product / Content update newsletters
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5. Basic loyalty program
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6. Automated emails for inactive users
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Case in Point
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5252
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Metrics that Matter
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Number of unique/returning visitors
Visits over time
Average session time
Metrics. The standard ones…
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D/WAU: Daily/Weekly Active Users
MAU: Monthly Active Users
Stickiness =
… engagement…
D/WAUMAU
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# Active readers# Books read per userPages read per active reader per month
… but also domain-specific!!!
Pages read per paid user per month
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What’s next
• Session 5: User referral and virality. Metrics, analysis of results and cases
Acquire Activate Retain Refer Get Revenue
SEOSEMCampaignsEmailBlogs…
Landing Page
Product Features
…
Content (blogs, articles, …)
EmailsAlerts…
CampaignsEmails…
Shopping cart
SubscriptionsLead Gen…
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Do people talk about your site?
AARReferral
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Case in Point
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Metrics that Matter
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Amplification rate: – (#shares, #RTs, …)
K-Factor = AR * conversion rate– = 1: steady state– > 1: growth➤ 1.4 < x < 2.1 => hot & viral!!!
– < 1: decline
Virality
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What’s next
• Session 6: Revenue. Metrics, analysis of results and cases
Acquire Activate Retain Refer Get Revenue
SEOSEMCampaignsEmailBlogs…
Landing Page
Product Features
…
Content (blogs, articles, …)
EmailsAlerts…
CampaignsEmails…
Shopping cart
SubscriptionsLead Gen…
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Do you make money?
AARRRevenue
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Metrics that Matter
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CMRR
LTV
CACR
3 (main) metrics for SaaS
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Churn
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SaaS = recurring revenuesCMRR = Committed Monthly Recurring Revenue– Recurring + new accounts + new upsells – churn
CMRR
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Lifetime Value =100%
LTV
Source: http://blog.kissmetrics.com/how-to-calculate-lifetime-value/
Churn rateARPU *
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Of course, LTV > CACBut, moreover: LTV > 3x CAC
LTV vs CAC
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Conclusions
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2. Have someone taking care of your metrics
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3. Only measure what you truly care about
@justohidalgo
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4. Beware vanity metrics…
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… they may hide an awful truth
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Thanks for your time!
@justohidalgo
Justo Hidalgohttp://www.loscuentosdelabuelo.com
jhidalgo@24symbols.com
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