20-minute speed-run presentation on what metrics and web analytics information startups need to collect. Focuses on companies with a lean methodology, and the kinds of data that will actually help them achieve product/market fit before the money runs out.
8. Instead:
“Learn and adapt.”
Wednesday, December 8, 2010
9. Waterfall, agile, and lean
Three approaches for three situations.
Wednesday, December 8, 2010
10. Waterfall approach
You know the problem and the solution.
Wednesday, December 8, 2010
11. Known ways to Known set of
satisfy them requirements
Spec Build Test Launch
Wednesday, December 8, 2010
12. Agile methodologies
Know the problem, find the solution
Wednesday, December 8, 2010
13. Unclear how Unknown set
Known set of
to satisfy them of requirements
requirements
Problem
statement Build Test Viable? Launch
Sprints
Adjust
Wednesday, December 8, 2010
14. Most startups
Don’t even know what problem they solve.
Wednesday, December 8, 2010
15. Possible viable
offering
IVOT You are
P
Trial startup
here
Possible Possible Possible
viable Trial startup problem Trial startup viable
offering space offering
Trial startup
Possible viable
offering
Wednesday, December 8, 2010
16. All startups are lean at first.
Which has some interesting consequences.
Wednesday, December 8, 2010
17. Knowing
Getting what’s not
features right working,
matters less. quickly,
matters more.
Wednesday, December 8, 2010
18. “We should” “What if”
matters less. matters more.
Wednesday, December 8, 2010
19. Your Parallel
roadmap experiments
matters less. matter more.
Wednesday, December 8, 2010
20. Real-world
User groups adoption &
and surveys usage
matter less. analysis
matters more.
Wednesday, December 8, 2010
21. Business Business
plans matter models matter
less. more.
Wednesday, December 8, 2010
23. Revenue ( Lemonade ) x Units sold + tips
Cost ( Lemon + cups + sugar ) x Units made
( Markers + cardboard ) x Signs made
( Staffing ) x Hours worked
Profit!
Wednesday, December 8, 2010
31. “Hard” data
Analytics Usability Performability
(what did they (how did they (could they do
do on the interact with what they
site?) it?) wanted to?)
Complete Web Monitoring
Community VoC Competition
(what were (what were (what are they
they saying?) their up to?)
motivations?)
“Soft” data
Wednesday, December 8, 2010
32. Analytics is the
measurement of movement
towards your business
goals.
http://www.flickr.com/photos/itsgreg/446061432/
Wednesday, December 8, 2010
33. ATTENTION ENGAGEMENT CONVERSION
NEW
VISITORS
SEARCHES GROWTH CONVERSION
PAGES TIME RATE
TWEETS NUMBER
OF VISITS
PER ON x
MENTIONS VISIT SITE
GOAL
ADS SEEN LOSS
VALUE
BOUNCE
RATE
Wednesday, December 8, 2010
50. Impact of page load time on
average daily searches per user
0%
-0.15%
-0.30%
-0.45%
-0.60%
50ms pre-header 100ms pre-header 200ms post-header 200ms post-ad 400ms post-header
Wednesday, December 8, 2010
65. So what should you watch?
The lean analytics shortlist.
Wednesday, December 8, 2010
66. If you remember only one thing...
In a startup, the purpose of
analytics is to iterate to a
product/market fit before
the money runs out.
Wednesday, December 8, 2010
67. Viral coefficient
Message reach Amplification
Infrastructure health Performability
Customer research
Market sentiment Community sentiment
User engagement Time since last visit
Core goals
Business model Extended funnel abandonment
Movement towards goals
Cost per engaged visitor
Sustainability Peak to average ratio
Minimum sustainable burn
Wednesday, December 8, 2010
68. Viral coefficient
On average, for each message they hear, how
many people does someone tell?
Wednesday, December 8, 2010
1
72. How well are messages
being amplified?
Wednesday, December 8, 2010
2
73. Downstream reach
(aggregate followers)
50% 75% 100% 50% =4
2 3 1 =6
Amplification chance
(how relevant the content 25% 50% 50%
is + what the recipient
thinks of the sender)
.5 2 1 = 3.5
14.5
Wednesday, December 8, 2010
74. Seed (starting
community)
Repurposing
Reach
(spread to other
(impressions)
communities)
Visits
Shopping cart Amplification
(virality and
Payment options message spread)
Conversions
Wednesday, December 8, 2010
75. Viral message spread
Reach
(impressions) Emphasis on
Visits getting viral
ratio above 1
Shopping cart (Retweeting,
Fan, Email
Payment options forward, Reddit
upvote, other
Conversions loops)
Wednesday, December 8, 2010
76. Megablogger proponents
Seed (starting
Emphasis on
community)
convincing highly-
Reach followed, highly
(impressions)
acted-upon seed
Visits group to spread
the word.
Shopping cart
Payment options
Conversions
Wednesday, December 8, 2010
77. A call to action
Reach
(impressions)
Visits
Shopping cart Emphasis on
maximizing
Payment options impression-to-
click ratio within
Conversions the community
Wednesday, December 8, 2010
84. How engaged are users?
Time since last visit, as a histogram, not an
average, compared to baselines.
Wednesday, December 8, 2010
6
85. Days since last visit
1200 25000
Number of users
January February
1000
20000
800
15000
600
10000
400
5000
200
0 0
1 2 3 4 5 6 7 8 9 Disengaged
Days since last engagement (>10 days)
Wednesday, December 8, 2010
86. Core goals driving the
business
Pick the 3-4 tasks you’ve set for users. Always
know what these are and why they correlate to
business growth.
Wednesday, December 8, 2010
7
87. (Remember the model?)
Revenue ( Lemonade ) x Units sold + tips
Cost ( Lemon + cups + sugar ) x Units made
( Markers + cardboard ) x Signs made
( Staffing ) x Hours worked
Profit!
Wednesday, December 8, 2010
88. Extended funnel
abandonment
Not just on the site: Email open rate
Wednesday, December 8, 2010
8
90. In the last build, what
moved us towards & away
from goals?
Requires knowing the goals and the key features
added
Wednesday, December 8, 2010
9
91. Cost per visitor
Operations costs per site visitor
Wednesday, December 8, 2010
10
92. (this had better be greater
than the revenues and
conversion rate.)
Wednesday, December 8, 2010
93. Peak-to-average ratio
How much busier are you at busy times?
What premium do you pay for that surplus?
Can you decommission well?
Wednesday, December 8, 2010
11
98. Viral coefficient
Message reach Amplification
Infrastructure health Performability
Market sentiment
Customer research
Community sentiment 12
User engagement Time since last visit things
Core goals to
Business model
watch
Extended funnel abandonment
Movement towards goals
Cost per engaged visitor
Sustainability Peak to average ratio
Minimum sustainable burn
Wednesday, December 8, 2010