Keynote presentation at LeanCamp Madrid 2012. Metrics are key for every startup. This presentation shows some basics about metrics and analytics, with specific examples about how they're being used in 24symbols, a publishing-related startup.
5. Hi!
■ Co-founder,
■ Data Integration and Management,
Product Strategy and Innovation
■ Ph.D. in Computer Science on Data
Integration and Web Automation
■ Ergo: Love Data
■ @justohidalgo
6. 24symbols is a service to read digital books on
the Internet based on a subscription model
= cloud + social + freemium
@justohidalgo
8. My goals today
Metrics are important
Metrics are useful in many dimensions. Start from day
1
There are some “standards” but focus on actionable
metrics
Get feedback from your experience!
9. What I won’t talk about
A/B Testing
Qualitative measurement
• Competitive landscape, UX quality, …
Standard financial metrics
• Revenue, Balance, Burn rate, Runway, …
All possible metrics in the world
• As many as asses
10.
11.
12. AARRR
Acquire Activate Retain Refer Get Revenue
SEO Landing Content Campaigns Shopping
SEM Page (blogs, Emails cart
Campaigns Product articles, … Subscriptions
Email Features …) Lead Gen
Blogs … Emails …
… Alerts
…
traffic social business
13. AARRR is great for starters…
… but focused on linear acquisition flow
25. Metrics
# Sign ins!!! Recency (time since user did
85000
something meaningful)
80000
75000
70000
65000
60000
55000
50000
45000
40000
Time per page
Time on site
(and churn as well!!!)
26. Pivots? Channel pivot
Needed faster growth
But 0€ for marketing!
Content is critical but it cannot be an excuse
3rd party channels to increase breadth and
virality
27. Biggest Apple
Reseller in Spain
1-year
subscription to
24s per iPad/Mac
purchased
@justohidalgo
41. Virality
Amplification rate:
• (#shares, #RTs, …)
K-Factor = AR *
conversion rate
• = 1: steady state
• > 1: growth
➤ 1.4 < x < 2.1 => hot &
viral!!!
• < 1: decline
42. The Four Viral App Objectives
% viral hosts
Contact rate per active host
Duration of each active host’s
infectious time period
Infection conversion
Source: http://framethink.wordpress.com/2008/01/15/the-four-viral-app-
objectives-aka-social-network-application-virality-101/
43. Pivots? Engine of growth pivot
1st: Let’s use SEM, …
• Expensive
• Might use it, but carefully
A few campaigns have shown the value of
virality. Focus now:
➤Product built-in viral campaigns (member-get-member)
➤Carefully measure each campaign and see “what sticks”
➤Work on Amplification Rate
➤Improve and enhance the social experience (but watch
out!!!)
75. Thanks for your time!
Justo Hidalgo
http://www.loscuentosdelabuelo.com
jhidalgo@24symbols.com
@justohidalgo
76. Credits
Olivier Guin, from The Noun Project
Dima Yagnyuk, from The Noun Project
Redesign from Otl Aicher’s icon, from The Noun Project
Axsys, from The Noun Project
Monika Ciapala, from The Noun Project
Rob Schill, from The Noun Project
Martin Karachorov, from The Noun Project
Alexandre Mendes, from The Noun Project
All other icons from The Noun Project
Publishers trademarks, logos and brands belong to their
respective companies.
Editor's Notes
10. And why do they read more and more? Because we already have more than 80 publishers that provide commercial, bestselling titles. Titles that you can find in the bookstore's main tables. Here in the UK we are starting to have extremely interesting publishers collaborating with us, such as Profile, Canongate, No Exit Press or Parkstone International