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Metrics the matter
#Innovation Consultant @Talent Garden
# Start-ups and Growth Hacking
# Founder @Skillando Digital Volunteering
Filippo Sco...
🦶 My journey
Engineering Design Startup
Amyko
Startup
Whataform
Digital
Volunteer
Skillando
Faculty
Talent
Garden
Corporat...
Vanitymetric?
Nothanks!
💎 Metrics that matter
Actionablemetric!
💎 Metrics that matter
Anactionablemetricisonethat
tiesspecificandrepeatable
actionstoobservedresults:
conversion,registration,share,
checkout…
💎...
CAC
Customer Acquisition Cost
💎 CAC
CACcanbecalculatedbysimply
dividingallthecostsspenton
acquiringmorecustomers
(marketingexpenses)bythe
numberofcustomersacq...
💎 CAC
Marketing investment: 100$
Customers acquired: 100 Customers
CAC: 1 $/customer
💎 CAC commons’ mistakes
•Consider the cost per lead and not
cost per acquisition
•Failing to include all the costs
incurre...
💎 CAC valuation
•Great Business = CAC Payback < 6 months
•Nice Business = CAC Payback equal to 1 year
•Low Business = CAC ...
LTV
Lifetime value
💎 LTV
LTV is a prediction of the net
profit attributed to the entire
future relationship with a
customer
(Avg Monthly Revenue pe...
💎 LTV
Monthly Customer Revenue: 100$
Customer Gross Margin: 25% margin
Customer Churn Rate: 5%
LTV: 500$
💎 CAC vs LTV
•Instable businesses: CAC > LTV
•Nice Business: LTV / CAC > 3x
•Good Business: LTV/CAC >5x
•Great Business: L...
COHORT
Analysis
💎 Cohort
Is a subset of behavioral
analytics that takes the data from a
given data set (e.g. an e-
commerce platform, web
applicati...
A good cohort analysis
helps reveal how users
engage with the product
over time
💎 Cohort
Investors especially
appreciate this because it
gives a clear picture of the
evolution of engagement,
repetition, product,...
• Pick the right set of metrics rather than a vanity metric (like app downloads)
• Pick the right period for a cohort — th...
What if we don’t
have enough data?
💎 Cohort
If you are developing a new
product or service you
should start with what you
have: research, interviews,
competitive anal...
👋 That’s all folks: hello@filipposcorza.com
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Metrics that matter

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An actionable metric is one that ties specific and repeatable actions to observed results: conversion, registration, share, check out…

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Metrics that matter

  1. 1. Metrics the matter
  2. 2. #Innovation Consultant @Talent Garden # Start-ups and Growth Hacking # Founder @Skillando Digital Volunteering Filippo Scorza
  3. 3. 🦶 My journey Engineering Design Startup Amyko Startup Whataform Digital Volunteer Skillando Faculty Talent Garden Corporate Innovation Molti side projects - Blogging @filipposcorza.com
  4. 4. Vanitymetric? Nothanks! 💎 Metrics that matter
  5. 5. Actionablemetric! 💎 Metrics that matter
  6. 6. Anactionablemetricisonethat tiesspecificandrepeatable actionstoobservedresults: conversion,registration,share, checkout… 💎 Metrics that matter
  7. 7. CAC Customer Acquisition Cost 💎 CAC
  8. 8. CACcanbecalculatedbysimply dividingallthecostsspenton acquiringmorecustomers (marketingexpenses)bythe numberofcustomersacquiredin theperiodthemoneywasspent. 💎 CAC
  9. 9. 💎 CAC Marketing investment: 100$ Customers acquired: 100 Customers CAC: 1 $/customer
  10. 10. 💎 CAC commons’ mistakes •Consider the cost per lead and not cost per acquisition •Failing to include all the costs incurred in user acquisition such as referral fees, credits, or discounts
  11. 11. 💎 CAC valuation •Great Business = CAC Payback < 6 months •Nice Business = CAC Payback equal to 1 year •Low Business = CAC Payback > 1 Year •Unstable business = CAC Payback never reached
  12. 12. LTV Lifetime value 💎 LTV
  13. 13. LTV is a prediction of the net profit attributed to the entire future relationship with a customer (Avg Monthly Revenue per Customer * Contribution Margin per Customer) ÷ Monthly Churn Rate 💎 LTV
  14. 14. 💎 LTV Monthly Customer Revenue: 100$ Customer Gross Margin: 25% margin Customer Churn Rate: 5% LTV: 500$
  15. 15. 💎 CAC vs LTV •Instable businesses: CAC > LTV •Nice Business: LTV / CAC > 3x •Good Business: LTV/CAC >5x •Great Business: LTV/CAC >7x
  16. 16. COHORT Analysis 💎 Cohort
  17. 17. Is a subset of behavioral analytics that takes the data from a given data set (e.g. an e- commerce platform, web application, or online game) and rather than looking at all users as one unit, it breaks them into related groups for analysis. 💎 Cohort
  18. 18. A good cohort analysis helps reveal how users engage with the product over time 💎 Cohort
  19. 19. Investors especially appreciate this because it gives a clear picture of the evolution of engagement, repetition, product, business 💎 Cohort
  20. 20. • Pick the right set of metrics rather than a vanity metric (like app downloads) • Pick the right period for a cohort — this will be typically be a day, a week, or a month depending on the business (shorter time periods typically make sense for younger businesses, and longer ones for more mature businesses) • Period 1 (day, week, or month) — 100% of install base takes some action that is a leading indicator for revenue, such as buying a product, listing a product, sharing a photo, etc. • Period 2 — calculate the % of install base that is still engaging in that action a week or month later • Repeat the analysis for every subsequent cohort to see how behavior has evolved over the lifetime of each cohort 💎 Cohort
  21. 21. What if we don’t have enough data? 💎 Cohort
  22. 22. If you are developing a new product or service you should start with what you have: research, interviews, competitive analysis and assumptions. 💎 Cohort
  23. 23. 👋 That’s all folks: hello@filipposcorza.com

An actionable metric is one that ties specific and repeatable actions to observed results: conversion, registration, share, check out…

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