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# Metrics that matter

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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