8. Why
• You need control / anticipation
• You need preparation for quick moves
• You need to explain what you did, why you did
it, how you did it and what are the
consequences
10. Vanity metrics
• # visitors
• # users
• # downloads
• # followers on social networks
• # subscribers @ newsletters
These metrics make sense but have less importance than
you think
12. ATTRACT
CONSIDERATION
PURCHASE
Active Evaluation
Gather Information, social purchase,
Review and reputation, customers ask
online
social, review y reputation,
customers ask online
Continuous exposure
Includes experience with
the product or service, and
the information that can
empower to choice or
getting a conflict with itself
A need, an event than changes
circumstances, news, a cultural
change, including an
announcement
Causes
Loyalty CyclePost-purchase
Experience
FAMILIARIZE
1
23
4
15. Sources of traffic
• ORGANIC
– Content / blogpost
– SEO
– Referrals
– Social Networks (free)
– Direct Traffic
Be careful, nothing is FREE
16. Sources of traffic
• PAID
– SEM
– Social Networks (ads)
– Affiliation / Reseller agreement
– Retargeting
– Conference
– Partnerships
– Outbound sales
Google Analytics can help you defining sources of traffic
19. Metrics for sales & growth
• (New) Annual Recurrent Revenue - ARR/MRR
• GMV or Revenue
• Recurring Revenue vs Total Revenue
• Daily Active Users – DAU/WAU/YAU
• # transactions
20. Metrics for sales & growth
• ARPU (Average Revenue Per User)
• ACV (Annual Contract Value)
• AOV (Average Order Value)
21. Metrics for marketing & efficiency
• Revenue (Expansion/upsell)
• CAC (Customer Acquisition Cost)
– Total marketing & sales spent / # new customers
22. Metrics for marketing & efficiency
• Churn rate in revenue or #customers
– Lost customers/revenue per period
• Gross churn rate
– #customer in month that are there in month x+1
• Net churn rate
23. Metrics for marketing & efficiency
• CLTV (Customer Life Time Value)
– We can’t consider a customer will stay forever
– Total revenue an ”average” customer will bring
• Payback Period
– Months needed to recover CAC
• CLTV / CAC
– Measure efficiency to cover the cost of acquisition
and other costs
24. Metrics for Customer success
• Responding time to user request (per channel)
– #request / month
• NPS (Net Promoter Score)
– #(9&10)-(1to6)
25. Metrics for Marketplaces
• #(new) listings
• #listings fulfilled
• #bids/listings
• #listings/#listings fulfilled (Demand fulfillment)
• Average period to fulfill listing (Liquidity)
26. Metrics for Marketplaces (buyers – sellers)
• #transactions/user (buyers or sellers)
• #transactions/user/year (repeatability)
• GMV or ARPU/user
• CAC/user (blend or paid)
27. Metrics for product
• #bugs tracked this month
• #bugs solved this month
• Average time to (start to) solve a bug
• Average loading time of product / page