Startup Metrics
Startup UCLAAugust 2012
Tony Karrer, Ph.D.CEO, TechEmpower, [email protected]://socalcto.com
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Background• Ph.D. Computer Science, LMU Professor CS 10
Years
• Founder– Sprinkler Systems Installation (age 15)– Knowledge Stream ($59M exit)– TechEmpower (1997 - present)– Aggregage (2010 – present)
• Part-Time CTO / Technical Advisor– Talk with 100+ startups each year
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eHarmony – Metrics
• Acquisition & Activation – Cost per click per
channel– Conversion rates (email,
intake, matches, subscription)
• Retention– Lifetime Activation Level
• Referral – Refer a Friend Rate
• Revenue– Lifetime Value
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Why You Track
• Marketing – Spend vs. Results
• Product – What to Build and How to Improve– A/B Testing
• Founder/Investor – Show Business Model
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Types of Metrics & Measurement Tools
• Qualitative: Surveys / Usability Testing / Session Monitoring• SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith
(ux recording), UserTesting.com (usability testing)• Net Promoter Score
• Quantitative: Traffic Analysis / User Engagement• Google Analytics (web), KISSmetrics (people), Omniture
(marketing)• GA: Parameters, Events, Goals
• Comparative: A/B, Multivariate Testing• Google Content Experiments, Optimizely, Bo.Lt, Visual
Website Optimizer
• Competitive: Monitoring & Tracking Competitors• Quantcast, Compete.com, Alexa, Hitwise, Comscore
• Overview: Company Dashboard• Excel
Startup Metrics
Startup UCLAAugust 2012
Tony Karrer, Ph.D.CEO, TechEmpower, [email protected]://socalcto.com
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