lean analytics - tdc2013
DESCRIPTION
Apresentação feita em Florianópolis em 25/05/2013 Grande parte do conteúdo foi tirado do excelente livro Lean Analytics escrito por Allistair Croll e Ben Yoskovitz, a melhor referência que conheço neste assuntoTRANSCRIPT
Lean Analy)cs
@LucaBastos ThoughtWorks
TDC2013 -‐ Florianópolis Trilh
a Em
preend
edorismo
25/05/2013
Luca Bastos, conhecido apenas na família e pelo gerente do banco como Luiz Arnaldo de Gusmão Bastos.
Luca Bastos, conhecido apenas na família e pelo gerente do banco como Luiz Arnaldo de Gusmão Bastos. Empreendedor por 17 anos e dev do tempo da Carochinha.
Luca Bastos, conhecido apenas na família e pelo gerente do banco como Luiz Arnaldo de Gusmão Bastos. Empreendedor por 17 anos e dev do tempo da Carochinha. Eterno aprendiz. Fazer com paixão, aprender e compartilhar sempre.
Luca Bastos, conhecido apenas na família e pelo gerente do banco como Luiz Arnaldo de Gusmão Bastos. Empreendedor por 17 anos e dev do tempo da Carochinha. Eterno aprendiz. Fazer com paixão, aprender e compartilhar sempre. Minha receita de vida que sigo aplicando na ThoughtWorks Brasil.
hBp://join.thoughtworks.com
Let’s talk about analy)cs
Business Analy:cs -‐ Where money comes from -‐ How much things cost -‐ How many customers you have -‐ The effec)veness of your customer acquisi)on strategies, etc.
Business Analy:cs -‐ Where money comes from -‐ How much things cost -‐ How many customers you have -‐ The effec)veness of your customer acquisi)on strategies, etc.
• The whole world is inves)ng in analy)cs now
• The whole world is inves)ng in analy)cs now • TW is taking a unique approach with data scien)sts doing exci)ng work using Agile Analy:cs.
Disclaimer: "There are three kinds of lies:
Disclaimer: "There are three kinds of lies: lies, damned lies and sta)s)cs.”
Mark Twain
Let’s start
The easiest thing to do is to integrate in Google Analy:cs with a snippet of javascript code
See Establish a Standard Measure of Progress
Instantly, you have hundreds of numbers to ponder over.
Instantly, you have hundreds of numbers to ponder over. You log in mul:ple :mes a day scanning your page views, traffic sources, visitor demographics, etc.
But these numbers don't tell you how to make your product beHer.
You start drowning in a sea of informa:on but find yourself no closer to knowing if your product is geIng beHer or worse
Disclaimer 2: Most of the content that follows are direct from the great book Lean Analy)cs by Allistair Croll and Ben Yoskovitz, the best reference I’ve read.
Lean Analy:cs Is about measuring progress through the Lean Startup process of Build -‐> Measure -‐> Learn
Lean Analy:cs Is about tracking the metrics that are cri:cal to your business
Lean Analy:cs Is about tracking the metrics that are cri:cal to your business at each stage of growth
What Makes a good Metric?
A good metric is compara:ve
A good metric is understandable
A good metric is a ra:o or a rate
A good metric changes the way you behave
8 vanity metrics to watch out for
Number of hits
Number of hits Number of page views
Number of hits Number of page views Number of visits
Number of hits Number of page views Number of visits Number of unique visitors
Number of hits Number of page views Number of visits Number of unique visitors Number of followers/friends/likes
Number of hits Number of page views Number of visits Number of unique visitors Number of followers/friends/likes Time on site/number of pages
Number of hits Number of page views Number of visits Number of unique visitors Number of followers/friends/likes Time on site/number of pages Emails collected
Number of hits Number of page views Number of visits Number of unique visitors Number of followers/friends/likes Time on site/number of pages Emails collected Number of downloads
Tes)ng Usually involves comparing two things against one another
Tes)ng Usually involves comparing two things against one another through segmenta)on, cohort analysis, or A/B tes)ng
Segmenta)on
Segmenta)on Is simply a group that shares some common characteris:c
Cohort analysis
Cohort analysis Is a group that shares some common characteris)c …
Cohort analysis Is a group that shares some common characteris)c during a par)cular :me span
A/B and mul)variate tes)ng
A/B and mul)variate tes)ng Two versions (A and B) are compared, which are iden)cal except for one varia:on that might impact a user's behavior
Four ways of slicing users into sub-‐groups and analyzing or tes)ng them
AARRR Analy)cs Frameworks by Dave McLure’s
Dave McLure’s Pirate Metrics
Dave McLure’s Pirate Metrics
Dave McLure’s Pirate Metrics
Dave McLure’s Pirate Metrics
Dave McLure’s Pirate Metrics
Other analy)cs frameworks Eric Ries’s Engines of growth Ash Maurya’s Lean Canvas Sean Ellis’s Startup growth Pyramid Stages & gates (book Lean Analy)cs)
The most important concept
One Metric That MaBers Finding the right thing to track at the right :me
One Metric That MaBers Finding the right thing to track at the right )me, based on the type of business you are in
One Metric That MaBers Finding the right thing to track at the right )me, based on the type of business you are in and the stage you are at.
Four reasons why you should use the One Metric That MaHers
It answers the most important ques:on you have
It forces you to draw a line in the sand and have clear goals
It focuses the en:re company
It inspires a culture of experimenta:on
References
Q & A