Vanity Metrics:How to Avoid Being Fooled

Jeanne Rossomme@RoadMapMarketin

– 2 –Copyright 2013 RoadMap Marketing LLC All rights reserved

– 3 –Copyright 2013 RoadMap Marketing LLC All rights reserved

8 Vanity Metrics to Watch Out for

1. # of Hits2. # of Pageviews3. # of Visits4. # of Unique Visitors5. # of Followers/Friends/likes6. Time on site/number of pages7. Emails collected8. # of downloads

* From Lean Analytics by Alistair Croll & Benjamin Yoskovitz

– 4 –Copyright 2013 RoadMap Marketing LLC All rights reserved

– 5 –Copyright 2013 RoadMap Marketing LLC All rights reserved

Checklist for exposing Vanity Metrics

No Context No idea of

Causality Not tied to

real customer segments

Not tied to growth goals

Cannot take action!

– 6 –Copyright 2013 RoadMap Marketing LLC All rights reserved

5 Questions to define Your Best Actionable Metrics

– 7 –Copyright 2013 RoadMap Marketing LLC All rights reserved

Actionable Metrics are a Custom Fit

– 8 –Copyright 2013 RoadMap Marketing LLC All rights reserved

1) Who are our better customers?

– 9 –Copyright 2013 RoadMap Marketing LLC All rights reserved

1) Who are our better customers?

Natural browsers

Diehard Fans Open to Influence

– 10 –Copyright 2013 RoadMap Marketing LLC All rights reserved

2) Do we have a sustainable business model?

– 11 –Copyright 2013 RoadMap Marketing LLC All rights reserved

Ecommerce

– 12 –Copyright 2013 RoadMap Marketing LLC All rights reserved

SaaS / Mobile App

– 13 –Copyright 2013 RoadMap Marketing LLC All rights reserved

Marketplace/Distributor

– 14 –Copyright 2013 RoadMap Marketing LLC All rights reserved

3) Have we baked in the right data collection for key metrics into our systems?

– 15 –Copyright 2013 RoadMap Marketing LLC All rights reserved

4) How do we work with the data?

– 16 –Copyright 2013 RoadMap Marketing LLC All rights reserved

5) Who needs to see the data?

– 17 –Copyright 2013 RoadMap Marketing LLC All rights reserved

www.RoadMapMarketing.com/LeanStartup

@RoadMapMarketin