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Page 1: Startup Metrics - Startup UCLA

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

Page 7: Startup Metrics - Startup UCLA

Startup Metrics

Startup UCLAAugust 2012

Tony Karrer, Ph.D.CEO, TechEmpower, [email protected]://socalcto.com


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