The One Metric That Matters

Monday, April 1, 2019
3:30-5:00 PM
Hawes 203

Guest Instructor: Lou Orfanos, VP & GM Sales Products @ Hubspot, Former CCO & SVP Product, Localytics

You’re gearing up to launch your product, but how will you know if you are onto something? In this session we’ll discuss the importance of identifying the right metrics to measure and the tools, tips and tricks to measure them.

Assignment:

After reading the blog post below, "The One Metric That Matters," each team must:

  1. Identify -- in very specific terms -- the OMTM for your app for the next six months.

  2. The OMTM is only important if you understand what affects it. This requires developing and testing guesses for underlying behaviors and observations that drive or predict your core metrics. In very specific terms, identify three user behaviors that you hypothesize will be the most powerful predictors of performance for your OMTM. Using Twitter as an example, its OMTM might be the percentage of new users who access their account at least once during three successive 30-day periods after signing up. One predictor for this metric might be the fraction of new users who follow ten or more people within one week of signing up.

  3. For your OMTM and each of the three predictors, specify exactly how you will collect the data required to track behaviors and performance.

By 10:00am April 1, each team should post a link to a google doc in the Assignment Master "April 1 - OMTM" tab with their DRAFT OMTM and three predictors, along with a description of how you will collect required data. Your final OMTM plan will be due on April 5, by 5PM

Session prep:

Come to class with questions about metrics and measuring approaches. We will also have two teams up for crits with a focus on their OMTM, user behavior predictors and measurement techniques. Crit teams will be notified by March 29.

 

Required Reading:

  1. The One Metric That Matters by Croll & Yoskovitz (authors of the excellent book Lean Analytics

  2. How to Choose the RIght UX Metrics, by Telepathy,GV & Kerry Rodden

  3. The Hierarchy of Engagement Expanded by Greylock Partner, Sarah Tavel

  4. What does a modern growth stack toolset look like?   

 

Recommended Reading:

  1. Onboardly's Shanelle Mullin offers a beginner's guide to startup marketing analytics (skip down to section titled "How to Use Google Analytics")

  2. The Tools Early Stage Startups Need to Understand Their Customers interview of Peter Reinhardt by First Round Review

  3. Lean Analytics is a book that looks at key metrics for different business models.

 

There are links to dozens of posts on conversion rate optimization and A/B testing on Prof. Eisenmann's marketing reading list (scroll down about half way).

Julia Austin, Senior Lecturer

Harvard Business School

Rock Center 115