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Praise for Lean Analytics;;Foreword;Preface; Who This Book Is For; How This Book Works; The Building Blocks; We''d Like to Hear from You; Safari® Books Online; Thanks and Acknowledgments;Stop Lying to Yourself;
Chapter 1: We''re All Liars;
1.1 The Lean Startup Movement;
1.2 Poking a Hole in Your Reality Distortion Field;
1.3 Airbnb Photography--Growth Within Growth;
Chapter 2: How to Keep Score;
2.1 What Makes a Good Metric?;
2.2 Qualitative Versus Quantitative Metrics;
2.3 Vanity Versus Real Metrics;
2.4 Eight Vanity Metrics to Watch Out For;
2.5 Exploratory Versus Reporting Metrics;
2.6 Circle of Moms Explores Its Way to Success;
2.7 Leading Versus Lagging Metrics;
2.8 Correlated Versus Causal Metrics;
2.9 Moving Targets;
2.10 HighScore House Defines an "Active User";
2.11 Segments, Cohorts, A/B Testing, and Multivariate Analysis;
2.12 The Lean Analytics Cycle;
2.13 Evaluating the Metrics You Track;
Chapter 3: Deciding What to Do with Your Life;
3.1 The Lean Canvas;
3.2 What Should You Work On?;
3.3 Create a Lean Canvas;
Chapter 4: Data-Driven Versus Data-Informed;
4.1 How to Think Like a Data Scientist;
4.2 Lean Startup and Big Vision;Finding the Right Metric for Right Now;
Chapter 5: Analytics Frameworks;
5.1 Dave McClure''s Pirate Metrics;
5.2 Eric Ries''s Engines of Growth;
5.3 Ash Maurya''s Lean Canvas;
5.4 Sean Ellis''s Startup Growth Pyramid;
5.5 The Long Funnel;
5.6 The Lean Analytics Stages and Gates;
Chapter 6: The Discipline of One Metric That Matters;
6.1 Moz Tracks Fewer KPIs to Increase Focus;
6.2 Four Reasons to Use the One Metric That Matters;
6.3 Solare Focuses on a Few Key Metrics;
6.4 Drawing Lines in the Sand;
6.5 The Squeeze Toy;
6.6 Define Your OMTM;
Chapter 7: What Business Are You In?;
7.1 About Those People;
7.2 The Business Model Flipbook;
7.3 Six Business Models;
7.4 Pick Your Business Model;
Chapter 8: Model One: E-commerce;
8.1 What Mode of E-commerce Are You?;
8.2 A Practical Example;
8.3 WineExpress Increases Revenue by 41% Per Visitor;
8.4 Offline and Online Combinations;
8.5 Visualizing the E-commerce Business;
8.6 Wrinkles: Traditional E-commerce Versus Subscription E-commerce;
8.7 Key Takeaways;
Chapter 9: Model Two: Software as a Service (SaaS);
9.1 Backupify''s Customer Lifecycle Learning;
9.2 Measuring Engagement;
9.3 Churn;
9.4 Visualizing the SaaS Business;
9.5 ClearFit Abandons Monthly Subscriptions for 10x Growth;
9.6 Wrinkles: Freemium, Tiers, and Other Pricing Models;
9.7 Key Takeaways;
Chapter 10: Model Three: Free Mobile App;
10.1 Installation Volume;
10.2 Average Revenue Per User;
10.3 Percentage of Users Who Pay;
10.4 Churn;
10.5 Visualizing the Mobile App Business;
10.6 Wrinkles: In-App Monetization Versus Advertising;
10.7 Key Takeaways;
Chapter 11: Model Four: Media Site;
11.1 Audience and Churn;
11.2 Inventory;
11.3 Performance and the Sessions-to-Clicks Ratio;
11.4 Ad Rates;
11.5 Content/Advertising Trade-off;
11.6 Visualizing the Media Business;
11.7 Wrinkles: Hidden Affiliates, Background Noise, Ad Blockers, and Paywalls;
11.8 Key Takeaways;
Chapter 12: Model Five: User-Generated Content;
12.1 Visitor Engagement;
12.2 Content Creation and Interaction;
12.3 Engagement Funnel Changes;
12.4 Value of Created Content;
12.5 Content Sharing and Virality;
12.6 Notification Effectiveness;
12.7 Visualizing a UCG Business;
12.8 Wrinkles: Passive Content Creation;
12.9 Key Takeaways;
Chapter 13: Model Six: Two-Sided Marketplaces;
13.1 What DuProprio Watches;
13.2 Rate at Which You''re Adding Buyers and Sellers;
13.3 Rate of Inventory Growth;
13.4 Buyer Searches;
13.5 Conversion Rates and Segmentation;
13.6 Buyer and Seller Ratings;
13.7 Visualizing a Two-Sided Marketplace;
13.8 Wrinkles: Chicken and Egg, Fraud, Keeping the Transaction, and Auctions;
13.9 Key Takeaways;
Chapter 14: What Stage Are You At?;
14.1 Pick the Stage That You''re At;
Chapter 15: Stage One: Empathy;
15.1 Metrics for the Empathy Stage;
15.2 This Is the Best Idea I''ve Ever Had! (or, How to Discover Problems Worth Solving);
15.3 Finding a Problem to Fix (or, How to Validate a Problem);
15.4 Signs You''ve Found a Problem Worth Tackling;
15.5 Running Lean and How to Conduct a Good Interview;
15.6 How to Avoid Leading the Witness;
15.7 Convergent and Divergent Problem Interviews;
15.8 How Do I Know If the Problem Is Really Painful Enough?;
15.9 Cloud9 IDE Interviews Existing Customers;
15.10 How Are People Solving the Problem Now?;
15.11 Are There Enough People Who Care About This Problem? (or, Understanding the Market);
15.12 What Will It Take to Make Them Aware of the Problem?;
15.13 A "Day in the Life" of Your Customer;
15.14 Finding People to Talk To;
15.15 Getting Answers at Scale;
15.16 LikeBright "Mechanical Turks" Its Way into TechStars;
15.17 Creating an Answers-at-Scale Campaign;
15.18 Build It Before You Build It (or, How to Validate the Solution);
15.19 Localmind Hacks Twitter;
15.20 Before You Launch the MVP;
15.21 Deciding What Goes into the MVP;
15.22 Measuring the MVP;
15.23 Static Pixels Eliminates a Step in Its Order Process;
15.24 A Summary of the Empathy Stage;
15.25 Should You Move to the Next Stage?;
Chapter 16: Stage Two: Stickiness;
16.1 MVP Stickiness;
16.2 Iterating the MVP;
16.3 qidiq Changes How It Adds Users;
16.4 Premature Virality;
16.5 The Goal Is Retention;
16.6 Seven Questions to Ask Yourself Before Building a Feature;
16.7 How Rally Builds New Features with a Lean Approach;
16.8 How to Handle User Feedback;
16.9 The Minimum Viable Vision;
16.10 The Problem-Solution Canvas;
16.11 VNN Uses the Problem-Solution Canvas to Solve Business Problems;
16.12 A Summary of the Stickiness Stage;
16.13 Exercise #1: Should You Move to the Next Stage?;
16.14 Exercise #2: Have You Identified Your Biggest Problems?;
Chapter 17: Stage Three: Virality;
17.1 The Three Ways Things Spread;
17.2 Metrics for the Viral Phase;
17.3 Beyond the Viral Coefficient;
17.4 Timehop Experiments with Content Sharing to Achieve Virality;
17.5 Instrumenting the Viral Pattern;
17.6 Growth Hacking;
17.7 A Summary of the Virality Stage;
17.8 Should You Move On to the Revenue Stage?;
Chapter 18: Stage Four: Revenue;
18.1 Metrics for the Revenue Stage;
18.2 The Penny Machine;
18.3 Finding Your Revenue Groove;
18.4 Customer Lifetime Value >Customer Acquisition Cost;
18.5 Parse.ly and the Pivot to Revenue;
18.6 Market/Product Fit;
18.7 The Breakeven Lines in the Sand;
18.8 Revenue Stage Summary;
Chapter 19: Stage Five: Scale;
19.1 The Hole in the Middle;
19.2 Metrics for the Scale Stage;
19.3 Is My Business Model Right?;
19.4 Buffer Goes from Stickiness to Scale (Through Revenue);
19.5 The Three-Threes Model;
19.6 Finding Discipline as You Scale;
19.7 A Summary of the Scale Stage;
Chapter 20: Model + Stage Drives the Metric You Track;Lines in the Sand;
Chapter 21: Am I Good Enough?;
21.1 WP Engine Discovers the 2% Cancellation Rate;
21.2 Average Isn''t Good Enough;
21.3 What Is Good Enough?;
21.4 Growth Rate;
21.5 Number of Engaged Visitors;
21.6 Pricing Metrics;
21.7 Socialight Discovers the Underlying Metrics of Pricing;
21.8 Cost of Customer Acquisition;
21.9 Virality;
21.10 Mailing List Effectiveness;
21.11 Uptime and Reliability;
21.12 Site Engagement;
21.13 Web Performance;
21.14 Make Your Own Lines in the Sand;
Chapter 22: E-commerce: Lines in the Sand;
22.1 Conversion Rate;
22.2 Shopping Cart Abandonment;
22.3 Search Effectiveness;
Chapter 23: SaaS: Lines in the Sand;
23.1 Paid Enrollment;
23.2 Freemium Versus Paid;
23.3 Upselling and Growing Revenue;
23.4 Churn;
23.5 OfficeDrop''s Key Metric: Paid Churn;
Chapter 24: Free Mobile App: Lines in the Sand;
24.1 Mobile Downloads;
24.2 Mobile Download Size;
24.3 Mobile Customer Acquisition Cost;
24.4 Sincerely Learns the Challenges of Mobile Customer Acquisition;
24.5 Application Launch Rate;
24.6 Percent Active Mobile Users/Players;
24.7 Percentage of Mobile Users Who Pay;
24.8 Average Revenue Per Daily Active User;
24.9 Monthly Average Revenue Per Mobile User;
24.10 Average Revenue Per Paying User;
24.11 Mobile App Ratings Click-Through;
24.12 Mobile Customer Lifetime Value;
Chapter 25: Media Site: Lines in the Sand;
25.1 Click-Through Rates;
25.2 Sessions-to-Clicks Ratio;
25.3 Referrers;
25.4 Engaged Time;
25.5 What Onsite Engagement Can Tell You About Goals and Behaviors;
25.6 Sharing with Others;
25.7 JFL Gags Cracks Up YouTube;
Chapter 26: User-Generated Content: Lines in the Sand;
26.1 Content Upload Success;
26.2 Time on Site Per Day;
26.3 Reddit
Part 1--From Links to a Community;
26.4 Engagement Funnel Changes;
26.5 Reddit
Part 2--There''s Gold in Those Users;
26.6 Spam and Bad Content;
Chapter 27: Two-Sided Marketplaces: Lines in the Sand;
27.1 Transaction Size;
27.2 What Etsy Watches;
27.3 Top 10 Lists;
Chapter 28: What to Do When You Don''t Have a Baseline;Putting Lean Analytics to Work;
Chapter 29: Selling into Enterprise Markets;
29.1 Why Are Enterprise Customers Different?;
29.2 Legacy Products;
29.3 The Enterprise Startup Lifecycle;
29.4 How Coradiant Found a Market;
29.5 So What Metrics Matter?;
29.6 The Bottom Line: Startups Are Startups;
Chapter 30: Lean from Within: Intrapreneurs;
30.1 Span of Control and the Railroads;
30.2 Skunk Works for Intrapreneurs;
30.3 Changing--or Innovating to Resist Change?;
30.4 Stars, Dogs, Cows, and Question Marks;
30.5 Swiffer Gives Up on Chemistry;
30.6 Doritos Chooses a Flavor;
30.7 Working with an Executive Sponsor;
30.8 EMI Embraces Data to Understand Its Customers;
30.9 The Stages of Intrapreneur Lean Analytics;
Chapter 31: Conclusion: Beyond Startups;
31.1 How to Instill a Culture of Data in Your Company;References and Further Reading;About the Authors;The Lean Series;