《Lean Analytics》的笔记-How to Keep Score
- 章节名：How to Keep Score
- 2013-08-28 16:50:26
Many companies claim they’re data-driven. Unfortunately, while they embrace the data part of that mantra, few focus on the second word: driven. If you have a piece of data on which you cannot act, it’s a vanity metric. If all it does is stroke your ego, it won’t help. You want your data to inform, to guide, to improve your business model, to help you decide on a course of action. Whenever you look at a metric, ask yourself, “What will I do differently based on this information?” If you can’t answer that question, you probably shouldn’t worry about the metric too much. And if you don’t know which metrics would change your organization’s behavior, you aren’t being data- driven. You’re floundering in data quicksand. Consider, for example, “total signups.” This is a vanity metric. The number can only increase over time (a classic “up and to the right” graph). It tells us nothing about what those users are doing or whether they’re valuable to us. They may have signed up for the application and vanished forever. “Total active users” is a bit better—assuming that you’ve done a decent job of defining an active user—but it’s still a vanity metric. It will gradually increase over time, too, unless you do something horribly wrong. The real metric of interest—the actionable one—is “percent of users who are active.” This is a critical metric because it tells us about the level of engagement your users have with your product. When you change something about the product, this metric should change, and if you change it in a good way, it should go up. That means you can experiment, learn, and iterate with it. ** What makes a good metric? - **A good metric is comparative.** Being able to compare a metric to other time periods, groups of users, or competitors helps you understand which way things are moving. "Increased conversion from last week" is more meaningful than "2% conversion." - **A good metric is understandable.** If people can't remember it and discuss it, it's much harder to turn a change in the data into a change in the culture. - **A good metric is a ratio or rate.** - **A good metric changes the way you behave.** This is by far the most important criterion for a metric: what will you do differently based on changes in the metric?
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