Vanity Metrics vs. Actionable Metrics: How to Avoid Being Fooled

How do you go from your first paying customer to your first $1 million in revenue? By testing the right metrics. At this meetup, learn once and for all whether things like press, raising money, social media followers, free sign-ups vs. paid sign-ups, email newsletters and more will help or hurt your startup. 

Then learn the only metrics that entrepreneurs should invest energy in collecting, and tips to get more actionable metrics.

RSVPs are open!

Free pizza and beer will be provided by Capital One Labs at this event.

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THE LINEUP

6:30 pm

Arrive to meet awesome peeps, and grab a beer and a bite to eat.

7:00 pm

Jeanne Rossomme, CEO & Founder RoadMap Marketing will talk about: 

• What are vanity metrics? Why are they so appealing and how do they distort our perspective?

• What are the best few actionable metrics you should be tracking?

• The messy realities of collecting numbers and tips to avoid the deepest pitfalls.

Jeanne is committed to helping small business owners achieve their goals through direct, actionable roadmaps. She uses marketing models, analytics and metrics to focus and accelerate the lean growth process.Prior to leaping into the entrepreneurial world, Jeanne worked in several marketing positions for General Electric and DuPont. Jeanne holds a B.S. in Mathematics from the University of Texas at Austin, an MBA from the Wharton School at the University of Pennsylvania, and doctoral studies in marketing research at the University of Miami.  She writes and speaks regularly on small business marketing and has published and taught at universities in the US and Mexico. Jeanne loves travel, dancing, cooking and cheering on her three active sons and inspiring husband.  Her last several articles on Lean metrics and measurement can be found at http://roadmapmarketing.com/category/blogs 

Entrepreneur Ryan Healy, Founder of Brazen Careerist will talk about: 

• Going from a social network to a SaaS Platform, and the history of vanity metrics he left behind.

• Key sales and SaaS metrics that are worth tracking

• Metric tracking tools that are useful 

Ryan is the Founder and COO of Brazen Careerist. At Brazen, he has helped build an amazing team of hardworking, passionate people, created a disruptive SaaS platform, enabled hundreds of organizations to hire top talent, and provided millions of professionals with the tools to achieve their career goals. Ryan has been named one of 20 Entrepreneurs to Watch by Worth Magazine, was recognized as one of the top 25 online influencers in recruiting by HR Examiner and has appeared in a number of media outlets including 60 Minutes, 20/20, CNN, PBS Nightly News, NPR, The Wall Street Journal, and The New York Times.

Startup ninja Jeremy Snyder will discuss: 

• User numbers vs. purchases in a freemium online game

• Listings and user registrations vs. inquiries in an online marketplace

• Finding false positives of success, and what he wished he tracked instead

Jeremy is a serial startup guy with global experience. His career has been 5 startups (3 co-founded) and Amazon Web Services. Jeremy has a BA in Linguistics from the University of North Carolina at Chapel Hill (USA) and an MBA in Enterprise Management from George Mason University (USA). Jeremy has lived in 4 countries, speaks several languages, once went 3 days without seeing another human and another time got kicked off a train in central Sweden. 



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  • Curt B.

    Great presentations. Will the presenters' slide decks be available? I was particularly interested in Ryan Healy's deck. I've been thinking about the side that showed how many touches were needed per month to create 12 sales a month. 450?

    1 · November 20, 2013

    • Rebecca H.

      Any presenters that wish to make their slide decks public will post them here in the comments. Thanks, Curt!

      November 20, 2013

    • Curt B.

      Great. I'll keep an eye out. And thanks, Rebecca, for coordinating an amazing event. (And managing the headaches of speaker cancellations, etc.) The location is also simply amazing...

      1 · November 20, 2013

  • Jeanne R.

    Here is my slide deck and resources page:
    http://www.slideshare.net/RoadMapMarketing/vanity-metrics-jeanne-rossomme

    http://roadmapmarketing.com/leanstartup

    Really loved hearing the other presentations and getting to speak with you after!

    1 · November 20, 2013

  • Andrew G.

    Great presentation! My pro tip: log everything and use something like Splunk storm to mine your data. Super easy/cheap :)

    1 · November 20, 2013

  • Jed S.

    The specific details of each case study was very practical - the discussion of which metrics were dropped and which metrics proved useful. It was also helpful to meet with local experts on what specific metrics should be tracked (which will be unique for each business).

    1 · November 20, 2013

  • Jenna

    Fascinating presentations tonight! Really appreciated the information and examples. Very relevant and something I can apply in my own business.

    1 · November 20, 2013

  • KS

    Well told and presented experience from the real world

    1 · November 19, 2013

  • Lucas E. W.

    Hello all - I am new around here. Want to connect with LS enthusiasts. I am looking to "get out of the building" soon and would like to hear tips, avoids, must-do, etc. Please, connect on LI and drop a line.

    November 5, 2013

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