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Chris Chan
@c2reflexions
Chris Chan | @c2reflexions
Chris Chan | @c2reflexions
ActionableChris Chan | @c2reflexions
The only metrics a
company should invest
energy in collecting are
those that help them
make decisions
Chris Chan | @c2reflexions
The three A’s of
metrics are:
Actionable,
Accessible, and
Auditable- Eric Ries
Chris Chan | @c2reflexions
“AARRR”
Chris Chan | @c2reflexions
Acquisition
Activation
Retention
Revenue
ReferralChris Chan | @c2reflexions
Acquisition
Is all about getting users
“Oh look, the Scumm Bar looks good, let’s go in”
Chris Chan | @c2reflexions
Activation
This is where your user’s enjoy their first visit and have a “happy” experience
“Aarrr, this beer is good!!”
Chris Chan | @c2reflexions
Retention
If the user comes back you’ve retained them
“I’m going back to the Scumm Bar for another beer”
Chris Chan | @c2reflexions
Revenue
The user spends some money or can be connected to revenue generation; this is what really counts
“Time to settle up lads”
Chris Chan | @c2reflexions
Referral
Users now like your product enough to tell others
“You should visit the Scumm Bar”
This is how you grow
Chris Chan | @c2reflexions
Acquisition
Activation
Retention
Revenue
Referral
User is interested
User signs up and completes key activity
User comes back and uses the product
User converts to a paying customer
User shares with others
Dave McClure
Unware Visitor
Passionate, Happy CustomerChris Chan | @c2reflexions
Chris Chan | @c2reflexions
Hopeful
Activation Revenue
Happy Customer
Retention
Passionate
Referral
The funnel is non-linear
Aware & interested
Acquisition Customer Factory
Remember “AARRR”
Acquisition
Activation
Retention
Revenue
ReferralChris Chan | @c2reflexions
Ex
plo
rati
on
Ex
plo
ita
tio
n
Chris Chan | @c2reflexions
@c2reflexions
c2reflexions.com
Image attributions
• Slide 1: Wikipedia
• Slide 2: i.ytimg.com/vi/2qm7b1GCQ74/maxresdefault.jpg
• Slide 3: www.moviesiveseen.co.uk/2016/02/zoolander-2001.html
• Slide 4: Southpark TV Show
• Slide 16: blogs.voices.com
• Secret of Monkey Island screenshots: LucasArts Entertainment