Over the past few years, we have seen a rapid evolution of analytics unfold before our very eyes. Since the analytics ball is still rolling, it is exciting to see how changes in SaaS analytics design swiftly adapt to technology and marketing trends. Immediate history, analysis of current affairs and prediction, all rolled up in one. Kind of like a SaaS analytics dashboard.Read More›
Much frantic typing has been poured into the uncovering of and warning hereby of the hazards of SaaS vanity metrics. Most commonly vanity metrics refer to marketing metrics, traffic and occasionally – the relationship between web analytics and customer centric analytics.
Selecting which analytics to track is generally trickier when you are required to drill down to customer-specific stats. The need to create a customer success standard usually drives the data people to narrow the selection of metrics so it will be easier to integrate with different user patterns. All of this means that while there should be less customer acquisition metrics to chase than there were marketing metrics, customer acquisition has its fair share of metric traps as well.
Many SaaS companies provide services to other SaaS companies and digital providers. As such, they also provide services indirectly to their customers’ end-users. A remote, one-sided relationship is formed. But to what extent? How much does a SaaS provider need to research its customers’ end-users? How much do end-user metrics need to be considered in these chains of service providing and are they even necessary for effective customer acquisition?Read More›
An objective truth in the small-medium businesses world: it is never too early to automate your sales process. Even as at the bootstrapping, 5-none-paying-customers phase of your venture. We love excel as much as the next data geeks, but part of thinking strategically means finding a CRM that can grow with you and meet your needs as they change.
There are loads of CRM list reviews out there, many of them thorough and comprehensive. But the more we delved, the more lost we got in the details of various specs and capabilities, not entirely sure anymore how to separate the wheat from the chaff. So we came up with the specs we would want to have reviewed, being a small-medium business ourselves, wielding our own machetes in the online jungles of digital coconuts and know-how.
Other posts in the What to Measure series: What to Measure in Productivity Software
We previously made the case for focusing on metrics that reflect the value a customer derives from your service. We decided that like most things, this principle is better explained with examples. And since we are writing for our peers –small-medium SaaS companies– it made sense to choose as test cases SaaS providers who are suited (feature-wise and pricing-wise) to our crowd.
We will be focusing on 3 parameters for each test case:
- Value derived
- Usage frequency
- Onboarding stage
Metrics have a strange, somewhat inexplicable allure over SaaS providers. It’s as though the number patterns hold a mysterious, elusive cipher to success. Maybe if we eyeball enough graphs, look at the customer usage stats through enough segments and rummage through enough site flows and clickthrough rates, we will be able to unravel that million-dollar metric-molecule that will tell us how to give our users exactly what they want. It’s a question of covering as much data ground as possible, right?
Earlier this month, at Dreamforce 2014, Salesforce announced the launch of Wave – a new Salesforce platform for developing customer success solutions. This was great news to anyone using Salesforce as a CRM platform – the new cloud-based analytics platform would sync perfectly with their sales software and their sales process would enjoy a tremendous data-driven boost. Better yet – they would be able to develop a customized solution featuring the metrics they need the most.
But Salesforce’s announcement conjured another domino effect: it created an even larger divide between billion dollar CRM systems and smaller CRMs catering to small-medium businesses. The race for data accessibility just got tougher and affordable CRMs will have to struggle to keep up.Read More›