Lean Analytics: Use Data to Build a Better Startup Faster (Lean (O'Reilly))

Simply measuring metrics like “time since last use” will be misleading, too, because users are paid to use your tool. They may log in every day because it’s their job to do so; that doesn’t mean they enjoy it. The

A second kind of analysis, which compares similar groups over time, is cohort analysis.

Try to get to 20% increase in customer revenue — which may include additional seat licenses — each year. And try to get 2% of your paying subscribers to increase what they pay each month.

If there’s an action on your site that you want users to take because it’s key to success, it has a funnel you can track and optimize.

Are people using the product as you expected? If they aren’t, maybe you should switch to that new use case or market,

The revenue source is simply how you make money.

Virality is all about getting the word out.

Two-sided marketplaces are a variant of traditional e-commerce sites.

Third, you need virality. Once you’ve got a product or service that’s sticky, it’s time to use word of mouth.