Assignment

Identifying Key Metrics

Name: Prasenjit Acharya
 Problem Statement
DESCRIPTION
You have recently joined as the Product Manager (Analytics) at Zoom, which is one of the fastest-
growing SaaS startups. Zoom is the leader in modern enterprise video communications, which provides a
cloud platform for video and audio conferencing, collaboration, chat, and webinars. It helps businesses
and organisations bring their teams together in a frictionless environment. Your first project at Zoom is to
build a web-based analytics dashboard that will track all the relevant metrics across the lifecycle of the
product. For this, you need to first identify the relevant metrics that you will monitor for the different
stages and then build a wireframe for the dashboard, which will help track all these metrics.

ELEMENTS TO CONSIDER
In one of the previous sessions, you learnt the AARRR framework for prioritisation of metrics. It is a
common framework, which was proposed by Dave Mcclure. AARRR, which stands for acquisition,
activation, retention, referral and revenue are the different stages of a user’s journey through your
product. You can use this framework to find the relevant metrics for Zoom.
 Assignment Instructions

DELIVERABLES
1. First, you have to identify all the relevant metrics that Zoom should monitor across the lifecycle of
the product. You also need to provide a brief explanation for choosing each metric.
2. Second, you have to build the wireframe for the analytics dashboard, which will help monitor all
these relevant metrics. This dashboard will help you to visually track, analyse and display key
metrics and data points to monitor the health of the product.

SUBMISSION GUIDELINES
1. In your final submission, identify the relevant metrics (along with an explanation of why you will use
them) and then share the screenshots of your wireframes.
2. You can add your responses in the submission file attached below.
3. Convert this presentation into PDF format for the final submission.
Recap - AARRR Framework

Acquisition Retention

A A R R
Find the core
Concept R
Activation Revenue Referral
 Part 1
Identifying the relevant metrics
for Zoom based on the AARRR
Framework

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Acquisition Metrics

➢ Number of successful signups

➢ Number of App downloads
➢ CAC-This metric measures how much cash is spent on sales and marketing activities to acquire a new
customer and how long it will take to recoup initial investments. This will help in determining if the
company should boost sales costs or cur back .
➢ CLV-This metric gives us the revenue generated by a user over its lifetime as a customer. CAC greater
than CLV is a red flag, corrective measures have to be taken .

Starting with number of people visit ZOOM.US website and then decide to use the service, then
after sign up over web or download the application to sign up. This lets us know the acquisition
efforts across various channels and also helps us to derive the Acquisition cost per user as well as
the most effective channel for user acquisition.

.
Activation Metrics

➢ Number of signups for Zoom premium membership

➢ Activation Rate-This metric for analyzing the percentage of acquired customers that are actually using
your product.
➢ Number of users scheduled their first meeting with Zoom
➢ Average Onboarding time-This measure will give an idea of how long it takes for customers to go
live – the time they become a customer to time they start using the product. If the customer takes too long
to be on boarded it is considered a red flag and will require attention to improve flow

Activation shows the percentage of users who achieved value, out of total acquired users
and activation can be tracked through the above metrics.

After signup, Number of users attended their first meeting invited by others shows users
perceived the value offered by Zoom and he/she might consider the service to use again.
Subscribing to premium models helps to track our gross margin revenues and consider LTVs and
overall revenue. Percentage of Freemium to Premium helps to understand the potential for service
and amount of users found value in service like Zoom.
Retention Metrics

➢ Customer retention rate- The percentage of customers you keep relative to the number you had at the
start of your period. This does not count new customers. It is the reverse of customer churn. CRR also gives
you an indication of how loyal your customers are and how good your customer service is. By tracking and
benchmarking CRR we can find ways to improve these areas of the business.
➢ Number of meetings created from his account
➢ Total number of meeting minutes per month
➢ Churn Rate-It is important to track how many customers are lost over a time period to understand
the company’s retain ability

Customer retention indicates the number of users who continue using/paying for our product. R Retention can
be measured through number of unique users attending the meeting with Zoom and how many minutes they
spend per meeting in a month. These metrics gives a overall picture of the Zoom usage by our customers and
who among them are actually going to continue our service.
Revenue Metrics

Average revenue per user(ARPU)-This metric can help increase revenue/customer. Once we’ve gotten
our churn rate under control and have a reliable way to acquire customers, the keys to increasing the revenue
you’re receiving are up-sells and cross-sells
➢ Average annual contract value(ACV)-Annual Contract Value (ACV) is the average annual revenue
generated from each customer contract, excluding fees
➢ Monthly recurring revenue(MRR)- In order to make business sustainable, it is important to realize the
fixed revenue that is incoming every month. This will help in recuperating the upfront investments made at the
beginning along with making steady progress on development initiatives and resources ..
➢ Customer life time value(CLTV)- The total revenue you can expect to get from each customer is your
average order value divided by one minus the repeat purchase rate, or $50 / ( 1 - 0.1) = $55.56. Subtract your
customer acquisition cost from that, and you get a customer lifetime value of $40.56.

Revenue can be measured by the above metrics. These calculations gives a well objective number to monitor
on dashboard to track on daily basis and that indicates zoom over all revenue projections.
Referral Metrics

➢ NPS(Net promoter score)-It is used to measure the loyalty of a company’s customers. NPS gives quick
and reliable feedback from customers.
➢ Viral Coefficient- It is the number of new users an existing user generates. This metric calculates the
exponential referral cycle. This metric will help us understand if our referral scheme is actually making an
impact or not.
➢ Number of users provide rating at the app store
➢ Number of users follow Zoom in social media channels

Refer is another important aspect to predict product future and will be measured through various
metrics. Those users who finds value in our service will be retained and promoted to premium
bucket. These are the people who results high NPS during survey.
And also users those who give 4/5 star rating and follow on social media accounts comes under
most valuable users. These users will mostly refer our product in their circle.
 Part 2
Building the Wireframes for the
Web-based Analytics
Dashboard

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Wireframe - Analytics Dashboard

ACQUISITION DASHBOARD
Wireframe - Analytics Dashboard

ACTIVATION DASHBOARD
Wireframe - Analytics Dashboard

RETENTION DASHBOARD
Wireframe - Analytics Dashboard

REVENUE DASHBOARD
Wireframe - Analytics Dashboard

REFERRAL DASHBOARD
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