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Testimonial: Why You Should use KISSmetrics Customer Analytics for Your Startup

Today’s post is a testimonial for KISSmetrics that was personally submitted by Ritu Raj of Objectiveli.

I was introduced to KISSmetrics about a year ago by one of its founders, Hiten Shah. When he gave a demo, my tongue literally fell out of my mouth. At that time, I was working with SideCar; and now I have an early stage startup, Objectiveli , which is a platform for managing goals and objectives.

We implemented KISSmetrics before launching our first public release and going to market. In fact, we required that KISSmetrics be used during our minimal viable product (MVP) development stage. Here’s why you should use KISSmetrics and why you should start using it early on in product development…

1. Tracking the Customer Journey

The key thing for any startup is to understand the customer journey. Here are some of the key steps we must pay attention to:

  1. Identify the channels the customers are coming from.
  2. Determine whether customers click on activating (because they either buy or they abandon).
  3. Retain customers. Do they come back? And what actions do they take?

Google is good enough for steps 1 and 2. Step 3 is key for all startup companies.

2. A Single View of the Customer

There is one view of the customer all through the customer cycle. KISSmetrics initially identifies people as “anonymous.” However, once they take action, they are identified by their email addresses. You can trace the individual back to the channels they came from. If someone came through a referral, KISSmetrics allows you to track that. And all this can be done with hardly any coding; just put in some simple tags.

3. Tracking All the Actions

In most applications, customers take multiple actions. Both at SideCar and Objectiveli, we use KISSmetrics to track all of the actions the customers take. This helps in two ways:

  1. By making me wear a “product management hat,” which helps me understand what functions are not really key.
  2. By helping me determine the overall experience of the customers.

4. Analytics Dashboard and Live View

KISSmetrics out of the box has templates for basic analytics. It takes only a few clicks to set up custom analytics.

For example, at Objectiveli, I track the number of goals that customers create, as well as whether they invite an observer. It’s a key vitality built into a product, and it supports the creator of the goal by making him or her accountable to someone else.

Then there is the Live View – it’s basically a stream of activity, people, events and properties. Especially in the early stages of the company when the traffic is not massive, I am addicted to it like crack. (I know a few other people who are, too.) It’s like having a view of your customer journey unfolding in real time.

live analytics

5. Cohort Reports

I think this is one of the key reports for building a startup. The beauty of it is that it allows me to know how many people stay signed up and how many of them stay engaged over time.

For instance, think about the world of apps that we live in. Let’s say that a group of people download an app because some PR event happened. But how many of them are still using that app after a month? 3 months? 6 months? Cohort reports really give us an idea of the length of the customer life cycle.

cohort report 1

cohort goals analysis

Some Final Words…

As I build Objectiveli, I always keep an eye on my KISSmetrics reports. It gives me great peace of mind to know that I have solid data to take to the venture capital community when I want to raise a round of funding.

Finally, I think KISSmetrics is very affordable. You get a free trial for 14 days; and if your app is not ready for customers, go to KISSmetrics and ask for a few more days or so. They are very generous – as they are also a startup (maybe a little ahead, but yet they can understand your pain).

About the Author: Ritu Raj is a serial entrepreneur dedicated to developing and marketing innovative services and systems that create new experiences for people and make a difference in their lives. Ritu founded Objectiveli, an application that manages all of your goals and objectives in real time.

Ritu has been in Information Technology for 25 years. He has founded successful companies like OrchestratorMail, WagHotels (the largest chain of dog hotels in the world) and Avasta (which pioneered in the use of cloud computing and was acquired by NaviSite). Ritu was a Partner at Accenture and a Senior Executive at TMP Worldwide.

Connect with Ritu on twitter @ritu or http://facebook/ritu.raj

  1. objectiveli should maybe optimise their website for mobile then?

    I came via rss and was met with a pop up video too large for the screen (iphone5 on chrome) and wasn’t able to close. instead I had to watch the whole video and then click ‘sign up now’ to close the pop up.

    I was then able to read the pitch.

    ultimately I signed up. so I guess it all worked out well in the end.


  2. Dave the marketer Oct 26, 2012 at 7:02 am

    KISSmetrics looks like a good way to go when it comes
    to customer analyticsbased on this article.
    I’m not used to KM, but I think I might give it a try,
    providing also that there is a 14-days trial available


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