We know that a product is viable when User, Product and Business aspects are equally represented. But when we look at existing metrics frameworks we see that most focus on isolated parts of the triad. The Full Loop Analytics framework, is a new metrics framework that provides a holistic view of the performance of a product by looking at its 3 key dimensions: user, product and business. This way of looking at metrics takes organizations out of a fragmented vision and moves them into a holistic one. In other words, this framework takes organizations from output to outcome focused product metrics.

1. Full Loop
Analytics
Framework
Sol Mesz // sol@solmesz.com
A new way to measure product
performance

2. Hello!
2
• I have over 15 years of experience as a
Product Manager, with a focus on strategy,
UX and User Research.
• I worked with a wide range of companies,
from Fortune 10 to startups and NGOs from
different industries and business models.
• I worked in projects in the US, Australia and
Argentina.
• I am currently Co-founder and Product
Strategy Director at Kambrica
• I currently help companies make better
product and design decisions.
Presenting the Multi-device Customer Journey
@ Interaction16, Helsinki.

3. What is a
framework?
A framework is the underlying structure that
organizes a system.
This framework organizes product or
business metrics in order to deliver a holistic
vision of the performance.
Before we begin…

4. Why this framework?

5. Viable
product

6. Product
not Desirable

7. Product
not Feasible

8. Product
not Profitable

9. Viable
product

10. Existing
frameworks
AAARRR
( PIRATE
METRICS)
HEART
(GOOGLE)
3 ENGINES
OF GROWTH

11. The Full Loop
Analytics
Framework USER
DESIRABLE
PRODUCT
VIABLE
BUSINESS
PROFITABLE
KPI
PERFORMANCE

12. The Full Loop
Analytics
Framework USER
DESIRABLE
PRODUCT
VIABLE
BUSINESS
PROFITABLE
Key Experience
Indicators
Measure the impact of
user satisfaction on
product performance.

13. The Full Loop
Analytics
Framework USER
DESIRABLE
PRODUCT
VIABLE
BUSINESS
PROFITABLE
KPI
PERFORMANCE
Key Performance Indicators
Measure the impact of product
performance on business results.
Key Experience
Indicators
Measure the impact of
user satisfaction on
product performance.

14. The Full Loop
Analytics
Framework USER
DESIRABLE
PRODUCT
VIABLE
BUSINESS
PROFITABLE
KPI
PERFORMANCE
Key Experience
Indicators
Measure the impact of
user satisfaction on
product performance.
Key Performance Indicators
Measure the impact of product
performance on business results.
Key Business
Indicators
Measure the impact of
customer satisfaction
on business results.

15. The metrics, explained

16. Key Experience Indicators
KXI
Sales
Value
Conversion
Usability
CTR
Interest
Measure the impact of user satisfaction on
product performance.

17. Key Experience Indicators
KXI
Sales
Value
Conversion
Usability
CTR
Interest
Measure the impact of user satisfaction on
product performance.
Metrics
• Usability: Effectiveness,
efficiency, satisfaction.
• Qualitative metrics: experience,
value, utility, perception, clarity.
• Quantitative metrics:
conversion, recurrence,
purchase frequency, funnel
performance.

18. Key Experience Indicators
KXI
Sales
Value
Conversion
Usability
CTR
Interest
Measure the impact of user satisfaction on
product performance.
KXI allow Designers to
quantify the impact of
user experience on
product performance.

19. Key Performance Indicators
KPI
Measure the impact of product performance
on business results.
CTR,
impressions
ROI
SEO CAC
Churn CLTV

20. Key Performance Indicators
KPI
Measure the impact of product performance
on business results.
CTR,
impressions
ROI
SEO CAC
Churn CLTV
Metrics
• Quantitative metrics: sales, recurrence,
churn, average units per cart, average
cart value.
• Financial metrics: customer lifetime
value (CLTV), customer acquisition cost
(CAC), cost per lead, ROI, profitability.

21. Key Performance Indicators
KPI
Measure the impact of product performance
on business results.
CTR,
impressions
ROI
SEO CAC
Churn CLTV
KPIs allow Product Owners
to show how much value
they are contributing to
the organization.

22. Key Business Indicators
KBI
Measure the impact of customer
satisfaction on business results.
Satisfaction
Cost of
customer
support
Value
Usability
Retention
NPS

23. Key Business Indicators
KBI
Measure the impact of customer
satisfaction on business results.
Satisfaction
Cost of
customer
support
Value
Usability
Retention
NPS
Metrics
• Quaitative: voice of customer,
brand sentiment, brand value, NPS.
• Financial: profitability, CLTV, cost of
customer support, customer
acquisition cost, loyalty, retention,
brand equity.

24. Key Business Indicators
KBI
Measure the impact of customer
satisfaction on business results.
Satisfaction
Cost of
customer
support
Value
Usability
Retention
NPS
KXI quantify one of the most
invisible costs: the cost of
business decisions on user
experience.
The KBI axis measures the relationship
between the user and the Brand.
KBIs quantify the cost to the business of
of marketing, pricing, communication
and customer care decisions.

25. Vertical, fragmented measurement
REVENUE
Profitability
Customer care costs
CLTV
Loyalty
NPS
OUTPUT
BUSINESS
PERFORMANCE
Use
Sales
Average ticket
Churn
Frequency
OUTPUT
PRODUCT
VALUE
Perception
Usefulness
Experience
Satisfaction
Value
OUTPUT
USER
How
companies
use metrics
today

26. Holistic measurement
How the Full
Loop
Analytics
framework
uses metrics
OUTCOME

27. Notes • It doesn’t matter where you place metrics
(business, product, user). What’s important is
that you put them somewhere.
• Not all metrics are in analytics: social networks,
call center, internal systems, CRM, financial
indicators.
• Include a mix of qualitative and quantitative
metrics: you can’t properly interpret one without
the other and you can arrive at the wrong
conclusions.
• This is not a prescriptive model. Each industry
and each organization has their own metrics.

28. How to use the
Framework

29. How to use the
framework
Step 1
DEFINE GOALS
What do we want to achieve?
What results are we expecting
from this initiative?
What questions do we want
answered?

30. How to use the
framework
Step 1
DEFINE GOALS
What do we want to achieve?
What results are we expecting
from this initiative?
What questions do we want
answered?
2 types of goals:
• Operational: these are short
term initiatives such as reduce
stock, improve conversions.
• Strategic: these are long term
goals, such as improving the
share of digital channels, or
lower customer care costs.

31. How to use the
framework
Step 1
DEFINE METRICS
How are we going to measure?
Define KXIs, KPIs,
KBIs
DEFINE GOALS
What do we want to achieve?
What results are we expecting
from this initiative?
What questions do we want
answered?

32. How to use the
framework

33. Summer sale
campaign to
reduce stock

34. Increase sales (in $)
Reduce stock (in units)
Summer sale
campaign to
reduce stock

35. Campaign conversion
(CTR, etc.)
Sales conversion
(funnel performance)
Increase sales (in $)
Reduce stock (in units)
Summer sale
campaign to
reduce stock

36. Campaign conversion
(CTR, etc.)
Sales conversion
(funnel performance)
Increase sales (in $)
Reduce stock (in units)
Campaign performance
(CPC, CPM, etc.)
ROI
(cost per lead, cost of sales,
CAC)
Summer sale
campaign to
reduce stock

37. Increase use
of digital
channels to
reduce
customer
care costs

38. Increase use
of digital
channels to
reduce
customer
care costs
Volume of self-service transactions -digital
channels
(increase over time)
Share % of each channel
(increase over time)

39. Increase use
of digital
channels to
reduce
customer
care costs
Volume of self-service transactions -digital
channels
(increase over time)
Share % of each channel
(increase over time)
Registration funnel:
effectiveness, usability
Registered users:
increase
Transactions:
frequency, recurrence
Transactions:
amount per user
Visits, visitors

40. Increase use
of digital
channels to
reduce
customer
care costs
Volume of self-service transactions -digital
channels
(increase over time)
Share % of each channel
(increase over time)
Registration funnel:
effectiveness, usability
Registered users:
increase
Transactions:
frequency, recurrence
Transactions:
amount per user
Visits, visitors
Customer care costs: decrease
volumen of inquiries, reduce
overall costs
Profitability: increase

41. Summing up… • This framework provides a holistic view. Enables
organizations to visualize the impact of different
initiatives across the whole organization.
• Helps you think in outcomes, not outputs. Results,
not silos.
• Aligns all areas, enables conversations, promotes
a common language and improves collaboration.
• Measuring usability along with business metrics
takes Design out of the pixel management realm
and into conversations of a higher level.

42. Download the template
https://www.solmesz.com/wp-content/uploads/Framework-A4-EN.pdf

43. Thank you!
Sol Mesz
Product Strategy Consultant
www.Solmesz.com
sol@solmesz.com
linkedin.com/in/solmesz/
medium.com/@solmesz