The Analytics Workbook
Complete these exercises to build your analytics system before moving to Module 8.
Exercise 1: North Star Metric Selection
Define your North Star Metric. Explain:
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Why this metric reflects genuine customer value
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How it predicts long-term business success
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What actions you can take to influence it
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What supporting metrics diagnose problems when it stalls
Exercise 2: Funnel Mapping
Map your complete customer funnel. Identify:
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Each stage from awareness to retention
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The micro-conversion at each stage
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Your current conversion rate between each stage
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Your biggest leakage point
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One hypothesis for improving that leakage point
Exercise 3: Cohort Analysis Setup
Define the most important cohort for your business. Create a simple cohort table (even with hypothetical data) showing performance over time. Identify any patterns that would require action.
Exercise 4: Attribution Evaluation
List the typical touchpoints in your customer journey. Select an attribution model and explain why it fits your business. Calculate how credit would be distributed across a sample journey.
Exercise 5: Dashboard Design
Design your essential metrics dashboard. Include:
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Your North Star Metric prominently
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One to two metrics from each of the five categories
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The time periods for comparison
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The tool you will use to build it
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The review frequency (daily, weekly, monthly)