Document Outline

• Foreword
• Preface
• Part One: Stop Lying to Yourself
  • Chapter 1: We're All Liars
  • Chapter 2: How to Keep Score
  • Chapter 3: Deciding What to Do with Your Life
  • Chapter 4: Data-Driven Versus Data-Informed
• Part Two: Finding the Right Metric for Right Now
  • Chapter 5: Analytics Frameworks 
  • Chapter 6: The Discipline of One Metric That Matters
  • Chapter 7: What Business Are You In?
  • Chapter 8: Model One: E-commerce
  • Chapter 9: Model Two: Software as a Service (Saas)
  • Chapter 10: Model Three: Free Mobile App
  • Chapter 11: Model Four: Media Site
  • Chapter 12: Model Five: User-Generated Content
  • Chapter 13: Model Six: Two-Sided Marketplaces
  • Chapter 14: What Stage Are You At?
  • Chapter 15: Stage One: Empathy
  • Chapter 16: Stage Two: Stickiness
  • Chapter 17: Stage Three: Virality
  • Chapter 18: Stage Four: Revenue
  • Chapter 19: Stage Five: Scale
  • Chapter 20: Model + Stage Drives the Metric You Track
• Part Three: Lines in the Sand
  • Chapter 21: Am I Good Enough?
  • Chapter 22: E-commerce: Lines in the Sand
  • Chapter 23: SaaS: Lines in the Sand
  • Chapter 24: Free Mobile App: Lines in the Sand
  • Chapter 25: Media Site: Lines in the Sand
  • Chapter 26: User-Generated Content: Lines in the Sand
  • Chapter 27: Two-Sided Marketplaces: Lines in the Sand
  • Chapter 28: What to Do When You Don't Have a Baseline
• Part Four: Putting Lean Analytics to Work
  • Chapter 29: Selling into Enterprise Markets
  • Chapter 30: Lean from Within: Intrapreneurs
  • Chapter 31: Conclusion: Beyond Startups
• Appendix: References and Further Reading
• Index