Aprendum, protagonista de una de las ponencias del Salón Mi Empresa 2015

El Salon Mi Empresa, que celebró su VI Edición durante los días 17 y 18 de febrero, ha contado este año con la presencia de Juan Salcedo, CEO de Aprendum, entre su listado de expertos ponentes. 

Dedicadas a abordar las distintas fases de la vida de una empresa, las conferencias se distribuyeron en salas temáticas y se sucedieron de forma paralela. Por su parte, Juan Salcedo compartió su experiencia con los asistentes en un tema del que pocos saben demasiado: Métricas. De hecho, como el propio CEO de Aprendum reconoció, más del 56% de los empresarios de internet, reconoce no medir a través de indicador alguno los resultados de su empresa. 

Salcedo, que tituló su ponencia como “Métricas: El Ser o no Ser de tu empresa”, basó su discurso en la importancia de alejarse de sensaciones y resultados poco contrastables a través de, al menos, diez métricas que él definió como básicas: 


  1. Retorno de Inversión (ROI) por Canales
  2. Ratio de Conversión (Análisis del Embudo de Ventas)
  3. Coste de Adquisición de tus clientes (CAC)
  4. Análisis de Cohortes
  5. Valor del Ciclo de Vida del Cliente o LTV (Life Time Value)
  6. Cociente de Rentabilidad  (LTV/CAC)
  7. Cash Burn Rate (CBR)
  8. Recurrencia (Engagement) /Activación de Usuarios
  9. Churn
  10. Referidos


“Para medir –aconsejó a los asistentes- nada como un buen informe”. Señalando que “si tus informes conllevan más de 5 minutos de elaboración, es que son demasiado complicados”. Y es que, para el CEO de Aprendum, el tiempo debe dedicarse, precisamente, a analizar los datos que esos informes arrojan. El mejor consejo para conseguir las métricas adecuadas “probar, probar y de volver a probar”. 

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