知識・スキル TheTurningPoint編集部

あなたのKPI指標は大丈夫？網羅性のあるKPIの正しい設定方法

KPIは事業毎に異なる

最近は、KGI、KPIといったワードも一般的になってきました。
しかしこれらは様々な事業において千差万別であり、簡単に設定できるものでもありません。
よって今回は、アプリやWebサービスに特化したKPIの設定について考えてみたいと思います。

 

AARRRモデルとは

AARRRモデルとは「世界で最もアクティブなシード投資ファンド」と言われている500 Startupsの創業者/CEOであるDaveMcClureが提唱したグロースハックのフレームワークの一つです。

新規ユーザーの獲得からそのユーザーが収益に貢献するに至るまでの成長サイクルを体系化したもので、ユーザーの成長を促進することが事業の成長につなげられるという考えのもと構築されたモデルです。

AARRRモデル

  • Acquisition – ユーザー獲得
  • Activation – ユーザー活性化
  • Retention – ユーザーの継続利用
  • Referral – 友人や外のネットワークへの紹介
  • Revenue – 収益 / 収益化

AARRRの名称はサービスの各成長段階を表すAcquisition、Activation、Retention、Referral、Revenueの頭文字を取ったものです。

 

AARRRモデルを利用したKPI設定

AARRRモデルを利用してKPIを設定することのメリットは次のように言われています。

・ユーザーアクションの各段階ごとにモニタリングや分析が可能となる
・KPIとして設定することでどの段階の施策に注力すべきかが明確になる
・新規獲得や売上以外の指標値も網羅できる

例えば商品を販売するECアプリをイメージしてみましょう。

・Acquisition – アプリのダウンロード / インストール数
・Activation – アプリへのログイン数
・Retention – 商品をカートに入れるユーザー数
・Referral – 商品をSNSで紹介した数
・Revenue – 商品を購入した数

というように、具体的な指標値を定義することで、推移をモニタリングすることが可能となります。

まとめ

このようなフレームワークを用いることにより、網羅性のあるKPI設定も可能となります。ユーザーの存在するアプリやWebサービスに相性が良いですが、他の業種などでも利用可能ですので、是非参考にしてみてください。

＜参考リンク＞
・成果を測る方程式！KGI/KPIを定めた戦略的ビジネス設計

・PDCAサイクルはもう古い？これからは「DCAPサイクル」～前編～

・業務改善の4原則、ECRS（イクルス）の原則とは？改善事例とツールについて

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