This tripped me up more than it should have.
Start by framing metrics around TurboTax's business model and customer journey, then define a metric tree that connects product usage to business outcomes. Prioritize metrics by stage (acquisition, engagement, conversion, retention) and explain how you would measure each with specific examples.
Pro tip: Emphasize that metrics should drive decisions, not just report status; for TurboTax, focus on the 'tax season' seasonality and the trade-off between conversion and customer trust.
Identify TurboTax's key objectives such as revenue growth, customer retention, and market share. Align metrics to these goals.
Break down the user journey from awareness to filing and post-filing support. Identify critical touchpoints where metrics can be defined.
Create a hierarchy of metrics: top-level (e.g., revenue), mid-level (e.g., conversion rate), and granular (e.g., drop-off at income entry). Show how they interconnect.
Choose metrics that are actionable, accessible, and aligned with goals. Prioritize leading indicators (e.g., start rate) and lagging indicators (e.g., NPS).
Describe data sources, instrumentation, and cadence. Include how to handle seasonality and set targets.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.