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Data-driven Product Management
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Graham Siener
June 25, 2013
Programming
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Data-driven Product Management
Graham Siener
June 25, 2013
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Transcript
Lean In (to your metrics) Product Manager, Pivotal Labs Graham
Siener @gsiener Data-driven Products
Do you improve your product every time you push new
features?
Do you improve your product every time you push new
features? Can you prove it?
Does anybody like what you’re building?
Does anybody like what you’re building? Who are they? What
do they have in common?
How do you prioritize your product’s roadmap?
How do you prioritize your product’s roadmap? Does your team
agree?
(Customer Development) Steve Blank Build Measure Learn
(Metrics for Pirates) Dave McClure Acquisition Activation Retention Referral Revenue
• Features have hypotheses • Hypotheses are easily/quickly validated •
Validation is quantifiable • Validation doesn’t always require code Goals
Every feature should have a hypothesis that you can test
Trials aren’t converting because the app is too confusing. Hypothesis
Experiment: Plan Abandonment Emails
None
Run the test out of band Create a re-engagement opportunity
Bonus[es]
Engagement is low because users can’t remember their login information.
Hypothesis
Experiment: Auto-login emails
Baseline: Email click through
Metrics also help you say no to features
Pretty good Not so good
Funnels show you barriers to entry
It was a good idea at the time!
Homepage context
Skip Nice-to-Haves
Ignore the Good Areas
Dig Into the Bad
Metrics: Boss Mode
Why should your boss[es] care?
Why should your boss[es] care? They won’t unless it solves
their problems.
Highlight victories Get buy in on the right metrics to
track Show time/$ saved
Best Practices
Metrics should have feature stories, too
As a product owner, I want to see which guests
register for an account, so that I can find the parts of the site that helped them convert.
Validation should not be a blocker for acceptance.
Validation should not be a blocker for acceptance. Track validation
outside of Tracker. Kanban anyone?
Use consistent events and identifiers across platforms
Send all your metrics to one place (This is hard!)
Use KISSmetrics or MixPanel if you value your time Google
Analytics otherwise
Use A/B testing and feature flipping sparingly!
Let’s go spelunking
None
Daily reminders help people enter their time ...on time Hypothesis
iPhone: daily push reminder Android: no reminder
Android
Android
iPhone
Recommendations: Try it for Android? Get more data (and put
it in one place)
Start Today
Q/A