Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study

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In order to increase the number of engaged users, Yammer incorporates data analysis steps into all stages of the product management process from ideation to prioritization to running the project to …

In order to increase the number of engaged users, Yammer incorporates data analysis steps into all stages of the product management process from ideation to prioritization to running the project to success metrics.“Data is not perfect, but we try to learn as much as we can from it.”

Join Yammer Product Manager Neil McCarthy and Data Analyst Ken Pascual as they show how they use analytics to inform product opinions, make project decisions, and determine the impact of features using A/B testing.

Background reading:

Testing Yammer’s Signup Flow http://bit.ly/1jo5yh6

Shortening the Signup Flow Quiz http://bit.ly/1emqtwJ

About the Speakers:

Neil McCarthy, Yammer Product Manager
Neil joined Yammer as a Solution Engineer and soon after made the switch to Product Management. He immersed himself in Yammer's data informed approach and has since taken an interest in spreading the word. He enjoys jogging and beer, usually not at the same time. https://www.linkedin.com/in/neilmccarthy

Ken Pascual, Data Analyst, Yammer
Ken worked in yield management at CBS Interactive, was the only data person at Tripit. http://www.linkedin.com/pub/kenneth-pascual/11/322/259

Moderated by Cindy F. Solomon, Global Product Management Talk & Founder, Startup Product.

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  • 1. © AIPMM 2014 www.aipmm.com www.aipmm.com
  • 2. © AIPMM 2014 www.aipmm.com
  • 3. © AIPMM 2014 www.aipmm.com Follow AIPMM: @AIPMM Use Hashtags #AIPMM #ProdMgmt #datadriven Tweet!
  • 4. © AIPMM 2014 www.aipmm.com Participate and Win! A lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) Must be present to win!
  • 5. © AIPMM 2014 www.aipmm.com Today’s Speaker Presenters: Neil McCarthy Product Manager @hardkornelius Ken Pascual Data Analyst @vorped Moderator: Cindy F. Solomon, CPM, CPMM @cindyfsolomon
  • 6. Measure or Die Neil McCarthy Ken Pascual
  • 7. Who we are Neil McCarthy Product Manager Kenneth Pascual Data Scientist
  • 8. What Yammer is
  • 9. Justify features Make decisions Determine success
  • 10. HOW DATA HELPS US PRIORITIZE Step 1: Justifying Ideas
  • 11. Prioritize • Measurable impact • How much we learn • Progress toward vision
  • 12. Last attempt
  • 13. A/B test this
  • 14. Clues from the past
  • 15. Brainstorming
  • 16. Idea!
  • 17. Does this align with our goals? • Vision: Yammer is a primary communication tool that users use to get work done. • Goal: Grow the number of users that use the product. • Problem: We lose too many potential users in our signup flow.
  • 18. How important is this?
  • 19. big drop!
  • 20. And HALF of our invites come from the signup flow!
  • 21. Why justify?
  • 22. HOW DATA HELPS US DETERMINE THE SUCCESS OF THE PROJECT Step 2: Determining Success
  • 23. What’s your hypothesis?
  • 24. What we came up with… If we move the email confirmation step to the end of the signup flow, then more users will make it through the signup flow and more users will be retained.
  • 25. A/B Test Results: Moving the email activation step
  • 26. A/B Test Results: Moving the email activation step
  • 27. Interpretations • Users saw the steps in a different order, and dropped off in similar percentages, BUT – Less users saw the prompt to “check email” because it was at the end. – Thus, less users activated via email. – Thus, less users had the opportunity to engage.
  • 28. Why we chose this example
  • 29. How do you do this? • Gotta log data! • Choose your own metrics • Data driven vs. data informed • Build your processes around data • How much PMs should know about statistics.
  • 30. Moderator: Cindy F. Solomon @cindyfsolomon Global Product Management Talk Presenters Neil McCarthy @hardkornelius Ken Pascual @vorped Yammer Q & A
  • 31. Thanks for coming! • Neil McCarthy, @hardkornelius • Ken Pascual, @vorped • Adam Zadikoff (original PM for this project), @zadikafka • More info and a quiz on data informed PM: https://medium.com/yammer- product/13eeb6435a73
  • 32. © AIPMM 2014 www.aipmm.com Upcoming Courses Course & Location Dates Days Time CPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 5-6, 2014 June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam Seattle, WA McLean, VA May 7-8, 2014 June 11-12, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 9, 2014 June 13, 2014 F 8:30 am – 5 pm For more information, visit: Transform Your Career.
  • 33. © AIPMM 2014 www.aipmm.com Athens, Greece Belgrade, Serbia Athens, Greece Follow the links above for more information, or contact: certification@aipmm.com. Upcoming Courses
  • 34. © AIPMM 2014 www.aipmm.com Athens, Greece Belgrade, Serbia Upcoming Courses Follow the links above for more information, or contact: certification@aipmm.com.
  • 35. © AIPMM 2014 www.aipmm.com Please Join Us Again! Why Your Product Needs A Data & Analytics Strategy April 18, 12 pm ET How Software Analytics Can Improve Your Products April 25, 12 pm ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/