Presentation by Jovan Miljevic hosted by 12p Society. Here you can find a practical example of how marketing can fit into the product development process and what kind of data-driven information marketing can deliver to the product team. In today's Startup environment having perfect market fit product and developing innovative features are not enough. Marketing data can be a real game-changer in future software product improvement. The complete case study is taken from internal procedures, workflows and data aggregation in the team of Nifty: https://niftypm.com/

1. Make Or Break of Product
Development: How to use
marketing data
Jovan Miljević

2. Introduction and Context
● How to connect and combine 2 or more departments in the early stage of a Startup
● Presentation about product development and how and where marketing fits in that process
#Saas #Startup #CompetitiveIndustry #Agile #SmallTeamBigExpectations #Investors
“When marketing meets product management and engineering”

3. Key objectives when I started working in Nifty
● Identifying user conversion path - marketing/growth
(channels, onboarding process, user levels, conversion trial to paid)
● Providing relevant data about software usage to product and development
teams - product management
(when, how, why)
● Understanding business metrics - CAC Payback, (Lifetime value), etc. -
product owner
(VC’s)

4. What I have done
Product owner Development Support
Data Marketing info.

6. Collecting team proposals

7. Culture of measuring
● Quantitative analysis (where, how much, how may)
● Qualitative analysis (why)
Idea behind quantitative analysis is to measure things; the idea behind
qualitative analysis is to understand them.

8. Quantitative analysis
● MixPanel
● Google Analytics

9. Qualitative analysis
● Customer survey and feedback forms
● Customer questions and
● NPS (Net promoter score)
● HotJar, Full Story, etc.

10. Tracking plan specifications

11. Creating Framework

12. Developers Vs Marketers
Understanding developers and How to work with them
● Understand developers work processes
● Make clear collaboration process (call times, set of tasks) and do not include
any unplanned activities

13. Create process

14. Track and measure
● Push both software and website data in Google Analytics and cross those
metric
● Use quantitative analysis tool (exp. MixPanel)
● Perform qualitative analysis (HotJar, Full Story)
● Include customer feedbacks, surveys in consideration

18. Marketing data insights could be very beneficial

19. Conclusion
● Marketing doesn’t need to be an unnecessary expense
● Marketing can support product and development with useful data insights
● Developers and marketers can work together in creating outstanding tool