Everyone wants to drive product decisions based on data. But that is the end goal, an intent. This goal needs a strategy and sustainable execution plan that would empower the companies and its employees to become data informed while making decisions. Enter Product Instrumentation. In this session, we will explore what is product instrumentation, why it is needed, and how you can get started with it.

1. Effective Instrumentation Strategies
for Data-driven Product Management
20 June, 2020

2. About ProductCamp Hyderabad

3. Before we begin, a few hygiene elements ...
01.
02.
03.
All the attendees will be in listen-only mode
If you have any questions you can raise it using the QnA chat panel
We will be sharing the recording of this session will all the attendees after the
webinar

4. HELLO!
I am Pawan Kumar Adda
Sr. Product Manager @ Salesforce.com
@pawankumaradda /pawankumaradda
DISCLAIMER: “The opinions expressed in this presentation and on the following slides are solely those of the presenter and not necessarily those of Salesforce. Salesforce
does not guarantee the accuracy or reliability of the information provided herein.“

5. SaaS B2B B2C
myBazinga, PrdM ☑ ☑
goClio, PrdM ☑ ☑
Mentrio, Co-founder ☑ ☑
Gainsight, Sr. PrdM ☑ ☑
Salesforce, Sr. PrdM ☑ ☑
MY JOURNEY SO FAR..

6. WE WILL COVER TODAY...
01.
02.
03.
04.
What is Product Instrumentation and its Uses
Typical Progression of a Data-Driven Company/Team
Sustainable Product Instrumentation Framework
References and Best Practices

7. “Product instrumentation is the
process of mapping your product with
the aim to identify the relevant
data-points.

8. IS INSTRUMENTATION A NOVEL CONCEPT?
Manufacturing Sector Logistics Sector

9. 2. Goals
➔ Did the user reach her goal
using feature
➔ If goal not attained, where
are the drop-offs
1. User Actions & Intents
➔ Understand product usage
➔ Get feedback on friction
points
WHAT TO MAP IN OUR PRODUCTS
Touch/Clicks Swipe/Drag Form Fills Drop Offs Goals

10. LET’S HAVE A QUICK POLL
Which of the following techniques are you currently using or have used in
the past to drive product decisions?
➔ A/B testing
➔ Heatmaps and Session recordings
➔ Feature usage analytics
➔ Customer journey or Funnel analysis
➔ None of the above

11. THE SIGNALS OF OPPORTUNITIES
Analyzing product usage, user flows and
friction helps identify UX gaps and
opportunities
1. Product Analytics
Signals can be used to drive automated
Communication strategy and engagement
2.Drive User Engagement Track and measure success metrics that
help define product / company strategy
4.Prioritization & Validation
Usage data can be used to predict revenue
and user churn, helping in taking corrective
actions
3.Churn Prediction

12. WHY
MY SEARCH FOR

13. Winning With Data - Tomasz Tunguz
The “Why” is hidden in the journeys of companies
that have successfully undergone the data culture
transformation.

14. Typical Progression of Data-Driven Company
Phase 1 - Ask your engineer friend
Circulates via informal request
How fast you get the data = How many
coffee/muffins you buy
(-ve) Very prone to error and rework
(-ve) Engineer feels stretched due to
constant back and forth
(-ve) Is often not GDPR compliant
Phase 2 - Hack an existing solution
Use the existing solution that does fit the
needs.
Like using Salesforce, or business objects
to push all the data
(-ve) limitation in scale
(-ve) no standardization
(-ve) Is often not GDPR compliant

15. Typical Progression of Data-Driven Company
Phase 3 - Access raw data
Phase 2 not scalable
Explore ways to dump the raw data.
Richer but limited
(-ve) does empower all
(-ve) data doesn’t answer all the questions
(-ve) Is often not GDPR compliant
Phase 4 - Creating a data fabric
Defining and maintaining a universal data
dictionary (taxonomy), along with
comprehensive strategy
Investing in creating a share data model
and data warehouse
Eg: Looker, Mixpanel, Google
Firebase, Amplitude, Kissmetrics,
Segment

16. THE SUSTAINABLE PRODUCT INSTRUMENTATION FRAMEWORK
04
03
02
01
4.REFINE
3.INSTRUMENT
1.DEFINE
2.ALIGN

17. STEP #1: DEFINE
➔ What are the expected business outcome/s
Eg:
👆🏼 ROI
👇🏼 Churn
👆🏼 LTV and Retention
🤺 Conversion

18. LET’S HAVE A QUICK POLL
Who according to you leads/owns the product
instrumentation strategy?
➔ Data Science
➔ Marketing and Sales
➔ Product Management
➔ UX/Design
➔ Product Engineering
➔ Others

19. STEP #2: ALIGN
➔ Project structure
➔ Naming convention
➔ User (super) properties and Events
➔ Compliances and Privacy restrictions

20. ➔ Identify critical customer journeys
➔ Create events map end to end
➔ Consistency is critical
➔ Optimise to reduce ‘Noise’
STEP #3: INSTRUMENT

22. ➔ Event Debt: Always clean-up events
➔ Define a review mechanism. Adhere!
➔ Enforce process to ensure consistency
➔ Keep Taxonomy up-to-date
STEP #4: REFINE

23. ● Only instrument properties you think you will use. Having too many properties makes
analysis more difficult.
● Before you include sensitive information (email, addresses, etc.) consider if it goes against
the privacy policies for your product.
● Instrument key properties on every event in a critical path.
● Consistency in your naming means that all properties share the same syntax. If you do not
have your own standard syntax in naming data, we recommend (1) all lowercase -- this
removes the possibility of casing instrumentation errors (some of the properties in this
article are Title Cased for better readability), and (2) if not a string value, should refer the
property's value type e.g. is subscriber = true/false
● Consider shortening longer strings so they are easily read
BEST PRACTICES

24. ● https://help.amplitude.com/hc/en-us/articles/206404618-Step-1-Instrumentation-Pre-Work
● https://www.amazon.com/Winning-Data-Transform-Culture-Empower/dp/1119257239
● https://help.amplitude.com/hc/en-us/articles/115000465251-Data-Taxonomy-Playbook
● Amplitude Taxonomy template
● Personal Taxonomy template
REFERENCES

26. Questions?

27. Your Feedback Matters!

28. ● The transition from Product Management to Product Marketing
● Product marketing- The emerging stakeholder for product management
● The changing face of product marketing in the Indian SaaS ecosystem
● Measuring the success of product marketing
● Why the C-Suite is sitting up and taking notice of product marketing
Choose your preferred topic for PCH Salon #5
from the available options?

29. Thank You for your time !
www.productcamphyd.com
If you have ideas to share, or there is something
you wish for us to change,
Please write to us at
productcamphyd@gmail.com
@ProductCampHyderabad