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The Science of Software Developing Data-Driven Product Roadmaps (ProductCamp Boston 2016)

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Data is used throughout organizations to help make educated decisions, but why does data seem to fall short when it comes to measuring how your product is actually used after the download?

Keith Fenech, Co-Founder of Trackerbird Software Analytics, a V.i. Labs company, will discuss practical tips and tools for measuring end-user application usage, and how you can leverage this data to define and hone your product roadmap.

In this session you will learn:
•Methods for collecting software usage data
•Which actionable metrics you should focus on when measuring application usage
•How this data can help you build better products and convert more users to paying customers

About Keith Fenech

Keith is the Co-Founder of Trackerbird Software Analytics, a V.i. Labs company. Trackerbird provides valuable insight into product runtime and customer usage patterns giving product management the intelligence to make data-driven decisions about their product roadmaps.

Prior to founding Trackerbird, Keith held senior product roles at GFI Software and Yellowbit. Keith has a Masters in Computer Science from the University of Malta.

He founded and manages the Product Management group on LinkedIn consisting of over 81,000 members.

Published in: Marketing
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The Science of Software Developing Data-Driven Product Roadmaps (ProductCamp Boston 2016)

  1. 1. The Science of Software Developing Data-Driven Product Roadmaps ProductCamp Boston - 09 April 2016 Keith Fenech VP Software Analytics www.trackerbird.com
  2. 2. Housekeeping  Connect to the "Cambridge" wireless network  Open an Internet browser  You'll be redirected to a logon page  When prompted, use the code: pc0409  Follow us @PCampBoston  Official Hashtag – include in tweets: #PCampBoston
  3. 3. Session Evaluations www.lanyrd.com/2016/productcamp-boston-sessions/schedule/ OR download Lanyrd App
  4. 4. About me • M.Sc. Computer Science • Specialized in High Performance computing • 15 years experience in Software Development and Product Management • Co-founder/Manager of LinkedIn Group Networking Product Management (81K+ members) • Co-founder of Trackerbird Software Analytics www.trackerbird.com #PCampBoston #SoftwareAnalytics 4
  5. 5. Product Managers need data • Strategic PM decisions impact the whole organization • Build Roadmaps • Prioritize Features • Measure ROI – product development – product marketing 5www.trackerbird.com #PCampBoston #SoftwareAnalytics
  6. 6. Where do we get data? • Mix & Match statistics from various sources – Download logs – Call-home logs – Sales or channel feedback – Surveys with customers – Feedback from lost leads – CRM Painful + Time Consuming + Inconclusive ! www.trackerbird.com #PCampBoston #SoftwareAnalytics
  7. 7. What are companies doing? • Marketing people rely on web analytics solutions – Google Analytics, Adobe Analytics, Hubspot, etc. • Product managers tend to keep their own metrics or beg engineering to build in-app data collection • Packaged (downloadable) products tend to become a black box after download 7www.trackerbird.com #PCampBoston #SoftwareAnalytics
  8. 8. Do you know? • What happens AFTER download? • How do users evaluate your software? • Which features are used? • Where should you focus your R&D ? • In-app metrics is key www.trackerbird.com #PCampBoston #SoftwareAnalytics
  9. 9. BUSINESSMARKET PROGRAMSPLANNING SUPPORTREADINESS STRATEGY EXECUTION FOCUS Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competencies Market Problems Marketing Plan Customer Acquisition Customer Retention Program Effectiveness Buying Process Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Innovation Competitive Landscape Asset Assessment Lead Generation Thought Leadership Referrals & References Launch Plan Use Scenarios Requirements Stakeholder Communications Product Roadmap Presentations & Demos Event Support “Special” Calls Channel Support Channel Training Sales Process Collateral Sales Tools ©1993-2016 Pragmatic Marketing Framework™ How In-app data collection ties into the Pragmatic Marketing Framework
  10. 10. BUSINESSMARKET PROGRAMSPLANNING SUPPORTREADINESS STRATEGY EXECUTION FOCUS How In-app data collection ties into the Pragmatic Marketing Framework Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competencies Market Problems Marketing Plan Customer Acquisition Customer Retention Program Effectiveness Buying Process Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Innovation Competitive Landscape Asset Assessment Lead Generation Thought Leadership Referrals & References Launch Plan Use Scenarios Requirements Stakeholder Communications Product Roadmap Presentations & Demos Event Support “Special” Calls Channel Support Channel Training Sales Process Collateral Sales Tools ©1993-2016 Pragmatic Marketing Framework™
  11. 11. • Across all company sizes • Across all industries (B2B & B2C) • 50-75% of companies tried collecting some form of in-app data from their product • Most of them are still unhappy with how data is presented to them Lack of Actionable data for PM 11www.trackerbird.com #PCampBoston #SoftwareAnalytics
  12. 12. • Primary aim is to get actionable metrics • Vanity metrics have no business value – Wow, cool chart, now what?! • Beware of Noise – Don’t bury yourself in data you cannot consume Choosing the right metrics 12www.trackerbird.com #PCampBoston #SoftwareAnalytics
  13. 13. • Download counts • Installation counts • Runtime session count and evaluation duration • Feature usage and user engagement • Churn/Dropoffs/Uninstalls (trial activity) • Customer vs Churn Profiles/Trends Actionable Metrics (examples) 13www.trackerbird.com #PCampBoston #SoftwareAnalytics
  14. 14. www.trackerbird.com #PCampBoston #SoftwareAnalytics
  15. 15. • Churn showed users dropping within 1 day. • Discovered this dropoff due to wizard… Case Study – Churn leads to Redesign 15www.trackerbird.com #PCampBoston #SoftwareAnalytics
  16. 16. • Go beyond data collection • Convert raw metrics into actionable Business Intelligence reports • Visualization is crucial to help digest data • Every team member has different requirements – Tool must provide easy access to data – Interactive & customizable – Ability to drill-down & segment data to answer specific questions in real-time • Ability to adapt & scale with your business needs – Tool must scale with you as you grow – Over time you will require more advanced reporting requirements, so ensure tool can be used to answer more advanced questions Choosing the right tool 16www.trackerbird.com #PCampBoston #SoftwareAnalytics
  17. 17. • Focus on your core competencies – Would you build your own web analytics solution? – Cost of development, infrastructure, maintenance, time to deploy • Automated in-app collection is more scalable & accurate than manual methods (such as customer surveys & lost leads surveys) In-app data collection – build vs buy? 17www.trackerbird.com #PCampBoston #SoftwareAnalytics
  18. 18. • Actionable Data • Visualization • Interactive Reporting • Scalable tool Keys to a data driven product roadmap 18www.trackerbird.com #PCampBoston #SoftwareAnalytics
  19. 19. kfenech@vilabs.com @trackerbirdnews @vilabs blog.trackerbird.com Try Trackerbird Software Analytics for FREE www.trackerbird.com/register ? Thank you www.trackerbird.com #PCampBoston #SoftwareAnalytics

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