Measure or Die: Data Informed Product Management

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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 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.

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.

Ken Pascual, Data Analyst, Yammer
Prior to Yammer, Ken worked as a data analyst at CBS Interactive and at TripIt. In his spare time, he does data analysis on basketball, which can be found on vorped.com. As you can see, he likes data.

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Measure or Die: Data Informed Product Management

  1. 1. © AIPMM 2014 www.aipmm.com www.aipmm.com
  2. 2. © AIPMM 2014 www.aipmm.com
  3. 3. © AIPMM 2014 www.aipmm.com Follow AIPMM: @AIPMM Use Hashtags #AIPMM #ProdMgmt #datadriven Tweet!
  4. 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. 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. 6. Measure or Die Neil McCarthy Ken Pascual
  7. 7. Who we are Neil McCarthy Product Manager Kenneth Pascual Data Scientist
  8. 8. What Yammer is
  9. 9. Justify features Make decisions Determine success
  10. 10. HOW DATA HELPS US PRIORITIZE Step 1: Justifying Ideas
  11. 11. Prioritize • Measurable impact • How much we learn • Progress toward vision
  12. 12. Last attempt
  13. 13. A/B test this
  14. 14. Clues from the past
  15. 15. Brainstorming
  16. 16. Idea!
  17. 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. 18. How important is this?
  19. 19. big drop!
  20. 20. And HALF of our invites come from the signup flow!
  21. 21. Why justify?
  22. 22. HOW DATA HELPS US DETERMINE THE SUCCESS OF THE PROJECT Step 2: Determining Success
  23. 23. What’s your hypothesis?
  24. 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. 25. A/B Test Results: Moving the email activation step
  26. 26. A/B Test Results: Moving the email activation step
  27. 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. 28. Why we chose this example
  29. 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. 30. Moderator: Cindy F. Solomon @cindyfsolomon Global Product Management Talk Presenters Neil McCarthy @hardkornelius Ken Pascual @vorped Yammer Q & A
  31. 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. 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. 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. 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. 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/

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