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How to Use Data to Build Better Products by HelloSociety PM

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How to Use Data to Build Better Products by HelloSociety PM

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Data is a really powerful way to build better products for users. The ability to set up and vet a hypothesis about product is a huge asset for Product Managers and it's not just for the strong Data Scientists among us. Data and analytics can be a huge asset in figuring out what users want and in keeping development aligned with business goals.

Rose talked about what that means and how you can develop your sense around actionable data.

Data is a really powerful way to build better products for users. The ability to set up and vet a hypothesis about product is a huge asset for Product Managers and it's not just for the strong Data Scientists among us. Data and analytics can be a huge asset in figuring out what users want and in keeping development aligned with business goals.

Rose talked about what that means and how you can develop your sense around actionable data.

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How to Use Data to Build Better Products by HelloSociety PM

  1. 1. How to Use Data to Build Better Products by HelloSociety PM www.productschool.com
  2. 2. FREE INVITE Join 23,000+ Product Managers on
  3. 3. COURSES Product Management Learn the skills you need to land a product manager job
  4. 4. COURSES Coding for Managers Build a website and gain the technical knowledge to lead software engineers
  5. 5. COURSES Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
  6. 6. COURSES Blockchain and Cryptocurrencies Learn how to trade cryptocurrencies and build products using the blockchain
  7. 7. Rose Crowell TONIGHT’S SPEAKER
  8. 8. HOW TO USE DATA TO BUILD BETTER PRODUCTS Rose Crowell July 25, 2018
  9. 9. WHY FOCUS ON DATA? - figure out what users want - make sure features are generating the desired results - keep development aligned with business goals
  10. 10. ABOUT ME • Came into product from an analyst track • Qualitative and quantitative analysis • Currently Product Manager at HelloSociety, a New York Times company, in advertising and marketing tech • Previously working in education tech at an accessibility tech nonprofit on the east coast
  11. 11. IT MATTERS WHAT YOU MEASURE
  12. 12. GET TO KNOW THE DATA YOU HAVE AVAILABLE • When you start at a company, do this first. • Data at its most basic level is whatever stats you can get on your product and your users. • What data points are there? • What KPIs is the business currently using? • What else would you think might be important? • What else are users doing? If you’re the user, how would you approach it?
  13. 13. SOME EXAMPLES • How often do users log into your product? • Does the average user use it daily? Weekly? • What’s the distribution of active users vs more infrequent users? • What do users do on your product? • Does the average user log in and leave? • Are they making a purchase or taking an action? • What is the usage of existing products and features like? • Are people using the features? What’s frequently used? What isn’t frequently used?
  14. 14. TOOLS • Use what you can! • Google Analytics, App user data, eCommerce order data, internal database, etc! • Detailed visualization tools for data like Tableau are really useful, but you can get pretty far with Excel • Pivot tables will make your life easier. • Invest time in data training • Learn how to gather and use your own data.
  15. 15. A NOTE ON TRACKING • Overmeasuring is possible. So is undermeasuring. • You can always clean up your data set; you can’t go back and re- measure. • Keep an eye on features, especially when you haven’t launched easily accessible analytics for them. Make sure you’re launching products and features with ways to measure them!
  16. 16. FIND THE POINT IN THE DATA
  17. 17. ACTIONABLE DATA • Your goal should be actionable data • Difference between academia and business, for the most part. • Focus on what’s going to make a difference. • An opportunity to improve by 5% may or may not make a difference.
  18. 18. COMMUNICATE THE POINT • Use data to help people understand • Visualization tool • Don’t overwhelm people with data • You did the analysis. They just need the result.
  19. 19. THINGS TO THINK ABOUT • How well are users doing? • Are they doing what you want them to do? • What devices are users on? • Making sure that our tech supports it • For platform or device-specific bugs, know the impact • Where are users coming from? • Are you optimizing your acquisition path?
  20. 20. TRACK USER BEHAVIOR TO MAKE SURE YOU UNDERSTAND WHAT USERS WANT
  21. 21. YOUR MAIN SUCCESS SCENARIO ISN’T NECESSARILY WHAT USERS ARE DOING • Keep an eye on the path users are taking through your product. It may not be the one you expect. • Focus on how to help the users.
  22. 22. FIGURE OUT WHAT THEY DON’T WANT • If the data says the product isn’t working for users, why is that? • Understanding when to fix the feature and when to pivot
  23. 23. DATA-INFORMED Not necessarily data-driven
  24. 24. USING DATA IN DECISION MAKING • Use it to test new product ideas where you can. • Are people already responding to similar features? • What can you learn from the success of past features? • Aim to use both your intuition and the data.
  25. 25. ANY QUESTIONS?
  26. 26. Part-time Product Management Courses in San Francisco, Silicon Valley, Los Angeles, Santa Monica, Orange County, New York, Austin, Boston, Seattle, Chicago, Denver, London, Toronto www.productschool.com

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