Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
How we define and track product
metrics that matter to RD Station
Raphael Farinazzo
Raphael Farinazzo
Marketing + Project Management
12 years xp in Marketing + Tech + Startups
Product Manager @ Resultados D...
Context1
Marketing Automation Platform
+ 8000 customers
Marketing Vendas Produto
Customer
Success
Customer
Journey
Lead Generation
Relationship
Platform
How to put all squads
on the same track?
H
E
A
R
T
appiness
ngagement
doption
etention
ask success
NPS
Frequency
Customer
A
R
S
doption
etention
uccess
How?Start by… Where?
Use Keep using Success
Measuring
success2
Adoption
Adoption
6000
Accounts
1936
32%
Send
Adoption
6000
Accounts
4300
86%
Design
3913
91%
Recipients
1996
51%
Summary
97%
1936
Send
5000
83%
Template
Retention
Retention
42%
Jan Feb
68%
Mar
64%
Apr
57%
45% 69% 65%
45% 70%
52%
February 500
March 500
April 700
January 400
New acc
Retention
42%
M1 M2
68%
M3
64%
M4
57%
45% 69% 65%
45% 70%
52%
February 500
March 500
April 700
January 400
New acc
Success
Success
Extra
Social Media retention period is weekly.
It also tracks weekly frequency.
Analysis and Dashboards have no success
me...
What about DAUs and MAUs?
Key findings
There’s a correlation between page views
and churn prediction…
…but it’s not cause and effect.
“If I’m still ...
Case
SEO for Landing Pages3
How to help our customers to
attract organic traffic to
Landing Pages?
Workflow
LandingPage: Editor View
Workflow
LandingPage: SeoSidebar View
Workflow
LandingPage: SeoKeyword Add
Scenario
Feature inside feature.
Adoption is related to parent feature.
Hard to measure success (delay and competition).
N...
Adoption 1st Keyword Add
Retention Is it really necessary?
Engagement Customers adding at least 1 keyword
Success SERP pos...
Key findings
Adoption estimate was correct.
Funnel drop-off on last step. Why?
Re-generate report: they’re using it!
Thanks!
Raphael Farinazzo - /in/rfarinazzo
@rfarinazz
raphael@farinazzo.com.br
Upcoming SlideShare
Loading in …5
×

How we define and track product metrics that matter to RD Station

266 views

Published on

RD Station is the top Marketing Automation Platform in Latin America. In this presentation, there's an overview of how we defined its most important product metrics. In the end, a quick case of a feature launched in 2017 Q1.

Published in: Software
  • Be the first to comment

How we define and track product metrics that matter to RD Station

  1. 1. How we define and track product metrics that matter to RD Station Raphael Farinazzo
  2. 2. Raphael Farinazzo Marketing + Project Management 12 years xp in Marketing + Tech + Startups Product Manager @ Resultados Digitais Mentor @ StartupSC (Sebrae)
  3. 3. Context1
  4. 4. Marketing Automation Platform + 8000 customers
  5. 5. Marketing Vendas Produto Customer Success Customer Journey Lead Generation Relationship Platform
  6. 6. How to put all squads on the same track?
  7. 7. H E A R T appiness ngagement doption etention ask success NPS Frequency Customer
  8. 8. A R S doption etention uccess
  9. 9. How?Start by… Where? Use Keep using Success
  10. 10. Measuring success2
  11. 11. Adoption
  12. 12. Adoption 6000 Accounts 1936 32% Send
  13. 13. Adoption 6000 Accounts 4300 86% Design 3913 91% Recipients 1996 51% Summary 97% 1936 Send 5000 83% Template
  14. 14. Retention
  15. 15. Retention 42% Jan Feb 68% Mar 64% Apr 57% 45% 69% 65% 45% 70% 52% February 500 March 500 April 700 January 400 New acc
  16. 16. Retention 42% M1 M2 68% M3 64% M4 57% 45% 69% 65% 45% 70% 52% February 500 March 500 April 700 January 400 New acc
  17. 17. Success
  18. 18. Success
  19. 19. Extra Social Media retention period is weekly. It also tracks weekly frequency. Analysis and Dashboards have no success metric attached.
  20. 20. What about DAUs and MAUs?
  21. 21. Key findings There’s a correlation between page views and churn prediction… …but it’s not cause and effect. “If I’m still trying, I’m still buying it.” PMs still focus on success metrics.
  22. 22. Case SEO for Landing Pages3
  23. 23. How to help our customers to attract organic traffic to Landing Pages?
  24. 24. Workflow LandingPage: Editor View
  25. 25. Workflow LandingPage: SeoSidebar View
  26. 26. Workflow LandingPage: SeoKeyword Add
  27. 27. Scenario Feature inside feature. Adoption is related to parent feature. Hard to measure success (delay and competition). Not a feature to everyone, every time.
  28. 28. Adoption 1st Keyword Add Retention Is it really necessary? Engagement Customers adding at least 1 keyword Success SERP position improvement
  29. 29. Key findings Adoption estimate was correct. Funnel drop-off on last step. Why? Re-generate report: they’re using it!
  30. 30. Thanks! Raphael Farinazzo - /in/rfarinazzo @rfarinazz raphael@farinazzo.com.br

×