Right now, you are wrestling with this very topic. Data. Your product is drowning in data. Your innovative, early adopter type Customers want not only access to it all, but the reporting and analytics capabilities to analyze it all. They know there is gold in that mine. The rest of your Customers crave better reporting. To add to this complex challenge, the opportunity to innovate doesn’t rest silently waiting for you to consider all your options, weigh the pros and cons, and plan the perfect update. Your Sales team is at your door. Your Customers are online with your Customer Success team and considering alternatives. Wait. There is more. What about your data?!?! How can use your Customers’ data to uncover patterns? How can you use measure product usage data to effectively enhance the solutions? How do you balance the precious R&D time to maximize what you can measure for you and your Customers? Do you want to solve valuable data related problems for your Customers? Do you want to compete more effectively? Do you want monetize the data?

1. A Win/Win for Your Product: Embedding
Analytics for Product Success
Stewart Rogers Hannah Flynn
With: Moderated by:
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2. Revulytics gives any software producers deep and actionable insight into
who is using their software products and how they are being used, and the
out-of-box analytics that enable them to grow incremental revenue, convert
and retain customers, and make decisions about licensing and cloud
transformation strategies.

3. Click on the Questions panel to
interact with the presenters
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4. About Stewart Rogers
Stewart is a recognized thought leader and advocate of building world-class product teams that bring a market-
driven focus to technology organizations. With more than 15 years of product management experience, he has
been building products that deliver sustainable results and increased customer satisfaction levels. He is a
Pragmatic Marketing Certified and Certified ScrumMaster.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites
such as Product Management Today, B2B Marketing Zone, and Customer Experience Update.

5. 5
About Me
● 20+ years in Software Technology (19 in Product)
● Better part of the past 10 years with Analytics products
○ Audit
○ Workforce
○ Learning
● Also deep into Lean and Product Analytics
A Win/Win for Your Product: Embedding Analytics for
Product Success

6. 6
Embedding Analytics for Product Success
A Win/Win for Your Product: Embedding Analytics for
Product Success

7. 7
Embedding Analytics for Product Success
A Win/Win for Your Product: Embedding Analytics for
Product Success

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Agenda
• Part 1 - Analytics as a Service
○ hear lessons learned through experience
○ uncover the true problems your customers have with data
○ how to select the right analytics product for you Customers
• Part 2 - Product Analytics
○ quickly instrument and measure the right things
A Win/Win for Your Product: Embedding Analytics for
Product Success

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A Win/Win for Your Product: Embedding Analytics for
Product Success

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Note: I am using Analytics to encompass generally everything
under the umbrella of Business Intelligence, but particularly
reporting, dashboarding, and visualizations. I am NOT using it
to reference Machine Learning.
A Win/Win for Your Product: Embedding Analytics for
Product Success

11. 11
The World As We Know It
• Data is it.
• People are:
o Collecting it.
o Selling it.
o Analyzing it.
o Reporting it.
A Win/Win for Your Product: Embedding Analytics for
Product Success

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The Problems Your Customers Have With Data
• They cannot.
○ Access it.
○ Visualize it.
○ Share it.
○ Lack analytical skills.
• It is important, but it is not that important.
• The Analytics process is overwhelming.
A Win/Win for Your Product: Embedding Analytics for
Product Success

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How to Uncover the Problems
• Getting past the “I need a report for”
○ Who is it for? (and potentially who do they need it for?)
○ What will they do with it? (summarized, presented, sliced, diced)
○ Why do they need it? (what value do they derive from it?)
○ What actions do they hope to influence and what value is derived from
those actions?
A Win/Win for Your Product: Embedding Analytics for
Product Success

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How to Uncover the Problems
• Getting past the “I need a report for”
○ Who is it for? (and potentially who do they need it for?)
○ What will they do with it? (summarized, presented, sliced, diced)
○ Why do they need it? (what value do they derive from it?)
○ What actions do they hope to influence and what value is derived from
those actions?
A Win/Win for Your Product: Embedding Analytics for
Product Success
TIP:To compete you need to out product
manage your competitors. Get to the true value.

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Why Invest In Analytics
• Increase customer satisfaction
• Increase Average Order Value and/or existing business
• Decrease competitive pressure
• Improve Win/Loss rates
• Reduce churn
A Win/Win for Your Product: Embedding Analytics for
Product Success

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How To Select The Right Analytics Product
• Buy / Build / Partner, considering time to market
• Feature considerations:
o Data access / connectors
o Extract, Transform, Load (ETL)
o Big data
o Performance
o Overall User Experience (UX)
o Cloud/Web-based
o Embedding
A Win/Win for Your Product: Embedding Analytics for
Product Success
o Scheduler
o Exporting
o Formatting / Styling
o Ad hoc
o Multi-tenant
o Licensing
o Support / Professional Service

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• Buy / Build / Partner, considering time to market
• Feature considerations:
o Data access / connectors
o Extract, Transform, Load (ETL)
o Big data
o Performance
o Overall User Experience (UX)
o Cloud/Web-based
o Embedding
A Win/Win for Your Product: Embedding Analytics for
Product Success
o Scheduler
o Exporting
o Formatting / Styling
o Ad hoc
o Multi-tenant
o Licensing **
o Support / Professional Service
TIP:Financial model this.
How To Select The Right Analytics Product

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Lessons Learned (part 1)
● Your users have no idea.
● It’ll never be enough.
● It’ll be harder than you think.
● They want dashboards, but they won’t use dashboards.
A Win/Win for Your Product: Embedding Analytics for
Product Success

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Lessons Learned (part 2)
● Data privacy and data security is now question #1
● Differentiate it.
● Monetize it.
● Keep it simple.
A Win/Win for Your Product: Embedding Analytics for
Product Success

20. Product
Analytics

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Product Management 3.0
• Welcome to the next generation of Product Management
A Win/Win for Your Product: Embedding Analytics for
Product Success

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Quickly Instrument and Measure The Right Things
• What is happening in your product?
○ what features are they using ; buttons are they clicking
○ what paths are they taking ; where do they get blocked
○ what errors are they getting
○ segment data by users (demographics, cohorts, etc.)
• Most common mistakes
○ Too many metrics and most of them vanity
○ Only measuring acquisition oriented metrics
○ Not measuring value delivered
A Win/Win for Your Product: Embedding Analytics for
Product Success

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8 Tips
A Win/Win for Your Product: Embedding Analytics for
Product Success
1. Master (or at least Intermediate) Excel
2. Make time (“Analytics Wednesday”) and do it yourself (to start)
3. Truly understand the difference between vanity and actionable
4. Pause your roadmap to instrument for usage data (use ProductTech)
5. Map your usage data to your customer data ; then segment it
6. Know your core metrics (acquisition, engagement)
7. For activation and engagement, measure customer value
8. Keep it ‘Lean’ ; routinely test hypotheses with data

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8 Tips
A Win/Win for Your Product: Embedding Analytics for
Product Success
1. Master (or at least Intermediate) Excel
2. Make time (“Analytics Wednesday”) and do it yourself (to start)
3. Truly understand the difference between vanity and actionable
4. Pause your roadmap to instrument for usage data (use ProductTech)
5. Map your usage data to your customer data ; then segment it
6. Know your core metrics (acquisition, engagement)
7. For activation and engagement, measure customer value
8. Keep it ‘Lean’ ; routinely test hypotheses with data
BONUS TIP:
Upskill your
Analytical skills

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Be Prepared
Your Company are curious, be ready to answer the questions...
• Is Customer ABC using Feature A?
• Is anyone using Product A?
• Distinguish
○ “small using” (they clicked buttons) vs.
○ “big using” (they get value)
A Win/Win for Your Product: Embedding Analytics for
Product Success

26. 26
Be Prepared
Your Company are curious, be ready to answer the questions...
• Is Customer ABC using Feature A?
• Is anyone using Product A?
• Distinguish
○ “small using” (they clicked buttons) vs.
○ “big using” (they get value)
A Win/Win for Your Product: Embedding Analytics for
Product Success
→ References

27. 27
My Product Analytics Use Scenario
• I am using in product analytics combined with a API service
to feed event streams to Product Analytics solutions
• Extract in product data ; Salesforce.com data ; Email data
• Combined into one Excel sheet. Blended into two summary
sheets ; acquisition data and engagement data
• Weekly reportables:
○ Funnels
○ Cohort Analysis
○ Who is/not engaged lists
A Win/Win for Your Product: Embedding Analytics for
Product Success

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Conclusion
• To impact the business, enhance the Analytics you offer
• Differentiate it.
• Give Roadmap time to enhance Product Analytics
• Upskill your Analytics skills
• Make time.
A Win/Win for Your Product: Embedding Analytics for
Product Success

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A Win/Win for Your Product: Embedding Analytics for
Product Success

30. Q&A
Hannah Flynn
With: Moderated by:
VP Products, Lambda Solutions
Linkedin page: linkedin.com/in/rsrogers/
Twitter ID: @stewartrogers
Website: lambdasolutions.net
Stewart Rogers
Site editor, Product Management Today
Linkedin page: linkedin.com/in/hannahmflynn
Twitter ID: @prodmgmttoday
Email: hannah@aggregage.com
Website: productmanagementtoday.com
www.productmanagementtoday.com/webinar-series/stop-guessing-comma--start-knowing
www.projectmanagementupdate.com/webinar-series/stop-guessing-comma--start-knowing
www.businessinnovationbrief.com/webinar-series/stop-guessing-comma--start-knowing