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Make Or Break of Product
Development: How to use
marketing data
Jovan Miljević
Introduction and Context
● How to connect and combine 2 or more departments in the early stage of a Startup
● Presentation about product development and how and where marketing fits in that process
#Saas #Startup #CompetitiveIndustry #Agile #SmallTeamBigExpectations #Investors
“When marketing meets product management and engineering”
Key objectives when I started working in Nifty
● Identifying user conversion path - marketing/growth
(channels, onboarding process, user levels, conversion trial to paid)
● Providing relevant data about software usage to product and development
teams - product management
(when, how, why)
● Understanding business metrics - CAC Payback, (Lifetime value), etc. -
product owner
(VC’s)
What I have done
Product owner Development Support
Data Marketing info.
Collecting team proposals
Culture of measuring
● Quantitative analysis (where, how much, how may)
● Qualitative analysis (why)
Idea behind quantitative analysis is to measure things; the idea behind
qualitative analysis is to understand them.
Quantitative analysis
● MixPanel
● Google Analytics
Qualitative analysis
● Customer survey and feedback forms
● Customer questions and
● NPS (Net promoter score)
● HotJar, Full Story, etc.
Tracking plan specifications
Creating Framework
Developers Vs Marketers
Understanding developers and How to work with them
● Understand developers work processes
● Make clear collaboration process (call times, set of tasks) and do not include
any unplanned activities
Create process
Track and measure
● Push both software and website data in Google Analytics and cross those
metric
● Use quantitative analysis tool (exp. MixPanel)
● Perform qualitative analysis (HotJar, Full Story)
● Include customer feedbacks, surveys in consideration
Marketing data insights could be very beneficial
Conclusion
● Marketing doesn’t need to be an unnecessary expense
● Marketing can support product and development with useful data insights
● Developers and marketers can work together in creating outstanding tool
Make or break of product development: How to use marketing data in developing SaaS
Make or break of product development: How to use marketing data in developing SaaS
Make or break of product development: How to use marketing data in developing SaaS

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Make or break of product development: How to use marketing data in developing SaaS

  • 1. Make Or Break of Product Development: How to use marketing data Jovan Miljević
  • 2. Introduction and Context ● How to connect and combine 2 or more departments in the early stage of a Startup ● Presentation about product development and how and where marketing fits in that process #Saas #Startup #CompetitiveIndustry #Agile #SmallTeamBigExpectations #Investors “When marketing meets product management and engineering”
  • 3. Key objectives when I started working in Nifty ● Identifying user conversion path - marketing/growth (channels, onboarding process, user levels, conversion trial to paid) ● Providing relevant data about software usage to product and development teams - product management (when, how, why) ● Understanding business metrics - CAC Payback, (Lifetime value), etc. - product owner (VC’s)
  • 4. What I have done Product owner Development Support Data Marketing info.
  • 5.
  • 7. Culture of measuring ● Quantitative analysis (where, how much, how may) ● Qualitative analysis (why) Idea behind quantitative analysis is to measure things; the idea behind qualitative analysis is to understand them.
  • 9. Qualitative analysis ● Customer survey and feedback forms ● Customer questions and ● NPS (Net promoter score) ● HotJar, Full Story, etc.
  • 12. Developers Vs Marketers Understanding developers and How to work with them ● Understand developers work processes ● Make clear collaboration process (call times, set of tasks) and do not include any unplanned activities
  • 14. Track and measure ● Push both software and website data in Google Analytics and cross those metric ● Use quantitative analysis tool (exp. MixPanel) ● Perform qualitative analysis (HotJar, Full Story) ● Include customer feedbacks, surveys in consideration
  • 15.
  • 16.
  • 17.
  • 18. Marketing data insights could be very beneficial
  • 19. Conclusion ● Marketing doesn’t need to be an unnecessary expense ● Marketing can support product and development with useful data insights ● Developers and marketers can work together in creating outstanding tool