Product Management Event at #ProductCon Los Angeles with Nate Franklin, Principal Product Manager at Amplitude.

1. www.productschool.com
Powering the Next Generation of
Products by Amplitude Principal PM

2. Join 40,000+
Product Managers on
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3. CERTIFICATES
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4. Corporate
Training
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Management skills

5. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
@itsnatef
Nate Franklin
Product @ Amplitude
Powering the next
generation of products

6. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
My road to visiting you all today
Products powered
30,000
User Actions Analyzed
7.5 Trillion
Ice Cream
Novelties
Customer Insights
Product Marketing
Product Manager

15. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

16. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

17. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

18. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

19. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Why are our products
not better?

20. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
What does better
actually look like?

21. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Trends that are getting us to “better”
Product as an end-to-end experience, captured digitally
Industries will focus on Life Time Value
Orgs & teams will re-shuffle to meet expectations

22. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Product as an end-to-end experience,
captured digitally (for real this time)
• Product will be the entire end-to-end experience:
mobile, web, push, email, etc.
• Complete experience will be captured and tracked
digitally
1

23. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Michael Martin
Nike, Head of Digital
“The way we look at digital and in-store is not
channel-by-channel, or one channel helping the
other. It’s all one experience.
We’re testing, learning and optimizing at an
incredible pace.”

24. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

25. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

26. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Product as an end-to-end
experience, captured digitally
• Product will be the entire end-to-end experience:
mobile, web, push, email, etc.
• Complete experience will be captured and tracked
digitally
1

27. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Industries optimize for
Lifetime Value (LTV)
2
• Retail: move from one-time conversions to
LTV
• Media: move from ads to subscriptions
• B2B: move from ‘selling a thing’ to ARR

28. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

29. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Intuit

30. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Quickbooks

31. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Quickbooks
+31 pts
retention when used
w/ accountant

32. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Intuit
“Each and every function within a company needs to align
around a common set of business metrics, breaking down
silos, working more horizontally than ever before” – Intuit
CIO

33. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Intuit
~4
LTV / CAC ratio

34. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Industries optimize for
Lifetime Value (LTV)
2
• Retail: move from one-time conversions to
LTV
• Media: move from ads to subscriptions
• B2B: move from ‘selling a thing’ to ARR

35. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Orgs & teams re-shuffle to be
more integrated
• Great end-to-end experiences come from teams
iterating together
• Marketing drives product outcomes (activation,
retention) not just acquisition
• UX becomes CX incorporating BI and research with
experience-centered design
3

36. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Teams will
Iterate Together
Growth Marketer
Growth PM
User Acquisition Manager
Director of Retention
Growth Designer
Data QA
Data EngineerPersonalization Product
Manager
Product Analyst
Customer Experience Manager
Data Governor
Growth Analyst
Technical Designer
Community Manager

37. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Trends to “better” products
Product as a (real) end-to-end experience, captured digitally1
Industries optimize for Lifetime Value2
Orgs & teams re-shuffle to be more integrated3

38. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Why are our products
not better?

39. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
High quality data
across entire E2E experience
that is governed and actionable

40. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
App open In-app
message
Wait in
checkout line
In-app
purchase
Visit store
Add to
Cart
Email
sent
Email
open
Add to
cart
Coupon
redeemed
Website
purchase
Discount
applied
Talk to
salesperson
Try on
something
In-store
purchase

41. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
App open In-app
message
Wait in
checkout
line
In-app
purchase
Visit store
Add to
Cart
Email
sent
Email
open
Add to
cart
Coupon
redeemed
Website
purchase
Discount
applied
Talk to
salesperson
Try on
something
In-store
purchase

42. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience
that is governed and actionable

43. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
“Most ideas fail
to show value”
https://ai.stanford.edu/~ronnyk/ExPThinkWeek2009Public.pdf

44. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
“Most ideas fail
to show value”
https://ai.stanford.edu/~ronnyk/ExPThinkWeek2009Public.pdf
negative
results
33%
flat
results
33%
improved
results
33%

45. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
“Most ideas fail
to show value”
https://ai.stanford.edu/~ronnyk/ExPThinkWeek2009Public.pdf
negative
results
33%
flat
results
33%
improved
results
33%
2 of 3 fail

46. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience
that is governed and actionable

47. © 2019 Amplitude Inc. Confidential. All Rights Reserved.

48. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Not
Contextually
Aware

49. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Car Insurance
Physically
Accessible

50. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Car Insurance
Physically
Accessible Digitally
Accessible

51. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Car Insurance
Physically
Accessible
Digitally
Accessible Digitally
Interactive

52. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Car Insurance
Physically
Accessible
Digitally
Accessible
Digitally
Interactive Contextually
Aware

53. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Pay-per-mile car
insurance
Track and optimize your trips
Monitor your car’s health
Find your missing car
Get street sweeping alerts
Contextually Aware

54. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Contextual
Reliable
Trustworthy
Familiar
Dependable
Customized
Personal

55. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience
that is governed and actionable

56. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience
that is governed and actionable
Contextually aware
experiences and products
customized for each user

57. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience
that is governed and actionable
Contextually aware
experiences and products
customized for each user
Product Intelligence

58. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training