Productcamp montreal 2010

Hello, Productcamp!
Monday, November 29, 2010

Masochist self-help group.

Engineering
Finance
Marketing
Sales
Responsibility
Authority

It’s never been a better time
to be a product manager.

Clouds make
experimenting
easy.

Analytics make
experimenting
smart & fast.

It wasn’t always this easy.

A story, in three parts
Coradiant, clouds, and analytics.

About me

GigaOm/Bitcurrent
briefing on Cloud
Computing (2008)
InteropCloud
(2009)
The impact of
latency on web
business
(2009)
On the
performance
of clouds
(2010)
Application
Delivery
Networks (2009)
Complete
Web Monitoring
(2009)
WebOps
(2010)

The Coradiant story

Pivoting the delivery model

Conversion rate
and order value
0
5
10
15
20
Conversion rate Order value
5.51
16.07
Differenceduetooptimization

Two things will speed this up
Reduction in upfront investment
Improvement in measurement and analysis

The democratization of IT
A world where the primary channel is the web.

http://www.ﬂickr.com/photos/harshlight/3235469361

http://www.ﬂickr.com/photos/theclevelandkid24/4251408727/

http://en.wikipedia.org/wiki/Adam_Smith

http://www.ﬂickr.com/photos/brewbooks/3319730327/
(16MB)

http://www.ﬂickr.com/photos/argonne/4563394851/

http://www.ﬂickr.com/photos/ebeam/3586287989/

http://www.ﬂickr.com/photos/ecastro/3053916892/

http://www.ﬂickr.com/photos/binaryape/458758810/

http://50ans.imag.fr/images/galerie/Source/IBM-1130-1.jpg

http://honeynet.onofri.org/scans/scan22/sol/submission/reverse.jpg

http://www.ﬂickr.com/photos/ﬂem007_uk/4211743886/

http://www.ﬂickr.com/photos/caveman_92223/3531128799/

http://en.wikipedia.org/wiki/File:Bell_System_hires_1900_logo.PNG

For much of its history, AT&T and its Bell System functioned as
a legally sanctioned, regulated monopoly.
The US accepted this principle, initially in a 1913 agreement
known as the Kingsbury Commitment.
Anti-trust suit ﬁled in 1949 led in 1956 to a consent decree
whereby AT&T agreed to restrict its activities to the regulated
business of the national telephone system and government
work.
Changes in telecommunications led to a U.S. government
antitrust suit in 1974.
In 1982 when AT&T agreed to divest itself of the wholly owned
Bell operating companies that provided local exchange service.
In 1984 Bell was dead. In its place was a new AT&T and seven
regional Bell operating companies (collectively, the RBOCs.)
http://www.corp.att.com/history/history3.html

http://www.ﬂickr.com/photos/ktylerconk/4096965228/

First: Monopoly good.

Then: Monopoly bad.

http://www.ﬂickr.com/photos/wikidave/2867257631/

http://www.ﬂickr.com/photos/mbrubeck/4460320021/

http://www.ﬂickr.com/photos/raneko/4203965136/

http://www.ﬂickr.com/photos/19646481@N06/4263667827/

http://www.ﬂickr.com/photos/dok1/4547024596/

http://www.ﬂickr.com/photos/mmbrown/3102707594/

http://www.codeproject.com/KB/miscctrl/ScriptStudio.aspx Wufoo.com

Airfare
DNS
Cloud
Public
transit
Important
research
Hotel

You can’t calculate ROI
when I is zero.

It’s a license to experiment.

No more excuses.

Analytics everywhere
Everything is an experiment

Everybody has goals.
http://www.ﬂickr.com/photos/itsgreg/446061432/

Ad
network
Organic
search
Visitor
Campaigns
Reach
Mailing,
alerts,
promotions
Offer
Upselling
Purchase step
Purchase step
Enrolment
Advertiser site
Abandonment
Disengagement
3
5
9
8
7
6
4
$
$
$
$
$
Conversion $
2
1 11
Impact on site
NegativePositive $$

Search
results
Good
content
Invitation
Viral
spread
Visitor
Social
network link
Content creation Moderation
Spam & trolls
Engagement
Social graph
Disengagement $
1
7
6
5
2
4
4
3
11
$
$
$
Impact on site
NegativePositive $
Bad
content
$
$
Collaboration site

Helpdesk
escalation
SLA
violation
Renewal, upsell,
reference
Performance
End user (employee)
SaaS site
Churn $
Refund $
6
2
Enterprise subscriber
1
5
3
4
Good Bad
Usability
Good Bad
Productivity
Good Bad
7
Support
costs
$
Impact on site
NegativePositive $$
$
$

Targeted
embedded ad
Advertiser
site
Ad
network
Visitor
Media site
Departure $
$
5
6
4
3
Enrolment
2
$
5
Impact on site
NegativePositive $$
1
$

Analytics is the
measurement of movement
towards those goals.
http://www.ﬂickr.com/photos/itsgreg/446061432/

NEW
VISITORS
GROWTH
BOUNCE
RATE
LOSS
CONVERSION
RATE
GOAL
VALUE
x
TIME
ON
SITE
PAGES
PER
VISIT
NUMBER
OF VISITS
SEARCHES
TWEETS
MENTIONS
ADS SEEN
ATTENTION ENGAGEMENT CONVERSION

Conversions
Visits
Shopping cart
Payment options
KPIs

Bounce
rate
Conversions
Visits
Shopping cart
Payment options
Conversion
rate

http://www.ﬂickr.com/photos/mrmoorey/160654236

http://www.ﬂickr.com/photos/duncan/1252272164/

http://www.ﬂickr.com/photos/intherough/3573333256/

http://www.ﬂickr.com/photos/jetheriot/648950773/

Deploy
Tweak
Analyze
Collect
Why these matter
Experiment faster and better
Design
BuildOperate Lower
upfront
investment
More
accurate
feedback
Faster
iteration

Not just for tech companies
The big data world.

Overshare

h)p://su.pr/1keiym

Species
sharing
h)p://www.ﬂickr.com/photos/luc/1824234195/

h)p://www.ﬂickr.com/photos/sea)lemunicipalarchives/3974145507/

h)p://www.ﬂickr.com/photos/gregory-‐moine/4303513582/

h)p://www.ﬂickr.com/photos/spidermandragon5/2922128673/

h)p://www.ﬂickr.com/photos/pixel_addict/465394708/

h)p://www.chris-‐place.com/game-‐shows/shows/millionaire/images/phone-‐a-‐friend.jpg

h)p://www.ﬂickr.com/photos/66164549@N00/2366402111/

h)p://www.ﬂickr.com/photos/chriseos40d/3148210616

h)p://www.ﬂickr.com/photos/themikelee/2036996518/

://www.ﬂickr.com/photos/themikelee/2036996518/

h)p://www.ﬂickr.com/photos/blue_mountains_library_-‐_local_studies/2672973607/

h)p://www.ﬂickr.com/photos/dvdmerwe/196002561/

h)p://www.ﬂickr.com/photos/ariannemccarthy/516482621/

h)p://www.ﬂickr.com/photos/st3f4n/3951143570/

h)p://www.ﬂickr.com/photos/dlr/18787680/

eMarketer,
January
2009
Sharing like never before
2009 2010 2011 2012 20132008
88.8
44.6%
95.3
46.4%
101.7
48.2%
108.0
50.0%
114.5
51.8%
82.5
42.8%
Millions
Percent
Users
generaUng
content
online

http://feedblog.org/2009/06/25/michael-jackson-spike-on-twitter/

Crowds are clouds.
Quick to deploy, easy to analyze.

So what does this mean for
product managers?

Getting
features right
matters less.
Knowing
what’s not
working, fast
matters more.

Getting
features right
matters less.
Getting out of
the ofﬁce
matters more.

“We should”
matters less.
“What if”
matters more.

Your
roadmap
matters less.
Parallel
experiments
matter more.

Justiﬁcation
beforehand &
business
cases matter
less.
Realtime cost/
beneﬁt of
features in
production
matters more.

User groups
and surveys
matter less.
Real-world
adoption &
usage
analysis
matters more.

Like I said:
It’s never been a better time
to be a product manager.

Thanks!
alistair@bitcurrent.com
@acroll
www.yearonelabs.com
www.rpmmtl.com
www.watchingwebsites.com
www.bitcurrent.com
www.human20.com

Productcamp montreal 2010

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Productcamp montreal 2010