This document discusses how to build actionable dashboards that link product metrics to business outcomes. It recommends identifying the key business metrics and formulas that drive success, then determining which product-level metrics impact those business drivers. An alignment process ensures all teams prioritize the same metrics. Data is reviewed and products instrumented to measure the identified metrics. A dashboard mirrors the business formula and metrics. It is integrated into regular meetings to experiment, build, and continuously measure impact on business goals.

1. Logi Analytics Confidential & Proprietary
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Build Actionable Dashboards to
Drive Your Business
Jim O’Leary Brian Elmi
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2. Logi Analytics Confidential & Proprietary
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Logi Analytics helps application teams create, deploy, and constantly
improve analytic applications that engage users and drive revenue. In 2000,
Arman Eshraghi founded Logi Analytics, formerly LogiXML, to help web
developers easily embed compelling data visualizations inside websites.
This core technology evolved into the Logi platform, providing an
extraordinarily fast and easy way to embed analytics into any application.
Today, over 1,800 application teams use Logi to create more valuable
applications, engage users, and differentiate their software products.

3. Logi Analytics Confidential & Proprietary
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3
Click on the Questions panel to
interact with the presenters
https://www.productmanagementtoday.com/webinar-series/dashboards-that-set-your-app-apart/

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About Jim O’Leary
As Vice President of Product Management at NTENT, Jim oversees all product management functions in the
company. Prior to joining NTENT, Jim worked in a variety of Product Management and Marketing leadership roles at
companies such as Oracle, Siebel Systems, Corillian, and Mitchell. Jim received his BS in Chemical Engineering from
the University of Notre Dame, his MS in Civil & Environmental Engineering from UC Berkeley and his MBA from
Harvard.
About Brian Elmi
As the Director of Product Management at NTENT, Brian has product management responsibility for NTENT’s mobile
application portfolio. Prior to NTENT, Brian held a variety of Product Management roles at Mitchell and was co-founder
of Videonary, a video advertising platform for SMBs. Brian received his BS from University of California, San Diego and
his MBA from UCLA Anderson School of Management.

5. Logi Analytics Confidential & Proprietary
Click to edit Master title stylePOLL
- How often does your organization review product level KPIs?
- Never…
- Adhoc - Whenever we are asked to present the data
- Quarterly
- Monthly
- Daily

6. Logi Analytics Confidential & Proprietary
Click to edit Master title styleIT’S ALL ABOUT THE BUSINESS!!
As PMs we are the stewards of the business and products that drive the
business forward
If we don’t know what drives our business, we can’t build
products that help achieve our business goals

7. Logi Analytics Confidential & Proprietary
Click to edit Master title styleProblem Statement
Many organizations build feature/products without knowing how those
features/products directly affects the overall business.
The link between product and business either doesn’t exist or is
not properly measured

8. Logi Analytics Confidential & Proprietary
Click to edit Master title styleHigh-level process for building GREAT products
Market Trends
Business Vision &
Goals
Customer
Pain-Points
Validate
Hypotheses/Ideas
Prioritize
Build and
Measure

9. Logi Analytics Confidential & Proprietary
Click to edit Master title styleThis webinar will cover:
● How to cut out the noise and determine which KPIs matter for your business
● How to define success metrics for new initiatives (product, marketing, etc)
that align with your business needs
● How to democratize data so that all teams in an organization can benefit from
it
● How to instrument your products to measure direct effect on business
outcomes

10. Logi Analytics Confidential & Proprietary
Click to edit Master title styleSteps to create and measure a link between business & product
1. Identify the formula and the variables that drive your business
2. Identify the product level KPIs that define those variables
3. Get alignment across the organization on the variables and their
importance
4. Review the data you have and instrument your product as necessary
5. Build your dashboard
6. Make the dashboard part of your organization’s bloodstream
7. Experiment, build and measure!

11. Logi Analytics Confidential & Proprietary
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Step 1: Identify the formula and variables that drives your
business
Let’s walk through a hypothetical example of a online e-commerce
business
Expense → Fixed (Employee,
real-estate, tools, utilities) +
Variable (support, commissions,
licensing, cloud - AWS)
Profit = Revenue - Expense
Revenue → Users * # of
Transaction per user * $ per
transaction = Revenue

12. Logi Analytics Confidential & Proprietary
Click to edit Master title styleNext: Breakdown the formula to its core variables
Revenue → Users * # of transactions per user * $ per transaction
New User + Retained Users
# of prospects who visit * sign up conversion rate
∑ (Target prospect reach per channel * ad
conversion rate per channel)
User from previous <time
period> * retention rate

13. Logi Analytics Confidential & Proprietary
Click to edit Master title styleThen: Figure out which variables your product help drive
# of prospects who visit * sign up conversion rate
From the prior slide
# of prospects who sign up / # of prospects visit
● Time to create new account
● Onboarding
● New account creation workflow
● % who provide payment information
● % who make their first purchase

14. Logi Analytics Confidential & Proprietary
Click to edit Master title styleReal-Life Version

15. Logi Analytics Confidential & Proprietary
Click to edit Master title stylePOLL
- When you identify your product level KPIs, what do you do with that
information?
- Don’t know what they are
- Review when you are in the mood
- Create a report and share with relevant people
- Regularly review with stakeholders and team
- Identify hypotheses based on KPIs and validate with experiments

16. Logi Analytics Confidential & Proprietary
Click to edit Master title styleStep 2: Identify the product level KPIs that can be measured
As we saw in the prior slides, the following are the product KPIs we want
measure and improve to increase our sign-up conversion rate:
● Time to create new account
● Onboarding
● New account creation workflow
● % who provide payment information
● % who make their first purchase

17. Logi Analytics Confidential & Proprietary
Click to edit Master title styleStep 3: Alignment on variables across the org
Getting alignment on the variables that you’ll be measuring is critical. Steps
to get buy-in:
● Walk the cross functional leaders through your formula
● Get alignment on the definition of each variable
● Agree on the measuring criteria for each variable
● Define the focus area for the organization and success metrics

18. Logi Analytics Confidential & Proprietary
Click to edit Master title styleStep 4: Review your data and instrument as necessary
● Thoroughly review the data that is being collected by your products
● Make sure you have a single repository of data or know where each
data element lives and how different data sets relate to one another
● Review your product’s instrumentation and if you haven’t already,
create an inventory all of the events and their attributes

19. Logi Analytics Confidential & Proprietary
Click to edit Master title styleStep 5: Build your dashboard
- Your dashboard
should be a mirror
of the formula
defined above
- Each section of your
dashboard can
represent a
particular variable
defined in your
business formula

20. Logi Analytics Confidential & Proprietary
Click to edit Master title styleStep 6: Integrate your dashboard into organization’s bloodstream
- Everyone should have access to the same data and operate based on
the same definition of KPIs
- Visualization tool that everyone can use
- Clear definition of KPIs across the org
- Reference to this dashboard in key meeting - Product, Ops, finance

21. Logi Analytics Confidential & Proprietary
Click to edit Master title styleSummary - Experiment, build and measure!
Market Trends
Business Vision &
Goals
Customer
Pain-Points
Validate
Hypotheses/Ideas
Prioritize
Build and
Measure

22. Logi Analytics Confidential & Proprietary
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22
Q&A
Brian Elmi
With: With:
VP Product Management, NTENT
Linkedin page: /in/oleary
Twitter ID: @jimoleary
Jim O’Leary
Director of Product Management, NTENT
Linkedin page: /in/brianelmi
Twitter ID: @brianelmi
https://www.productmanagementtoday.com/webinar-series/dashboards-that-set-your-app-apart/