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Product management for data science - Product Tank Meetup

Product management for data science - Product Tank Meetup

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How can product management work best with data science? How can a PM measure success and help data teams solve the most valuable company problems? Julia Kastner presents tips and lessons learned working at top tech startups like General Assembly and NeuroFlow.

How can product management work best with data science? How can a PM measure success and help data teams solve the most valuable company problems? Julia Kastner presents tips and lessons learned working at top tech startups like General Assembly and NeuroFlow.

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Product management for data science - Product Tank Meetup

  1. 1. Product Management for Data Science CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. Product Tank June 2019
  2. 2. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. About me NeuroFlow Senior Director of Product HBS 2012 Founder of Eva & Paul Denim Product experience:
  3. 3. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. First, let’s make sure we’re on the same page
  4. 4. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. What’s Product Management? Is it this??
  5. 5. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. I’d say sometimes it’s this
  6. 6. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. … or this
  7. 7. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. … but mostly it’s this
  8. 8. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. Product management is driving a lean design cycle PM’s primary role
  9. 9. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. So what is Data Science? Is it this?? 9
  10. 10. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. Data scientists are matchmakers
  11. 11. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. … and plumbers
  12. 12. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. … and problem solvers
  13. 13. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. So we’re focused on the same part of the process Data’s primary role
  14. 14. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. We make a great team! BillMe
  15. 15. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. So how are we different?
  16. 16. How do PMs define problems for Data Scientists? 1. Data scientists love questions. ○ “Is the standard accepted data true?” ○ “How can users get a personalized experience?” ○ “How can we help make doctors’ lives easier?” 2. Leverage user stories and workflows ○ “Users find that their stress is always high” ○ “As a marketer, I want to see if the personas my agency gave me are true?” 3. Set clear goals: ○ “How will it keep learning over time?” ○ “How can we get to 99% accuracy?”
  17. 17. Business goals ● Sales support / Sizzle / Upsells ● Cost-cutting ● SEO / marketing / positioning Model goals ● Accuracy ● Cost impact ● “Lift” Product goals ● Feature adoption ● Feature engagement/retention ● Referral / WOM ● Customer approval Business Metrics ● Revenue projections, CRM ● Accounting/finance reporting ● Site traffic, SEO rankings Model Metrics ● Compare to expectations (e.g. normal?) ● Server costs, scalability ● Compare performance to control Product Metrics ● DB data ● Analytics, cohort analysis ● Automated referrals, qualitative ● Bug tickets, customer feedback, NPS First, define the right problems to solve
  18. 18. 1. A data team will want to first try lots of data ○ As a PM, can you help them access more customer data? Labeled? ○ Good time to throw away crazy outcomes 2. Visualize flat first ○ Before building anything interactive, it can be helpful to export a few graphs 3. Make a working prototype ○ Pair with engineers or designers if needed ○ Use invision prototypes if possible ○ Use tools like D3 or BeakerX for interactive visualizations ○ Get customer feedback as early as you can It can be tempting to go too far
  19. 19. For example, using charts to visualize accuracy
  20. 20. CONFIDENTIAL - FOR OFFICIAL USE ONLY | © 2016-2019 NeuroFlow, Inc. So, in summary... • PMs and Data Scientists make great teammates! • PMs help Data Scientists find the right problems to solve & get feedback • Data Scientists bring knowledge of techniques to find the right solutions • Finding the right problem is a collaborative effort • Measurement is key • Take an MVP approach
  21. 21. Thank you! CONFIDENTIAL-FOROFFICIALUSEONLY|©2016-2019NeuroFlow,Inc neuroflowsolution.com

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