2. New technology
driving faster
Innovation
Choice of
Products has
Exploded
Customer
Experience is
Critical
Companies compete on
Product Innovation
> 5M apps 0.01% survive
Product-led companies are winning in the digital era
3. Product is having its Moneyball moment
YOU
ARE
HERE
Source: KPCB Internet Trends Report 2017
6. Three steps
● What’s the game you’re playing
● Ensure North Star drives
business outcomes
● Individual team metrics -
Product Analytics Formula
North Star
& metrics
Vision
How does analytics inform Product Strategy?
Impact
Strategy
8. What game are you playing?
attention transaction productivity
9. Define the game you’re playing
attention
Sample Product North Stars Examples
● Total time spent
engaging with content
● # Users spending > 5
min/day
● # Subscribers streaming
> 60 hrs/mo
● # Stories viewed
Examples are illustrative
10. Define the game you’re playing
Sample Product North Stars Examples
● Total # of Purchases
completed
● Avg # Purchases per
Prime Subscriber
● # Searches completed
● # Seat Upgrades
purchasedtransaction
Examples are illustrative
11. Define the game you’re playing
Sample Product North Stars Examples
● Total # of records
created
● % of Emails engaged
● # Active Users who
unsubscribed spam
● # Active Users who
logged/completed a taskproductivity
Examples are illustrative
12. Where the North Star fits in the model
Input Metrics
Monthly Subscribers
New Subscription
Conversion
Monthly Active
Streamers
Content Stickiness Content Engagement
Product North Star
Thing your CEO cares about
13. = Breadth
How many active users are taking this action?
North
Star
Frequencyx
How often does
each user engage?
Efficiencyx
How fast do
they succeed?
Depthx
What’s their depth of engagement?
New/Returning
Users
Current
Users
Power
Users
Happy & Retained
Users
Individual team map to your user’s journey
Journey
14. Sample Exercise for a Grocery Delivery App
Breadth Depth Frequency Efficiencyx x x
# Items
within
Order
# Orders
Completed
% Items
Delivered
within time
ML Algorithm
Customer chat
Grocery
Items
Received
Flash Sales
Notifications
Stock mgt
Recommendations
Shopping Lists
Discount Coupons
New Signups
Express Trials
Trial Conversion
# Users
Placing
Orders
Examples are illustrative
15. North Star metric exercise
Imagine you are on the Product Team for Trello...take the next 20-
30 minutes working with your group to:
1. Understand the game you are playing
2. Define your overall business objectives
3. Determine your North Star Metric(s)
4. Break down the North Star(s) into actionable Input Metrics
...we’ll share takeaways and findings afterwards.
16. Important considerations
1. Does it represent a customer getting some unique value from Trello?
2. Is it a real driver of an outcome that the business’ success is measured on?
3. Can it be broken down into actionable input metrics using the product
analytics formula?
17. Leading North Star
Signal (potential north star) Breadth Depth Frequency Efficiency
Weekly “Collaborating” Users Weekly Active
Subscribers
Collaborative
Tasks/ Day
Days Active /
Week
1
2
3
4
Outcome:
