Key Takeaways: - How to make data-driven decisions; - The importance of making data-driven decisions; - Where and how to gather and use data effectively with real-life examples; - How important data training is for product managers.

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How to Be a Data Driven PM by TORA
Chief Marketing Officer

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10. AbdulAzeez Ogunjobi

11. DATA
COLLECTION
ANALYSIS
INTERPRETATION
DECISION MAKING
The Importance of Data to a Product Manager

12. Understanding
Customer
Profiles
The Importance of Data to a Product Manager

13. Make better
product decisions
The Importance of Data to a Product Manager

14. Help you
communicate with
your data scientist
The Importance of Data to a Product Manager

15. Metrics handling
- Customer Acquisition Cost (CAC)
- Customer Conversion Rate (CCR)
- Retention Rate
- Daily Active Users (DAU)
- User Churn Rate
- Customer Satisfaction (CSAT)
- Customer Lifetime Value (CLV)
The Importance of Data to a Product Manager

16. Product Feature
Prioritization
The Importance of Data to a Product Manager

17. Discover how your
customers are using your
product the way you never
intended
The Importance of Data to a Product Manager

18. Projection:
Shutdown or Success
The Importance of Data to a Product Manager

19. Be a data-driven PM
But Note: All decisions should
NOT be 100% Data Driven
The Importance of Data to a Product Manager

20. Ized Uanikhehi

21. HOW TO BECOME A
IZED UANIKHEHI
DATA DRIVEN
PRODUCT MANAGER
DATA DRIVEN

22. A data driven product Manager knowsIn GOD we TRUST,
All others bring Data.
1
“
“

23. The Product
Manager
does
everything
to ship a
quality
product to
the USER
2
User &
Market
Intelligent
PRODUCT
MANAGEMENT
User
Experience
Design
Analytics &
Growth
Product
Development
Business
Strategy
WHAT DOES A PRODUCT MANAGER DO?

24. A data driven product Manager knows
3
Surveys, Polls,
Questionnaires
Interviews
Focus groups
Market research
(online & offline)
SWOT analysis
DATA FLOW OF A PRODUCT MANAGER
Building a great business
strategy for your product
Business model
of the company
Similar business
models
Similar products.
Understanding the User and the Market (Competition etc):

25. DESIGN THE USER EXPERIENCE
• Strategy (vision)
• User flow (work with designers to build a
wireframe)
• Prototype (testgroup - feedback)
4
BUILD THE TECHNICAL PRODUCT
• Right engineering team
• Data flow
• Ensure right solution.
• Ensure product delivery (ship on time)
BUILD THE GO-TO MARKET STRATEGY
• WHY (do users need this product)
• WHAT (can you build within the
product to ensure more users use it)
• WHO ( is the target audience)-
WHERE (should your marketing be
focused)

26. DECISION MANAGEMENT BY INTUITION OR BY DATA
Recent studies indicates, an algorithm is more reliable
and powerful than the human instinct! An example is in
recruiting, chances of recruiting the right candidates
rises to about 25% using the right metrics.
Intuition has its merits on gut feelings (heart speaks to
the heart) but falls short on the decision maker’s
experience.
Source: Harvard Business Review, In Hiring, Algorithms Beat Instincts,
2014
5

27. THE DATA DRIVEN PRODUCT
MANAGER’S CREED
Store all things Read all
things
Answer all
questions
Choose
your
metrics
Analyse all
things
Discover
patterns
6

28. STORE ALL THINGS
A data driven product Manager knows
1. Everything is data (gather from multiple sources)
2. All information is useful for decision making and
product innovation
7

29. READ ALL THINGS
No information (data) is
left to chance...
8

30. ANSWER ALL QUESTIONS
One of the qualities of data
gathering is to ask and answer
questions that may never be asked
directly.?
9

31. • Customer Acquisition Cost (CAC)
• Customer Conversion Rate (CSR)
• Repurchase Rate (RR)
• Daily Active Users (DAU)
• Feature Usage
• User Churn
• Net Promoter Score (NPS)
• Customer Satisfaction (CSAT)
• Customer Lifetime Value (CLV)
CHOOSE YOUR METRICS
(KPIS WITH CLEAR MESSAGES)
10

32. Based on your metrics which you intend to
measure, analyse all necessary data set.
Including qualitative feedbacks to get the real
story.
ANALYSE ALL THINGS
11

33. DISCOVER PATTERNS
The data driven product
manager is able to see patterns
from analysis of data based on
the chosen metrics.
12

34. MAKE VALUED DECISIONS
Product Usage Customer
Centric
design
Competitive
offerings
Pricing Market
Share
Industry
trends
Valued decisions is key to growth of your organisation.
Observing patterns enables the data driven product manager
in making the right decisions.
13

35. CONCLUSION
Been is the ultimate goal of the 21st
century product manager.
However, gut feeling/intuition is never
out of place.
A highly efficient product manager
combines gut feeling/personal
experience with data to make high
valued decisions.
14

36. 15
REACH OUT
IZED UANIKHEHI
Convener Digiclan Africa
Co-founder Tora Africa
Digital Amazon
TWITTER:
FACEBOOK:
INSTAGRAM:
izeduanikhehi@gmail.com
www.facebook.com/zegbua
www. twitter.com/zegbua
www.instagram.com/zegbua

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