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www.productschool.com
Panaseer Sr. PM on How to Use Data
as a Product Manager
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Pete Goodall
TONIGHT’S SPEAKER
Pete Goodall
● Started as a Product Manager in 2004
● Product Consultant for the last four
years
Senior Product Manager at
Panaseer
Introduction
Agenda
● Why data matters
● Qualitative vs
Quantitative data
● Basic rules and
techniques
● Tools of the trade
Why data matters
Data beats opinion
The
Boss
If you have two or more opinions in
the room, the one backed by data
is likely to win
HIPPO
Highest Paid Person’s Opinion
Data gives you a goal
● You need an indication of progress if
not success
● Forces you to think about how you
measure
● Helps to keep beating back the
aforementioned HIPPO
Without data you are
flying blind
There is no point in releasing
software if you have no way of
knowing whether it is working
Qualitative vs
Quantitative
Qualitative data
comes from usability testing
● Needs a relatively small data sample
(5 - 10 participants)
● Less about numerical data more focused
on verbal feedback
● Answers questions you cannot answer
through numbers
Quantitative data
comes from analytics
● Gives you answers to questions that need a
large data sample
● Useful for continuous measurement
● Useful for segmenting users
Daily Average Users Return Rate - Weekly
Visitors by Region
% Customers that
clicked on the Thing
63%
5%
16%
Over 1 week
Basic rules and techniques
Keep it simple
● New designs should start simple -
wireframes or even paper prototypes
● Colours, button styles, graphics are all
distracting in early testing
● You don’t need a lab for usability
testing
Basic rules of usability testing
● Always prepare a script
● Identify yourself a researcher
● Ask open-ended questions
● Always record the interview if you can
● Always get permission to record
● You don’t need a usability lab
● Can use Quicktime to record the
screen and audio *
● Observers can join using something
like Google Meet or Skype *
No budget? No problem.
* Don’t forget that whole permission thing...
A question for you and your stakeholders
… and what will you do
with the answers?
“What questions do you
want to answer...
How to choose the right measure
Consider
● ...whether your question is measurable
with a number.
● ... what is a reasonable timeframe over
which to measure.
● … whether your measures are related to
your quarterly or yearly goals.
Measuring in-market
The analytics tools you
choose depend of what
you want questions you
want to answer, and
your budget.
Picking the right tools
Analytics libraries
Used for tracking page
views and events
● IMHO, Google Analytics is
the best free analytics library.
● Facebook also offers a free
toolkit, but some users find it
intrusive.
● Mixpanel is great, but not
free.
Heat Maps
Used to know when
people click, scroll and
linger
● Hotjar works well and has a
free tier or paid options
● Heatmaps look pretty, but
can be misleading...
Coaching & feedback
Used to help the user along,
or request feedback
● There are free options, but they
often require a lot of work
● WalkMe forces the user to
perform each action in a flow
● OpinionLab can be used to prompt
users for feedback
Planning for analytics
Consider
● ...how often you will need to change
libraries and what you are tracking
● ... who will need to make those changes
● … adding an analytics section to new
features and functionality
Continually informed
with Product Dashboards
● Put your metrics somewhere the
whole team can see them
● Helps everyone see the progress, or
spot problems
● Keeps everyone thinking about data
Google Data Studio
Geckoboard
Quarterly and (eventually)
yearly goals should form
the basis of everything
you do
Further reading...
UX for Lean Startups
This is a great book for learning
how to do user testing properly.
Lean Analytics
The core principle from this book
is to find the One True Metric you
need to measure. Great book
about being targeted in analytics.
Thank you! Feedback and questions are very welcome. You
can always reach me at pete@digicratic.com or
@pgoodalluk.
www.productschool.com
Part-time Product Management, Coding, Data Analytics, Digital
Marketing, UX Design and Product Leadership courses in San
Francisco, Silicon Valley, New York, Santa Monica, Los Angeles,
Austin, Boston, Boulder, Chicago, Denver, Orange County,
Seattle, Bellevue, Washington DC, Toronto, London and Online

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Panaseer Sr. PM on How to Use Data as a Product Manager

  • 1. www.productschool.com Panaseer Sr. PM on How to Use Data as a Product Manager
  • 2. FREE INVITE Join 30,000+ Product Managers on
  • 3. COURSES Product Management Learn the skills you need to land a product manager job
  • 4. COURSES Coding for Managers Build a website and gain the technical knowledge to lead software engineers
  • 5. COURSES Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
  • 6. COURSES Digital Marketing for Managers Learn how to acquire more users and convert them into clients
  • 7. COURSES UX Design for Managers Gain a deeper understanding of your users and deliver an exceptional end-to-end experience
  • 8. COURSES Product Leadership for Managers For experienced Product Managers looking to gain strategic skills needed for top leadership roles
  • 9. COURSES Corporate Training Level up your team’s product management skills
  • 11. Pete Goodall ● Started as a Product Manager in 2004 ● Product Consultant for the last four years Senior Product Manager at Panaseer Introduction
  • 12. Agenda ● Why data matters ● Qualitative vs Quantitative data ● Basic rules and techniques ● Tools of the trade
  • 14. Data beats opinion The Boss If you have two or more opinions in the room, the one backed by data is likely to win HIPPO Highest Paid Person’s Opinion
  • 15. Data gives you a goal ● You need an indication of progress if not success ● Forces you to think about how you measure ● Helps to keep beating back the aforementioned HIPPO
  • 16. Without data you are flying blind There is no point in releasing software if you have no way of knowing whether it is working
  • 18. Qualitative data comes from usability testing ● Needs a relatively small data sample (5 - 10 participants) ● Less about numerical data more focused on verbal feedback ● Answers questions you cannot answer through numbers
  • 19. Quantitative data comes from analytics ● Gives you answers to questions that need a large data sample ● Useful for continuous measurement ● Useful for segmenting users Daily Average Users Return Rate - Weekly Visitors by Region % Customers that clicked on the Thing 63% 5% 16% Over 1 week
  • 20. Basic rules and techniques
  • 21. Keep it simple ● New designs should start simple - wireframes or even paper prototypes ● Colours, button styles, graphics are all distracting in early testing ● You don’t need a lab for usability testing
  • 22. Basic rules of usability testing ● Always prepare a script ● Identify yourself a researcher ● Ask open-ended questions ● Always record the interview if you can ● Always get permission to record
  • 23. ● You don’t need a usability lab ● Can use Quicktime to record the screen and audio * ● Observers can join using something like Google Meet or Skype * No budget? No problem. * Don’t forget that whole permission thing...
  • 24. A question for you and your stakeholders … and what will you do with the answers? “What questions do you want to answer...
  • 25. How to choose the right measure Consider ● ...whether your question is measurable with a number. ● ... what is a reasonable timeframe over which to measure. ● … whether your measures are related to your quarterly or yearly goals.
  • 26. Measuring in-market The analytics tools you choose depend of what you want questions you want to answer, and your budget.
  • 27. Picking the right tools Analytics libraries Used for tracking page views and events ● IMHO, Google Analytics is the best free analytics library. ● Facebook also offers a free toolkit, but some users find it intrusive. ● Mixpanel is great, but not free. Heat Maps Used to know when people click, scroll and linger ● Hotjar works well and has a free tier or paid options ● Heatmaps look pretty, but can be misleading... Coaching & feedback Used to help the user along, or request feedback ● There are free options, but they often require a lot of work ● WalkMe forces the user to perform each action in a flow ● OpinionLab can be used to prompt users for feedback
  • 28. Planning for analytics Consider ● ...how often you will need to change libraries and what you are tracking ● ... who will need to make those changes ● … adding an analytics section to new features and functionality
  • 29. Continually informed with Product Dashboards ● Put your metrics somewhere the whole team can see them ● Helps everyone see the progress, or spot problems ● Keeps everyone thinking about data Google Data Studio Geckoboard
  • 30. Quarterly and (eventually) yearly goals should form the basis of everything you do
  • 31. Further reading... UX for Lean Startups This is a great book for learning how to do user testing properly. Lean Analytics The core principle from this book is to find the One True Metric you need to measure. Great book about being targeted in analytics.
  • 32. Thank you! Feedback and questions are very welcome. You can always reach me at pete@digicratic.com or @pgoodalluk.
  • 33. www.productschool.com Part-time Product Management, Coding, Data Analytics, Digital Marketing, UX Design and Product Leadership courses in San Francisco, Silicon Valley, New York, Santa Monica, Los Angeles, Austin, Boston, Boulder, Chicago, Denver, Orange County, Seattle, Bellevue, Washington DC, Toronto, London and Online

Notas do Editor

  1. Example 1: Engagement is something people often want to measure, but finding an accurate measure is very difficult Example 2: “We had 19 new sign-ups this week, as opposed to 10 last week.” * When measuring something like Return Rate – you may want people to return every day, but it may not be reasonable given the use case of your app •Some measures may be better to measure on a quarterly basis, as you need a series of sprints to make a significant difference. – i.e. retention rate Example 3: Avoid ”vanity metrics” – a number that sounds impressive, but really has no use – e.g. # of Visitors this month, time on page * If your goal this quarter is to increase retention, then measure the rate of new sign-ups vs the ratio of lapsed users to active users (over some time period)