In order to increase the number of engaged users, Yammer incorporates data analysis steps into all stages of the product management process from ideation to prioritization to running the project to success metrics.“Data is not perfect, but we try to learn as much as we can from it.”
Join Yammer Product Manager Neil McCarthy and Data Analyst Ken Pascual as they show how they use analytics to inform product opinions, make project decisions, and determine the impact of features using A/B testing.
Background reading:
Testing Yammer’s Signup Flow http://bit.ly/1jo5yh6
Shortening the Signup Flow Quiz http://bit.ly/1emqtwJ
About the Speakers:
Neil McCarthy, Yammer Product Manager
Neil joined Yammer as a Solution Engineer and soon after made the switch to Product Management. He immersed himself in Yammer's data informed approach and has since taken an interest in spreading the word. He enjoys jogging and beer, usually not at the same time. https://www.linkedin.com/in/neilmccarthy
Ken Pascual, Data Analyst, Yammer
Ken worked in yield management at CBS Interactive, was the only data person at Tripit. http://www.linkedin.com/pub/kenneth-pascual/11/322/259
Moderated by Cindy F. Solomon, Global Product Management Talk & Founder, Startup Product.
18. Does this align with our goals?
• Vision: Yammer is a primary communication
tool that users use to get work done.
• Goal: Grow the number of users that use the
product.
• Problem: We lose too many potential users in
our signup flow.
26. What we came up with…
If we move the email confirmation step to the
end of the signup flow,
then more users will make it through the signup
flow and more users will be retained.
29. Interpretations
• Users saw the steps in a different order, and
dropped off in similar percentages, BUT
– Less users saw the prompt to “check email”
because it was at the end.
– Thus, less users activated via email.
– Thus, less users had the opportunity to engage.
31. How do you do this?
• Gotta log data!
• Choose your own metrics
• Data driven vs. data informed
• Build your processes around data
• How much PMs should know about statistics.
32. Moderator:
Cindy F. Solomon @cindyfsolomon
Global Product Management Talk
Presenters
Neil McCarthy @hardkornelius
Ken Pascual @vorped
Yammer
Q & A
33. Thanks for coming!
• Neil McCarthy, @hardkornelius
• Ken Pascual, @vorped
• Adam Zadikoff (original PM for this project),
@zadikafka
• More info and a quiz on data informed PM:
https://medium.com/yammer-
product/13eeb6435a73