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Analytics for Product Managers

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Analytics for Product Managers

  1. 1. Analytics for Product Managers What numbers should I pay attention to and how?
  2. 2. about me Being a Product Manager at Outside.in has meant: • first PM hired • one-person product team • business manager • one of two specialized PMs
  3. 3. extreme views let numbers make every decision only listen to your gut and creative vision
  4. 4. you <3 numbers Analytics help: • guide debates • evaluate a new opportunity • track performance
  5. 5. you <3 numbers Analytics hurt: • different numbers in different tools • not sure which stats to prioritize • numbers you canʼt control
  6. 6. KPI theories • Fred Wilson: 4-6 metrics that change as the business grows • Dave McClure: Startup Metrics for Pirates (AARRR!)
  7. 7. reach
  8. 8. engagement
  9. 9. conversion
  10. 10. revenue
  11. 11. tips & details
  12. 12. make the most of Google Analytics • campaign trackers: bit.ly/URLbuilder • detailed URL paths + title tags: http://outside.in/park-slope- brooklyn-ny/tags/crime <title>Boston Bars and Clubs | Outside.in local places near Boston, MA | alt4</title> • goals --> funnels
  13. 13. funnels and drop users come off here from here
  14. 14. A/B test • fear commitment • donʼt fear change • track all KPIs
  15. 15. own your external numbers • keep an eye on Compete • get Quantified + use labels <script type="text/ javascript">_qoptions={qacct:"YourAccountNumber", labels: "SegmentName"};</script> <script type="text/javascript" src="http:// edge.quantserve.com/quant.js"></script> <noscript><a href="http://www.quantcast.com/ YourAccountNumber"; target="_blank"><img src="http://pixel.quantserve.com/pixel/ YourAccountNumber.gif?labels=Segment_Name"; style="display: none;" border="0" height="1" width="1" alt="Segment_Name"/></a></noscript>
  16. 16. donʼt reconcile • sanity check metrics across tools • your numbers wonʼt reconcile perfectly • trust the numbers that pay you
  17. 17. key points • engagement metrics that track the core value of your product • cram details into your analytics package
  18. 18. talk to me lauren.sperber@gmail.com @kenspeckle kenspeckle.net

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