Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study

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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.

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Today’s Speaker
Presenters:
Neil McCarthy
Product Manager @hardkornelius
Ken Pascual
Data Analyst @vorped
Moderator:
Cindy F. Solomon, CPM, CPMM @cindyfsolomon

Measure or Die
Neil McCarthy
Ken Pascual

Who we are
Neil McCarthy
Product Manager
Kenneth Pascual
Data Scientist

Justify features
Make decisions
Determine success

HOW DATA HELPS US PRIORITIZE
Step 1: Justifying Ideas

Prioritize
• Measurable impact
• How much we learn
• Progress toward vision

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.

And HALF of our invites come from the signup flow!

HOW DATA HELPS US DETERMINE
THE SUCCESS OF THE PROJECT
Step 2: Determining Success

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.

A/B Test Results: Moving the email
activation step

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.

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.

Moderator:
Cindy F. Solomon @cindyfsolomon
Global Product Management Talk
Presenters
Neil McCarthy @hardkornelius
Ken Pascual @vorped
Yammer
Q & A

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

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Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study

4. © AIPMM 2014 www.aipmm.com Participate and Win! A lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) Must be present to win!

5. © AIPMM 2014 www.aipmm.com Today’s Speaker Presenters: Neil McCarthy Product Manager @hardkornelius Ken Pascual Data Analyst @vorped Moderator: Cindy F. Solomon, CPM, CPMM @cindyfsolomon

6. Measure or Die Neil McCarthy Ken Pascual

7. Who we are Neil McCarthy Product Manager Kenneth Pascual Data Scientist

8. What Yammer is

9. Justify features Make decisions Determine success

10. HOW DATA HELPS US PRIORITIZE Step 1: Justifying Ideas

11.

12. Prioritize • Measurable impact • How much we learn • Progress toward vision

13. Last attempt

14. A/B test this

15. Clues from the past

16. Brainstorming

17. Idea!

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.

19. How important is this?

20.

21. big drop!

22. And HALF of our invites come from the signup flow!

23. Why justify?

24. HOW DATA HELPS US DETERMINE THE SUCCESS OF THE PROJECT Step 2: Determining Success

25. What’s your hypothesis?

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.

27. A/B Test Results: Moving the email activation step

28. A/B Test Results: Moving the email activation step

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.

30. Why we chose this example

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

34. © AIPMM 2014 www.aipmm.com Upcoming Courses Course & Location Dates Days Time CPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 5-6, 2014 June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam Seattle, WA McLean, VA May 7-8, 2014 June 11-12, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 9, 2014 June 13, 2014 F 8:30 am – 5 pm For more information, visit: Transform Your Career.

35. © AIPMM 2014 www.aipmm.com Athens, Greece Belgrade, Serbia Athens, Greece Follow the links above for more information, or contact: certification@aipmm.com. Upcoming Courses

36. © AIPMM 2014 www.aipmm.com Athens, Greece Belgrade, Serbia Upcoming Courses Follow the links above for more information, or contact: certification@aipmm.com.

37. © AIPMM 2014 www.aipmm.com Please Join Us Again! Why Your Product Needs A Data & Analytics Strategy April 18, 12 pm ET How Software Analytics Can Improve Your Products April 25, 12 pm ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

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