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. 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. Ken Pascual, Data Analyst, Yammer Prior to Yammer, Ken worked as a data analyst at CBS Interactive and at TripIt. In his spare time, he does data analysis on basketball, which can be found on vorped.com. As you can see, he likes data. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Looking for a coach to accelerate your product marketing & management career? Set up a free initial 30-minute appointment for more information: http://bit.ly/1gBFdaD. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, contact AIPMM at certification@aipmm.com. About AIPMM The AIPMM is the authority in product management. It is where product professionals go for answers. With members in over 75 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Call For Speakers: http://bit.ly/1b006vm Subscribe: 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 Articles: http://www.aipmm.com/html/newsletter/article.ph

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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

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

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?

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

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