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© AIPMM 2014 www.aipmm.com
www.aipmm.com
© AIPMM 2014 www.aipmm.com
© AIPMM 2014 www.aipmm.com
Follow AIPMM: @AIPMM
Use Hashtags
#AIPMM #ProdMgmt #datadriven
Tweet!
© 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!
© 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
Measure or Die
Neil McCarthy
Ken Pascual
Who we are
Neil McCarthy
Product Manager
Kenneth Pascual
Data Scientist
What Yammer is
Justify features
Make decisions
Determine success
HOW DATA HELPS US PRIORITIZE
Step 1: Justifying Ideas
Measure or Die: Data Informed Product Management
Prioritize
• Measurable impact
• How much we learn
• Progress toward vision
Last attempt
A/B test this
Clues from the past
Brainstorming
Idea!
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.
How important is this?
Measure or Die: Data Informed Product Management
big drop!
And HALF of our invites come from the signup flow!
Why justify?
HOW DATA HELPS US DETERMINE
THE SUCCESS OF THE PROJECT
Step 2: Determining Success
What’s your hypothesis?
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
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.
Why we chose this example
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
© 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.
© 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
© AIPMM 2014 www.aipmm.com
Athens, Greece
Belgrade, Serbia
Upcoming Courses
Follow the links above for more information, or contact:
certification@aipmm.com.
© 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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Measure or Die: Data Informed Product Management

  • 1. © AIPMM 2014 www.aipmm.com www.aipmm.com
  • 2. © AIPMM 2014 www.aipmm.com
  • 3. © AIPMM 2014 www.aipmm.com Follow AIPMM: @AIPMM Use Hashtags #AIPMM #ProdMgmt #datadriven Tweet!
  • 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
  • 10. HOW DATA HELPS US PRIORITIZE Step 1: Justifying Ideas
  • 12. Prioritize • Measurable impact • How much we learn • Progress toward vision
  • 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.
  • 22. And HALF of our invites come from the signup flow!
  • 24. HOW DATA HELPS US DETERMINE THE SUCCESS OF THE PROJECT Step 2: Determining Success
  • 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/