Professional Documents
Culture Documents
Measurement vs Analytics
What will we NOT discuss about? What should you keep in mind?
Data Analytics Techniques Datapoints - Identifier, Attributes,
Data Mining & Manipulation Derived Metrics, Dimensions
Data Analytics Algorithms Definition Sessions, Events, User
and so on Paradigms Segments, Cohorts,
Funnels, Experiments
Reporting and Visualization
What will we discuss about?
Analysis, Hypothesis Verification
Product Analytics
Analytics Tools
Product Metrics
Correlation between Metrics
User-level vs aggregate
Misleading Metrics
Marketing & Campaign Metrics
Vanity vs Real/Actionable metrics
Implementing product analytics
Quiz Time
Lets put on our thinking caps!
# of Downloads
App Install Base
Total Revenue
# of Daily App Opens
Session Interval
Session Length
# of Daily Users
Implementing Product Analytics
Startups (or SMBs) vs Established Enterprises
Starved of capital, analysts and engineering Abundance of capital and resources, hence
resources, hence prefer an out-of-box 3P solution prefer in-house, custom built solutions also
owing to IP protection & tight data-
Focus is on integration to hit the ground running sharing/privacy policies
Often different analytics tools each plugged into Often uniform analytics platform powering
different properties different product lines
Implementing Product Analytics
Learning through a Group Activity
Implementation Pipeline
What business
decisions and actions
should your analytics
implementation aid?
Planning Your Product Analytics
Commandment #1 (contd.)
Product Usage
What business Effectiveness of product discovery properties (CTRs etc.)
User flow between screens
decisions and actions
should your analytics
implementation aid?
Efficacy of Traffic & Marketing Channels
Traffic Sources effectiveness and quality
Attribution of a sale to a traffic source
Merchandise Performance
Product impressions, views/clicks, conversions
Product categories performance
Product requirements
Does your analytics
Delivery timelines
Selection of analytics tools
implementation span Infrastructure
across platforms or is
limited only to one?
Program management
Engineering responsibilities
Single vs multiple code bases
Sync between platform-specific PMs
Sync in terms of data points, definitions, terminology, event attributes,
reporting dashboards etc.
Unified Campaign Management
Adoption costs by stakeholders
Double down on
Product team
Engineering team
Business Analysts
gathering business Data Scientists
Business / Revenue team
requirements from
different functions or
Marketing team
Digital and Growth team
Operations team
Category / Merchandise team
Customer Support team
stakeholders.
Management & Executive Leadership team
requirements. Will the tool support your present & future scale?
Tier-pricing
Processing scale
the analytics tool and Does it unify data signals and profiles across platforms?
infrastructure best
suited to satisfy your
Reporting & Visualization Support
How easy is it to setup reporting in the tool?
What kind of reports are supported?
Action Orientation
Can you configure marketing interventions, campaigns,
communication (eg: emails, push notifications etc.)?
Build vs Buy: Choose What behavioural and profile conditions can be used?
User Management
Support for user management & different access rights?
You would not want your employees and vendors both to
have access to the same view of data!
Planning Your Product Analytics
Commandment #4 (contd.)
Automation
Does the tool support putting conditional alerts?
Can it send an automatic summary of metrics & reports?
Build vs Buy: Choose
the analytics tool and Programmability and API Support
Does it support APIs to access data & run campaigns?
infrastructure best
suited to satisfy your
Raw Data Access
Does it let you consume full raw data eg: clickstreams?
Back it up!
Attribution
A change in attribution model may result in dramatically
different RoI splits between traffic sources.
Know the tools youve What schema(s) of attribution is supported?
they work. Design and spec needs to account for data points and user
profiles that will be shared across each of your properties
How you implement can make or break such use cases
Design, Spec & Execute the Implementation
Commandment #7
Spreadsheet it out
Design and spec your The tabular format lends a natural structure
implementation
Capabilities of reporting dashboards
Get stakeholders to sign-off before engineering picks up your
without reviewing it
with stakeholders and
spec for implementation
getting sign-offs.
implementation of
your analytics spec is
high-availability time
for you as a PM.
Typical queries you may expect:
Source of data to be sent to the analytics tool
Always be around for your developers to
Exact trigger of data event
clarify ambiguity.
Format required for instrumenting a data-point
Finalizing and Deploying Your Implementation
Commandment #10
The undisputed onus lies on the PM. The buck stops at you!
your analytics
implementation is the
PM's job too!
Is the analytics implementation ready to
power reports, visualizations & campaigns?
Finalizing and Deploying Your Implementation
Commandment #11
Be obsessed about
not polluting your
brand new analytics
implementation.
Align stakeholders to ensure correct data is
passed on to your analytics infrastructure.
Finalizing and Deploying Your Implementation
Commandment #12
Empower all
consumers of
analytics data and
reports through
thorough training.
analytics is a
continuous process.
With time and new features getting added to your product, with
new business requirements and use cases, youll discover:
Part 1
5 Things I Learnt While Planning Out My Product
Analytics Implementation
Part 2
Rolling Up Your Sleeves to Design, Spec &
Execute Your First Product Analytics
Part 3
This is how I made my 1st product analytics
implementation truly effective
Thank You! Now get started. Vishrut Shukla
in.linkedin.com/in/vishrutshukla
Feedback, comments and suggestions welcome.