January 19

Measuring Products — What are Analytics and What Should be Measured

Product management: the role of analytics. Before its decided what you should be measuring and how, its useful to contemplate on what analytics are in the first place. Martin from Cleverism has done the hard work by looking at 1) analytics definitions, 2) key concepts of analytics, 3) main uses of analytics in product management, and 4) top analytics tools for product managers.

Data-driven product. At INDUSTRY ’16, Maggie Jan, a data scientist at Keen.io gave a detailed talk on using data to build products that matter. She covers everything from the start when you are conducting ‘Build, Measure, Learn’ processes to how data can be visualized effectively.

Critical metrics every product manager must track. Acknowledging first the common adage that data (knowledge) is power, Evgeny Lazarenko goes on to break down some of the key metrics that you should follow as a product manager. These he groups by user engagement, business, and customer service.

One metric is all your product team needs. OR … you could find the one metric that your team needs. To find this one metric depends on the stage you are at with your product and requires some digging to expose a data-point that is globally illuminating. Early stage products might look at daily active users, but later products may look at something more specific, like how many users completed X number of actions.

Paul McAvinchey

About the author

For over 20 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. Currently, he's a co-founder of Product Collective, a worldwide community of product people. Members collaborate on in the exclusive Member Hub, meet at INDUSTRY: The Product Conference, listen to Rocketship.fm, learn at Product Interviews and get a weekly newsletters that includes best practices in product management. In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.


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