The Science of Software Developing Data-Driven Product Roadmaps (ProductCamp Boston 2016)
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The Science of Software
Developing Data-Driven Product Roadmaps
ProductCamp Boston - 09 April 2016
Keith FenechVP Software Analyticswww.trackerbird.com
Housekeeping
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When prompted, use the code: pc0409
Follow us @PCampBoston
Official Hashtag – include in tweets: #PCampBoston
Session Evaluationswww.lanyrd.com/2016/productcamp-boston-sessions/schedule/
OR download Lanyrd App
4
About me
• M.Sc. Computer Science• Specialized in High Performance computing• 15 years experience in Software Development and
Product Management• Co-founder/Manager of LinkedIn Group
Networking Product Management (81K+ members)
• Co-founder of Trackerbird Software Analyticswww.trackerbird.com #PCampBoston #SoftwareAnalytics
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Product Managers need data
• Strategic PM decisions impact the whole organization
• Build Roadmaps• Prioritize Features• Measure ROI– product development– product marketing
www.trackerbird.com #PCampBoston #SoftwareAnalytics
Where do we get data?
• Mix & Match statistics from various sources– Download logs– Call-home logs– Sales or channel feedback– Surveys with customers– Feedback from lost leads– CRM
Painful + Time Consuming + Inconclusive !
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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What are companies doing?
• Marketing people rely on web analytics solutions– Google Analytics, Adobe Analytics, Hubspot, etc.
• Product managers tend to keep their own metrics or beg engineering to build in-app data collection
• Packaged (downloadable) products tend to become a black box after download
www.trackerbird.com #PCampBoston #SoftwareAnalytics
Do you know?
• What happens AFTER download?
• How do users evaluate your software?
• Which features are used?• Where should you focus
your R&D ?• In-app metrics is key
Visit WebsiteDownload
InstallEvaluateBuyAdoption
RetentionExpansion
www.trackerbird.com #PCampBoston #SoftwareAnalytics
BUSINESSMARKET PROGRAMSPLANNING SUPPORTREADINESS
STRA
TEGY
EXECUTIO
N
FOCUS
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competencies
Market Problems
MarketingPlan
Customer Acquisition
Customer RetentionProgram
Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
AssetAssessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
StakeholderCommunicatio
ns
Product Roadmap
Presentations
& Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
©1993-2016 Pragmatic Marketing Framework™
How In-app data collection ties into the Pragmatic Marketing Framework
BUSINESSMARKET PROGRAMSPLANNING SUPPORTREADINESS
STRA
TEGY
EXECUTIO
N
FOCUS
How In-app data collection ties into the Pragmatic Marketing Framework
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competencies
Market Problems
MarketingPlan
Customer Acquisition
Customer RetentionProgram
Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
AssetAssessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
StakeholderCommunicatio
ns
Product Roadmap
Presentations
& Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
©1993-2016 Pragmatic Marketing Framework™
11
• Across all company sizes• Across all industries (B2B & B2C)• 50-75% of companies tried collecting some
form of in-app data from their product• Most of them are still unhappy with how data
is presented to them
Lack of Actionable data for PM
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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• Primary aim is to get actionable metrics
• Vanity metrics have no business value– Wow, cool chart, now what?!
• Beware of Noise– Don’t bury yourself in data you cannot consume
Choosing the right metrics
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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• Download counts• Installation counts• Runtime session count and evaluation duration• Feature usage and user engagement• Churn/Dropoffs/Uninstalls (trial activity)• Customer vs Churn Profiles/Trends
Actionable Metrics (examples)
www.trackerbird.com #PCampBoston #SoftwareAnalytics
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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• Churn showed users dropping within 1 day.
• Discovered this dropoff due to wizard…
Case Study – Churn leads to Redesign
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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• Go beyond data collection• Convert raw metrics into actionable Business Intelligence reports• Visualization is crucial to help digest data
• Every team member has different requirements– Tool must provide easy access to data– Interactive & customizable– Ability to drill-down & segment data to answer specific questions in real-time
• Ability to adapt & scale with your business needs– Tool must scale with you as you grow– Over time you will require more advanced reporting requirements, so ensure tool
can be used to answer more advanced questions
Choosing the right tool
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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• Focus on your core competencies– Would you build your own web analytics solution?– Cost of development, infrastructure, maintenance,
time to deploy
• Automated in-app collection is more scalable & accurate than manual methods (such as customer surveys & lost leads surveys)
In-app data collection – build vs buy?
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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• Actionable Data• Visualization• Interactive Reporting• Scalable tool
Keys to a data driven product roadmap
www.trackerbird.com #PCampBoston #SoftwareAnalytics
kfenech@vilabs.com @trackerbirdnews @vilabs
blog.trackerbird.com
Try Trackerbird Software Analytics for FREEwww.trackerbird.com/register
?
Thank you
www.trackerbird.com #PCampBoston #SoftwareAnalytics
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