Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study
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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. Background reading: Testing Yammer’s Signup Flow http://bit.ly/1jo5yh6 Shortening the Signup Flow Quiz http://bit.ly/1emqtwJ 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. He enjoys jogging and beer, usually not at the same time. https://www.linkedin.com/in/neilmccarthy Ken Pascual, Data Analyst, Yammer Ken worked in yield management at CBS Interactive, was the only data person at Tripit. http://www.linkedin.com/pub/kenneth-pascual/11/322/259 Moderated by Cindy F. Solomon, Global Product Management Talk & Founder, Startup Product.
Transcript of Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study
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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
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
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?
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
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