What’s in the book
02
Measure value: The foundations of product analytics
- How does my product bring value?
- How can I monetize my product?
- Can product value always be measured and analyzed?
- What is a value moment?
- Which metrics should I pick to measure product success?
- Where do product leaders typically go wrong when defining their focus metric?
- When it comes to choosing product metrics, what’s the difference between a good PM and a great PM?
03
Get to know your users
04
Analyze user engagement
- What is my product usage interval?
- Who are my power/core/casual users?
- What is the right definition of power/core/casual users for my product?
- How can I tie active usage to my value exchange (monetization) model?
- Besides segmenting by level of engagement, how else can you analyze different groups of users with product analytics?
- How can I track new users, resurrected users, retained users, and dormant users?
05
Retain your users
- Where are my users dropping off?
- Should B2B and B2C companies measure drop off on their user’s path to value differently?
- How can I measure user drop off?
- Why should I measure retention?
- How do I measure retention?
- When it comes to retention, what’s the difference between a good PM and a great PM?
- Who are my most retained users?
06
Grow and scale
What makes a great PM is a mix of knowledge, skill and courage in addition to perseverance. No one can really teach you how to be a great product manager. It’s the result of your experience and your ability to stay curious and to push through to practice and reiteration. As PMs, we are all working through the same challenges; this book is a collection of best practices and knowledge sharing from great PMs.Idan Dadon Product Manager, Viber
When your company is just getting off the ground, you’ll likely find value in looking at qualitative data alone. But once you start building insights over time, layering on quantitative data becomes vital for a more objective understanding of your product. Product analytics can help product practitioners find answers to essential questions like: What is the value you’re providing to your customers? What do you want your customers to do within your product? And, what is the short-term indicator of your long-term success? Evolving a business to become data-informed isn’t easy, but it’s key to building products that last. This book provides the foundation to help you do just that.Andrew Chen General Partner, Andreessen Horowitz, Board Member, Reforge
Contributors
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Drew Ashlock Lead Product Manager, DocuSign
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Brian Balfour CEO, Reforge
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Akio Bandle Sr. Product Manager, ZipRecruiter
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Henrique Boregio CTO, Primephonic
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Stephan Brenner VP of Product, Avira
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Andrew Chen General Partner, Andreessen Horowitz, Board Member, Reforge
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Idan Dadon Product Manager, Viber
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Ola Dipeolu Data and Insights Manager, SPC Card
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Shreyas Doshi PM Lead at Stripe, Former PM Lead at Twitter, Google and Yahoo
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Josh Elman VC & Advisor; Former Product Leader at Robinhood, LinkedIn, Twitter
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Manuel Eugster VP of Data Intelligence, AVIRA
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Shannon Ferguson Director of Measurement, The Weather Company
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Carlos Gonzalez de Villaumbrosia CEO, Product School
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Dan Hockenmaier Founder, Basis One Growth Mentor and Contributor at Reforge
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Jamie Kapilivsky Data Insights, Vrbo, part of Expedia Group
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Vinati Malik Sr. VP of New Product Development, TataSky
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John Meakin Lead Statistician, Vrbo, part of Expedia Group
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Karim Mouahbi Head of Marketing, Mad Paws
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Jordan Ng Sr. Product Manager, Deliveroo
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Ira Patnaik Director of Product, Ro, Former Product Lead at Airbnb
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Lenny Rachitsky Advisor & Former Lead PM, Airbnb
