Main takeaways: Data analysis does not remain passive in the world but shapes it in return You won't be misled if you use data that is causal, not correlated Be precise with what you want to measure

1. Data Analysis Goes Wrong by
Microsoft Sr PM
productschool.com

2. Your Product Management
Certificate Path
Certificates
Product Manager
Certification™
Senior Product Manager
Certification™
Product Leader
Certification™

3. Corporate Training
Level Up Your Team Management Skills
productschool.com

4. Come join us on Launch!
Become part of our exclusive community
Where Product People go to connect, exchange
ideas and build better together!
Join exclusive product community

5. Free Product Management Resources
Resources
Events Courses Podcasts
Newsletters Communities eBooks and
Reports

6. WARM-UP

7. Data Analysis Goes Wrong
Michael Makhlevich | Microsoft Sr PM

8. Michael Makhlevich
S P E A K E R

9. A G E N D A
2.
1.
With which data to start and how it will
end?
Where to start?
4.
3.
Summary
Did it end well?

10. Where to start?

11. Data analysis lifecycle
Get the data
Prepare the
data
Analyze the
data
Evaluate the
result
Communicate

12. Data analysis lifecycle
Problem Get the data
Prepare the
data
Analyze the
data
Evaluate the
result
Communicate
*simplified from Jeff Hammerbachermodel

13. PMs always start with the problem

14. PMs always start with the problem
1. Is that really a problem?
2. Is that tangible or perceptional
problem?
PMs always start with the problem

15. PMs always start with the problem
1. Is that really a problem?
2. Is that tangible or perceptional
problem?
3. How important is this problem?
4. Have I solved it?
PMs always start with the problem

16. DATA DRIVEN

17. DATA DRIVEN

19. CUSTOMER DRIVEN
DATA INFORMED

20. Where to start?

21. Where to start?
With a good question in hand

22. With which data to start and how it will end?

23. Data analysis lifecycle
Problem Get the data
Prepare the
data
Analyze the
data
Evaluate the
result
Communicate
*simplified from Jeff Hammerbachermodel

24. The Cobra Effect
India during British rule
Goal: #venomous cobras in Delhi
Action: bounty for every dead cobra
Result: people breed cobras to get the
bounty, not decreasing the population.

25. SEO
SEO
Search Engine Optimization

26. Adversarial data influence
Anti-facial recognition shirt Autonomous car sensing

27. Clever Hans

28. Observer effect
itself, but the nature exposed to our
-Werner Heisenberg
Observed system is affected by
the act of observation

29. Incentive alignment
Luis von Ahn
Consulting Professor in the Computer
Science Department at Carnegie Mellon
University

30. Where there's smoke, there's fire

31. Where there's smoke, there's fire
0
1
2
3
4
5
6
7
1 2 3 4 5 6 7
Capsule popularity

32. play a data game
Pre pandemic world, you are flying to ____, yay!
How would you find a great restaurant?

33. play a data game

34. play a data game
The Shed At Dulwich
#1 restaurant in London Dec 2017

35. play a data game
What inherently happens when you eat in a restaurant (and enjoy)?
You show off You are in a place You pay

36. With which data to start and how it will end?

37. With which data to start and how it will end?
Data rooted in reality and take incentives into
account

38. Did it end well?

39. Data analysis lifecycle
Problem Get the data
Prepare the
data
Analyze the
data
Evaluate the
result
Communicate
*simplified from Jeff Hammerbachermodel

40. Incentive alignment
Andrés Iniesta
Wikipedia
442 La Liga games
35 goals
86 assists

41. Did it end well?

42. Did it end well?
Do a sanity check

43. S U M M A R Y
2.
1.
Find data rooted in reality
Start with the problem
4.
3.
Always do a sanity check
Data effects back, understand incentives

44. S U M M A R Y
2.
1.
Find data rooted in reality
Start with the problem
4.
3.
Always do a sanity check
Data effects back, understand incentives
Problem Get the data
Prepare the
data
Analyze the
data
Evaluate the
result
Communicate

45. Stay in touch!
Michael Makhlevich | miki.makhlevitch@gmail.com
WWW.PRODUCTSCHOOL.COM

46. Thank You!
WWW.PRODUCTSCHOOL.COM

47. Part-time Product Management
Training Courses
and Corporate Training
productschool.com