How we define and track product metrics that matter to RD Station
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RD Station is the top Marketing Automation Platform in Latin America. In this presentation, there's an overview of how we defined its most important product metrics. In the end, a quick case of a feature launched in 2017 Q1.
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How we define and track product metrics that matter to RD Station
- 1. How we define and track product metrics that matter to RD Station Raphael Farinazzo
- 2. Raphael Farinazzo Marketing + Project Management 12 years xp in Marketing + Tech + Startups Product Manager @ Resultados Digitais Mentor @ StartupSC (Sebrae)
- 3. Context1
- 4. Marketing Automation Platform + 8000 customers
- 5. Marketing Vendas Produto Customer Success Customer Journey Lead Generation Relationship Platform
- 6. How to put all squads on the same track?
- 9. How?Start by… Where? Use Keep using Success
- 11. Adoption
- 14. Retention
- 15. Retention 42% Jan Feb 68% Mar 64% Apr 57% 45% 69% 65% 45% 70% 52% February 500 March 500 April 700 January 400 New acc
- 16. Retention 42% M1 M2 68% M3 64% M4 57% 45% 69% 65% 45% 70% 52% February 500 March 500 April 700 January 400 New acc
- 17. Success
- 18. Success
- 19. Extra Social Media retention period is weekly. It also tracks weekly frequency. Analysis and Dashboards have no success metric attached.
- 20. What about DAUs and MAUs?
- 21. Key findings There’s a correlation between page views and churn prediction… …but it’s not cause and effect. “If I’m still trying, I’m still buying it.” PMs still focus on success metrics.
- 22. Case SEO for Landing Pages3
- 23. How to help our customers to attract organic traffic to Landing Pages?
- 27. Scenario Feature inside feature. Adoption is related to parent feature. Hard to measure success (delay and competition). Not a feature to everyone, every time.
- 28. Adoption 1st Keyword Add Retention Is it really necessary? Engagement Customers adding at least 1 keyword Success SERP position improvement
- 29. Key findings Adoption estimate was correct. Funnel drop-off on last step. Why? Re-generate report: they’re using it!
- 30. Thanks! Raphael Farinazzo - /in/rfarinazzo @rfarinazz raphael@farinazzo.com.br