It has been argued that as a SaaS metric, active users leaves something to be desired. It’s easy to measure and it is cause for celebration when it surges, but it only scratches the surface of what you stand to learn from your users.
At a minimum, it doesn’t give any indication of how successful your marketing campaigns are at attracting new users. Because of this, you’re missing out on a prime opportunity to learn from your users and implement strategies that are meaningful to them and keep them engaged.
So, having said that, how should you analyze active users to get to the heart of what users need and what you can do for them?
The world of product development is changing rapidly. Twenty years ago, “online” was a new acquisition channel. But today, online is the product. And all companies are turning into digital product businesses.
However, the fact that software is eating the world shouldn’t be surprising to anyone reading this. But how quickly it’s happening might be: over half of all Fortune 500 companies since 2000 no longer exist.
The world of analytics is full of red herrings and false paths.
When there’s so much data to work with, it’s easy to get careless and assume that the numbers right under your nose are always telling you the truth: Continue reading
In this product update post you’ll find updates on:
- New Features
- Engagement Matrix
- Usage Reports
- G Suite SSO Integration
- Feature Improvements
- Event Segmentation
- UI/UX Improvements
- Custom segment labels
- Zoom in on charts
- Resizable table columns
- Responsive screen sizes
- Product Analytics Playbook: Mastering Retention
- Webinar Series
- SDK Updates
Every day, thousands of people around the world visit Change.org to do a simple act that has the possibility to change the world: sign their name or start a petition. Anyone can come to Change.org to start a digital petition and use the platform’s reach of 100 million users to garner support and signatures. A privately owned company based in San Francisco, Change. org’s 200+ employees in 18 offices around the world are working to connect people across geographic and cultural borders to support causes they care about.
Access to reliable product analytics is an important part of this mission. In 2016, Change. org made the switch to Amplitude for product analytics in order to make data more widely available and digestible to their global teams. Even in the early stages of adoption, the team says “the impact has been huge.”
When we learn to read, we learn the letters of the alphabet and their sounds before making our first attempts to sound out full words. Eventually, these words string together to become sentences, and it’s at this point that the story behind the words becomes articulate.
The process of becoming data literate isn’t that different. You start by learning data points and the meaning behind each one before turning to the metrics they support. These metrics, much like individual words, don’t tell you much until to start to string them together to expose the story behind the data. Therein lies the essence of data literacy: having the ability to extract meaning from data.
Mental models are frameworks we use to make decisions, explain things, or think about the world. We use them subconsciously and many have become reflexive to our everyday lives. If you’ve ever made a pros/cons list, considered the opportunity cost of a situation or taken an action based on FOMO, you’ve applied a mental model.
We’ve written about confirmation bias, an important one for product managers to keep watch for, yet there are hundreds of less commonly applied mental models we can use to deliberately frame our thought processes. When you apply mental models as a deliberate thought tool, not just a reflex, they can help you explore illuminating paths to better decisions.