In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Zenifar Hathiari (Amazon) to talk about collecting and utilizing customer usage data. As a PM, you have to be able to understand usage data and use this information to help improve the product, analyze customer reception and satisfaction level for future iteration and final product output.

Disclaimer: All opinions of the speakers are their own.

Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.

What to Listen For:

00:00 Intro
03:18 Importance of data
07:39 Customer usage data
08:45 When to dive into customer usage data
11:11 Data sources
12:51 Customer vs. product data
14:58 Visualizing the data
16:44 How sales data is affects product
20:23 Quantitative and qualitative data
23:29 Utilizing customer usage data
27:22 Optimal amount of people to include in your framework
31:43 Advice for PM new to data
33:52 Favorite go-to data points
37:31 Data vs. real life
39:38 Usage or qualitative data first?
42:16 Third party data
43:38 Taking action on customer usage data
45:30 Balancing the need for speed and mitigating risk and collecting data
46:43 Book recommendations
47:48 Final thoughts

62: Collecting and Utilizing Customer Usage Data