The Right Track Ep. #4, Data Stewardship with Claire Armstrong of Fender
May 26, 2021
Claire Armstrong, Director of Product Management at Fender, shares her expertise in merging music with technology. She discusses the surge in guitar learning during COVID-19 and how Fender Play's free trials boosted user engagement, especially among women. Claire emphasizes the importance of empathy in data stewardship and advocates for a collaborative approach to data literacy. She reflects on her personal journey into motherhood and its impact on her professional values, highlighting the need for data-driven, user-centric product strategies.
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COVID Boosted Fender Play Users
- During COVID lockdown, Fender offered 3 months free on Fender Play to encourage learning.
- This led to 100,000 sign-ups in days and increased female user engagement significantly.
Fender’s Digital Journey Empowers Beginners
- Beginners dominate Fender's user base, with 90% quitting within a year.
- Female players increased as Fender made learning less intimidating with digital products.
Fix Data Upstream, Not Patching
- Fix data issues upstream in tracking to benefit all downstream tools.
- Avoid band-aid fixes that only patch problems in one analytics tool.