In product management, there's a common phrase that has become almost a mantra: “If you can't measure it, you can't improve it.”
During my early product management journey, I realized that while gut feelings and intuition can get you started, the difference between a good product and a great one lies in data-driven decision-making.
More Than Just Collecting Data: The Right Metrics Matter
Not all data is useful. Collecting everything and trying to measure too many things at once can cloud judgment. It's about identifying key performance indicators (KPIs) that align with the product’s goals.
“The beauty of data is that it helps us step away from assumptions and anecdotes and gives us concrete evidence of what’s working and what’s not.”
For example, when working on a learning management system (LMS), engagement data (like daily active users and session lengths) was critical. But qualitative metrics—like user interaction—are equally important.
Data Can Tell You What Is Happening, but Not Why
Numbers are important, but they don’t tell the full story. Qualitative research helps explain the 'why' behind the data, ensuring we fully understand user behavior and reactions.
Data Isn’t Just for Looking Back—It Helps Predict the Future
One of the most exciting aspects of data-driven product management is predictive analytics. Analyzing trends helps anticipate future user needs and stay ahead of the competition.
Decisions Should Be Informed by Data, but They Can’t Be Ruled by It
While data informs decisions, it shouldn’t rule them. Some of the most successful products started as ideas that defied conventional metrics.
Learn More About Data-Driven Decision Making