62: Collecting and Utilizing Customer Usage Data

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