White Paper

The Product Data Advantage

Robust product data can have a significant impact on both product and business success according to our recent survey of nearly 200 product teams. Asked to evaluate the state of their analytics programs, the performance of their best applications, and their relative performance with peers, those with the most advanced analytic programs consistently reported the best results. These companies reported higher ARR, greater profitability, higher growth, and lower customer churn than their competitors. While most respondents recognized the importance of measuring product performance, a significant number of them currently collect little or no product data at all. Companies that invest to establish a strong analytics program can achieve product success and differentiate themselves in the market.

In a world where big data and analytics are increasingly embraced across business disciplines, it’s easy to assume that the product teams from technology companies would be at the forefront. In a 2015 survey of CEOs, PwC found that 89% of them reported receiving ‘very high’ value from digital technology-driven data and analytics.1 We were interested to see how much of that analytic investment and organizational prowess makes it’s way to the product teams. To find this out we surveyed 197 product managers, executives, and other team members (UX, customer success, support) to explore what elements of their applications were regularly analyzed, and whether richer analytic programs had any impact on performance and competitiveness.

Survey methodology

We focused our research on technology organizations in North America. Over a 3 week period in January 2016, we reached out to product team members from consumer and business-facing companies ranging in size from $500,000 to over $250 Million in revenue. The profiles broke down as follows:

The majority of respondents were in either a product manager or executive role– 58% with a smaller representation of other roles. Businesses were split between commercial software and eCommerce, and company size varied from very small, early stage companies to large enterprises.

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