Product Usage Analytics Task
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A Product Usage Analytics Task is a product analysis task that focuses on product usage (how product users use and relate a product).
- Context:
- It can (typically) be based on Product Usage Data.
- It can (often) be supported by a Product Usage Analytics System (possibly based on a product analytics platform).
- It can (often) help to Product-User Behavior Understanding.
- It can inform Product Feature Planning to meet market needs.
- It can involve User Engagement Measures, Feature Usage Measures, Product Performance Measures, and Customer Feedback Measures.
- It can range from being a Customer Group-Level Product Usage Analytics Task to being a Single Customer-Level Product Usage Analytics Task, such as: User Session Playback.
- It can range from being a Traditional Product Usage Analytics Task to being a Digital Product Usage Analytics Task.
- ...
- Example(s):
- Engagement Tracking: Mapping the customer journey by gathering data about how customers discovered the product, interacted with features, and what brings them back.
- Customer Churn Analysis: Identifying when and why customers stop using the product.
- Retention Tracking: Observing how many customers return, on what days, and how frequently.
- Cost of New Customers Analysis: Determining the financial investment required before a visitor becomes a customer.
- Customer Lifetime Value Analysis: Evaluating behaviors of the most valuable customers to encourage similar actions in others.
- Feature Usage Analysis: Identifying popular features and their stickiness, issues, or variations in adoption across different user segments.
- Chatbot Analytics.
- …
- Counter-Example(s):
- DBMS Performance Analysis.
- Product Survey Analysis of Product Surveys.
- Web Analytics Task, which focuses on website traffic and user behavior but not specifically on product usage.
- Marketing Analytics Task, focusing on turning visitors into paying customers.
- See: Product Analytics System, Product Crash Analytics, Product Behavior Analytics, User Experience Design, Customer Behavior Analysis.
References
2022
- https://userpilot.com/blog/product-usage-segmentation/
- QUOTE:
- Product usage is all the user interactions with the product, service, or its features
- Product usage rate is how much of the product is utilized by a user during a specific period of time
- You can leverage product usage data to help the product and customer-facing teams improve UX
- Product usage data gives you objective insights into customer behavior
- A product manager should pay attention to the kinds of product usage data about user in-app behavior, like their actions, achieved goals, retention, or feedback.
- Product usage data allows identifying the most popular features, their stickiness, issues or friction across the user experience, or variations in feature adoption between different user segments
- Some relevant product usage metrics include product onboarding engagement rate, product activation rate, or product adoption
- QUOTE:
2021
- (Rodrigues, 2021) ⇒ Joanne Rodrigues. (2021). “Product Analytics: Applied Data Science Techniques for Actionable Consumer Insights.” Addison-Wesley. ISBN:9780135258521
2020
- (Giancristofaro et al., 2020) ⇒ R.A. Giancristofaro, M. De Dominicis, C. Jones, and L. Salmaso. (2020). “End-to-end Data Analytics for Product Development: A Practical Guide for Fast Consumer Goods Companies, Chemical Industry and Processing Tools Manufacturers.” Wiley. ISBN:9781119483700