Product Usage Analytics Task

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.

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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

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

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