how atlassian uses analytics to build better products
TRANSCRIPT
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REED JOHNSON • PRODUCT ANALYST • ATLASSIAN • @JMROHNSON
How Atlassian Uses Analytics to Build Better
Products
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• Big cool statistic
• 2,569
• Add-Ons in Marketplace
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• Big cool statistic
• 2,569
• Add-Ons in Marketplace
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Too fast
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HOW?
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E X P E R I M E N TAT I O N
Pyramid of Analytics
D ATA L I T E R A C Y
F U N N E L S
D ATA S C I E N C E
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D ATA L I T E R A C Y
AgendaAT L A S S I A N J O U R N E Y
F U N N E L S
E X P E R I M E N TAT I O N
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The Atlassian Journey
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Atlassian 2012
0 Product Analysts
400+ Staff
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S O U R C E : O P T I M I Z E LY
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• Big cool statistic
• 2,569
• Add-Ons in Marketplace
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S O U R C E : L E I G H P R AT H E R
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Too busy
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Not in my product
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You did what?
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SO YOU’RE A GROWTH HACKER YOU SAY?
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Pyramid of Analytics
E X P E R I M E N TAT I O N
D ATA L I T E R A C Y
F U N N E L S
D ATA S C I E N C E
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Crystal Ball of Analytics
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We have data
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Validate ideas
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Make better decisions
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Find growth
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Pyramid of Analytics
E X P E R I M E N TAT I O N
D ATA L I T E R A C Y
F U N N E L S
D ATA S C I E N C E
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AT L A S S I A N J O U R N E Y
Agenda
D ATA L I T E R A C Y
F U N N E L S
E X P E R I M E N TAT I O N
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D ATA L I T E R A C Y
Pyramid of Analytics
E X P E R I M E N TAT I O N
F U N N E L S
D ATA S C I E N C E
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Vanity metrics
220K Pages /
Week in Confluence
2M Issues / Week
in JIRA
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Blog in Confluence (I know you aren’t)
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Product Outreach Teams
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Management Buy-In
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Don’t starve
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Graduation Criteria
Developers add analytics to new features
Data is accessible to all members of the organization
Culture of looking at data
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Pyramid of Analytics
D ATA L I T E R A C Y
D ATA S C I E N C E
F U N N E L S
E X P E R I M E N TAT I O N
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Acquisition
Activation
Retention
Revenue
Referral
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How do customers find us?
Do they have a great first experience?
Do they stay or do they churn?
Do they pay us?
Do they bring in others?
Acquisition
Activation
Retention
Revenue
Referral
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Onboarding for JIRA
Evaluations
Signed In
Created a Project
Created an Issue
Second Issue
Second User
Purchased
0 0,25 0,5 0,75 1
10%5%
18%
34%43%
21%
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You’ve got issues
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Graduation Criteria
Funnels are central to data Conversations
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F U N N E L S
Pyramid of Analytics
D ATA L I T E R A C Y
D ATA S C I E N C E
E X P E R I M E N TAT I O N
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The scientific methodA D D R E S S A P R O B L E M
P R O P O S E A S O L U T I O N
R U N A N E X P E R I M E N T
A N A LY Z E R E S U LT S
M A K E A C O N C L U S I O N
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Problem: First Issue Is Too Hard To Create
Finding Focus
Evaluations
Signed In
Created a Project
Created an Issue
Second Issue
Second User
Purchased
0 0,25 0,5 0,75 1
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Classic Create
Button
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Log Issue
Button
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Onboarding For JIRA
Before
Evaluations
Signed In
Created a Project
Created an Issue
Second Issue
Second User
Purchased
0 0,25 0,5 0,75 1
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Onboarding For JIRA
Finding Focus
Evaluations
Signed In
Created a Project
Created an Issue
Second Issue
Second User
Purchased
0 0,25 0,5 0,75 1
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SO YOU’RE A GROWTH HACKER YOU SAY?
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Graduation Criteria
Tooling around experimentation
Experiment analysis is self-service
Experimentation used to resolve debates
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AT L A S S I A N J O U R N E Y
D ATA L I T E R A C Y
Agenda
F U N N E L S
E X P E R I M E N TAT I O N
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E X P E R I M E N TAT I O N
Pyramid of Analytics
D ATA L I T E R A C Y
F U N N E L S
D ATA S C I E N C E
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Thank you!
REED JOHNSON • PRODUCT ANALYST • ATLASSIAN • @JMROHNSON