Leveraging Data for More Impactful, Relevant Feature Development


This post is by Keith Fenech from Openview Labs


Click here to view on the original site: Original Post




As a product strategy leader for a screen capture and video editing software business sees it, creating viable features for its software is only half of his team’s job. The other half is helping users connect with the value those features deliver. “If users don’t discover that value or fail to take advantage of it, we’ve failed.” On the surface, most software providers would say that they prioritize connecting with their customers. But in practice, they really don’t. Numbers play out that reality. According to the Pragmatic Marketing’s 2018 Product Management and Marketing Survey, product managers spend just 8.5 hours a month talking with customers – compared to 29 hours supporting development, 32 hours managing email and (gulp) 43 hours in meetings. In the pursuit of managing email and meetings, those very important things that are tied to a customer’s success – such as roadmap development, usability
Continue reading "Leveraging Data for More Impactful, Relevant Feature Development"

How to Get Customers to Lend Their Ears Without Using Their Personal Data


This post is by Keith Fenech from Openview Labs


Click here to view on the original site: Original Post




In more evidence of the importance of personalization in marketing strategies, Caesars Entertainment recently announced it would use Salesforce.com technology and IBM services to get to know its customers, and deeply tailor individual guest experiences. Leveraging data that reflects guests’ favorite music or cuisines, Caesars is working to send them relevant offers and suggestions for dining and entertainment in real-time through a mobile app. What’s more, it’s working to build complete customer profiles that will lend better visibility internally, according to a press release. Now, read on to the how – a five-year project roadmap that leverages, in part, customer data Caesars already has. This is the point in the personalization journey where many marketing professionals, especially those working for, say, an ISV, pause and sigh. Because there are hurdles to personalization strategies that extend beyond the cost of the investment to a simple truth: by and large, they
Continue reading "How to Get Customers to Lend Their Ears Without Using Their Personal Data"

Is Your Data Deluding You? Driving Real Results with Relevant Metrics


This post is by Keith Fenech from Openview Labs


Click here to view on the original site: Original Post




In his 2014 remarks delivered to the graduating class at the USC Marshall School of Business, Elon Musk distilled decades of experience launching successful startups down to five minutes, lending us a rare glimpse into the product development methodologies of disruptive companies like Tesla and SpaceX. As we look to develop ideas and products that drive deep engagement with our customers, one nugget stands out – “focus on signal over noise,” he told the hundreds of young entrepreneurs about to embark on their journeys, adding that he doesn’t spend any money on advertising for Tesla. It’s one of the chief challenges we face as we build our ideas into businesses – how do we drown out the noise to focus on signals – to make business decisions and create products that, in a sense, are so irresistible that they sell themselves? For startups, that’s a proposition complicated by the pressure
Continue reading "Is Your Data Deluding You? Driving Real Results with Relevant Metrics"