Growth Stories

"It's up and to the right!" is what every product manager wants to report after launching a new feature, product or service (negative signals like crashes, uninstalls, bounces etc. aside). That said, if the goal is to simply tell a success story with data it's usually easy to find metrics trending up on any project. Consequently, to truly define an initiative's success (or key results) we have to identify and ruthlessly prioritize but a few high-value metrics.

These high-value metrics must be shaped by not only the initiative's scope, the business model and unit economics of the organization, but also the stage of the company's lifecycle. Startups must prioritize different metrics than companies in their growth stage, which must prioritize different metrics than the incumbents. Initiative scope clearly has the most day-to-day variability. What may be a vanity metric or even a negative trend signal (cannibalization) for another area of the business can in fact be the high-value key result that defines a specific project's success. 

Peter Drucker was right when he said, "What gets measured gets managed." To that end, we have to measure the right stuff.


Onboarding Overhaul & Federated Authentication Integration
(Weedmaps)

Role: Product Owner
Shipped Q4 2017

TLDR:
+400%
increase in registered users MoM
+15% increase in location permission opt-ins
+10% increase in push notification permission opt-ins


Apple News Integration
(The Hollywood Reporter and Billboard)

Role: Product Owner
Shipped 2 2016 - Q3 2017

TLDR:
+1400% audience growth over 14 month period
+8MM user per month reach on the platform
+2MM user receiving push notifications
20% of publisher's total audience (Comscore)


List Pages
(The Hollywood Reporter)

Role: Product Owner
Shipped Q3 2015

TLDR:
+430% increase of pages per sessions
+300% increase of ad load per session
+66% increase of session duration
+50% reduction of bounce rate


Aggregate Pages
(The Hollywood Reporter)

Role: Product Owner
Shipped Q3 2015

TLDR:
+220% increase of ad load per session
+190% increase of pageviews
+45% increase of session duration
+20% reduction of bounce rate