Chapter 1
Measuring Usage Is Only the Beginning
Take a deep breath. We are going to start our exploration of measuring the success of a product . . . with the heavy stuff. Imagine you are in a situation where customer churn is growing, and you cannot understand why. Even worse, the customer acquisition costs outweigh the money they bring in over their lifetime with the company. You look to your product analytics dashboards—you are hitting your application usage goals, and your net promoter score (NPS) is in the green, but customers are still leaving to your competitors. What do you do?
If you have been here, you are among the 71 percent of product builders who are unsure of how to understand the behaviors of users; you know the feeling of “flying ...
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