Online product performance data is everywhere, but how can product managers put it to work to improve their market reach and product usage? To do this, you need to know what metrics are available, what analytics tools are the most effective, and why some metrics are more beneficial than others. This video series will act as your guide, showing you the tools and metrics that matter. You'll explore product funnels and discover different ways to measure and understand each stage of a product's journey through a funnel—from initial discovery to on-boarding to repeated use. This includes learning how to use Google Analytics and Hot Jar to measure specific ways users interact with your product; Google Search Console to understand what your users are thinking and how they find your product; and a variety of other tools, tricks, and techniques to help you make sense of your data, uncover powerful insights, and optimize your product and reach.
Matthew Edgar is a partner at Colorado based Elementive, a consulting firm specializing in web analytics, CRO, UX, and technical SEO. Author of the book Elements of a Successful Website, Matthew is Google Analytics certified and has worked in the web performance analytics field since 2001. He holds a Master's in Applied Science, Information, and Communications Technology from the University of Denver.