how atlassian uses analytics to build better products
TRANSCRIPT
REED JOHNSON • PRODUCT ANALYST • ATLASSIAN • @JMROHNSON
How Atlassian Uses Analytics to Build Better
Products
• Big cool statistic
• 2,569
• Add-Ons in Marketplace
• Big cool statistic
• 2,569
• Add-Ons in Marketplace
Too fast
HOW?
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
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
The Atlassian Journey
Atlassian 2012
0 Product Analysts
400+ Staff
S O U R C E : O P T I M I Z E LY
• Big cool statistic
• 2,569
• Add-Ons in Marketplace
S O U R C E : L E I G H P R AT H E R
Too busy
Not in my product
You did what?
SO YOU’RE A GROWTH HACKER YOU SAY?
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
Crystal Ball of Analytics
We have data
Validate ideas
Make better decisions
Find growth
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
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
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
Vanity metrics
220K Pages /
Week in Confluence
2M Issues / Week
in JIRA
Blog in Confluence (I know you aren’t)
Product Outreach Teams
Management Buy-In
Don’t starve
Graduation Criteria
Developers add analytics to new features
Data is accessible to all members of the organization
Culture of looking at data
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
Acquisition
Activation
Retention
Revenue
Referral
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
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%
You’ve got issues
Graduation Criteria
Funnels are central to data Conversations
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
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
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
Classic Create
Button
Log Issue
Button
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
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
SO YOU’RE A GROWTH HACKER YOU SAY?
Graduation Criteria
Tooling around experimentation
Experiment analysis is self-service
Experimentation used to resolve debates
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
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
Thank you!
REED JOHNSON • PRODUCT ANALYST • ATLASSIAN • @JMROHNSON