CHAPTER 21 - PM HERO

Product Analytics (Mixpanel Amplitude)

Tanpa data, PM cuma nebak. Product analytics tools ngubah PM jadi data-informed. Mixpanel, Amplitude, PostHog adalah standar.

TIME: 28MLEVEL: intermediate30 CHAPTERS

1. Beda Analytics Tools

Google Analytics: page view, traffic source, marketing focus. Mixpanel/Amplitude/PostHog: user behavior, funnel, cohort, retention - product focus. Sebagai PM, focus di product analytics tools, bukan GA.

2. Event Tracking Strategy

Identify key user action: signup, login, click button X, complete purchase. Define event taxonomy (consistent naming). Property setiap event: user_id, timestamp, context. Don't track everything (data noise). Track yang valuable.

3. Funnel Analysis

Visualisasi step user untuk reach goal. Signup → Email verify → First action → Purchase. Setiap step show conversion rate dan drop-off. Identifikasi bottleneck. Fokus optimasi step paling banyak drop.

4. Cohort Analysis

Group user by signup week atau month. Track behavior over time. Reveal retention pattern. Cohort tua vs muda: trend better atau worse? Critical untuk understand product health.

5. Insight to Action

Data ngga useful kalau ngga jadi action. Setiap insight harus jadi hipotesis: "Drop-off di onboarding step 2 = friction. Hipotesis: simplify form akan naikkan completion 20 persen." Test, learn, iterate.

YOUR MISSION

  1. Setup Mixpanel atau Amplitude free tier
  2. Define event taxonomy untuk produkmu
  3. Build conversion funnel
  4. Run cohort analysis
  5. Generate 3 hypothesis dari data terbaru

POWER-UP RECAP