CHAPTER 24 - PM HERO

Funnel Analysis dan Cohort Retention

Dua skill analytics PM paling impactful. Funnel show where user drop, cohort show if produk getting better atau worse.

TIME: 26MLEVEL: intermediate30 CHAPTERS

1. Funnel Analysis Deep Dive

Map user journey dari awareness sampai retention. Setiap step: total user, conversion ke step berikut, drop-off rate. Identifikasi step paling bocor. Fokus optimasi situ. Compounding effect: 5 persen improvement di setiap step = 28 persen overall.

2. Activation Metric

Step paling kritikal di funnel untuk SaaS. User yang reach activation 4x lebih likely retain. Define activation: behavior yang correlated dengan long-term retention. Slack: kirim 2000 message dengan tim. Dropbox: install di 2 device.

3. Cohort Retention

Bagi user by signup month. Track berapa persen masih active di month 1, 3, 6, 12. Ideal retention: smile curve (turun dulu, lalu flat). Bad retention: continuously declining. Cohort tua vs muda - product membaik atau memburuk?

4. DAU MAU Ratio

Daily Active User / Monthly Active User. Ratio tinggi = engagement tinggi (user kembali sering). Facebook 50 persen+. Average B2B SaaS 15-20 persen. Track over time, alert kalau drop.

5. Segmented Analysis

Funnel dan cohort per segment: source acquisition, demographic, behavior. "Mobile user retain 30 persen better dari desktop." Insight ini drive product investment (more mobile-first features).

YOUR MISSION

  1. Build conversion funnel di Mixpanel
  2. Define activation metric produkmu
  3. Run cohort analysis 6 bulan
  4. Track DAU MAU ratio mingguan
  5. Segment funnel by acquisition source

POWER-UP RECAP