Data Analytics: Product Managers’ Toolkit for Managing Customers and Careers
7th April 2022 | Online
The talk will focus on how data analytics is a useful tool in a product managers’ arsenal to manage end-to-end journey from customer acquisition to retention, as well as optimizing customer engagement along the way. Firstly, the importance of measurement and learning programs will be explored, along with the role of KPI’s and how to avoid downside of data deluge or analysis-paralysis. The talk will discuss the importance of the right “input metrics” and “output metrics” and how not to mix the two when measuring progress of product improvement efforts. The role of experimentation will be briefly discussed, along with pros and cons compared to other methods of understanding impact of new or changed features. Finally, the talk will hope to inspire product managers to add new data and analytics skills, and share how being “data-informed” is more evolved than being “data-driven” as a product manager matures in their career.
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Ashish Singru
Senior Director & Head, Global Business Analytics Center
eBay
About the Speaker
Ashish is the Managing Director for eBay’s Bangalore global center, which includes a Center of Excellence for Analytics, Data Science as well as a growing global hub for Finance, Marketing and Ad Operations. He has overall experience of 25+ years working in general management as well as senior marketing and analytics leadership roles – 15 years in various locations across the US at Microsoft, SABMiller, Young & Rubicam Advertising and Gallup Polls, and more recently the past 10 years in India at eBay. Ashish has a unique perspective on how the application of data, technology & business analytics has evolved in organizations in the last 2 decades. He was one of the early pioneers in driving behavior-based analytics in Technology, FMCG, Retail and Automotive sectors. As an organizational leader, Ashish has extensive experience in creating and developing talent pool across multiple markets, and managing complex global operations efficiently and effectively. Ashish is a co-author of the “Black Book on Exponential Technologies” (2019, Wiley Publishing). He has been recognized as one of the “Top Ten Most Influential Leaders in Analytics in India”, has received “High Impact Global Team” award from Zinnov Consulting, and is a multi-year winner of David Ogilvy Award from the Advertising Research Foundation (New York).
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