Where to start when trying to “move the needle”

Photo by C Dustin on Unsplash

Whenever I talk to a client about their data one thing that seems prevalent is the idea that their data is this vast expansive space where they could come up with numerous possibilities and conclusions. While that is partly true, one main point I try to drive home is that they have built a product, so they have not only defined their ideal user journey through the process of building, but defined the edges of the data we can gather based on those pre-defined parameters. …


Whenever a company wants to get an idea of how well their online business is doing , they tend to start by looking at the number of visitors to the homepage. While this is a good way to gauge your initial numbers, there are a few different factors in why this does not necessarily make a good denominator for your conversion metrics, especially for companies past the start-up stage. I get the impetus behind it, and a lot of people use the analogy of people visiting your home page as being equivalent to people visiting your store front, but this…


Or How I Learned to Love Duality and Contradiction

Illustration by Oleg Shcherba from Ouch!

As an initial caveat, I want to mention that this is my personal experience with gender and is by no means meant to encompass everyone’s experience, especially those who do not identify with exclusively one pronoun set. My pronouns are they/them and she/her. I am fundamentally against absolutism and never felt like identity is an endpoint or that we should be trying to find our “true selves” but that we have to learn to love all iterations of our lives and learn from the part we did not love. This way of thinking has certainly informed how I think about…


As a primer, I am a Senior Product Manager currently working at an agency, so my day involves working with several different clients and helping them with their data and analytics issues. As a Product Manager, I get a lot of questions around what a typical day looks like. I also field a lot of questions from folks wanting to get into Data and Analytics as a Product Manager in particular as to what it means to be a Product Manager in this space. Naturally, this is my experience and this is not meant to speak for all.

Illustration by Julia from Ouch!

Depending on…


Why Understanding Unique Users Through Retention Data Matters

Illustration by Aleksandr Smetanov from Ouch!

Whenever I work with clients who are looking to prioritize retention, there tends to be two major gaps. First, their retention data is not connected to their financial data in any discernible way so while they want to positively affect revenue, there is no clear correlation in the data so there is no clear path on how to do so. Second, when it comes to retention, understanding your ideal user cadence tends to not be aligned with business expectations. For example, if your users buy a monthly subscription, how often do you…


Or How Looking Busy Isn’t Always a Good Thing

Illustration by Thierry Fousse from Icons8

Product Management is seemingly the new, hip job that a ton of young people out of school find incredibly compelling. It offers you the autonomy to make decisions about a product and the freedom to be creative while also giving non-technical folks an opportunity to thrive in a technical world. While this might be true for some, the world of Product Management is incredibly varied. One thing that does seem to unite Product Managers though is this idea of always being busy.

We get thrown into the gauntlet and are tasked with bringing order to a whole lot of chaos…


Key Things to Add to Your Data and Analytics Strategy Now

One of this biggest questions I have gotten from clients lately is how to future proof their data. Whether they are just starting out with a Data and Analytics strategy or they are well into their third or fourth iteration, future proofing data can be extremely difficult, especially when products were built without even considering data or tracking at all. …


You have likely looked into your analytics platform and found that some of the events are passing as null or “other” and wondered where to start with problem solving. Trying to figure out where to start can be overwhelming. Is it that the data is not properly defined or is it that the data is missing? Do I need to pull in engineering or can I solve this problem on my own? In my experience as a data advisor, most companies are dealing with both missing data and data logic. Oftentimes, companies don’t tend to fully understand their data logic…


Photo by Lukas Blazek on Unsplash

Recently, the difference between page views and page loads when tracking analytics has come up often so I thought I would write out some thoughts to address this common concern. Realistically, tracking either one of these is important and better than no tracking at all and in my experience, most companies are lucky to have an analytics framework in place let alone one where they understand the differences and nuances in the way things are tracked. …


Photo by Ravi Roshan on Unsplash

Qualitative data can be a slippery slope when it comes to thinking about it in relation to Growth and Growth Strategy. Things like user interviews tend to be understood in the silo of UX design rather than as a piece of a more holistic Growth Strategy. Further, there are a whole host of heat mapping tools and the like out there that are often used in separation of all of the data that exists about your customers. …

Casey Reid

Data and Analytics Strategist and Consultant. Product Manager at TWG

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