Utilizing product analytics in software product management: An action research approach
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Examensarbete för masterexamen
Programme
Model builders
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Abstract
With the ability to effectively turn quantitative usage data into actionable insights,
a Software Product Manager (SPM) is able to make better development decisions.
However, as they attempt to leverage this opportunity, SPMs in the early stages of
their product analytics adoption often face challenges. This study aimed to identify
such challenges and evaluate how three different tools – a hierarchical value model,
an analytics tool, and a feature evaluation process – can help SPMs overcome the
difficulties. To answer these questions, we conducted action research at a traditional
manufacturing company starting to shift its value proposition towards value-adding
software products and services. In total, we completed four action research cycles
at the case company. The first cycle aimed to identify challenges using a theoretical
framework. The remaining three cycles were dedicated to applying the three tools
and addressing the identified challenges. We present ten challenges and share the
experience of introducing the three tools. We conclude that the tools effectively
address four out of the ten identified challenges, but more investments are needed
to fully leverage product analytics for data-driven development.
Description
Keywords
data-driven development, product management, product analytics, usage data