Utilizing product analytics in software product management: An action research approach

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.