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Product Development Life Cycle - Analytics

In the last phase of the Zilker Trail Product Development Life Cycle, Analytics is used both as a way to look back (determine the value of the feature launched), and a way to look forward (as a catalyst to raise questions that can be addressed in the Research and Insights phase). In this way, we are both learning and resetting in this phase, feeding the life cycle with more questions. This is how the life cycle drives a culture of Experimentation - as delivery becomes an extension of learning.

The Analytics team takes the lead in this phase, ensuring that appropriate tagging is in place to report out on the key events and metrics to determine if we are delivering on the KPIs. Templates and formalized Ways of Working are critical in this phase, as it is the connective tissue from the launch of one feature to the launch of the next feature. The team will begin monitoring the data immediately after launch, typically waiting to report out results until statistical significance and confidence is reached.

Once the data is ready to report, another important function for this team is telling a data story that can help the business understand the results. The data story is much more than charts and numbers - it has to explain how the business should "feel" about the results, in a language that they understand.

Remember, we strive to answer these questions:

  • What is happening in the existing experience or in the market?

  • Why is it happening?

  • To whom is it happening?

  • What is the impact and opportunity size?

Therefore, the data story needs to answer these questions. Once the results are published, the information should become institutional knowledge, democratized across the organization to ensure continuous improvement.

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