How Atlassian Uses Analytics to Build Better Products

REED JOHNSON • PRODUCT ANALYST • ATLASSIAN • @JMROHNSON

How Atlassian Uses Analytics to Build Better

Products

• Big cool statistic

• 2,569

• Add-Ons in Marketplace

• Big cool statistic

• 2,569

• Add-Ons in Marketplace

Too fast

HOW?

E X P E R I M E N TAT I O N

Pyramid of Analytics

D ATA L I T E R A C Y

F U N N E L S

D ATA S C I E N C E

D ATA L I T E R A C Y

AgendaAT L A S S I A N J O U R N E Y

F U N N E L S

E X P E R I M E N TAT I O N

The Atlassian Journey

Atlassian 2012

0 Product Analysts

400+ Staff

S O U R C E : O P T I M I Z E LY

• Big cool statistic

• 2,569

• Add-Ons in Marketplace

S O U R C E : L E I G H P R AT H E R

Too busy

Not in my product

You did what?

SO YOU’RE A GROWTH HACKER YOU SAY?

Pyramid of Analytics

E X P E R I M E N TAT I O N

D ATA L I T E R A C Y

F U N N E L S

D ATA S C I E N C E

Crystal Ball of Analytics

We have data

Validate ideas

Make better decisions

Find growth

Pyramid of Analytics

E X P E R I M E N TAT I O N

D ATA L I T E R A C Y

F U N N E L S

D ATA S C I E N C E

S O U R C E : J I M S TO P PA N I - B O D Y B U I L D I N G . C O M

AT L A S S I A N J O U R N E Y

Agenda

D ATA L I T E R A C Y

F U N N E L S

E X P E R I M E N TAT I O N

D ATA L I T E R A C Y

Pyramid of Analytics

E X P E R I M E N TAT I O N

F U N N E L S

D ATA S C I E N C E

Source: amitypublications.com

Vanity metrics

220K Pages /

Week in Confluence

2M Issues / Week

in JIRA

Blog in Confluence (I know you aren’t)

Product Outreach Teams

Management Buy-In

Don’t starve

Graduation Criteria

Developers add analytics to new features

Data is accessible to all members of the organization

Culture of looking at data

Pyramid of Analytics

D ATA L I T E R A C Y

D ATA S C I E N C E

F U N N E L S

E X P E R I M E N TAT I O N

Acquisition

Activation

Retention

Revenue

Referral

How do customers find us?

Do they have a great first experience?

Do they stay or do they churn?

Do they pay us?

Do they bring in others?

Acquisition

Activation

Retention

Revenue

Referral

Onboarding for JIRA

Evaluations

Signed In

Created a Project

Created an Issue

Second Issue

Second User

Purchased

0 0,25 0,5 0,75 1

10%5%

18%

34%43%

21%

You’ve got issues

Graduation Criteria

Funnels are central to data Conversations

F U N N E L S

Pyramid of Analytics

D ATA L I T E R A C Y

D ATA S C I E N C E

E X P E R I M E N TAT I O N

The scientific methodA D D R E S S A P R O B L E M

P R O P O S E A S O L U T I O N

R U N A N E X P E R I M E N T

A N A LY Z E R E S U LT S

M A K E A C O N C L U S I O N

Problem: First Issue Is Too Hard To Create

Finding Focus

Evaluations

Signed In

Created a Project

Created an Issue

Second Issue

Second User

Purchased

0 0,25 0,5 0,75 1

Classic Create

Button

Log Issue

Button

Onboarding For JIRA

Before

Evaluations

Signed In

Created a Project

Created an Issue

Second Issue

Second User

Purchased

0 0,25 0,5 0,75 1

Onboarding For JIRA

Finding Focus

Evaluations

Signed In

Created a Project

Created an Issue

Second Issue

Second User

Purchased

0 0,25 0,5 0,75 1

SO YOU’RE A GROWTH HACKER YOU SAY?

Graduation Criteria

Tooling around experimentation

Experiment analysis is self-service

Experimentation used to resolve debates

AT L A S S I A N J O U R N E Y

D ATA L I T E R A C Y

Agenda

F U N N E L S

E X P E R I M E N TAT I O N

S O U R C E : J I M S TO P PA N I - B O D Y B U I L D I N G . C O M

E X P E R I M E N TAT I O N

Pyramid of Analytics

D ATA L I T E R A C Y

F U N N E L S

D ATA S C I E N C E

Thank you!

REED JOHNSON • PRODUCT ANALYST • ATLASSIAN • @JMROHNSON