Analytics, Attribution and Awareness (of the consumer)
Analytics
Product Managers are constantly looking at key metrics and data to inform roadmap and resource allocation decisions. To speak the quantitative language, I recommend creating and referencing a marketing dashboard to track not only core marketing KPIs but also products’s core metrics on a campaign level. Then, use those numbers and data to show effectiveness or learnings of your marketing strategy.
Attribution
I recently integrated Branch, a third party vendor, to help with deep linking and attribution for Words With Friends’ Friendiversary campaign (via reengagement- focused email and social campaigns). Having a deeper level of attribution per channel was valuable to PMs to understand how better to support and resource ongoing initiatives based on where our high value reacts were coming from.
Awareness
Again, PMMs represent the consumer voice. Coming to the table with aggregated data on consumers’ top issues week after week should give your voice the heaviest weight in the room. No one can argue with the end user!