Establishing Adverity’s First Product Analytics Function

Challenge

As the organization grew, product usage data became fragmented across multiple tools, teams and reporting mechanisms.

No dedicated ownership existed for Product Analytics, resulting in inconsistent metrics, poor data quality and conflicting interpretations of product performance.

Product teams struggled to answer fundamental questions such as:

• Which features create value for customers?
• How frequently are key capabilities used?
• Are recent product investments successful?
• Which customer segments adopt specific functionality?
• How should roadmap priorities be determined?

Without reliable product metrics, strategic decisions were often based on assumptions rather than evidence. The organization lacked the foundations required to establish measurable product goals and Key Results.

Solution

I brought the issue to the attention of the executive leadership team and secured budget to establish the company’s first Product Analytics function.

After defining the role and hiring the initial team member, I led the initiative that consolidated data from multiple sources, including customer success platforms, user event tracking systems and product-generated usage data.

The team redesigned the analytics ecosystem, improved data quality and created a unified layer of contextualized product metrics.

New dashboards were introduced to support multiple levels of decision making:

• Executive visibility into product health and adoption
• Product-level performance monitoring
• Feature adoption and value tracking
• Customer segmentation and usage analysis

In parallel, we defined a set of strategic product success metrics focused on areas such as usability, reliability, adoption and customer value realization.

To support prioritization decisions, the team also developed a framework to estimate the monetary value generated by individual product capabilities.

My Role

As VP Experience, I:

• Identified and socialized the organizational need for Product Analytics
• Secured executive sponsorship and funding
• Defined the operating model for the new function
• Recruited and managed the first Product Analytics specialist
• Guided the strategic direction of the initiative
• Established success metrics and reporting frameworks
• Drove organizational adoption across Product, Design, Customer Success and Leadership teams

Main Achievements

Created the foundations for scalable, data-informed product strategy

Created a shared source of truth for product usage and adoption data

Enabled evidence-based product discussions across teams and leadership levels

Introduced feature-level value measurement and adoption tracking

Defined product success metrics supporting OKR implementation

Project Info