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Web 2.0 Product Management: Optimizing Metrics and Viral Growth

Strategy and Business Models
Location: 2010 Level: Intermediate

As the Web continues to evolve and become more competitive, product managers need to master new skills to achieve success for their products. Product managers have always been responsible for understanding customer needs and the competition, articulating product strategy and requirements, and working with product development to launch great products.

However, with most consumer Web 2.0 products, the traditional lines between marketing and product management have become quite blurred. Both the product and the marketing of the product are delivered on the same web site, if not the same pages, and often cannot be separated. As a result, minor UI design changes can often yield significant improvements in business results.

In addition, Web products increasingly offer product managers more and more data that they should be using to optimize their product (because their competitors are). Finally, many Web 2.0 products have an intrinsic viral nature that, when understood and optimized, can lead to rapid user growth.

This presentation will cover best practices in Web 2.0 Product Management, including web metrics, UI design, and viral user growth.

Photo of Dan Olsen

Dan Olsen

The Lean Product Playbook

Dan Olsen is a Web 2.0 entrepreneur and consultant with over 16 years of high-tech experience. At Intuit, Dan led Quicken product management and launched an online brokerage. He also led product management at Friendster. Dan’s areas of expertise are product management/development, UI design, marketing, and measuring/optimizing key metrics. Dan started Olsen Solutions LLC in 2005 and has consulted to many start-ups including Box.net, YouSendIt, MoodLogic, Xing (formerly OpenBC), Epocrates, Angie’s List, and Attensa. Dan is founder and CEO of YourVersion, an early stage Web 2.0 start-up. He has a BSEE from Northwestern, a Master’s in Industrial Engineering from Virginia Tech, and an MBA from Stanford.