Product manager metrics question with Google PM (YouTube success metrics)

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1. Introduction

  • Participants:
  • José: Former PM at Google, playing the interviewer role.
  • Mark: Former Senior PM at Google, playing the candidate role.
  • Objective: Demonstrate a product manager mock interview for selecting key metrics for YouTube Analytics.

2. Clarifying Questions

  • Global vs. Regional PM: Mark chooses to think globally.
  • Metrics Focus: Focus on metrics for product health and team success, not executive reporting.

3. Framework for Problem Solving

  • Mission: Start with Google’s mission and break it down into components.
  • Goals: Define goals for YouTube and YouTube Analytics.
  • Actions: Identify key actions for creators.
  • Metrics: Propose metrics for each action.
  • Evaluation: Prioritize metrics based on goals.

4. Mission and Context

  • Google’s Mission: “Organize the world’s information and make it universally accessible and useful.”
  • YouTube’s Mission: Allow the world to share videos with the world.
  • YouTube as a Two-Sided Market:
  • Consumers: Watch videos (e.g., cat videos, tutorials, music).
  • Creators: Produce videos.
  • YouTube Analytics Focus: Primarily on creators, as it’s the main tool for creators to manage their content.

5. Goals for YouTube Analytics

  • Healthy Ecosystem: Ensure a healthy ecosystem of creators.
  • Rich Content: Maintain a constant stream of fresh and diverse videos.
  • Creator Preference: Make YouTube the preferred platform for creators over competitors like TikTok, Instagram, etc.

6. Creator Actions and Metrics

6.1. Signing Up

  • Metrics:
  • New Users: Daily and monthly new users.
  • Onboarding Funnel: Track where users drop off during the sign-up process.

6.2. Signing In

  • Metrics:
  • Daily Active Users (DAU): Measure daily engagement.
  • Weekly Active Users (WAU): Measure weekly engagement.
  • Monthly Active Users (MAU): Measure monthly engagement.

6.3. Uploading Videos

  • Metrics:
  • Number of New Videos: Track the volume of new content.
  • Videos per Creator: Ensure a healthy distribution of videos across creators (e.g., avoid a few creators dominating content).

6.4. Using Insights and Analytics

  • Metrics:
  • Insights Views: Track how often creators view analytics.
  • Popular Insights: Identify which insights are most used by creators.

6.5. Monetization

  • Metrics:
  • Average Monetization: Track average revenue per creator.
  • Total Monetization: Overall revenue generated.
  • Monetization Distribution: Ensure a healthy 80/20 distribution (20% of creators generate 80% of revenue, but the remaining 80% also contribute).

6.6. Net Promoter Score (NPS)

  • Metrics:
  • NPS Score: Measure creator satisfaction and likelihood to recommend YouTube.
  • Qualitative Feedback: Use comments from NPS surveys to identify feature improvements.

7. Evaluation and Prioritization of Metrics

  • Key Metrics:
  • Signing In (DAU, WAU, MAU): Indicates overall engagement and health of the platform.
  • Monetization: Tracks the financial health of the ecosystem and creator satisfaction.
  • NPS Score: Measures creator satisfaction and provides feedback for product improvement.

8. Scenario Analysis

8.1. Monetization Up, DAU Down

  • Hypothesis: Large creators are driving revenue, but smaller creators are disengaging.
  • Solution: Incentivize smaller creators to stay active (e.g., offer monetization incentives).

8.2. Revenue Up, Consumer DAU Down

  • Hypothesis: Consumer viewership is declining despite revenue growth.
  • Solution:
  • Internal Check: Collaborate with the core YouTube team to identify issues in consumer engagement.
  • Insights Analysis: Use YouTube Analytics to identify geographic or content trends (e.g., declining interest in certain video types).

9. Summary

  • Key Metrics:
  • DAU/WAU/MAU: Measures engagement.
  • Monetization: Tracks financial health.
  • NPS: Measures creator satisfaction.
  • Framework Used: GAME (Goals, Actions, Metrics, Evaluation).
  • Outcome: Mark demonstrated structured thinking, user-centric focus, and adaptability in answering follow-up questions.

10. Conclusion

  • Interview Feedback: Mark used the GAME framework effectively, stayed user-centric, and handled follow-up questions well.
  • Coaching Offer: Both José and Mark are available for coaching on IGotAnOffer for those preparing for Google interviews.

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