Product Strategy Mock Interview with Eashan Kadam, Product Manager at Exponentia.ai
Summary
TLDRIn this insightful video, Ishaan Kadam, a product manager at Exponential AI, discusses the challenges and opportunities in the billboard industry. He identifies the industry as under-monetized and suggests innovative solutions to enhance its reach and efficiency. Ishaan leverages his tech background and passion for product design to explore strategies that could revolutionize billboard advertising, emphasizing the importance of understanding both supply and demand dynamics in the market.
Takeaways
- 😀 Isshaan Kadam is a product manager at Exponential AI, a tech startup, and has a passion for solving product management interview questions.
- 🏢 The discussion revolves around identifying opportunities in the billboard industry, which is considered under-monetized.
- 📊 The industry is fragmented with various stakeholders, including real estate owners and big brands interested in advertising.
- 📈 The main pain points identified are scheduling inefficiencies, information asymmetry, lack of pricing transparency, and a non-uniform auction process.
- 📝 The process of booking a billboard involves a bidding mechanism, which can be complex due to the lack of a centralized system.
- 📊 Google's capabilities, such as Adsense, Maps, and traffic data, are suggested as tools to address the industry's challenges.
- 🛠️ Suggested features for a solution include a campaign manager integrated with Google's ecosystem, location-based recommendations, bid price transparency, and a calendar view for campaign management.
- 🔑 Prioritization of features is crucial, starting with registration for billboard providers and then building out the platform for brands.
- 📈 Metrics for success include the number of billboard providers registered, days booked out in a year, and the creation of new Adsense accounts.
- 🤝 The importance of understanding client needs and goals in a B2B context is highlighted, emphasizing the need for personalization and feedback.
- 💡 The session underscores the complexity of improving an existing ecosystem and the need for a nuanced approach to product management.
Q & A
What is the main topic of discussion in the video?
-The main topic of discussion is the exploration of the billboard industry's under-monetization and the potential for improvement, particularly from a product management perspective.
Who is Ishaan Kadam and what is his current role?
-Ishaan Kadam is a guest in the video and a friend of the host from ISB. He is currently working as a product manager at a tech startup called Exponential AI.
What is the issue with the current billboard industry according to the discussion?
-The issue is that the billboard industry is under-monetized, possibly due to inefficient selling, lack of awareness about the business, or other unidentified problems.
What is the proposed approach to identify the reasons for under-monetization in the billboard industry?
-The approach involves identifying pain points for each stakeholder in the industry and considering the core competencies of a company like Google to address these issues.
What are some of the key stakeholders in the billboard industry mentioned in the script?
-The key stakeholders include billboard real estate owners, big brands interested in advertising, and possibly unicorn startups.
What is the process for booking a billboard as described in the script?
-The process involves a number on the billboard that interested parties can call, followed by a bidding mechanism where multiple parties can place bids for booking the billboard for a certain period.
What are some of the pain points identified for the billboard real estate providers?
-Some pain points include scheduling difficulties due to unpredictable demand, information asymmetry, lack of pricing transparency, and the absence of a uniform auction process.
How does Ishaan suggest leveraging Google's ecosystem to address the billboard industry's challenges?
-Ishaan suggests using Google's Adsense for campaign management, Maps for location data, and leveraging Google's traffic and demographic data to provide insights for advertisers.
What features does Ishaan propose for the campaign management tool for brands interested in billboard advertising?
-Proposed features include a map locator for billboards, integration with existing campaign management tools, bid price recommendations, and a calendar view for campaign planning.
What success metrics does Ishaan discuss for evaluating the effectiveness of the proposed solutions?
-Success metrics include the total number of billboard providers registered, the number of unique locations registered, the number of days a billboard is booked out in a year, and the number of bids and campaigns processed.
How does Ishaan differentiate between performance metrics and goal-oriented metrics in his role as a product manager?
-Ishaan differentiates by focusing on sales closures and feature demand for performance metrics, while goal-oriented metrics involve understanding client needs, customer satisfaction, and engagement, often gathered through direct client feedback and interactions.
Outlines
🤝 Introduction and Background
The video script introduces the host and guest, setting a nostalgic tone as they discuss their shared history at the Indian School of Business (ISB). The guest, Ishaan Kadam, is a product manager at Exponential AI, a tech startup. He expresses his passion for product management and solving interview questions, highlighting his journey from technology to his dream job. The host, Khanjan, presents a unique scenario where Ishaan is tasked with identifying opportunities in the under-monetized billboard industry as if he were a product manager at a search engine company like Google.
🚦 Understanding the Billboard Industry
This paragraph delves into the billboard industry, discussing the potential reasons for under-monetization. It explores the idea of inefficiency in billboard sales and the lack of awareness about the industry. The conversation centers on increasing the reach of billboards to improve revenue generation. The script outlines the discovery process of billboards, the bidding mechanism, and the stakeholders involved, such as real estate owners and advertisers. It also touches on the fragmented nature of the market and the types of entities that might own billboards.
🔍 Identifying Pain Points in the Billboard Industry
The speaker identifies several pain points within the billboard industry, focusing on the challenges faced by real estate holders and providers. Issues such as scheduling difficulties, information asymmetry, and lack of transparency in pricing are discussed. The speaker also mentions the absence of a uniform auction process, which makes it hard for brands to manage multiple negotiations with different providers. The paragraph concludes with a brief mention of considering the process and stakeholders involved in a brand's decision to advertise via billboards.
🛠️ Brainstorming Solutions for the Billboard Industry
The paragraph discusses potential solutions to the identified pain points in the billboard industry. The speaker considers leveraging Google's ecosystem, including Adsense, Maps, and search data, to create a more efficient and transparent system for billboard advertising. The idea is to integrate a billboard campaign management tool within Google's existing campaign management solutions, using traffic and location data to provide insights on potential impressions and target demographics. The speaker also contemplates features such as bid price transparency and a calendar view for campaign management.
📈 Prioritizing Features and Metrics for Success
This section of the script focuses on prioritizing features for the billboard advertising solution and establishing metrics to measure success. The speaker suggests starting with MVP features like location discovery and ease of booking for billboard providers. They also emphasize the importance of demand-side metrics, such as the number of bids per day and the success rate of campaigns. The goal is to create a platform that not only serves the supply side (billboard providers) but also attracts and retains demand (advertisers).
🤖 Experience Working at an AI-Based Company
Ishaan shares his experience working at an AI-based company, discussing the challenges of working in a B2B environment where sales cycles and closures are key metrics. He talks about the importance of understanding client needs and the difficulty of obtaining direct data to measure feature success. Ishaan emphasizes the need for feedback and proof of concepts to guide product development and ensure that new features meet market demands and improve customer satisfaction.
🗣️ Conclusion and Call to Action
The final paragraph wraps up the discussion with a reflection on the complexity of the billboard industry problem and the importance of considering all stakeholders in product management. The host thanks Ishaan for the insightful conversation and invites viewers to engage with them by leaving comments or connecting through their handles provided in the description. They also encourage viewers to subscribe to the PM School YouTube channel for more content featuring experienced product managers.
Mindmap
Keywords
💡Product Manager
💡Exponential AI
💡Billboard Industry
💡Under Monetized
💡Stakeholders
💡Information Asymmetry
💡Auction Mechanism
💡Campaign Management Tool
💡Google Ecosystem
💡Metrics
💡B2B
Highlights
Introduction of Ishaan Kadam, a product manager at Exponential AI, with a background in technology and a passion for product management.
Ishaan's interest in solving product management interview questions and his approach to product design.
The challenge of identifying opportunities and reasons for the under-monetization of the billboard industry.
Discussion on the inefficiency in the sale and discovery of billboards, and the potential for increased utilization.
Overview of the billboard industry's stakeholders, including real estate owners and advertisers.
Analysis of the fragmented nature of the billboard market and the difficulty in discovering available billboards.
Identification of pain points for stakeholders in the billboard industry, focusing on scheduling, information asymmetry, and pricing transparency.
Proposal of a campaign management tool integrated with Google's ecosystem to address the challenges faced by brands in billboard advertising.
Utilization of Google's traffic and location data to provide insights on billboard impressions and target demographics.
Introduction of a recommendation engine for bid prices in billboard auctions, enhancing price transparency.
Discussion on the importance of a calendar view for campaign management and the automation of bidding processes.
Strategies for prioritizing features in product development, balancing effort versus value provided.
The necessity of registering billboard providers on the platform and creating a simple sign-up process.
Metrics for measuring success, including the number of billboard providers registered and the utilization rate of billboards.
Differentiating between performance metrics and goal-oriented metrics in a B2B context, focusing on sales cycles and client feedback.
The importance of understanding client goals and soft metrics like customer satisfaction in product management.
Closing thoughts on the value of personalized understanding and proof of concepts in B2B product management.
Transcripts
hello everyone welcome back to our
channel uh today i'm delighted to have a
very special guest uh ishaan kadam
uh hi shan how are you hi guys uh i'm
good kanchan how are you doing
i'm great too it's uh ishaan is a great
friend from isb and we actually used to
do our mock interviews together
uh in the campus uh it's quite a
nostalgic moment for us um
so uh ishaan now please introduce
yourself in your own words hello guys
i'm ishaan kadam i
am working as a product manager in this
phone called exponential ai
it's a tech startup about me uh i always
wanted to get into
uh product management i actually come
from technology uh i've had three years
of work experience prior to isp
and post isb now i'm working as a pm so
yeah that's my dream job
i also love solving pm uh interview
questions because they're very uh
interesting and fun to kind of think
about or a solution uh so yeah
product design is something that is uh
that i always like to go for
and let's see which question khanjan has
for me today
yeah so um today we are going a little
bit on an unconventional kind of a route
because
we are going to ask uh ishan you um you
are a
assume you're a pm at a search engine
company like google
okay and uh your job is to uh identify
the reasons or identify the opportunity
areas
the billboard industry because you think
that currently it is
or rather the findings are that
currently it is under monetized okay
all right so when we talk about
billboards it's the
big boards that you generally see across
the streets or at shopping malls uh
the big banners right there yeah yeah
you can consider it like a collection
okay fine so first thing so like uh so
you just mentioned that the industry is
underserved
does that mean that uh the billboards
are not getting
uh sold efficiently something like that
or uh is it that
uh people don't know that such
billboards or this business exists
so uh is that the kind of question that
we're looking at like in terms of an
objective of
uh solving for the efficiency of finding
a billboard or
on uh on the lines of actually kind of
capturing the billboard uh
what is it that we're looking for um so
okay so look at it uh as a related issue
right so
uh the more the discovery the more will
be the chances of utilization and the
more will be monetization that comes
from it but
just to uh summarize it uh essentially
you have to
increase opportunities uh of reach of
the billboard
got it got it so uh this i mean with the
objective of
improving the revenue generation what i
would like to do is like to uh
kind of summarize what i understand
about the billboard industry and
uh kind of i think i walk you through
what i believe
uh is the way they might be doing
business i mean i just have a high level
idea of how they function
so i had once noticed notice that a
billboard uh generally has a number on
it
which you dial and then i think i
believe they might have some kind of
process or a bidding mechanism but a
couple of people place their beds okay
they're interested in buying a billboard
or booking it for a
period of time and post that uh post
that booking process
maybe the billboard is kind of sold and
then people obviously know
so that is something that might be the
process now in terms of stakeholders
obviously you've got your stakeholders
involved in this whole kind of a
business would be your billboard
real estate owners uh now there can be
two kinds of uh
real estate owners that can be actual uh
build proper setup billboard real estate
owners
they actually have a built out of
billboard uh
kind of a setup around roads or it can
also be
uh private or players like housing
societies housing complexes or maybe
a mall organization system so there can
be such
uh players as well when they have got
some space which they want to rent out
or like
use as a billboard and then a society uh
comes in
so these are the kind of kind of players
in the billboard scene and i believe
it's it's a little fragmented i mean i
don't see one uniform
company or a firm kind of running over
all those billboards in a particular
city like
to consider something like mumbai for
example so it's a little fragmented in
the market
on the other side of things people who
want to buy billboards i mean who
generally wants to
rent out a space advertise on a
billboard
i mean most of the times big brands
definitely do advertise on billboards
whenever they have
they have campaigns that are running uh
synchronously
so uh obviously like i've already always
seen a billboard
surrounding uh a campaign so that is
something that is something unique that
i always find
so majorly big brands are interested in
billboard advertising
uh big corporates uh to advertise on
billboards but you can also find some
unicorn startups and advertising on
billboard so that they can kind of
target their campaigns uh well now
like just identifying these billboards
so uh in terms of the
players i we have already discussed that
uh this industry is a little fragmented
the billboard
uh people who own billboards have uh i
mean
might have real estates in different
parts of town and
uh it's very difficult for the big
brands who
want to kind of find uh billboards or
rent out billboards to kind of discover
them
so uh what i'm gonna do now is i'm just
gonna uh
highlight a couple of pain points and
based on
our main objective and we have actually
come across that these are under
monitors we're trying to identify why
uh they might be under monetized and uh
what are the various
problems that exist for each stakeholder
which is what are the pain points for
each stakeholder uh
and we will then come up with a way of
solving it
give me like a minute i'll just think
about something uh think about
uh the problems that we in this industry
face
all right so uh keeping in mind the
primary
uh kind of objective or the problem
which is that the industry is under
monetized
i've kind of identified a couple of
problems uh
one of the primary problems that i feel
now first i'll talk on the sides of the
real estate holders the billboard
providers uh now from the provider's
point of view
one of the primary problems is that uh
cherryland gap they can't forecast when
a particular billboard is gonna be gonna
go
get sold or uh have an idea as to
planning out okay
if this particular month or this
billboard is getting sold to a
particular player
uh a particular brand then uh what about
the next month or what about the next
few days when it is not sold
so the scheduling of the billboards is a
key element wherein uh not always will
there be an overlap
and unlike i mean unlike advertising
banners online
in terms of digital advertisements
wherein a
bid is actually for each individual
person who's viewing that advertisement
here it is not that case here anyone
the billboard is a i mean the the real
estate is uh
fixed so you the scheduling of the real
estate is something that is really
painful for the billboards because they
don't have any
kind of uh mechanism to forecast what
might be the demand for that billboard
and
yeah might be interesting so that is one
second is obviously information in
asymmetry uh in case of the billboard
manufacturer like the people who
own billboards the primary reason for
information asymmetry is because they
are not directly advertising
other than obviously the billboard of
where people call in they might have
websites uh
but for them to understand okay what is
the i mean interest in the market and
similarly on the flip side for the for
for the brands to actually
discover uh the the billboards there's a
lot of information symmetry also pricing
is different so every billboard uh real
estate holder
might have a set price for his specific
real estate each real estate might have
different pricing
and obviously that adds to the
information asymmetry
on both sides of this marketplace
pricing is something which is like there
is no transparency in pricing uh people
don't know why i'm paying this much
amount of money for this particular
billboard at this location
so that information is not shared for
both parties so right now
there are broken there might be broken
systems wherein there might be some
broker involved who might introduce
people to these billboards and make
things also there is not a uniform
auction as such now for example if you
look at a digital advertising campaign
an auction is uniform i mean i'm i'm
actually bidding for a spot
particular spot but uh in terms of a big
brand whenever they want to advertise
they might want to advertise in multiple
locations and each location might be
under a different banner of a real
estate uh provider a
billboard provider so essentially
they're negotiating with three different
real estate providers physically
they have to call their people have to
get in touch so it's
the optional auction or whatever the bid
acceptance and the date of uh
actually getting fulfilled there isn't a
uniform auction so it becomes very
difficult to keep track of okay i'm
investing in a billboard advertisement
campaign
along with my existing campaign but i
don't know where to kind of how many
players i have to deal with so that's a
little bit stressful
for the brands so these are a couple of
pain points
in terms of journeys i mean i would
actually like to trickle down a bit
and try to get into the flow of okay if
a particular brand actually wanted to go
and
get into a billboard advertisement
campaign what would be the process and
who will be the internal stakeholders
involved
that kind of just gives me an extra idea
as to how should this
this product be kind of thought of or
like solution and obviously we also have
the context of google which will be
playing a big part because we have to
also address the core competencies of
google and where
we can kind of match these pain points
that we have just identified
so now looking at the pain points in
terms of uh the pain points and
the core company competencies of google
so uh
when i said trickling down to a
particular user who will be actually
going through the process of booking a
billboard
so when do brands go and buy billboards
it's obviously not a one-off thing right
i mean they are not going to buy
billboards
just because okay campaign karnataka
billboard biker capes a billboard or
campaign
they would have campaigns all throughout
they would have digital campaigns going
on all to
along with social media campaigns
everything will be running through some
platform so
the personal that i i'm actually trying
to solve this problem for
is the marketing or communications head
or like
okay cheap marketing officer for a big
brand or if it's a startup then
obviously it can be anyone it can be a
cco or even the ceo might be playing
into the marketing of the company
so in both cases these people uh what
kind of tools
would they be using now uh looking at
keeping google in mind
i would say obviously adsense is
something that they might be they must
be using
they must be using the google's
marketing uh the
campaign management tool that google
provides in terms of their suit
google also has maps and they might be
searching out for those
billboard providers and searching for
them their addresses they would search
on online
so in terms of the tools that these your
ctos or your
chief marketing officers might be using
or they are associates might be using or
doing research for
the cto they might actually be using a
lot of
tools in the google ecosystem so it
actually makes sense to kind of solution
the product around the google's
ecosystem of products and
along with like keeping these problems
in mind so
essentially uh i'll just like kind of
list down a couple of features that come
to my mind
when i'm trying to solve these problems
that i mentioned and then we'll go ahead
from them in terms of prioritization how
do we want to go ahead with the features
do we want to make one solution multiple
solutions
so yeah give me like two minutes i'm
thinking about something
all right so um i can high level think
of
two things uh two solutions uh and
each of these solutions is actually
catered to each of the stakeholders
now uh majorly uh right now because
they're trying to solve the problem for
the
billboard real estate providers so i
mean
essentially they are the supply right i
mean yeah we get the money supply they
are the supply
the problem is that they are under
monetized which means that the billboard
industry which means that the billboard
providers are under monetized so
the solutions will be in two parts but
it is really important that the brands
will be actually eventually renting out
these billboards
uh they are also kind of uh considered
in the process of building the product
because eventually it is obviously going
to be the demand that will be
uh fulfilling the supply so uh in terms
of
the features i have divided into two
parts one is obviously the campaign
manager
for the brands and the other part will
be a
tool which uh which will basically uh
allow
uh your billboard uh firms to kind of
register with google
and just give i mean basically register
their locations
and stack monetization on it so it can
handle their
scheduling of uh when their particular
billboards get
bid on and who gets the bid how much
money
what is the auction pricing who controls
the auction what are the rules for the
auction or the rules for the billboard
there can be certain
uh billboard uh providers who might have
certain rules as to okay this kind of
content i won't allow on my billboard
there can be certain rules so those kind
of things to clarify so that is the
other part of the solution so
uh let's go one by one so first i'll
talk about the
demand side which is the brand side and
what is the what are the features that i
think of
in terms of that solution so first thing
this particular solution will sit
inside your campaign management tool
that google already provides
and the way it will sit is along with
your existing campaigns digital
campaigns that you are running
you can also have a tab on top of your
campaign management kind of
window admin panel dashboard where the
tab will kind of lead you to this
billboard
uh campaign designing tool now another
interesting synergy that google kind of
brings to table in terms of feature is
that google
uh has a lot of traffic data google
knows how many
people are moving uh through traffic and
in a lot of scenarios when billboards
are right next to
traffic i obviously will have location
data of the billboard so
i can give a much clearer picture as to
what has been
what is the probable number of
impressions that each
individual billboard is receiving
because of the traffic data that it
collects
in a uh in in a much more uh i mean
granular level in terms of the data that
google already collects uh we also have
a lot of personal information which is
said
now obviously like personal data
security aside
uh certain data is really uh i mean
key i mean for example google would know
that okay what is the name of the uh
person or where does this person come
from what is my
work location where do i come from so
those
my new details can give me a very great
forecasting strength as to what is the
expected footfall that i'm gonna receive
and what is the target demographic that
i'm uh i'm expecting
uh of to be going through this route
because if it knows if google knows my
daily commute routine it knows that this
person is going to be going through that
route
daily and i it also knows for
demographic or some demographic
information
okay i'm a male i'm 26 years of age
where do i stay
that information is there although it
can share that information it need not
share it directly but it can use that as
a statistic to give a
high level uh i mean more demographic
information as to what to expect
it won't reveal my name but it will use
it as a statistic
for the billboard so that's another cool
feature i was thinking about next uh
obviously uh i mean while auctioning the
price
uh transparency in pricing that's
another issue right so when we make this
this into a marketplace sort of a
situation uh people can then
based on their campaigns uh google can
recommend
the ideal prices based on both the sub
what is the supply expecting in terms of
higher their starting price and what is
google gonna be providing so
uh in terms of prices that that also
plays like a uh
an interesting tool but then it can give
an estimated bid amount
that could probably win that billboards
uh auction
and what in in that scenario also in
terms of the timeline on so
those can also be attributes that you
can kind of uh
i mean tweak on your campaign i mean
depending on the seriousness or the
depending on the length of your campaign
you can plan that out so
uh a recommendation engine as to the bid
price recommendation is another feature
that i was thinking about
so uh that is it uh other than that
the fourth feature that i was thinking
about was uh
like where a calendar view of sorts
would be your primary view
like after you book the billboards and
uh
that kind of like dashboard uh view view
would be primarily what you get like
after you do a questionnaire of
questionnaire filling setting up of the
kind of uh
i mean campaign that you want to build
out it will recommend you
points to kind of bid for i mean
locations which are perfect for your
demographic which you're targeting
so that is also something which uh kind
of plays together so
all in all to summarize i thought i
talked about like four uh features one
is
obviously as you can locate the
billboards through the
map kind of locator second is it will be
sitting inside your campaign management
solution obviously so
inside that it will also give you
recommendations depending on what
campaign you're already running
uh and which location should suffice
third it will give you transparency in
terms of bid price by looking at the
demand uh locations which are obviously
recommended
and from that uh what is this what is
the starting bid price that
uh or what is the price at which the bid
is uh possible
uh for you to win that bit so that is
kind of like a recommendation so
after a point this process can also be
automated i mean many people are bidding
and if no one else is good and the
deadline for it has
is coming through so then people can get
notifications uh as to okay they should
increase their paid and whatnot
so controlling the bit is something that
is also important and yeah that is it
that is it for the uh brand side coming
to the
flip side of things for the providers
to cut you in between now you have
mentioned four features right so would
you like to
use them all at once uh probably in
unison or would you like to prioritize
some over the other and
is there any rationale behind the
prioritization definitely
so for prioritization what i would
normally do is because
right now we just discuss the demand
side i mean how will people be
interested in billboards so
for privatization i would actually think
of like
effort versus value provided by the
feature
matrix to kind of like gauge whether a
particular feature
the amount of efforts that we have to
put in compared to it whether
the value that it is providing uh
substantiate that uh effort okay
so that is one approach that i would
probably do but obviously
one more thing that i should also keep
in mind is that because this is an
industry which is already existing
yeah if you don't target demand or come
up with a solution for sorry target
supply and come up with a solution for
the supply to be happy because that is
who we are
solving for it won't make sense so even
if i make this amazing tool for
uh the brands to kind of book billboards
it will be a moot point if i don't have
the billboards registered on my platform
so in terms of prioritizing features
first of all i need to
also service uh the way the billboard
providers
register with the platform and yeah so
that should be the first thing maybe
initially right now they are doing a
calling feature maybe we can uniform uh
create a
dashboard or like create some kind of
login for these
billboard providers to register and with
their basic information maybe initially
the mvp would start off with something
which is small like one or two features
like just discovery of
locations and ease of booking that would
be the first step in terms of
prioritizing the future
on the other side of things for the
billboard providers for them a simple
registration website of sorts but then
they can just go and register their
billboards or
a simple sign up process they can come
onto the platforms
sign up with the company provide some
documents
of their legality and that they actually
have those billboards and whatever
then once they register it uh there can
be a two-step process that can be a
person who goes and actually checks
whether verifies whether this
particular person owns a billboard over
there get some documentation done uh
after the initial process of setting up
definitely
i mean once we get so you would uh
ideally start small you would start with
some one city maybe
something like home by bangalore and
then you start off with a pilot
locality with a couple of billboards on
board from there
and then gradually move on to building
out the platform for the brands
but yeah these both processes are very
key to kind of start one after the other
all actually in tandem while you're
working on
so yeah uh next i would actually kind of
uh
try to look at what are the metrics that
i would kind of look to
see whether whatever we are trying to
build uh has been successful or not so
uh i generally try to kind of look at
okay what would be the
input matrix metrics that would kind of
validate whether
what we are uh what solution we are
proposing is actually
uh valid in terms of an input metrics
how many people would actually come on
to our platform is something that uh
is important to us so on the supply side
of things the
primary input matrix is total number of
billboard providers registered number of
unique locations registered onto our
platform on that side of things oh no
total i mean uh in terms of the
billboards
the another input metric would also be
number of days in a year
that but what is the traffic that is
expected on the website the number of
days in the year
is that particular billboard booked out
for so that is also a good input metric
to kind of load
next uh success metric of uh i mean so
click-through rate for
uh successful bid options with the
platform this is again coming to the
demand side of things number of bids per
day uh number of billboard owners
onboarded onto the platform that's
another success metric
number of campaigns processed complete
campaigns that
can run because this is a key metric in
case if we go through the route of the
campaign uh recommendation kind of an
engine kind of for this
so that will help out over there and
total number of ads in
adsense accounts now this is something
interesting this is something like
because of this campaign management tool
that you're providing for billboards
how many new adsense accounts got
created for google or digital campaigns
so it's kind of like a metric which will
kind of tell you whether whatever you've
worked on whatever product you've
created uh inside the access platform is
it also having some
beneficial effects on the insistent
viewers and users for coming out
so yeah these are the couple of methods
that you can kind of think of that was
very well articulated so it was a
complex problem right because
when we say that we want to increase the
reach uh we don't know
where is it that we have to make
improvements which will actually
translate into
better reach and plus when there are
multiple stakeholders involved
as a product manager uh if we tend to
overlook any one stakeholder then we are
we are inviting failure right we are
inviting trouble so i think uh
yeah you covered those aspects very well
and yeah it was uh i think it'll be very
helpful
um what i'll do is i'll try to leave
certain
uh descriptions about certain terms that
we use because uh
yeah it's a complex ecosystem so
ah great so ishan now would you like to
share your experience how is that been
so far
working at an ai based company right so
like how do you because it's a very tech
heavy uh i would say role right so then
how do you
differentiate the metrics from a more uh
let's say performance side
to a more gold side so when i say goal
it could be acquisition reach
engagement retention etc so how do you
approach that kind of a problem
uh differentiating between uh
performance matrix versus goal oriented
metrics
yeah in in my daily work yes yes so in
terms of when we look at metrics first
of all my company is b
to b so obviously uh that that kind of
adds another layer of
complexity into how we think about
metrics because for us in a b2b
ecosystem uh most of the metrics are
number of closures that happen in that
month it's very uh sales oriented
basically sales cycles uh kind of rule
the entire process of how we kind of
sell
obviously um in a form like exponential
like which
which is like a tech startup we are
mostly on the ai
tech solution site so we have a platform
we have a product
uh and as a pm for that product my role
majorly has been
to kind of help present the product
better to
uh whenever we go for uh whenever anyone
in our sales team kind of goes and sells
the product when
big brand or like in big corporate so in
order to do that we
for me the metrics that i would kind of
kind of look at is uh
in terms of closures or in terms of
enticing a particular client what are
the features which we are we have in our
product score uh what are the features
which are the
most wanted or the top five features
that that your corporates are the
upcoming sales pitches that all
campaigns that we are running
would be uh interested to or be enticing
to our potential clients so that is
something that is important so because
again it's a very goal oriented thing
every month we have
our sales people have targets and we
have to i mean
keep the product or add new features to
the product such that we keep in mind
what is
what the market demands and what the
industry actually wants we have done
a lot of proof of concepts that we have
created my team has created
uh have actually been i mean directly
gone into
uh implementation for a particular
client so
it's like a client comes in in a meeting
you're trying to
obviously a sales person is trying to
sell the product as a tech or a product
representative you're sitting in the
meeting you're trying to understand
uh okay what is it actually that the
client wants other than
the i mean his goal i mean everyone has
a goal everyone has a goal to achieve a
lot of time clear goals can be hard
numbers like okay what how how is it
improving my acquisition rate if i add a
chatbot on my website
that might be a question he's asking but
on top of that he also
wants he also has a soft goal right i
mean acquisition customer satisfaction
those are things which are metrics which
his ecosystem
of whatever technology he is using they
might be tracking it in some way or form
but
these are the couple of uh key metrics
like what is the customer satisfaction
that i might be interested in
and how i'm bound wowing my customers
and like getting them engaged and stuff
like that so
when when coming from b2b perspective
these although there are hard numbers
allocated to
targets or uh metrics but in terms of a
goal
for whoever whichever stakeholder i'm
selling to uh
our goal is essentially to just
understand uh what might be a use case
uh that is enticing and that is needed
in my product so that i kind of
uh get it involved because there's no
direct data coming in or flowing to me
telling me that okay
500 i can do an a b test because uh i am
selling to individual clients who might
have
a lot of people using the product but i
can't actually go and uh do an a b test
like a b2c startup and i could
understand okay
this numbers looks like okay this
feature is working or not working i have
to actually physically get a lot of
feedback get more
uh i mean non data oriented kind of uh
soft goals which i kind of gauge from
conversations with clients
yeah i really like i i completely concur
with what you
mentioned because i also am working in a
b2b company and i think
for us to personify our clients is also
very difficult because we don't know
that
in that company which end user what is
their role what is their
responsibility that they are having in
that organization to which we are
catering and it could be different in
all
organizations right so i think yeah the
way you put it it's more about a more uh
one-to-one kind of an understanding and
trying to hypothesize and building proof
of concepts which
if they are well accepted by the clients
which if they are well translated into
success for the clients then it makes
sense for us to
build those features definitely cool um
cool so i think uh this was a very
interesting session personally for me
also and uh it was great to catch up
we have caught up after a long time
thank the
pm live um but uh yeah so all the
viewers if you enjoyed this video if you
could learn a thing or two or if you
have any questions for ishan
or me please leave a comment below i
will leave ishan's handle and my handle
in the description box
which you can connect to us and please
subscribe to the pm school uh youtube
channel if you haven't already we are
going to come up with many more such
mock interviews and
conversations with experienced product
managers at various
companies and industries um so yeah
thanks a lot ishaan
it is a pleasure having you
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