How would you measure the success of iPad Pro?

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How would you measure the success of iPad Pro?

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Tushar · Answer 1 · 2020-11-04T20:54:04+0000

My understanding of Apple ipod pro is of an Apple premium tablet with a bigger and better quality screen, higher memory and better speed. Does that sound right? Interviewer: Yes

Clarify:

Is there specific geography that I need to focus upon? Interviewer: All
Is there any user segment in particular I need to focus or all user segments? Interviewer: All

Apple mission: To provide innovative, sexy, easy to use, delightful experience to customers

Ipad Pro mission: To provide innovative, easy to use tablet for all their work, notes, entertainment, engagement with friends/family needs. It complements apples mission by its design and seamless integration to apple ecosystem capabilities.

Goal: I think the primary objective is to generate revenue through equipment sales and ancillary revenue thru app store. Secondary goal would be retention in the product line category.

Any other goals you want me to focus upon? Interviewer: No

I would go through the user journey and then discuss the metrics at all stages. I would prioritize my metrics on the basis of goal relevance, impact and effort.

User Journey:

New iPad customer
1. Comes to know about new iPad pro
2. Visits the store or onlines
3. Makes a purchase
  1. Optional: Signs up for extended apple care
4. creates and activates an icloud account (if new to apple)
5. Downloads apps
6. Optional: Returns the equipment back
7. Optional: Exchanges the equipment due to hardware issue
8. Optional: Churns to a new version of iPad or some other tablet
Existing iPad user
1. Upgrades to a new iPad pro
2. same journey as for a new customer

Metrics:

Awareness: There can organic or inorganic ways to be aware about the new iPad pro
1. Organic:
  1. # of searches on apple website
  2. % and # of customers checking iPad pro in apple and partner retail stores - could be difficult to get -
2. Inorganic:
  1. CTR on marketing emails (existing apple customer)
  2. Impressions, views on social media & TV (Nelson ratings)
  3. CTR from social media, e-commerce websites, search engines
Acquisition/Purchase
1. # of equipment sales (D/W/M)
2. # of upgrades (existing customer) (D/W/M)
Engagement
1. Average screen time - The more it is the better the stickiness
2. Average media captured/ipad pro user: The more it is the better the stickiness
3. Average No. of apps/ipad pro user
4. Average talk time (Voice + VOIP)
5. Average # of imessages/messages sent
Revenue
1. Total $ from sales (D/W/M)
  1. Equipment iPad pro
  2. Apple extended warranty - iPad pro
2. Average revenue per user -
  1. equipment purchase (D/W/M)
  2. apple extended warranty (D/W/M)
  3. Ancillary revenue thru paid/subscriber app store, icloud storage, arcade, news+ (D/W/M)
3. No. of iPad pro/per household: Can be tracked using patterns from location and mac address interaction between devices in same location. This could us to market/promo for iPad pro for other members in the family if not already
4. Total # and $ value for returns
5. Average LTV/CAC: This could be projected using previous versions of ipad. Measure it W/M/Q
Retention:
1. # of returns (same as 4.4)
2. Churn rate: Non-active ipad pro users have not upgraded. This can be achieved by looking at the pattern of icloud account access per mac address. We can see if they do not use ipad anymore - it may be possible that they are using a non-apple tablet

Based of goal resonance, impact and effort, I think my metrics are:

Primary:
1. Total # of sku's and $ from sales (D/W/M) --North Start
2. LTV/CAC: should not be less than 6 considering apple does value-based pricing for high profit. This has high effort but is very meaningful to assess the future of product line.
Secondary:
1. # of returns
2. ARPU

Summary: I started with the goal of revenue and retention for ipad pro. I listed the user journey and that helped me scout out the metrics from awareness to retention. I prioritized on the basis of goal relevance, impact, effort and thus selected my north start metric as "Total # of sku's and $ from sales'.

I also want to look at LTV/CAC, returns and ARPU to measure success of ipad pro.

Abhinav Chitre · Answer 2 · 2020-09-21T07:29:08+0000

Clarifying Questions

Are you looking to measure success in terms of usage or in terms of just commercial numbers?

Goal

The goal of iPad Pro is to maximise sales and earn as much revenue from sales as possible. The other aspect of it is also usage. People should find the product useful and hence they should use it more often. Second goal is to increase user engagement.

Standard User Behaviours associated with iPad Pro.

Buying the iPad - 5

Unlocking the screen - 2

Installing an app - 3

Using an app - 4

Uninstalling an app - 2

Now I have also rated the behaviours in terms of importance as shown above.

Buying the iPad clearly indicates commercial success whereas using an app clearly indicates product usage. So both are important.

Now Unlocking the screen and installing the app themselves don’t indicate direct usage hence less important. But they are positive indicators.

Uninstalling an app may be a bad indicator but it could be due to various other reasons so we will consider it less important.

These behaviours will help us come up with metrics.

Metrics

Lets look at the metrics

Sales Revenue per month from iPad Sales - This gives us a measure of how many iPads are sold in a month and whether commercially its successful or not.

Average Screen Time per day per user - this gives us the measure of how much time on average each user is spending per day using the product

Average Session time or Stickiness - this gives us a measure of how much time each user is spending using the iPad per session.

Number of apps installed per user - this gives us measure of on an average how many apps is user installing on the iPad. More the number of apps, it could indicate more usage. If it is backed up by considerable time spent using an app

Breakup of Most used apps - this gives us a measure of where exactly is iPad being used and build on the ecosystem of apps and help serve more of those use cases.

Prioritisation of Metrics

Sales revenue
Average screen time
Stickiness