This article was taken from a presentation for the Product Marketing Summit, San Francisco 2019 when Eugenia was the Product Marketing Manager, Monetization at Trello. She is now the Product Marketing Manager, Monetization - Video at Instagram. Catch up on all presentations with our OnDemand feature.

Data might sound like a dull topic, but the truth is, it doesn’t have to be! Especially when that data tells a compelling story. We’re not just talking about stats and graphs on a screen now, we’re talking about key metrics that can establish a clear trajectory for success.

The aim of this article is to show you how that can be done, but first, a little breakdown of our agenda:

  • About me
  • Specific, personalized, actionable
  • Let’s talk about messaging
  • Data within your internal teams
  • Data and customers

About me

I'm a Product Marketing Manager at Trello, supporting B2B products. My main aim is to focus on how businesses can use Trello to achieve results. Before that, I was a PMM for various major corporations.

Very early on, I was particularly interested in the data. Right from the get-go, I really saw the data as the most compelling argument for why you should run certain campaigns.

This really translated to my role at Tumblr where I actually worked on the ad operation side. This was particularly focused on the metrics. The truth is, I’m a nerd. 🤓 I love data and metrics, and hopefully in this article, I can make you as passionate about the subject as I am!

Specific, personalized, actionable

First things first, I want you to get your head around this acronym: SPA. You want to make sure that your data is specific, personalized, and actionable. This is how you transform your data from some figures on a screen to something that’s actually meaningful.

But what does it mean? Let’s break it down here. 👇