Driving Product Growth and Expansion Through Data
12 Nov 2025
Keynote Theatre 3
Hazal Muhtar will challenge the audience to move beyond vanity metrics and build an analytics framework that drives real business outcomes. She will share a clear, actionable four-step framework for creating a data strategy that truly captures customer value and fuels growth. Before you track anything, you must be absolutely clear on what success looks like. Hazal will introduce the concept of a North Star Metric—the single metric that best captures the core value your product delivers. She’ll explain why a North Star is a powerful strategic compass, aligning teams and focusing efforts on what truly matters. Now that you have a North Star, how do you move it? Hazal will break down complex goals into actionable steps by introducing a simple model to identify your "levers." She’ll show you how to map specific product or marketing actions to each component of your North Star, transforming your strategy from a high-level idea into a concrete plan for growth. A single, overall metric can be incredibly misleading. Hazal will show you how cohort analysis provides a richer, more accurate picture of your customers. She’ll walk through a practical exercise on how to create customer segments based on various dimensions to reveal distinct behaviors and needs. Beyond basic churn rates, Hazal will explore the full customer journey, including the powerful concept of the "resurrected customer"—when a lapsed user returns to your product. She will provide concrete strategies for identifying at-risk customers and using product interventions to prevent churn or encourage resurrection, turning a potential loss into a new opportunity for growth. Hazal will conclude by summarizing the four-step framework, leaving the audience with a final, powerful thought: an effective analytics strategy is about more than just data—it’s about building a culture of curiosity and an organization that truly understands how to create value for its customers.