22 guides by Mário Araújo
Product analytics practice exercise for product managers
This is Builders Camp's Product Analytics practical challenge: rebuild a B2B SaaS company's broken activation metric...
Andre Albuquerque & Mário AraújoWhat Is Activation Rate?
Activation rate is the share of new signups who reach a product's real first moment of value, calculated as activated...
Andre Albuquerque & Mário AraújoWhat Is Cohort Analysis?
Cohort analysis groups users by a shared starting point, usually signup week or month, and tracks how each group...
Andre Albuquerque & Mário AraújoWhat Is an Ideal Customer Profile?
An ideal customer profile, or ICP, describes the company-level characteristics of the accounts most likely to buy...
Andre Albuquerque & Mário AraújoWhat Is a Product Funnel?
A product funnel is the sequence of steps a user takes toward a specific goal, such as signup, activation or checkout...
Andre Albuquerque & Mário AraújoWhat Is Product-Led Growth
Product-led growth, or PLG, is a go-to-market model where the product itself, not a sales team, is the primary driver...
Andre Albuquerque & Mário AraújoWhat Is a Product Qualified Lead?
A product qualified lead, or PQL, is an account whose in-product usage signals it is ready for a sales conversation...
Andre Albuquerque & Mário AraújoHow to Define an Activation Metric
An activation metric names the first event where a new user or account gets real value, plus a threshold and a time...
Andre Albuquerque & Mário AraújoRetention analysis for product managers
Retention analysis groups users into cohorts by a shared start date, then tracks how each cohort's activity changes...
Andre Albuquerque & Mário AraújoHow to use AI for churn analysis and still know why they left
Separate voluntary from involuntary churn first, because a failed card and a disappointed customer need different fixes...
Andre Albuquerque & Mário AraújoHow to use AI for cohort analysis without reading noise as a trend
Below roughly 100 members per cohort, a weekly retention grid is mostly noise: an observed 30 percent on 40 users...
Andre Albuquerque & Mário AraújoHow to use AI for competitive analysis that survives a check
Rank your sources by how costly it is for the company to be wrong in them: filings, terms of service, published price...
Andre Albuquerque & Mário AraújoAI for competitive battlecards: one sourced link per claim, or the row does not ship
A battlecard is a claim document built on facts you do not control, so the method matters more than the writing: every...
Andre Albuquerque & Mário AraújoHow to use AI for funnel analysis without trusting a broken step
A funnel drop-off tells you where people leave, never why, and roughly half the dramatic drops in a first analysis are...
Andre Albuquerque & Mário AraújoHow to use AI for market research you can actually defend
Decide the threshold before you size anything: nobody needs the market number, they need to know whether the...
Andre Albuquerque & Mário AraújoHow to use AI for pricing analysis without trusting what people say they will pay
The highest-value pricing analysis AI can run is not a survey, it is the billing replay: recompute every historical...
Andre Albuquerque & Mário AraújoHow to use AI for product analytics without waiting on an analyst
Three question types are safe to hand a model with no analyst in the room: recomputation, definition archaeology, and...
Andre Albuquerque & Mário AraújoHow to use AI for support ticket triage without confusing volume with severity
Support triage makes four calls: what kind of request this is, who answers it, how urgent it is, and whether it signals...
Andre Albuquerque & Mário AraújoUsing AI for survey analysis without producing a confidently wrong summary
AI earns its place in survey analysis on one job: coding open-text answers into fixed categories consistently across...
Andre Albuquerque & Mário AraújoBest Product Analytics Tools
Amplitude, Mixpanel, Heap and Pendo are the four product analytics tools that come up most often in this comparison...
Mário AraújoHow to analyse product metrics with Claude Code
Claude Code analyses a metrics export by writing a script against the file and running it, so you get the number and...
Andre Albuquerque & Mário AraújoMCP for analytics tools, and the read-only boundary that keeps it safe
Analytics over MCP replaces the weekly assembly job, not the dashboard: you ask the question in plain language and get...
Andre Albuquerque & Mário Araújo