21 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 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