Product Managers know that using data will help improve their product.

But some common mistakes disrupt their data-driven dreams.

Here are the most common mistakes I’ve seen in over 6 years of helping Product Managers improve their KPIs:

• Using data without checking

• Using absolute numbers instead of ratios

• Using KPIs instead of analytical metrics and vice-versa

• Using data in which you can’t tell the signal from the noise

• Using convenient data instead of the data that answers the right question

What other common mistakes do you see?