Product Analytics

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About Us[edit]

Our Mission & Values[edit]

We deliver quantitatively-based user insights to inform decision-making within the Foundation and the Wikimedia Movement in order to support Wikimedia’s strategic direction toward service and equity. We strive to provide guidance, insights, and data that are:

  • ethically sourced & applied
  • reliable & valid
  • impact-oriented
  • accessible & digestible
  • inclusive & equitable
  • inspired & innovative

Product Analytics primarily supports teams within Product department, but we also support teams across the Foundation as well as community members in the Wikimedia Movement.

Our Work[edit]

  • Empowering others to make data-informed decisions through education and self-service analytics tools
  • Extracting insights from the Foundation's data repositories
  • Crafting key performance indicators (KPIs) and other metrics
  • Building dashboards for tracking success and health metrics
  • Design and analysis of experiments (A/B tests)
  • Ad-hoc analyses and machine learning projects
  • Developing tools and software for working with data

Product Team Support[edit]

Each analyst is a point person for a team, project, or program. Our goals are to maintain context and domain knowledge while also allowing for flexibility in analyst work assignments. We are in the midst of adjusting product support for FY2019-20.

Analyst Point person for...
Connie Self-Service Reporting & High-Level Metrics
Maya Data Quality
Megan Web & Editing
Mikhail Product Analytics Infrastructure
Morten Growth & Anti-Harassment Tools
Neil Language & Inuka

Product teams that do not currently have an assigned point person (Multimedia, iOS, Android, Community Tech, and functional teams) are encouraged to submit requests through Phabricator. Depending on the team's capacity and organizational needs, we may also accept requests from others in the Wikimedia Foundation. The team reserves "10 percent time" to work on professional development.

The team's manager is Kate Zimmerman, Head of Product Analytics, whose role involves developing an overall strategy for product analytics, prioritizing requests, managing capacity, and professionally developing members of the team.

Task management[edit]

We track our work in the Product-Analytics project on Phabricator. For our definitions of the task priority levels, see the project description.

Who's on the team?[edit]


Listed alphabetically by first name within each section


  • Kate Zimmerman, Head of Product Analytics
    • Leading Better Use of Data program
    • Ask me about: Collaborating with Product Analytics, using data to inform product and business decisions, experiment design, decision science, applied stats

Team Members[edit]

  • Connie Chen, Data Analyst
    • Ask me about:
  • Maya Kampurath, Data Quality Analyst (Contractor)
    • Ask me about:
  • Megan Neisler, Analyst
    • Ask me about: R, data visualization, reader metrics, technical writing
  • Mikhail Popov, Data Analyst
    • Ask me about: R, data visualization, search logs, traffic logs, Hive/SQL, Bayesian statistics, machine/deep learning, Bayesian networks & influence diagrams, time series analysis, Google Search Console
  • Morten Warncke-Wang, Data Analyst
    • Ask me about: R, machine learning, spatial (geographic) models, article quality, editor/editing/newcomer metrics, prior research on Wikipedia, and perhaps also time-series modeling (forecasting)
  • Neil Shah-Quinn, Product Analyst
    • Ask me about: Python for data analysis, SWAP, editor metrics, new editor research

Honorary Members[edit]

  • Irene Florez, Data Analyst (Contractor)
    • Ask me about
  • Jason Linehan, Software Engineer
    • Ask me about: programming languages other than R, analytics infrastructure, randomness
  • Lani Goto, Technical Program Manager
    • Ask me about:

Guidelines for data and analysis requests[edit]

Please submit a ticket through Phabricator; our Product Analytics board has details and a template for submitting requests.

See also meta:Research:FAQ#Where_do_I_find_statistics_about_a_specific_product_audience?

How to contact us[edit]

  • Contact information for team members are available on their user pages (linked above).
  • Group mailing list:
  • Product Analytics Office Hours

Data references, best practices, and reports[edit]

Documentation for tools we use[edit]

  • Phabricator (managing requests and tracking work)
  • Superset (WMF internal dashboards and reports)
  • Turnilo (WMF internal tool for pivoting and exploring data)
  • Event Platform (Various event stream distribution and processing systems we employ at WMF)
  • Piwik/Matomo (JavaScript tracking client used for and other smaller-scale sites)