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Introducing TWG’s Growth Offering

TWG’s newest service line focuses on using data to improve in-market product performance

Here’s what you need to know: TWG is formalizing its growth offering, namely the work we’ve been doing over the years helping our clients improve their conversion and retention rates. We’ve been recognized by best in class data and customer engagement software companies for our capabilities, and going forward we’ll be doing a lot more to help those who want to improve their product metrics. To learn more, reach out to me at, or apply to attend our next free workshop in 2020 via the form on this page (downtown Toronto, date TBD). Now, let’s rewind and share additional context for those who enjoy a good story!

Getting a software project off the ground is seldom easy. Understanding the target market, prioritization meetings, unexpected amounts of time and money — it’s a significant investment for everyone involved. That’s why we’re big fans of product thinking at TWG. Product thinking is what saves you from building a solution in search of a problem; from building a product that nobody wants.

Netscape founder Jim Barksdale famously said “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” How many times have you sat in a meeting where product ideas or feature priorities were determined by HiPPO (Highest Paid Person’s Opinion)? Even the HiPPO would probably agree this isn’t the best option, but in the absence of data it’s entirely understandable behavior. Plus, nobody’s going to get fired for building the thing that the CMO asked for.

This is the exact problem product thinking can solve: Having a steady stream of data about how customers are using your products, and a robust set of processes for gaining meaningful insights into that data, eliminates the need for guesswork… and leaves less space to fill with opinions.

Since 2002, we’ve helped hundreds of clients iterate on their products effectively using exactly this mindset, so it will come as no surprise that we here at TWG iterate on our own service offerings too. Over the years, we have added design, research, cloud migrations, and other services to our comprehensive product build capabilities. Now, we’re completing the last missing piece in becoming a full-service product consultancy, and announcing the launch of our product growth and optimization services!

TWG’s growth offering is the formalization of something our team has been doing for many years: helping our clients optimize their product in-market, through data and customer engagement. This takes many different forms but at its core it’s about leveraging product analytics, A/B testing, and omnichannel messaging to optimize activation, retention, and revenue. The beauty of our growth service is how tailored we make it to the needs of each client.

This approach has been honed through a variety of products our teams impact every day. As an example, we recently worked with a scaleup who had early signs of product-market fit but wanted to better understand their users and make sure they were continually getting value. As they had a transition in product leadership, they turned to TWG to lead that process and enable them with the right mindset. We started by evaluating their existing data and tooling, and identified the primary gaps in their approach to growth. Then, we collaborated on medium and long-term strategy, which was followed by implementing the right analytics tool for their needs. Finally, we ran multiple experiments a week to optimize the user experience. The quick iteration cycle we instituted led to significant wins like increasing onboarding conversion rates by 15%, and target persona engagement by 10%.

This is an initiative that we started fine-tuning over two years ago with our inaugural partner Amplitude, a world leader in product analytics, at the Mind the Product conference in San Francisco. Since then, we have collaborated with some of the world’s best data, analytics and engagement companies to ensure that our offering would be ideal for solving real world problems. As a result, we’re proud to announce that we are certified by:

    Amplitude — Product Analytics: Primary Partner in Canada
    Segment — Data Collection and Governance: Advanced Tier
    Braze — Customer Engagement and Messaging: Gold Tier
    Taplytics — Customer Experience Automation: Certified Partner
    Mixpanel — Product Analytics: Premier Partner

We truly appreciate being the only product consultancy in Canada recognized with these endorsements, and we look forward to sharing our knowledge with our community, both through the work we do and the events we host.

So what’s next? Well, that’s up to you. If you’re interested in helping your organization improve its use of data, we can help you take the first steps. An easy way to do so is our popular (and free!) product analytics overview lunch and learn, where we can come by your office and walk your team through the current state of the landscape. To ask about that, or to just toss around some ideas related to growth, email me directly at Just like a product, conversations with real clients will be the way we continue improving this offering!

We will also be hosting additional 2 hour workshops in the new year in Toronto where you can experience firsthand the iterative cycle we use on our growth engagements. If you’d like to personally try analyzing data, creating hypotheses, and validating them with experiments, apply to attend our next free workshop by filling in your details in the form at the top of this page.

TWG will be following up on our December 2019 where we’ll work with an imaginary mobile app to try out very real retention improvement tactics. We will use the same processes as the best companies out there, going from data to insights and action.