Product Management: A Concise Guide To Product Analytics

Learn how to turn product data into actionable insights.

What you'll learn
Find your product's key value moment & guide users to it
Identify what data is relevant to your product
Discover what levers can be controlled and should be measured
Uncover insights using behavioral cohorts
Find good A/B test candidates & build an A/B test plan
Define active & power users for your product
Measure and influence user retention & growth
Requirements
A basic knowledge of traditional web analytics
Access to Google Docs
Description
Welcome to Product Management: A Concise Guide to Product Analytics.Do you want to unlock your full potential as a product manager and drive impact for the metrics that matter most for your product?Don’t get lost in the data. Get focused on what matters.I created this course and packed it with practical, real-world experiences that I’ve gained working with Product Management teams around the world. All theory is paired with practical exercises we’ll complete together in your workbook.What you’ll get from this course.1. I’ll show you how to focus on the metrics that matter so you can find and guide users to your product’s Key Value Moments.2. You’ll gain an in-depth understanding of key product performance metrics such as active usage, power/core/casual use, retention & growth.3. We’ll then look at customer segmentation approaches that are truly actionable and examine how to perform behavioral cohorting.4. And then we’ll explore how to define ideal use for your product and use this insight to identify and nurture your power users.5. In the final section, we’ll do a deep dive into A/B testing, examine ways to uncover good A/B test candidates, and then create an A/B test plan together.What you won’t get from this courseThe course is not a how-to guide for learning specific analytical tools such as Google Analytics or Mixpanel. There are many resources that teach that. Rather, it focuses on analytical frameworks and approaches that are tool-agnostic.Why learn Modern Product Management?The demand for the “data-savvy” Product Manager is growing rapidly. In fact, LinkedIn ranks "Product Manager" as one of the most promising jobs, with 29% year-over-year growth. More and more companies are finally figuring out how important this discipline and this role are to their success.But Product Management practices are also widely misunderstood, with most product initiatives failing to launch. And of those that do launch, only a fraction delivers value to the intended customers.In a field where so many teams follow counter-productive practices, copying others won't work.Don't Imitate. Understand.This course will teach you the underlying values and principles of product analytics. And the practical portion will showcase how successful teams build products using approaches that minimize risk and maximize customer delight.If you're a Product Manager looking to level up your product analytics skills or are trying to transition into a new career, this course will help prepare you for success.And if you work in a related role (Business Analyst, Project Manager, Developer, etc), you’re also in the right place.What if I have questions? I offer full support, answering any questions you have 7 days a week (whereas many instructors answer just once per week, or not at all). This means you’ll never find yourself stuck on one lesson for days. With my hand-holding guidance, you’ll progress smoothly through this course without any major roadblocks. So Let’s Do This! Enroll now and sharpen your product analytical skills.See you on the inside!

Overview

Section 1: Introduction

Lecture 1 Welcome & Course Overview

Lecture 2 What Is Product Analytics?

Lecture 3 Get Your Course Workbook

Lecture 4 Adjusting course speed

Lecture 5 Exercise #1: Pick Your Product

Lecture 6 Join the Community

Lecture 7 Product Analytics Building Blocks

Section 2: What Should I Build?

Lecture 8 Section introduction

Lecture 9 How Does Your Product Deliver Value?

Lecture 10 What Is A Value Moment?

Lecture 11 Exercise #2: Lets Try To Find Value Moments

Lecture 12 Good Value Moments

Lecture 13 Exercise #3: Four Value Moment Questions

Lecture 14 Finding Your Products Value Moment - Part 2

Lecture 15 Guiding Users To Their Value Moment

Lecture 16 Exercise #4: Finding & Removing Friction

Section 3: How Is It Performing?

Lecture 17 Section Introduction

Lecture 18 Defining "Active" Usage

Lecture 19 Exercise #5: Lets Define "Active" For Our Product

Lecture 20 What Is Your "Ideal" Product Usage?

Lecture 21 Calculating Your Ideal Product Usage

Lecture 22 Where Are Your Users Dropping Off?

Lecture 23 Measuring Drop Off

Lecture 24 Why you should measure retention

Lecture 25 How should you measure growth?

Section 4: Who Should I Build For?

Lecture 26 Section Introduction

Lecture 27 Approaches to Segmentation

Lecture 28 Exercise #6: Lets Define Our Behavioral Cohorts

Lecture 29 Analyzing Behavioral Cohorts

Lecture 30 Exercise #7: Lets Analyze Our Behavioral Cohort

Lecture 31 Who Are Your Power Users

Lecture 32 Exercise #8: What Does Your Power User Curve Look Like?

Lecture 33 Data Informed Personas

Section 5: How Should I Build It?

Lecture 34 Section introduction

Lecture 35 Why Data Is The New UX

Lecture 36 Data Driven vs Data Informed Design

Lecture 37 Guidelines For Effective Testing

Lecture 38 Finding Good AB Test Candidates

Lecture 39 Exercise #9: Create An AB Test Plan

Lecture 40 Bonus Lecture

Product Managers looking to level up their data analysis skills,Entrepreneurs and small business owners,Business Analysts,Product Marketing Managers,Data Analysts,Engineers and Developers,Operations Managers,Designers