Product Analytics—Drive Value From Product Data

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Course Dates

STARTS ON

February 21, 2023

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,392 or get US$260 off with a referral

Course Information Flexible payment available
Course Fee

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Product Analytics—Drive Value From Product Data

The success of a product incorporates learning from all stakeholders and data touchpoints in the ecosystem. For those seeking an analytical approach to enhance the success of their product and measure performance, the Product Analytics - Drive Value From Product Data program by Kellogg Executive Education will empower you to leverage product data and put it to use for your organization.

This program will guide you through a data journey from raw data to useful analytics and, ultimately, to heuristic automations using machine learning and artificial intelligence to find differentiated value for scaling your organization. As a participant, you’ll gain the frameworks, tools, and direct experience to become an effective executive data manager for your organization—no matter what your role is or whether you work in a large corporation or a smaller technology start-up firm.

Top 10

Data and analytics objectives account for almost one-third of the top-10 technology priorities for 2022.

Source: The Hackett Group

31%

of marketers ranked “superior product quality” as the top customer priority.

Source: The 2022 CMO Survey

92%

of organizations report gaining measurable business benefits from data and AI initiatives.

Source: NewVantage Partners

Key Takeaways

By the end of the program, you’ll be able to:

  • Explain the role of data in an organization, as well as its value-added algorithmic functions that help improve product performance
  • Apply strategic frameworks and tactical tools that form the foundational skills for data analytics
  • Put your product data skills to work in your organization to help you address specific goals and improve outcomes with a Product Requirements Document (PRD)

Who Is This Program For?

This six-week online program is ideal for:

  • Product managers and product marketing managers, in search of a more analytical approach to enhance the success of their product portfolio
  • Organizational leaders seeking analytical frameworks to implement in their product function to measure the development and performance of products
  • Professionals in business analytics, product analytics, and data science who want to gain an end-to-end understanding of product analytics concepts, tools, frameworks, and applications to offer better insights to business teams

The program may also be valuable for:

  • Engineers, technology managers and UX/UI experts looking for deeper insights into their product work
  • Entrepreneurs and small business owners who are managing the product roadmap for their organizations and tracking product performance metrics
  • CXOs and aspiring CXOs who want to make faster, better-informed decisions for a positive business impact

Program Experience

Live Faculty Webinars

Live Faculty Webinars

Case Studies

Case Studies

Real-World Application Exercises

Real-World Application Exercises

Global Network of Collaborators

Global Network of Collaborators

Dedicated Program Support Team

Dedicated Program Support Team

Live Office Hours

Live Office Hours

Peer Learning Feedback

Peer Learning Feedback

Mobile Learning App

Mobile Learning App

Program Modules

Over the course of six weekly modules, you will journey through product data analysis and learn to develop strategic advantages by leveraging data in your organization.

Module 1:

Your Data Vision: What It Means and Why It Is Valuable

Your data journey begins by exploring different types of data, the importance of data collection and workflows, and how to establish a data-driven culture. This module sets the foundation for you to establish a product data mindset so that you can achieve organizational outcomes.

Module 2:

Product Data Frameworks and Workflows

In this module, you will analyze and apply two key frameworks for your data strategy that will help you develop a data mindset and move toward your data vision. Our Product Analytics Needs Framework and Double Diamond Product Process provide a roadmap to achieving organizational outcomes.

Module 3:

Everything Product Analytics: How Do I Execute a Data-Driven Product?

Identify research data that will serve as evidence for making decisions. Examine how powerful your product data is for your organization, as well as how you will collect product data and why the data is needed.

Module 4:

Organizing and Presenting the End Result

Delve into the classification and analytics stages of our Product Analytics Needs Framework and learn how organizing data into categories becomes vital with respect to compliance and security.

Module 5:

Visualizing Product Analytics

Graphic displays of data are a powerful tool for gaining insights and conveying complex information. Learn how you can use visuals to identify trends and clusters, spot patterns, and present results.

Module 6:

Optimizing and Automating Product Data

Create a machine learning heuristic from a hypothesis statement to turn your work into an algorithm that can be used by your company to create value.

Module 1:

Your Data Vision: What It Means and Why It Is Valuable

Your data journey begins by exploring different types of data, the importance of data collection and workflows, and how to establish a data-driven culture. This module sets the foundation for you to establish a product data mindset so that you can achieve organizational outcomes.

Module 4:

Organizing and Presenting the End Result

Delve into the classification and analytics stages of our Product Analytics Needs Framework and learn how organizing data into categories becomes vital with respect to compliance and security.

Module 2:

Product Data Frameworks and Workflows

In this module, you will analyze and apply two key frameworks for your data strategy that will help you develop a data mindset and move toward your data vision. Our Product Analytics Needs Framework and Double Diamond Product Process provide a roadmap to achieving organizational outcomes.

Module 5:

Visualizing Product Analytics

Graphic displays of data are a powerful tool for gaining insights and conveying complex information. Learn how you can use visuals to identify trends and clusters, spot patterns, and present results.

Module 3:

Everything Product Analytics: How Do I Execute a Data-Driven Product?

Identify research data that will serve as evidence for making decisions. Examine how powerful your product data is for your organization, as well as how you will collect product data and why the data is needed.

Module 6:

Optimizing and Automating Product Data

Create a machine learning heuristic from a hypothesis statement to turn your work into an algorithm that can be used by your company to create value.

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Case Studies and Industry Examples

Through real-world case studies and examples from multiple industries, you'll explore the realities of product analytics and see how theories and frameworks are put into practice.

Image of a climate analysis industry example

Climate Fieldview Yield Analysis

Examine a farming application where data collected resulted in an improved customer experience.

Image of Uber navigation industry example

Uber’s Destination Setting

Discover how qualitative data resulted in a feature that provided significant cost savings.

Image of Apple using technology to detect and avoid accidents case study

Apple Accident Detection Platform

Apply your knowledge of generating data into analytics via this example of an accident detection platform from Apple aimed at reducing the increasing frequency of traffic accidents in the U.S.

Image of Uber using machine learning for better customer service case study

Uber and ML

See how machine learning can be applied to improve the customer experience.

Learn to Build Product Requirements Documents

During the course of this program, you will build a Product Requirements Document (PRD) that can be used to apply your learnings in your own organization. A PRD functions as a high-level artifact that:

  • Articulates the purpose of a product
  • Describes the customer and/or user of the product
  • Outlines the intent or problem the product is looking to solve
  • Defines how success is measured

Personalized feedback will be provided on two of the 14 assignments in the PRD.

Featured Learner Testimonial

“It was good to have access to the video transcripts and module summary; I found it particularly useful reviewing those to gradually digest the program material. This was an introduction to product and product data for me, so I enjoyed the thrill of learning new concepts!”
—Oluwaseun Malomo, Remote Business Support

Program Faculty

Profile picture of faculty, Birju Shah

Birju Shah

Clinical Professor of Marketing, Kellogg School of Management; Ex-head of Global Uber AI & ML

Professor Shah has built more than 10 products that are used by 2 billion people worldwide with an attributed total market cap value of over $3 billion. He started and sold his own companies, worked at large tech organizations at early and mature stages, and turned tech organizations around via private equity buyouts. You can use most of his products today... More info
Profile picture of faculty, Birju Shah

Birju Shah

Clinical Professor of Marketing, Kellogg School of Management; Ex-head of Global Uber AI & ML

Professor Shah has built more than 10 products that are used by 2 billion people worldwide with an attributed total market cap value of over $3 billion. He started and sold his own companies, worked at large tech organizations at early and mature stages, and turned tech organizations around via private equity buyouts. You can use most of his products today. His approach to launching and evolving products starts with a foundation of data-driven decision making and product analytics.

Most recently, Professor Shah was a data and product guru at Uber, where he served as the head of product for healthcare as well as the head of product for ML/AI. He graduated from Northwestern University in Industrial Engineering and obtained his MBA at MIT Sloan School of Management, where he was a Legatum and a McGovern Scholar.

Featured Guest Speakers

Leigh Garrison is a digital marketing executive with over 15 years of experience leading online businesses and an in-depth knowledge of digital marketing, social media, digital advertising, CRM, consumer insights and advanced analytics. She is skilled at translating consumer data into strategies that drive reach, engagement, conversion & loyalty. Garrison is an entrepreneur at heart who thrives on tackling business challenges through innovation and has the proven ability to assemble and develop high performing teams.

— LEIGH GARRISON, Clinique LLC (Former)

Nick Jordan founded Narrative I/O, Inc. in 2016 after spending nearly a decade in data-related product management roles. Prior to Narrative, he was the SVP, Product + Strategy at Tapad where he helped transform the company from a media business into a data and technology licensing business. Tapad was acquired by Telenor for $360M in 2016. Before joining Tapad, Jordan ran Product Management at Demdex, the industry’s first data management platform (DMP). Demdex was acquired by Adobe in 2011 and today as Audience Manager powers Adobe’s audience activation strategy. In addition, Jordan served as a Senior Director at Yahoo!, running pricing and yield management for newly acquired assets like Right Media.

— NICK JORDAN, Narrative I/O, Inc

George Shaw is the founder and CEO of Pathr.ai™. An accomplished industry veteran working at the intersection of data and engineering, Shaw is a true innovator in the fields of spatial intelligence (coining the term), machine learning, artificial intelligence, and related technology solutions. Prior to founding Pathr.ai™, Shaw served as Senior Director of Technical R&D at AltSchool. He additionally held senior technical positions at Intel and Target, working respectively as a Principal Engineer and Principal Data Strategist in Consumer IoT. He has served as an advisor to multiple start-ups and emerging technology entities and was previously a senior lecturer and educator at Otis College of Art and Design. He additionally holds multiple U.S. patents for his inventive work in the areas of retail analytics methodology, customer movement and path analysis.

— GEORGE SHAW, Pathr.ai™

Certificate

Example image of certificate that will be awarded upon successful completion of the programme

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.

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FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

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