Product Analytics—Drive Value From Product Data

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Course Dates

STARTS ON

June 8, 2022

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
Round 1

The deadline for this round has passed

1
Round 2

US$2,392 / program fee

Application Deadline
2

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.

21.3%

The global product analytics market is expected to reach a compound annual growth rate of 21.3% in the five-year period between 2021 and 2026, growing from $9.6 billion to $25.3 billion.

Source: Market Reports

23×

Data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.

Source: Our Insights

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.

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

Birju 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... More info

Featured Guest Speakers

Profile picture of guest speaker, Leigh Garrison

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)

Profile picture of guest speaker, Nick Jordan

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

Profile picture of guest speaker, George Shaw

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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