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


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