PM410
Product Analytics Fundamentals
Faculty
Kseniia Baidina
Analytics Team Lead at Yango
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Product Analytics Fundamentals is a comprehensive course that covers the essential elements of analytics, including applied statistics, programming skills, AB-testing, visualization, and understanding data. This course is designed to provide students with a solid foundation in analytics so they can make data-driven decisions.
Students will learn how to collect and analyze data using statistical methods, how to extract insights from data, how to conduct AB-testing to optimize product performance, and how to visualize data to communicate insights effectively.
Learning highlights
- Identify key metrics for products.
- Use data to gain a deeper understanding of the product.
- Conduct experiments to validate product changes.
- Gain practical experience with analytics tools.
Course outline
15 classes
Introduction
Learn the importance of analytics in product management and how to define key metrics for different types of products. Gain practical insights into how to measure and track product performance.
Visualization
Gain practical experience in defining and visualizing key metrics using real-world data in Tableau. Learn how to effectively track and understand product data. Complete a group homework assignment.
SQL
Acquire essential SQL skills to effectively extract and manipulate product data. Learn how to use SQL to aggregate data and calculate metrics.
Statistics I
Discover which descriptive statistics can be used to analyze and interpret product data. Get introduced to Python programming language and its applications in data analysis. Complete an individual homework assignment.
Statistics II
Develop an understanding of statistical significance, hypothesis testing, correlation, and causation. Learn how to work with these concepts in Python.
Statistics III
Explore statistical tests to compare two sets of observations (T-test, U-test, and Z-test). Gain practical experience using Python. Complete an individual homework assignment.
A/B-testing
Learn how A/B testing works, how to design and launch effective experiments, and how to analyze and interpret the results.
Mid-term Project
Apply your newly acquired skills to a mid-term project, working with real-world product data. In groups, perform statistical analysis, prepare A/B tests, and present your findings to the class.
Customer Segmentation
Learn RFM analysis, a powerful customer segmentation technique. Use Python to segment customers by recency, frequency, and monetary value.
Customer Segmentation
Learn how to use K-means clustering to group similar customers based on their attributes. Use Python to perform cluster analysis.
Сohort Analysis
Learn how to use cohort analysis to track the behavior of specific groups of customers over time. Use Python to gain insights into customer retention, lifetime value, and product usage. Complete a group homework assignment.
Summary and Product Cases
Present your homework in class. Review key learnings and discuss real-world cases to deepen our understanding of product analytics.
Final Project
Apply your learnings to real-world data. Define key product metrics, visualize them, and identify and compare customer segments. Based on your findings, offer hypotheses for product improvements.
Final Project
Apply your learnings to real-world data. Define key product metrics, visualize them, and identify and compare customer segments. Based on your findings, offer hypotheses for product improvements.
Final Project
Apply your learnings to real-world data. Define key product metrics, visualize them, and identify and compare customer segments. Based on your findings, offer hypotheses for product improvements.
Prerequisites
Having these skills would be advantageous, but not mandatory:
Statistics (basic understanding)
Python (basic understanding)
Methodology
Lectures, projects, presentations, individual and group work.
Grading
Kseniia is an analytics team lead at Yango, one of the largest ride-hail companies in the world.
Prior to joining Yango, Kseniia conducted academic research on advertising effectiveness. She holds a Master's degree from the University of Cologne, where she studied marketing and product management with a deep focus in data analysis and statistics.
See full profileApply for this course
Product Analytics Fundamentals
by Kseniia Baidina
Total hours
45 Hours
Dates
May 01 - May 19, 2023
Fee for single course
€1500
Fee for degree students
€750
Fundamentals of Digital Product Management
Jan 09 - Jan 27, 2023
To be announced
Coming soon
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.