Data-Driven Product Management is a practical course offered by The British Academy For Training and Development that equips professionals with the knowledge and skills to make informed product decisions using data rather than assumptions. As one of the leading Product Management Courses, this programme explores how to use analytics, dashboards, KPIs, and product metrics to evaluate product performance, identify growth opportunities, and improve customer satisfaction. Participants will learn how to transform business data into actionable insights that support product strategy and long-term success.

Throughout this course, participants will discover how to measure customer behaviour, interpret performance data, conduct A/B testing, monitor retention, and optimise product development through continuous learning. The programme also covers customer insights, experimentation frameworks, data visualisation, and decision-making techniques that help product managers deliver products aligned with market demand and business objectives.

After completing this course, participants will be able to:

• Understand the principles of Data-Driven Product Management.
• Use analytics to monitor and improve product performance.
• Define and track meaningful KPIs and product metrics.
• Build and interpret business dashboards for decision-making.
• Apply A/B testing methodologies to validate product ideas.
• Analyse customer behaviour and generate valuable customer insights.
• Measure retention and customer engagement effectively.
• Make evidence-based product decisions using quantitative and qualitative data.
• Improve product strategy through continuous performance analysis.
• Create data-driven product roadmaps that support business growth.

Target Audience

This course is suitable for:

• Product Managers
• Senior Product Managers
• Product Owners
• Product Analysts
• Business Analysts
• Data Analysts supporting product teams
• Product Marketing Managers
• Digital Product Managers
• Customer Experience Managers
• UX Researchers
• Innovation Managers
• Business Development Managers
• Entrepreneurs and Business Owners
• Project Managers
• Professionals involved in product strategy and performance measurement

Module 1: Foundations of Data-Driven Product Management

• Principles of Data-Driven Product Management
• The role of data in product success
• Data-informed vs data-driven decision-making
• Product management lifecycle and analytics
• Building a data-first product culture

Module 2: Product Analytics Fundamentals

• Understanding product analytics
• Key data sources for product teams
• Customer behaviour analysis
• Event tracking and user journeys
• Data collection best practices

Module 3: KPIs and Product Metrics

• Selecting meaningful KPIs
• North Star Metrics
• Acquisition, activation, retention, referral and revenue metrics
• Measuring product success
• Aligning KPIs with business objectives

Module 4: Dashboards and Data Visualisation

• Designing effective dashboards
• Visualising product performance
• Executive reporting techniques
• Monitoring product health
• Communicating insights with stakeholders

Module 5: Customer Insights and Behaviour Analysis

• Customer segmentation
• Voice of Customer (VoC)
• User feedback analysis
• Customer journey mapping
• Identifying customer pain points

Module 6: Experimentation and A/B Testing

• Fundamentals of A/B testing
• Designing successful experiments
• Statistical significance
• Feature validation techniques
• Measuring experiment outcomes

Module 7: Retention and Product Growth

• Understanding retention metrics
• Customer engagement analysis
• Churn measurement and reduction
• Product adoption strategies
• Growth optimisation through analytics

Module 8: Data-Driven Product Strategy

• Making strategic product decisions
• Prioritisation using data
• Predictive analytics for product planning
• Continuous product improvement
• Developing a data-driven product roadmap