The Product Analytics course from The British Academy For Training and Development is designed to help professionals measure product performance, interpret customer behaviour, and make data-driven product decisions. Participants learn how to collect, analyse, and apply product data to improve user experience, optimise product strategy, and increase business value. The programme introduces practical techniques for monitoring product performance through north star metrics, funnel analysis, and business intelligence tools that support informed decision-making throughout the product lifecycle.

As part of the Product Management Courses under the Management category, this training provides practical knowledge for evaluating customer engagement, product adoption, retention, feature performance, and revenue outcomes. Participants develop the skills required to build meaningful dashboards, define key performance indicators, interpret product insights, and transform analytics into strategic actions that support sustainable product growth and organisational success.

Upon completing this course, participants will be able to:

• Understand the principles and importance of Product Analytics in product management.
• Define and monitor meaningful product performance indicators.
• Identify and apply north star metrics to align product strategy with business objectives.
• Perform funnel analysis to identify user drop-off points and improve conversion rates.
• Measure customer retention and evaluate long-term product engagement.
• Use business intelligence tools to analyse product data and generate actionable insights.
• Build dashboards that communicate product performance effectively.
• Evaluate feature usage and customer behaviour using quantitative data.
• Support product roadmap decisions with evidence-based analysis.
• Improve collaboration between product, marketing, engineering, and executive teams through shared performance metrics.

Target Audience

This course is suitable for:

• Product Managers
• Associate Product Managers
• Product Owners
• Business Analysts
• Data Analysts
• Product Marketing Professionals
• Digital Product Managers
• UX Researchers
• Customer Success Managers
• Innovation Managers
• Entrepreneurs and Startup Founders
• Professionals responsible for product performance measurement and decision-making

Module 1: Introduction to Product Analytics

• Fundamentals of product analytics
• Data-driven product management
• Product performance measurement frameworks
• Types of product metrics

Module 2: Defining Product Success Metrics

• Key Performance Indicators (KPIs)
• Selecting effective north star metrics
• Leading and lagging indicators
• Aligning metrics with business goals

Module 3: Customer Behaviour Analysis

• Understanding user journeys
• Event tracking fundamentals
• Behaviour segmentation
• Product usage analysis

Module 4: Funnel Analysis and Conversion Optimisation

• Building customer funnels
• Funnel analysis techniques
• Identifying conversion bottlenecks
• Improving user progression

Module 5: Retention and Customer Engagement

• Measuring customer retention
• Cohort analysis fundamentals
• Customer lifetime value
• Churn identification and reduction

Module 6: Business Intelligence for Product Teams

• Introduction to business intelligence
• Product dashboards and reporting
• Data visualisation best practices
• Communicating insights to stakeholders

Module 7: Product Performance Dashboards

• Designing executive dashboards
• Monitoring product health
• Performance reporting methods
• Continuous performance tracking

Module 8: Data-Driven Product Decision Making

• Prioritising features using analytics
• Measuring experiment outcomes
• Product optimisation strategies
• Building a culture of data-informed decisions