Product Analytics - Drive Value from Product Data

Predicting customer demands is an important factor when building new products. 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 program by Kellogg Executive Education will empower you to leverage product data and put it to use for your organization. You will be taken through a data journey where you will explore using raw data to gather useful insights and heuristic automations using machine learning (ML) and artificial intelligence (AI) to find differentiated value for scaling their products.

This program provides you with the frameworks and tools to become an effective product manager— whether you work in a large organization or a smaller technology start-up. You’ll gain hands-on experience via examples, case studies, and assignments that build from an introduction to data and its value to developing a working knowledge of advanced ML data implementation projects.

Online Programs
Professional Certificate in Product Management graphic

Who Should Attend

This 7-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 portfolios
  • Organizational leaders seeking analytical frameworks to implement in their product functions 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 to:

  • Engineers, technology managers, and user experience/user interface (UX/UI) experts looking for deeper insights for their product work
  • Entrepreneurs and small business owners who manage product roadmaps for their organization and track product performance metrics

Key Benefits

Key Benefits:

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) 

Program Content

Module 1 – Your Data Vision: What It Means and Why It Is Valuable

  • Sets the foundation for you to establish a product data mindset so that you can achieve organizational outcomes.
  • Your data journey begins with exploring different types of data, the importance of data collection and workflows, and how to establish data-driven culture.

Module 2 – Product Data Frameworks and Workflows

  • You will analyze and apply two key frameworks for your data strategy which will help you develop a data mindset and move towards 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, methods for collecting different types of 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.
  • Organize your data into categories, which is vital for compliance and security.

Module 5 – Visualizing Product Analytics

  • Graphic displays of data can be powerful tools 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

  • Complete your product data journey with optimization and automation.
  • Create a machine learning heuristic and use an optimization equation to improve your product data and workflows that generate product data insights.

Faculty

Birju Shah - Clinical Professor of Marketing, Kellogg School of Management; Ex-head of Global Uber AI & ML

FAQ

What is the program about?

The Product Analytics program is designed to help you develop strategic advantages by leveraging product data in your organization, guiding you through the data supply chain, and learning how to use product data as a strategic asset.

What is the learning experience?

Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement.

What is the program format?

The program consists of 6 modules delivered over 7 weeks online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed each week.

Could a learner choose to opt out of some topics?

No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.

Are any of the sessions delivered in real time (live)?

There will be live webinars, led by faculty and/or subject matter experts, delivered during the course of the program via a video conferencing platform. These sessions provide learners an opportunity to listen and ask questions, and while they are valuable in enhancing the overall experience, attendance is not mandatory. All live sessions are recorded for later viewing.

What methods will be used for grading and evaluations?

Kellogg program leaders will review assignments, discussions and exercises to determine participants’ understanding of the material.

How much time is allocated to complete assignments?

The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate for business and personal conflicts that may arise during the program timeframe. Reach out to the program leader to discuss any challenges you may have in completing assignments.

Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?

No. Executive Education offers only non-degree programs and each participant receives a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.

Does the program offer community engagement for learners?

Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.

What are the requirements for accessing the program?

Participants will need the following to access the Product Analytics program:

  • Valid email address
  • Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone)
  • The latest version of your preferred browser to access our learning platform (Chrome and Firefox are preferred for accessing Canvas)
  • Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts
  • Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program

PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery

Does the program offer a certificate?

Yes. Participants will receive a digital certificate of completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)

Who is Emeritus and what is their relationship with Kellogg Executive Education?

Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.

Additional questions?

Please contact us by calling 847-467-6018 or email us at execedonline@kellogg.northwestern.edu.


Upcoming Sessions

June 8 - August 3, 2022

Start: June 15 at 12:00 AM

End: August 3 at 12:00 AM


Accepting registrations through June 14

$2,600

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
Directions
847.467.6018