Every product team makes calls under uncertainty, but the ones that consistently guess right are usually the ones reading their data properly, not the ones with the strongest opinions in the room. This course exists to close that gap. It works through how to turn raw product data into evidence a team can actually act on — building dashboards that mean something, defining KPIs that track real progress, and running experiments that settle arguments instead of prolonging them.

Delivered by Arab British Fellowship Training Academy, this Product Management Course covers customer behaviour analysis, A/B testing, retention tracking, and the decision-making habits that separate data-informed teams from data-driven ones. Participants leave able to build product roadmaps grounded in evidence rather than the loudest voice in the meeting.

• Distinguish data-informed decision-making from truly data-driven product management.
• Define and track KPIs and product metrics that actually reflect business goals.
• Design dashboards that communicate performance clearly to different stakeholders.
• Run A/B tests correctly, including reading statistical significance.
• Analyse customer behaviour to surface insights that inform product decisions.
• Measure retention and engagement, and identify the drivers of churn.
• Use predictive and performance analytics to prioritise the product roadmap.
• Build a data-first culture within a product team.

Target Audience

This course is suitable for:

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

Module 1: Data-Informed or Data-Driven? Setting the Foundation

• Why data changes product outcomes
• Data-informed vs truly data-driven decisions
• Building a data-first product culture

Module 2: Collecting the Right Product Data

• Product analytics fundamentals
• Key data sources for product teams
• Event tracking and data collection practices

Module 3: KPIs, North Star Metrics and Dashboards

• Selecting meaningful KPIs and North Star metrics
• Aligning metrics with business objectives
• Designing dashboards that get used

Module 4: Understanding Customer Behaviour Through Data

• Customer segmentation
• Voice of Customer and feedback analysis
• Mapping the journey through behavioural data

Module 5: Testing Ideas Before Betting On Them

• Fundamentals of A/B testing
• Designing sound experiments
• Reading statistical significance correctly

Module 6: Retention, Churn and Product Growth

• Measuring retention and engagement
• Identifying and reducing churn
• Growth optimisation through analytics

Module 7: Reporting Insights to Stakeholders

• Executive reporting techniques
• Monitoring product health
• Communicating insight, not just numbers

Module 8: Turning Data Into Strategy

• Prioritisation using data
• Predictive analytics for planning
• Building a data-driven roadmap