Two product teams can look at the exact same dashboard and walk away with opposite conclusions — the difference is usually not the data itself but whether the team knows how to read it. This course focuses on that reading skill: picking metrics that actually matter, tracing where users drop off in a funnel, and turning a wall of numbers into a decision worth making. It is a practical, applied course, not a theoretical one.

As one of Arab British Fellowship Training Academy’s Product Management Courses, the programme builds fluency in north star metrics, funnel analysis, retention measurement, and business intelligence tools. Participants finish able to build dashboards that other people actually understand, and to turn analytics into decisions that move product strategy forward.

• Explain why the same data can lead different teams to different conclusions.
• Select north star metrics and KPIs that genuinely align with business goals.
• Track user journeys and segment behaviour using event-level data.
• Build customer funnels and diagnose where conversion breaks down.
• Measure retention, cohort behaviour and customer lifetime value.
• Use business intelligence tools to turn raw data into actionable insight.
• Design dashboards and reports that communicate clearly to non-technical stakeholders.
• Prioritise features and roadmap decisions using analytics rather than opinion.

Target Audience

This course is suitable for:

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

Module 1: Why the Same Data Tells Different Stories

• Fundamentals of product analytics
• Data-driven vs data-informed product management
• Types of product metrics

Module 2: Choosing Metrics That Matter

• Key Performance Indicators and North Star metrics
• Leading vs lagging indicators
• Aligning metrics with business goals

Module 3: Tracking How Users Actually Behave

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

Module 4: Diagnosing the Funnel

• Building customer funnels
• Funnel analysis techniques
• Identifying and fixing conversion bottlenecks

Module 5: Retention, Cohorts and Lifetime Value

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

Module 6: Turning Data Into Dashboards People Use

• Business intelligence essentials for product teams
• Designing executive dashboards
• Data visualisation best practices

Module 7: Reporting and Monitoring Product Health

• Performance reporting methods
• Continuous performance tracking
• Communicating insights to stakeholders

Module 8: Deciding With Data

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