2024/2025

Продуктовая аналитика

Статус: Маго-лего

Кто читает: Кафедра венчурного менеджмента (Нижний Новгород)

Когда читается: 1, 2 модуль

Охват аудитории: для своего кампуса

Преподаватели: Козлова Ирина Станиславовна

Язык: русский

Кредиты: 6

Программа дисциплины

Аннотация

The course Product analytics based on data analysis and make students collect, analyse product data, implement and track important product metrics. With help of different tools such as Google Analytics, Yandex Metric, Google Dashboard and Tableau students will be able to run the product correctly.

Цель освоения дисциплины

• Capture necessary data to measure progress against your objectives
• Validate hypotheses about your users, product, or business
• Use different types of analysis to develop hypotheses and improve the product
• Present your product findings and update the roadmap

Планируемые результаты обучения

• Collect and analyze user data
• Measure effectiveness of campaigns and product upgrades
• Present current data and data based decisions to stakeholders
• Read user data and correlate it with business objectives
• Use qualitative and quantitative tools to develop or test hypothesis and upgrade the product

Содержание учебной дисциплины

• How to define relevant product metrics
• How to collect, analyze and read the data
• How to use tools like A/B test to make data-driven decisions
• How to use different types of analysis to develop hypotheses and improve the product
• How to improve the product using Customer Journey Map and GAP-analysis
• How to use qualitative tools of analysis to test MVP
• How to make decisions based on data and present data to stakeholders

Элементы контроля

• Task 5
  Task 5.Creating Customer Journey Map • Creating Customer Journey Map (at least 4 steps) • Highlight breakpoints • Interpreting insights and developing hypotheses to develop product
• Task 1
  Task 1. Defining relevant product metrics of the project: choose metrics for product testing, product improvement or marketing campaign evaluation.
• Exam
  Project presentation
• Task 4
  Task 4. Developing hypotheses for product upgrade based on data analysis
• Task 6
  Task 6. Qualitative analysis to test MVP or product upgrade • Choosing tools of research • Interpreting results
• Task 7
  Task 7. Present data • Preparing key insights of current data • Choosing tools to create dashboard • Present data-driven solutions to launch or improve product
• Task 3
  Task 3. Using A\B test to make data-driven decision • Preparing 2-3 hypotheses of product development • Conducting A\B test • Interpreting results
• Task 2
  Task 2. Defining list of resources for further collection and analyzing data

Промежуточная аттестация

• 2024/2025 2nd module
  0.1 * Exam + 0.1 * Task 1 + 0.1 * Task 2 + 0.3 * Task 3 + 0.1 * Task 4 + 0.1 * Task 5 + 0.1 * Task 6 + 0.1 * Task 7

Список литературы

Рекомендуемая основная литература

• Bothma, N. (2017). Product Management: Vol. Second edition. Juta and Company [Pty] Ltd.
• Cagan, Marty. Inspired: How to Create Tech Products Customers Love. –Wiley, 2018. – ЭБС Books 24x7.
• Cohen, A. M. (2015). Prototype to Product : A Practical Guide for Getting to Market: Vol. First edition. O’Reilly Media.
• Cooper, R. G. (2017). Winning at New Products : Creating Value Through Innovation (Vol. Fifth edition). New York: Basic Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1627508
• Dekkers, R. (2018). Innovation Management and New Product Development for Engineers, Volume I : Basic Concepts. Momentum Press.
• Griffin, A., Swan, S., Luchs, M., & Product Development & Management Association. (2015). Design Thinking : New Product Development Essentials From the PDMA. Hoboken, New Jersey: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1072252
• Kittlaus, H.-B., & Fricker, S. A. (2017). Software Product Management : The ISPMA-Compliant Study Guide and Handbook. Berlin, Germany: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1522587
• MCKNIGHT, C. (2017). Customer Journey Maps: A Path to Innovation and Increased Profits. EContent, 40(6), 20.
• Michael Lewrick, Patrick Link, & Larry Leifer. (2018). The Design Thinking Playbook : Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems. Wiley.
• Morteza Aalabaf‐Sabaghi. (2019). A Practical Guide to Age–Period–Cohort Analysis: the Identification Problem and Beyond. Journal of the Royal Statistical Society Series A, (2), 715. https://doi.org/10.1111/rssa.12433
• Nunnally, B., & Farkas, D. (2017). UX Research : Practical Techniques for Designing Better Products. O’Reilly Media.
• Trott, P. (2017). Innovation Management and New Product Development (Vol. Sixth edition). Harlow, Enlgand: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419855
• Varma, T. (2015). Agile Product Development : How to Design Innovative Products That Create Customer Value. [New York]: Apress. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1109180
• Wienclaw, R. A. (2019). New Product Management. Salem Press Encyclopedia. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ers&AN=89163885

Рекомендуемая дополнительная литература

• Erik Brynjolfsson, & Kristina McElheran. (2016). The Rapid Adoption of Data-Driven Decision-Making. American Economic Review, 5, 133. https://doi.org/10.1257/aer.p20161016
• ETKIN, J., & SELA, A. (2016). How Experience Variety Shapes Postpurchase Product Evaluation. Journal of Marketing Research (JMR), 53(1), 77–90. https://doi.org/10.1509/jmr.14.0175
• Infiniti Research. (9 C.E., Winter 2019). Why Customer Journey Mapping is Important for Retailers | Read Infiniti Research’s Latest Success Story to Gather Detailed Insights. Business Wire (English).
• Moon, H., Han, S. H., Chun, J., & Hong, S. W. (2016). A Design Process for a Customer Journey Map: A Case Study on Mobile Services. Human Factors & Ergonomics in Manufacturing & Service Industries, 26(4), 501–514. https://doi.org/10.1002/hfm.20673
• Timo Wagenblatt. (2019). Software Product Management : Finding the Right Balance for YourProduct Inc (Vol. 1st ed. 2019). Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2226013

Авторы

• Бутрюмова Надежда Николаевна
• Белохлебова Наталья Александровна