Developing a Data‑Driven Product StrategyCornell Course

In this course, you will discover how to leverage data to develop and refine product strategies — a skill that is increasingly crucial in today's data-driven market. You'll start by exploring essential marketing metrics to design impactful customer journeys then use these metrics to optimize advertising strategies. You'll practice distinguishing between KPIs and attribution metrics to make informed marketing decisions, gather and interpret environmental data to contextualize your product strategies, and integrate these strategies into a company's broader marketing efforts.

Throughout the course, you will delve into various topics, including global ad spend, the marketing funnel, and advertising effectiveness metrics. You'll engage in practical exercises such as journey mapping, competitor briefs, and calculating key marketing metrics like cost per click (CPC) and return on ad spend (ROAS). You'll also be introduced to advanced concepts like marketing mix modeling (MMM) and multi-touch attribution (MTA), equipping you with the knowledge and skills to interpret complex data and guide product and marketing strategies.

By the end of the course, you will have a comprehensive understanding of how to synthesize data-driven insights to develop and implement effective product strategies within an organization, giving you the confidence and expertise to excel in your role.

You are required to have completed the following course or have equivalent experience before taking this course:

• Navigating Technical Product Management