Taking Data-Informed Decisions

with Tanja Lau & Lukas Oldenburg
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29 May

Taking Data-Informed Decisions

May 29 @ 9:00 - 17:00

As product managers we have been hired to take educated decisions. However, many of us are lost in translation when it comes to digital analytics. How do we deal with a sudden drop in conversion? How can I stay on top of this overwhelming amount of data? And can I even trust the data I am seeing?

This workshop will show you how to back your decisions with data from Digital Analytics without falling into the trap of vanity metrics or analysis paralysis. 


Who is it for?

Product managers, UX experts, product leaders (like Head of Product, CPOs) and other product people interested in improving their data analysis skills in order to take better decisions in product management.


Key Takeaways

  • how to apply hypothesis-driven product management to digital analytics
  • how to use data for prioritization strategies in product
  • the importance of culture for data-informed decision making
  • the most important possibilities in of web analytics
  • how to spot and avoid vanity metrics
  • the importance of macro & micro-conversions

What we will achieve

  • understand the difference between data-informed and data-driven
  • learn how to phrase your questions so data can help take informed decisions
  • get a basic understanding of the possibilities & limits of digital analytics
  • understand the most important terminology in digital analytics
  • a basic introduction to tracking infrastructure (Data Layer & Tag Management)
  • discuss some best practices on how to establish a learning organization

Hands-on exercises

  • writing hypothesis and defining actionable metrics for them
  • practice segmentation and funnel analysis in a digital analytics tool (e.g. Google Analytics)
  • assessing whether a metric is a vanity metric or not



Individual Follow-up Coaching Option

To maximize the value of this course for your organization, we offer an additional follow-up coaching (60 minutes, remote) just for you or your team a couple of weeks after the course. That way, you get to ask all the questions that might have popped up once you tried implementing what you learned in this course. We are going to contact you to set the specific date for your individual follow-up.

The follow-up coaching is available for CHF 350 and includes 30 minutes of preparation for your specific questions or documents (sent upfront) and 60 minutes of remote coaching via video call for you or your entire product team.

You can book the Follow-up Coaching Option by selecting the ticket in addition to your regular workshop ticket before proceeding to the checkout.



All participants will receive a Product Academy Certificate for this course.  



CHF 750

For team discounts and in-house options, feel free to get in touch. 



The workshop includes a coffee break with snacks.


Course Language

As soon as there’s one participant enrolled who is not speaking German, the entire workshop will be held in English. All the slides and materials are in English anyway.


Class Trainer

Tanja Lau

Founder of Product Academy (Bern)

Tanja is founder of the Product Academy as well as an experienced product leader and entrepreneur. She has helped build and scale several start-ups in Madrid, Munich and Zurich and enjoys coaching start-ups and product teams.  She is also co-organizer of the Product Tanks in Zurich and Bern and leading the Swiss chapter of Women in Product.


Lukas Oldenbug

Founder of dim28 (Zurich)

Lukas Oldenburg holds 12 years of experience in the Digital Analytics field and works as a freelancer in Switzerland and Germany. Before deciding to start his own business, he was the Head of Analytics & BI at siroop, an ecommerce online startup in Zurich, Switzerland. Earlier, Lukas acted as Senior Consultant for Digital Analytics at Unic, one of the largest Swiss-based E-Business specialists. From 2006 to 2012, Lukas worked as an editor-in-chief and webmaster for, the German career network, online scholarship and recruiting company owned by McKinsey & Co. and DIE ZEIT. He has planned and rolled out several complex data setups, using mostly Tealium, Google Tag Manager, and Adobe DTM as the Tag Management System, and Adobe Analytics, Google Analytics and Webtrends as the Analytics tools. His experience goes beyond Web Analytics and Tag Management however, having been the driving force behind several Business Intelligence initiatives as well.


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Regular Ticket
CHF 750.00
14 available

Event Details

Date: May 29 @ 9:00 - 17:00
Time: 9:00 - 17:00
Venue Crowdhouse AG
Address: Lerchenstrasse 24, Zurich
Organizer Name: Product Academy