Data-driven product management has been an important topic for quite some time. But how can we determine which data is relevant? How can we get it? How can we analyze it? Can we turn it into measurements? These questions are discussed based on practical experience in different product scenarios.

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Hans-Bernd Kittlaus is the chairman of ISPMA e.V. He is also the owner and general manager of InnoTivum Consulting which he founded in 2001. Before, he was Director of SIZ GmbH (Computing Center of the German Savings Banks Organization, Germany) and Head of Software Product Management and Development units of IBM. His main focus area is software product management. Hans-Bernd has been working as a trainer, coach, and consultant for both corporate IT organizations and companies in a number of industries. He has trained hundreds of product managers in more than 70 SPM trainings including all five ISPMA-based training modules. He is a frequent presenter at conferences and has published numerous books and articles, his latest being “Software Product Management: The ISPMA-Compliant Study Guide and Handbook” (with Samuel Fricker, Springer 2017). He is Diplom-Informatiker (corresponds to M.S. in Computer Science) and certified as ISPMA Certified Software Product Manager, Certified Scrum Product Owner (CSPO), and PRINCE2 Practitioner. He is a member of ACM (Association for Computing Machinery, USA), GI (Gesellschaft für Informatik, Germany) and ASQF (Arbeitskreis für Software-Qualität und Fortbildung e. V., Germany).