Product Management governs a product along the product life cycle with the objective to generate the biggest possible value to the business. The different stakeholders in this process can easily submit their feedback in social media, forums, or user groups. Moreover, software vendors are collecting massiveamounts of implicit feedback in the form of usage data, errorlogs, and sensor data. From analyzing the data, a better understanding of the changing needs can be extracted. Product Management decisions will be supported and can be justified driven by evidence. The talk outlines opportunities and challenges in this process.

Guenther Ruhe is the Industrial Research Chair in Software Engineering at the University of Calgary, a joint position between the Department of Computer Science and the Department of Electrical and Software Engineering. Before coming to Calgary, he was deputy director of the Fraunhofer Institute for Experimental Software Engineering Fh IESE, Germany. Since 2016, he has served as the Editor in Chief of the journal of Information and Software Technology, published by Elsevier. His main research interests are in the areas of Product Release Planning, Software Project Management, Decision Support, Open Innovation, Data Analytics, Empirical Software Engineering as well as Search-based Software Engineering. He is a Senior Member of IEEE and a member of the ACM. Dr. Ruhe is the Founder and CEO of Expert Decisions Inc., a University of Calgary spin-off company.