The programme opens with one rule: the decision first, the metric second. In the first session teams write down the three decisions they have to make next quarter, and only then choose the figures that would settle them.

1. Funnel: where a user stops, and how many come back.
2. Cohort: how January's users differ from March's.
3. A/B test: what tells you the difference is not chance.

• Three months of data from your own product.
• At least two people from the team — one who decides, one who reads the data.
• One question you do not know the answer to.