Learn Data Literacy with Phoebe

From numbers to decisions

Eight 45-minute sessions that make business stakeholders and executives fluent in data - what to ask, when to trust, how to act. No code anywhere. Real company cases (Moneyball, Amazon, Netflix, Tesco, Bing) and interactive simulators in every session: you will drive KPI trees, funnels, forecasts and clustering with sliders, not syntax. By Session 8 you run a full collapse-to-recovery case end to end and walk out with a one-page memo habit.

8sessions
9interactive simulators
20+ real company cases
0lines of code
🧭 Session 1 · foundation

Think in data: from numbers to decisions

Data types, the data-to-action ladder and the "so what?" test, the 7-step analytics lifecycle - the thinking under everything that follows.

▶ Start hereLadder sorter widget 🗺️ Session 2 · foundation

Where data lives

OLTP vs OLAP, warehouse vs mart vs lake vs lakehouse as a city map, ETL vs ELT - follow one Amazon order through the plumbing.

Data-store sorter widget 🔍 Session 3 · core

EDA and stats that do not lie

Why averages lie, distributions and outliers, correlation vs causation, A/B intuition - with Bing's $100M title test and Simpson's paradox.

Mean-median playground 🌳 Session 4 · core

Metrics and KPI trees

North Star metrics, vanity vs actionable, and KPI decomposition down to growth accounting - diagnose "revenue down 8%" in minutes.

KPI trees · the heartLive P&L tree widget 🪣 Session 5 · core

Funnels, cohorts and RFM

Funnel drop-offs, AARRR, cohort retention curves, RFM segments - plus the metric packs that run internet, SaaS and e-commerce.

Funnel simulator + RFM scorer 📈 Session 6 · stretch

ML basics I: predict numbers and labels

Forecasting and churn prediction at intuition level - trend, seasonality, precision vs recall, and why accuracy lies on imbalanced data.

Forecast game + threshold slider 🧩 Session 7 · stretch

ML basics II: segment and understand

k-means clustering into personas, sentiment analysis on reviews, and customer lifetime value - Tesco Clubcard to CLV:CAC decisions.

k-means stepper + CLV calculator 🎯 Session 8 · capstone

From dashboard to decision

One worked collapse-to-recovery case run with the whole toolkit, the answer-first action memo, and the weekly metric review habit.

The finaleKPI tree + funnel reused
foundation - everyone core - the working toolkit stretch - ML intuition capstone - putting it together

Choose your path 🗺️

Everyone starts at Session 1 - the ladder and the lifecycle carry every other session.

🏛️ The busy exec - diagnose and decide 1→ 4→ 5→ 8→ the tree, the funnel, the memo - the decision spine
🌱 The full journey (recommended) 1→ 2→ 3→ 4→ 5→ 6→ 7→ 8→ recommended
🤝 Working with data teams 1→ 2→ 6→ 7→ speak plumbing and models with the people who build them

✓ What this course is

Decision-maker fluency: metrics and KPI trees, funnels, cohorts and RFM, forecasting and churn intuition, evaluation literacy, and the insight-to-action memo. Everything a leader needs to ask sharper questions and act on answers.

✗ What it is not

No coding, no SQL or Python. No deep learning, no recommendation engines, no search ranking, no GenAI - those arrive in the AI literacy course, now live. Boundaries kept on purpose so the working toolkit actually sticks.

The knowledge map 🧠

The whole course at a glance - hover a session to spotlight its concepts, click any node to jump in.