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Mauricio Featherman Mauricio Featherman Ph.D

MKTG 555: Marketing Analytics

Course Overview

This course explores data analytics and business intelligence which are a collection of computer technologies, processes and perspectives that together harness data assets to support managerial decision making. Data Analytics and Business Intelligence are business topics not solely IT topics. The number of jobs in these areas outpaces the number of local citizens that are prepared to reach for these high-paying positions.

In 2014 Google reported that 85% of the demand for data scientists and analysts are derived from three countries, the U.S., Australia, and the UK while 75% of those professionals that are filling these positions, were coming from three other countries; India, China and Brazil. Would you like to reach for one of these modern high-paying data focused positions?

The effective use of these technologies and procedures can be used to design business strategies, to measure the performance of current operations and whether the firm is progressing towards goals that are outlined in the strategic planning process. Effective use of these technologies and procedures enable a firm to be more competitive in their marketplace and to identify new business opportunities. Collectively these technologies are called business intelligence (the logical and physical infrastructure) and business analytics (the analysis of measures).

Companies seek to manage and leverage the massive amounts of data they collect from business transactions and operations. Organizations must manage the data coming in to optimize product design and supply chains. Business Intelligence (BI) is the current term for the reporting systems that alert management of problems and opportunities. Traditional BI however analyzes past data to understand what happened. For example how effective was a sales promotion (comparing cost of promotion and discounts against revenue stream) in a city, how efficient is the warehousing and shipping fulfillment operations of an e-commerce firm, analysis of what customers are buying what product (to suggest cross-selling), or comparing overall factory operations at the Tianjin and Mexico City factories.

Business Analytics (BA) is a sub-branch of BI that also analyzes the data streams, but does so using statistical methods. Because the amount of data (giga, tera and petabytes) is more than human’s can examine, computer algorithms (such as data mining decision trees) are used to examine the data looking for trends, patterns and groups of data. In addition Business Analytics attempts to predict future events and operations. Some examples of questions that BA can help to answer are; which customers are ready to buy my new product line, which factory machines will soon malfunction, and what demographics and psychographics does my current target market possess?
This class covers both BI and BA and serves as your introduction to the processes, technologies and best practices that are currently in use.

Buried in the stored data are the insights that can alert management and drive continuous improvement. Each data-driven organization must design a data strategy and structure designed to collect, clean, transform, analyze and leverage business data.

BI architectures turn columns, tables, and gigabytes of data into management dashboards that provide up-to-date status on agreed upon KPI’s. BI system architects design database systems, analytics, reporting and electronic scorecards to provide the needed health indicants (akin to heart rate and pulse) of the firm. BI specialists know what types of reports and alerting systems are needed at different levels of organizations. These BI specialists use special database technologies to clean, extract, transform, and aggregate data, turning a streams of data (both structured such as sales records and unstructured such as Facebook  and twitter data) into a set of precise KPI analytics that are the data source of a website’s gauge, chart, map or stoplight, which in turn provide indicants of business performance. It has been reported that the #1 growth job in America for the next decade is technical business analyst. This BI course will begin to prepare you for these job opportunities by providing you a BI-based analytical mindset and skill set. You will need to study and practice the techniques and procedures a great deal however before you can land more than an entry-level reporting analyst position.

This BI course empowers the participant with BI systems knowledge, BI architecture design and BI implementation skills. The course reviews the concepts, best practices, Microsoft database, data mart, analytical methodologies and tools, and various evolving analytical techniques. Going further than just analyzing and reporting the data gathered, the course teaches participants the process of business analytics: creating and implementing data-driven key performance indicators (KPI’s). KPI-based business analytics are envisioned, and mapped to existing information stores. Next data expressions are used to derive the data source needed to implement the analytic. The outcome is a live web-based management performance dashboard with KPI gauges, graphs, maps and other data visualizations.

Course participants will be introduced to a broad array of concepts, best practices, technologies and methodologies related to Business Intelligence and analytics. Through a deep dive review of Microsoft data, analytical, and visualization methodologies and technologies, participants can prepare themselves to design BI systems and improve their management abilities.

Student Learning Outcomes:

  1. Demonstrate the ability to create the data structures and methodologies currently used in BI systems
  2. Demonstrate the ability to envision, operationalize, and implement business analytics used to measure business performance on key performance metrics.
  3. Gain hands-on skills and demonstrate proficiency using SQLServer technologies implementing databases, data marts, cubes, analytics, and visualization techniques such as balanced score cards, performance dashboards, and reports.
  4. Gain insight and demonstrate the ability to turn piles of disparate organizational data into a BI structure that delivers the correct information to different management functions, resulting in identification of significant problems and opportunities
  5. Conductdata driven analysis and BI architect design, develop skills to participate in or perhaps even lead a BI implementation project.
  6. Demonstrate the ability to envision, design and implement business analytics that monitor key performance business processes, enabling the BI analyst to recommend corrective action.
  7. Conduct  data-driven analyses to identify significant business problems, feasible solutions to problems, and justify a course of action.

The content for this class primarily exists on the top and middle portion of the following graphic.

We review databases and data modeling, to facilitate our focus on data analysis. MIS557 focuses on database and data warehouse design and the BI architecture to facilitate the creation of data cubes, and a formal pipeline of packaged data useful for analysis.