UCLA AMP Business and Data Analytics

According to a study by MicroStrategy, companies worldwide are using data to boost process and cost efficiency, drive strategy and change, and monitor and improve financial performance. In an article of Harvard Business Review, Matt Gavin has explained business analytics as a powerful tool in today’s marketplace; across industries, organizations generate vast amounts of data which, in turn, has heightened the need for professionals who are data literate and know how to interpret and analyze that information. This course covers the broad areas of business analytics with an emphasis on customer analytics and marketing analytics.

Private

Course Learning Objectives:

  • Learn the concepts of data science and business analytics.
  • Understand the aspects of data and data preprocessing.
  • Gain an overview of the techniques and applications of predictive analytics.
  • Identify the ways of visualizing and reporting data.
  • Evaluate the aspects of customer analytics and how it can be used for growth.
  • Understand the principles of marketing analytics.
  • Learn various aspects of marketing analytics including conjoint analysis and predictive models.
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Syllabus

Learning Objectives:
  • Learn the concepts of data science and business analytics.
  • Understand the aspects of data and data preprocessing.
  • Gain an overview of the techniques and applications of predictive analytics.
Module Components:

Video Lectures:

  • What is Data Science?
  • Foundation of Data Science: Data
  • Data Preprocessing
  • Introduction to Business Analytics
  • What is Business Intelligence?
  • Applications of Business Intelligence
  • Predictive Analytics Techniques
  • Predictive Analytics Applications
  • Analytics for Healthcare

Readings:

  • Supervised and Unsupervised Learning for Business
  • How Netflix Leverages Analytics
  • Segmentation Case Study by INSEAD
  • Reinforcement Learning for Business
  • Pricing Analytics Guide
  • How Pricing Analytics can Improve Enterprise Profitability

Quiz:

  • Fundamentals of Business Analytics
Learning Objectives:
  • Identify the ways of visualizing and reporting data.
Module Components:

Video Lectures:

  • What is Data Visualization?
  • Why Data Visualization Matters?
  • Data Visualization in Business Intelligence

Readings:

  • Data Visualization 101 by HubSpot and Visage
  • Industries That Benefited from Data Visualization

Quiz:  

  • Data Visualization and Reporting
Learning Objectives:
  • Evaluate the aspects of customer analytics and how it can be used for growth.
Module Components:

Video Lectures:

  • Segmentation, Targeting and Positioning
  • Leveraging Customer Analytics for Business Success

Readings:

  • Customer Churn
  • Customer Experience Analytics: Metrics

Quiz:

  • Customer Analytics for Growth
Learning Objectives:
  • Understand the principles of marketing analytics.
  • Learn various aspects of marketing analytics including conjoint analysis and predictive models.
Module Components:

Video Lectures:

  • Marketing Analytics: What it is and Why it Matters
  • RFM Analysis For Customer Segmentation And Loyalty Marketing
  • Predictive Models for Marketing Analytics

Readings:

  • Customer Segmentation for Geo-Targeted Marketing
  • How Companies Learn Your Secrets
  • Using Marketing Analytics To Drive Superior Growth
  • Conjoint Analysis: Discrete Choice Analysis
  • Customer Acquisition
  • Referral Marketing: Explore the Strategy of Referral Marketing

Quiz:

  • Customer Analytics for Growth

Support

Please email [email protected] for any support required with respect to the program, course or platform.