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    00 Introduction To Marketing Analytics Course

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    dilipthosar
    structure and description of a course by Dilip Thosar on Business Analytics for Sri Balaji Society institutes

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    © All Rights Reserved
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    00 Introduction To Marketing Analytics Course

    Uploaded by

    dilipthosar
    41 views9 pages
    structure and description of a course by Dilip Thosar on Business Analytics for Sri Balaji Society institutes

    Original Title

    00 Introduction to Marketing Analytics Course

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    © © All Rights Reserved

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    structure and description of a course by Dilip Thosar on Business Analytics for Sri Balaji Society institutes

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    41 views9 pages

    00 Introduction To Marketing Analytics Course

    Uploaded by

    dilipthosar
    structure and description of a course by Dilip Thosar on Business Analytics for Sri Balaji Society institutes

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    Business Analytics

    with special focus on Marketing

    Introduction to Course

    Dilip Thosar Business Analytics Slide no. 1


    November 17,
    2019 Introduction 2019
    Learning Objectives
    • To equip students to critically evaluate business
    situations to model and analyze business data for
    decision making through mathematical /
    statistical techniques and methods.
    • To enable students to synthesize concepts of
    Business Analytics with special focus on
    Marketing applications.
    • To enable students to communicate analytics
    insights to business for action.

    Dilip Thosar Business Analytics Slide no. 2


    November 17,
    2019 Introduction 2019
    Pedagogy
    • Lectures with Powerpoint presentations
    • Case studies using Python with datasets
    • Presentations by groups on case study or topic
    discussed in previous class

    Dilip Thosar Business Analytics Slide no. 3


    November 17,
    2019 Introduction 2019
    Agenda
    • Introduction to Business Analytics (4.5 hours)
    – Introduction to Business Analytics and role of an MBA
    – History, Context and Importance of Business Analytics
    – Introduction to Data Science, Big Data, AI, ML and DL
    • Basic Statistics and Math Modelling (4.5 hours)
    – Mathematical Modelling of a business situation
    – Concept of Probability and Distributions, Central
    Tendencies and Spreads in Data, Hypothesis testing,
    significance and Risk-acceptance levels, Alpha and Beta
    Error levels, Goodness of models, Learning systems
    – Data Cleaning
    – Introduction to AI, ML, DL test/train
    Dilip Thosar Business Analytics Slide no. 4
    November 17,
    2019 Introduction 2019
    Agenda contd.
    • Technologies for Business Analytics (4.5 Hours)
    –Cloud services AWS, BA Model Repositories (github)
    –Dataset sources (IOT, ERP, Social Media, published,
    government)
    –Programming frameworks (Spyder, Anaconda),
    Languages (Python), Most-useful Python packages
    –Statistics: R/ SPSS/ Python pandas package
    –Visualization tools : Tableau, Python Matplotlib/
    Seaborn/plotly, MS Excel graphics

    Dilip Thosar Business Analytics Slide no. 5


    November 17,
    2019 Introduction 2019
    Agenda contd.
    • Most Frequently used BA Algorithms (16.5 Hours)
    –The BA team and roles: Statistician, Domain expert,
    Math Modeller, Data Scientist, Programmer, Business
    Manager
    –Data Cleaning
    –Regression : Linear, Stepwise
    –Classification Supervised: Cluster analysis
    –Classification Unsupervised : Logistic Regression,
    Anomaly Detection
    –K-means Clustering (Segmentation)
    –Sentiment Analysis: Twitter
    Dilip Thosar Business Analytics Slide no. 6
    November 17,
    2019 Introduction 2019
    Agenda contd.
    • Business Application Use Cases (7.5 Hours)
    – Explainable AI: Decision Tree Model
    – Customer feedback using Loyalty programs
    – Customer interface using Chatbots
    – Demand Forecasting
    – Market Basket Analysis
    – Social Media Sentiment Analytics
    – Segmentation by k means clustering
    – Customer Acquisition promotion scheme
    – Cross-selling and Upselling on a web marketplace
    – Loyal Customer Harvesting Schemes

    Dilip Thosar Business Analytics Slide no. 7


    November 17,
    2019 Introduction 2019
    Agenda contd.
    • PRESENTATIONS BY STUDENTS (4.5 hours)
    • Topics:
    –Regression
    –Classification
    –Sentiment Analysis
    –The Amazon Landing Page
    –Fraud Detection using BA

    Dilip Thosar Business Analytics Slide no. 8


    November 17,
    2019 Introduction 2019
    Classroom Interaction Hours Totals
    • 30 Hours Classroom Teaching
    • 7.5 Hours Case Study based teaching
    • 4.5 Hours Presentation by Students
    • 1.5 Hours Internal Test
    • 1.5 Hours Assignment (Classroom)

    Dilip Thosar Business Analytics Slide no. 9


    November 17,
    2019 Introduction 2019

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