|Complete Date||3/10/2018 (45 hours)|
|Lecturing time||Saturday 1:00 pm to 5:00 pm|
|Friday 7:00 pm to 9:00 pm|
|Place||1601 McCarthy Blvd., Milpitas, CA 95035|
A. COURSE DESCRIPTION This course introduces to you the latest analytical concepts, tools and methods in data mining, statistics and machine learning used to solve critical business problems in an organization. In this course, you will learn to identify, evaluate, and capture business analytic opportunities that create value. You will also learn how to transform data into deep business insights and actionable business strategy. This is a very practical course that focus on real business cases and examples, based on the actual working experience of the instructor as a marketing data science director.
At the end of the course, you will gain a holistic view of common analytical problems in the key functional areas of an organization, including but not limit to product, operations, finance, sales and marketing management. You will know how to solve these business problems using the most effective tools and methods in data science. This course will position you as an analytical expert or leader in your organization who understands where and how to apply advanced analytics to create business value.B. COURSE OBJECTIVES
C. COURSE TOPICS The course will cover the following topics:
Module 1: Introduction to business analytics and their real world application
Module 2: Customer analytics
Module 3: Sales and Marketing analytics
Module 4: Product / pricing analytics
Module 5: Operations analytics
Module 6: Supply chain analytics
Module 7: Financial analytics
Module 8: Digital / web analytics (optional)
About the Instructor Mr. Liao is an industry recognized thought leader in advanced marketing analytics and data science. He has over 20 years of experience in business analytics, enabling data-driven decision making for executive leadership teams in finance, operations, sales and marketing. Most recently, as the director of advanced marketing analytics at Citrix Inc., he manages a data science team which leverages the latest tools, algorithms and software in Big Data, predictive analytics, machine learning and data mining to discover deep insights about customer behavior and to accelerate revenue generation by optimizing go-to-market program mix and strategy. He designed and operationalized the first predictive lead scoring model at Citrix which optimized the revenue generation process that influences $3B sales pipeline. His work in marketing data science is recognized by Gartner, IDC, SiriusDecisions and CIO.com. Mr. Liao is an active lecturer and presenter in marketing analytics and data science conferences. He won CIO.com Analytics50 award in 2016 and is a two-time SiriusDecisions marketing analytics award winner (in 2012 and 2017). Mr. Liao holds a MBA degree from the Haas School of Business at UC Berkeley and a bachelor’s degree from University of Science and Technology of China.