À propos de ce cours
4.4
369 notes
85 avis

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Niveau intermédiaire

Approx. 13 heures pour terminer

Recommandé : 4 weeks of study, 4-5 hours/week...

Anglais

Sous-titres : Anglais

Compétences que vous acquerrez

Customer AnalyticsStrategic ManagementData AnalysisBusiness Analytics

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.

Niveau intermédiaire

Approx. 13 heures pour terminer

Recommandé : 4 weeks of study, 4-5 hours/week...

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
1 heure pour terminer

Module 1: Capstone Project Topic - The Problem of Adblocking

The Business Analytics Specialization was designed to help you learn how to think about using data in making big (and small) business decisions. In this Capstone project, you'll be asked to create a strategy for a fictional digital search engine and content provider, GoYaFace, Inc. (often abbreviated as “GYF”). The strategy will be used in responding to the increasing popularity and availability of “adblocking” software, which could have significant negative repercussions for GYF’s business. You are to assume the role of the leader of the Digital Advertising Tactics and Action (“DATA”) Team at GYF, which has been assigned the job of formulating GYF’s strategy in responding to the threat of adblocking. Your task is to develop a strategy that will be recommended to GYF’s senior leadership. Using what you've learned about business analytics, you'll (i) create a detailed problem statement focusing on GYF’s ad-buying customers (Module 2), (ii) develop a strategy (Module 3), (iii) describe the anticipated effects of the strategy (Module 4), and (iv) form a plan for measuring the effects of your strategy (Module 4). You'll then put these four pieces together into a final project (Module 5). First, please read the full description of the project in the “Project Description” link below, and then look at the background information about adblockers and the “GYF Company Profile” link in the content for Module 1. When you are ready to begin the first assignment, please move on to Module 2: Defining the Problem....
6 lectures
6 lectures
Start Here! Project Description: Business Analytics Capstone10 min
GYF Company Profile10 min
The Importance of Mobile Advertising10 min
Further Exploration into Online Advertising Response Models10 min
How Internet Ads Work10 min
Project Template10 min
4 heures pour terminer

Module 2: Defining the Problem

In Module 2, you'll define the problem adblockers poses for GYF. GYF is intended to be a composite of leading internet platform and content providers who derive substantial revenues from mobile advertising like Google, Yahoo, and Facebook, so you should frame your research around the real-world problems these companies have faced and are facing. Defining the problem thoroughly will have a direct impact on how successful your strategy will be received by your peers. The more deeply you consider the effects of adblockers on the companies that buy advertising space from GYF, the more appropriate your overall strategy is likely to be. Please use the resources below to find out more about the problem, and then create your Problem Statement and submit it for peer review below. You can and should draw from all of the Business Analytics Specialization courses, but your Problem Statement should focus on how adblockers might adversely affect GYF’s relationship with the companies that pay GYF to place advertisements on GYF’s mobile applications and content. You should consider the issue of causality in your Problem Statement - we've included some lectures from the underlying courses to refresh you on that topci. And you are strongly encouraged to complete and include a response to Application Exercise 1 (see link below) as part of your Problem Statement....
8 vidéos (Total 53 min), 5 lectures, 1 quiz
8 vidéos
Descriptive Data Collection (Customer Analytics)6 min
Passive Data Collection (Customer Analytics)4 min
Beyond Period 2 (Customer Analytics)10 min
Causality 1 (People Analytics)5 min
Causality 2 (People Analytics)6 min
Reverse Causality (People Analytics)4 min
Causal Data Collection and Summary (Customer Analytics)8 min
5 lectures
Definition of the Adblocking Problem10 min
Whiting Out the Ads, but at What Cost?10 min
Apple's Support of Adblocking10 min
Why Adblockers Are Spurring a New Technology Arms Race10 min
Application Exercise 1 – Recommending Customer Analytics Research Methods to Explore Your Problem10 min
Semaine
2
4 heures pour terminer

Module 3: Your Strategy

In Module 3, you will focus on creating your recommended strategy for GYF to address adblockers. Your strategy does not have to be lengthy, but it must be clear, and it must address the problem. (Hint: if you have a clearly defined problem, your strategy is much more likely to be clearly defined as well). You'll be submitting your strategy for peer review, and then also reviewing the work of at least 3 of your peers. It's OK if reviewing the strategies of other learners in this course gives you further ideas for revising your own strategy. One of the primary benefits of peer review is to expand the range of feedback you can get, and we designed this Module around peer review so that you can get as much feedback as possible before moving on to the next phase of the project. You may find the resources and lectures below helpful in formulating your strategy and considering how data can be leveraged and appropriately understood. You are strongly encouraged to complete and include your response to Application Exercise 2 as part of your Strategy. ...
7 vidéos (Total 56 min), 3 lectures, 1 quiz
7 vidéos
Finding Persistence: Regression to the Mean (People Analytics)11 min
Extrapolating from Small Samples (People Analytics)5 min
The Wisdom of Crowds: Signal Independence (People Analytics)5 min
Process vs. Outcome (People Analytics)7 min
Hiring 1 (People Analytics)8 min
Hiring 2 (People Analytics)9 min
3 lectures
Does Your Strategy Need a Strategy?10 min
How Advertisers Can Beat Adblockers10 min
Application Exercise 2 - Using People Analytics Methods to Hire a Leader to Implement Your Strategy10 min
Semaine
3
6 heures pour terminer

Module 4: Effects of Your Strategy/Measuring these Effects

Module 4 was designed to give you the opportunity to focus on the effects of your strategy. Effects and Measurement can be often overlooked in strategy development; creating a thoughtful and thorough plan for measuring the effects will improve your final project tremendously. In this part of the project, you will describe two events: what you think will happen and how you will measure it. Look to the courses in the Business Analytics Specialization to see what kind of data companies use to measure effects to create a measurement plan of your own. You are strongly encouraged to complete and include your responses to Application Exercises 3 and 4 as part of your Effects and Measurement components. You may create a scenario (Operations Analytics) to predict some of the intended effects of your strategy, either following the outline of Application Exercise 3, or of your own design. Once you submit your own plan for effects and measurement, please review the work of at least three of your peers. You may find new ideas, or new ways of looking at data and measurement from this exercise. We encourage you to incorporate what you've learned into your final submission!...
8 vidéos (Total 182 min), 4 lectures, 1 quiz
8 vidéos
How to Build an Optimization Model (Operations Analytics)16 min
Optimizing with Solver (Operations Analytics)31 min
Simulating Uncertain Outcomes in Excel (Operations Analytics)24 min
Decision Trees (Operations Analytics)26 min
Linking Non-financial Metrics to Financial Performance: Overview (Accounting Analytics)14 min
Steps to Linking Non-financial Metrics to Financial Performance (Accounting Analytics)16 min
Incorporating Analysis Results in Financial Models (Accounting Analytics)14 min
4 lectures
Resources for Thinking About Effects and Outcomes10 min
Application Exercise 3 - Using Operations Analytics Methods to Understand the Allocation of Scarce Resources in Pursuing a Strategy10 min
Application Exercise 3 Spreadsheet10 min
Application Exercise 4 - Using Accounting Analytics Methods to Measure the Key Drivers of Your Proposed Strategy10 min
Semaine
4
3 heures pour terminer

Module 5: Final Project Submission

In this final Module, you will combine the four revised elements of your presentation (Problem Statement, Strategy, Effects, and Measurement, including any responses to the Application Exercises you've completed) into one presentation and submit it for peer review. You'll then be asked to review the work of at least three of your peers. Once you have gotten feedback on your plan, you may use it as an example of strategic thinking at your current job, or as a work sample when you are applying for a new one. A successful strategic analysis which describes the use of data-driven decision making will make you much more marketable in almost any field. Good luck!...
3 vidéos (Total 38 min), 1 quiz
3 vidéos
Radically New Data Sets in Marketing (Customer Analytics)7 min
Analytics Applied: Kohl's, Netflix, AmEx and more (Customer Analytics)18 min
4.4
85 avisChevron Right

17%

a commencé une nouvelle carrière après avoir terminé ces cours

16%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

10%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par CJJan 26th 2017

I took this together with 4 other modules in the Business Analytics Specialisation. I like the case study in which I am able to apply what I learn to real world issues.

par JASep 25th 2016

Great course! Very well structured and easy to follow. Videos always went into the subject matter in depth and explained the core concepts.

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À propos de la Spécialisation Business Analytics

This Specialization provides an introduction to big data analytics for all business professionals, including those with no prior analytics experience. You’ll learn how data analysts describe, predict, and inform business decisions in the specific areas of marketing, human resources, finance, and operations, and you’ll develop basic data literacy and an analytic mindset that will help you make strategic decisions based on data. In the final Capstone Project, you’ll apply your skills to interpret a real-world data set and make appropriate business strategy recommendations....
Business Analytics

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