Documente Academic
Documente Profesional
Documente Cultură
Text: Data Mining Techniques-for Marketing, Sales and CRM, 2nd Ed., by Michael J.
A. Berry and Gordon S. Linoff, John Wiley & Sons.
Supplementary text: Data Mining: Concepts and Techniques by Jiawei Han, Micheline
Kamber and Jian Pei, Elsevier
Overview of Course
Data driven decision making in business has grown enormously in the last few years, and
today this sector is a multi-billion dollar industry. This course covers the principles of
business data processing for decision making. The main objective is adopting analytics to
improve business performance. Business Analytics uses statistical, operations research and
management tools to drive business performance. Many companies offer similar kind of
products and services to customers based on similar design and technology and find it
difficult to differentiate their product/service from their competitors. However, companies
such as Amazon, Google, HP, Netflix, Proctor and Gamble and Capital One use analytics
as competitive strategy. Business Analytics helps companies to find the most profitable
customer and allows them to justify their marketing effort, especially when the competition
is very high. There is significant evidence from the corporate world that the ability to make
better decisions improves with analytical skills.
understanding and technical data processing skills involved in business analytics. The
structure of the course is linked to the various stages of data processing. The conceptual
aspects of this segment of the course involve the meaning and use of business data and
specifically, its use in building analytical models especially those relevant to very large
model building and strategy creation based on the analysis. The perspective issues such
CRM, quality, predictions, market segmentation etc. is integrated into the sessions and
cases.
Workload & Evaluation: The students are evaluated on individual and joint work
throughout the course. The workload and breakdown of grading are as follows:
to five members. This will involve both secondary & primary data and Business
Analytics lab work. The team will be responsible for a written report and will make a
presentation to the class for discussion. There will be peer evaluation of the content
and style of the team presentation effort. 40 percent for the assignments of which 10
topic in consultation with the faculty from topics dealt with in the course; and. the
3. Final Exam: At the end of the term there will be a final take-home comprehensive
The list of sessions is given in the table below. Each session will deal with the topic as
well as a case on a real life application