EXECUTIVE EDUCATION

Business Analytics: Decision Making with Data

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Course Dates

STARTS ON

June 30, 2021

Course Duration

DURATION

9 weeks, online
4-6 hours per week

Course Duration

Business Analytics: Decision Making with Data

How do you put data to practical use in your organization?

By getting involved in every step of the analytics process.

Big data and analytics are more than technology and data science problems to be relegated to the specialists. In fact, the hardest part of engaging analytics is not the data science or the technology. Through this program, gain a working knowledge of analytics that is grounded in practical application and equipped with business-focused insight.

This program equips you with:

  • The tools required to put analytics to practical use and solve specific business problems
  • The language and intuition to work effectively with data scientists
  • The necessary insights for leveraging analytics to accelerate growth and increase efficiency and productivity

Key Takeaways

In this nine-week program you will:

  • Identify where in your organization analytics adds value
  • Build the confidence required to operate in a data-driven environment
  • Develop the ability and intuition to judge "good analytics" from "bad analytics"
  • Understand the importance of experimentation platforms to drive business growth
  • Learn how to tell a persuasive story with data visualization tools
  • Build a working knowledge of data science

Who Is This Program For?

This online program is ideal for professionals who want to leverage analytics to accelerate business growth. Representative roles may include:

Mid- to Senior-Level Managers who want to link analytics to business initiatives, distinguish good from bad analytics, and use visualization tools to tell a story to stakeholders.

  • Vice President
  • Head of Strategy
  • HR Manager
  • Senior Manager
  • Head of Marketing
  • Marketing Manager
  • Digital Marketing Manager
  • Operations Manager
  • Head of Product
  • Regional Manager
  • Product Manager
  • Finance Manager

Analysts who want to understand how they can align their work with business objectives and support management in achieving better business outcomes.

  • Product Analyst
  • Data Analyst
  • Business Analyst
  • Digital Business Analyst
  • Financial Analyst
  • Analytics Project Lead

Consultants, whether business or technical, who want to advance their working knowledge of data science, learn a comprehensive analytics framework, and explore tips and techniques for how to use visualizations effectively.

  • Management Consultant
  • Strategy Consultant
  • Principal Consultant
  • Financial Consultant

Program Experience

Decorative image relating to Live Webinars

Live Faculty Webinars

Decorative image relating to Industry Examples

Industry Examples

Real-World Application Exercises

Global Network of Collaborators

Dedicated Program Support Team

Live Office Hours

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Peer Learning and Feedback

Mobile Learning App

Program Modules

Over the course of nine weekly modules, you will gain a working knowledge of data science and will be able to apply analytics within your organization to drive more successful business outcomes.

Orientation Week:

Introduction and Overview of the Learning Platform and Program Calendar

Orientation week is the official start to the program. During this week, you are introduced to the learning platform, receive an overview of the program calendar, and have the opportunity to introduce yourself to your peers via the discussion forums.

Module 1:

Leading with Analytics

Learn why analytics is every manager’s problem. As analytics is a necessary part of business strategy, you will use the Kellogg Analytics Framework–a process for developing analytics-driven business initiatives–to help you achieve your business goals.

Module 2:

Exploratory Analytics with Visualization

What makes you a good consumer of analytics? In this module, you will explore how the human visual system works, how to see beyond simple patterns in data, and learn how to tell persuasive stories using visualization tools.

Module 3:

Distinguish Good from Bad Analytics

What questions should you ask to help distinguish good analytics from bad analytics? This module will help you make analytics-based decisions on real-causal relationships. You will learn to recognize analytics design flaws and identify errors in reasoning.

Module 4:

Causal Analytics

Analyze the importance of experimentation platforms in driving growth and in analytics.

Module 5:

Causal Analytics in Action: The CPE Case

Apply the concepts of the program to a real-world problem. Consider the two objectives of the case and analyze the best ways to achieve the objectives.

Module 6:

Predictive Analytics

Gain an understanding of predictive analytics, how profitable it can be, and how it can enable business initiatives.

Module 7:

Linking Analytics with Actions 

Learn how good decisions are the result of careful planning, anticipating the complexity of real-world optimization problems, and integrating your domain expertise with analytics.

Module 8:

Machine Learning and Artificial Intelligence

Understand the logic behind machine learning models and learn how these systems automatically uncover complex data relationships and offer predictions.

Orientation Week:

Introduction and Overview of the Learning Platform and Program Calendar

Orientation week is the official start to the program. During this week, you are introduced to the learning platform, receive an overview of the program calendar, and have the opportunity to introduce yourself to your peers via the discussion forums.

Module 5:

Causal Analytics in Action: The CPE Case

Apply the concepts of the program to a real-world problem. Consider the two objectives of the case and analyze the best ways to achieve the objectives.

Module 1:

Leading with Analytics

Learn why analytics is every manager’s problem. As analytics is a necessary part of business strategy, you will use the Kellogg Analytics Framework–a process for developing analytics-driven business initiatives–to help you achieve your business goals.

Module 6:

Predictive Analytics

Gain an understanding of predictive analytics, how profitable it can be, and how it can enable business initiatives.

Module 2:

Exploratory Analytics with Visualization

What makes you a good consumer of analytics? In this module, you will explore how the human visual system works, how to see beyond simple patterns in data, and learn how to tell persuasive stories using visualization tools.

Module 7:

Linking Analytics with Actions 

Learn how good decisions are the result of careful planning, anticipating the complexity of real-world optimization problems, and integrating your domain expertise with analytics.

Module 3:

Distinguish Good from Bad Analytics

What questions should you ask to help distinguish good analytics from bad analytics? This module will help you make analytics-based decisions on real-causal relationships. You will learn to recognize analytics design flaws and identify errors in reasoning.

Module 8:

Machine Learning and Artificial Intelligence

Understand the logic behind machine learning models and learn how these systems automatically uncover complex data relationships and offer predictions.

Module 4:

Causal Analytics

Analyze the importance of experimentation platforms in driving growth and in analytics.

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Industry Examples

Industry examples that allow you to dive deeper into the applications of business analytics. Some of the brands featured are:

Logo for Google

Google

Microsoft

Logo for Salesforce

Salesforce

Harrah's

Logo for Manheim

Manheim

Program Faculty

Faculty Member Eric Anderson

Eric Anderson

Kellogg School of Management, Marketing Hartmarx Professor of Marketing, Director of the Center for Global Marketing Practice

Professor Anderson holds a Ph.D. in Management Science from MIT Sloan School of Management. His research interests include analytics, retailing, pricing strategy, innovation, new products, and channel management.  His recent research has been conducted with various companies around the world... More info

Florian Zettelmeyer

Kellogg School of Management, Nancy L. Ertle Professor of Marketing, Faculty Director, Program on Data Analytics at Kellogg, and Chair of Marketing Department

Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He also founded and directs the Program on Data Analytics at Kellogg, the school's Big Data and Analytics initiative... More info

Faculty Member Steven Franconeri

Steven Franconeri

Professor of Psychology, Weinberg College of Arts & Sciences, Professor of Design, McCormick School of Engineering (Courtesy), Director, Northwestern Cognitive Science Program, Professor of Marketing (Courtesy)

Steven Franconeri is a leading scientist, teacher, and speaker on visual thinking, visual communication, and the psychology of data visualization. He is a Professor of Psychology in the Weinberg College of Arts & Sciences at Northwestern, Director of the Northwestern Cognitive Science Program... More info

Kristian Hammond

McCormick School of Engineering, Professor of Computer Science, Bill and Cathy Osborn Professor

Kristian Hammond is currently the Chief Scientist at Narrative Science, a company focused on automated narrative generation from data. He is also a professor of Computer Science and Journalism at Northwestern University and a researcher in the areas of human-machine interaction, context-driven information systems, and artificial intelligence... More info

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.

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After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education. 

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management. 

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