OVERVIEW

Big data and analytics are more than technology and data science problems to be relegated to specialists. In
fact, the hardest part of engaging analytics is not the data science or the technology. The major challenge is first
identifying the right business problem to solve, and then determine if analytics can contribute to a solution. As a
result, direct leadership involvement in analytics is critical to reaching optimal business outcomes. This is largely
possible when professionals get a working knowledge of analytics that is grounded in practical application and
equipped with leadership-focused insight.

This program delivers material in an accessible, easy-to-understand format that is immediately applicable to
your organization. Whether this is your first introduction to analytics, or you have some experience in related
fields, you can start here. The frameworks in this program will build your working knowledge of analytics and
improve your data literacy. Additionally, you will understand the intuition behind machine learning algorithms and
what artificial intelligence (AI) can accomplish for your business.

Analytics can be used to improve marketing, create operational efficiencies, build new business models, disrupt
the status quo of an industry, and spark innovation. To achieve these breakthroughs, 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

BENEFITS OF DEVELOPING A DATA-DRIVEN

ORGANIZATION
The benefits of developing a data-driven organization are countless, including:

Create Disrupt the Boost

Operational Industry Status Productivity
Efficiencies Quo

Improve Build Master

Marketing New Business Insights to
Models Leverage Data

1 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

WHO IS THIS PROGRAM FOR?
This online program is ideal for professionals who want to leverage analytics to accelerate business growth.
Participants will learn how to effectively work with data scientists to identify business problems where
analytics can add value. 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 Marketing Head of Product
Head of Strategy Marketing Manager Regional Manager
HR Manager Digital Marketing Manager Product Manager
Senior Manager Operations 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 Business Analyst Financial Analyst
Data Analyst Digital Business 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 Principal Consultant
Strategy Consultant Financial Consultant

PARTICIPANT INSIGHTS
Participants who have completed this program report that they learned:

Analytics can be used to address more business problems than they originally thought

Analytics needs to be planned

Analytics decisions must start with business problems, not with data

How to quickly distinguish between good and bad analytics

Analytics is a leadership problem

“All leaders must have knowledge of how data science operates so

they can judge what good looks like, judge where analytics adds value
to business problems, and be able to lead with confidence.”
- Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing Faculty
Director, Program on Data Analytics at Kellogg

2 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

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

PROGRAM EXPERIENCE
The program offers various activities for you to apply and practice the concepts
you have learned in each module.

Live Faculty Webinars Industry Examples

Real-World Application
Live Office Hours
Exercises

Global Network of
Mobile Learning App
Collaborators

Dedicated Program
Peer Learning and Feedback
Support Team

3 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

 LEARNING JOURNEY
Many analytics programs focus on the algorithms and technical details. In contrast, this program starts by
asking 'What problem are we trying to solve?’ and then finds the right tool for the job. Participants leave this
program equipped with the tools required to put analytics to practical use, communicate with data scientists
effectively, and gather the necessary insights to drive successful business outcomes.

Leading with
Analytics

Exploratory
Analytics with
Visualization
How to
Distinguish Good
from Bad Analytics
Causal Analytics

Causal Analytics
in Action

Predictive Analytics

Linking Analytics
with Actions
Machine Learning
and Artificial
Intelligence

A WORKING KNOWLEDGE
OF DATA SCIENCE

4 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

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
Module 1
Leading with Analytics
Learn why analytics is every manager’s problem. Use
the Kellogg Analytics Framework – a process for
developing analytics-driven business initiatives to
help you achieve your business goals.
Why analytics must be driven by business
problems
The importance of planning for analytics
What kinds of organizational changes are needed
to leverage analytics to solve business problems
The three ways that analytics creates value
(enabling, ideating, and evaluating business
initiatives)
The Kellogg Analytics Framework to support the
use of exploratory, causal, and predictive 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.
Understand data which was not generated as a
part of an experiment is often presented or
interpreted as if they were – which is problematic
Apply the causality checklist to diagnose the
quality of analytics
Determine whether analytics that is presented as
evidence of a causal effect is “good” or “bad”
Understand if you are drawing the right
conclusions from the data presented
5 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA
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.
Explore how visualization allow analysts to see
more complex patterns in their data
Create thoughtful visualizations that make it
easier to see comparisons
Learn how to tell a persuasive story with data
visualization tools
Module 4
Causal Analytics
Analyze the importance of experimentation platforms
in driving growth and in analytics.
Discover why it is important to invest in
experimentation platforms
Learn why analytics requires an experimental
mindset
Discuss why true experiments are not always
possible
Explore the main techniques one can use when
true experiments are not possible
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.
Gain an understanding of why planning your
analytics is critical
Discuss how analytics can effectively be used to
evaluate a business initiative
Build confidence to operate in a data-driven
environment
Practice what to do when true experiments are
not possible
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.
Learn why long-term success in analytics requires
investment in opportunistic and designed data
Understand variability and how it relates to the
causality checklist
Learn why intuition and analytics are both integral
to solving complex business problems
6 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA
Module 6
Predictive Analytics
Gain an understanding of predictive analytics, how
profitable it can be, and how it can enable business
initiatives.
Identify when causal relationships are necessary
when using predictive models
Describe how and when to cross over from
predictive to causal analytics
Evaluate the performance of a predictive model,
both from a data science and a financial model
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.
Identify business problems that AI can help
resolve
Learn the three basic types of machine learning
Explore the types of data that are used by AI
systems
Discuss the several types of machine learning
models and applicability to business problems
INDUSTRY EXAMPLES
Industry examples that allow you to dive deeper into the applications of business analytics. Some of the brands
featured are:

Google

Microsoft

Salesforce

Harrah’s

Manheim

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.

6 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

THE KELLOGG ANALYTICS FRAMEWORK
The key to solving most complex business issues is linking analytics with your business objective. In doing this,
you can diagnose the challenges your business faces, initiate a coordinated plan for addressing them, and
specify your data requirements.

Business Objective
What is the goal?

Business Problem
What is preventing you from achieving this goal?

Initiative
How can you overcome this obstacle?

Exploratory Analytics
Understand your data to build business intelligence

Predictive Analytics Causal Analytics

Anticipate outcomes using the Explore how you can change
data you already have outcomes using data

Business Actions
Link business objectives with
analytics

7 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

PROGRAM FACULTY

Eric Anderson

Polk Bros. Chair in Retailing

Professor of Marketing
Director Kellogg-McCormick MBAi

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 articles have appeared in scholarly journals such as Journal of Marketing Research,
Marketing Science, Management Science, Journal of Economic Theory, and Quarterly Journal of Economics.
He has also published articles in Harvard Business Review and in Sloan Management Review. His 2004 paper
on the long-run impact of pricing and promotions was recently recognized for its enduring impact on the field of
marketing. His 2014 paper on deceptive product reviews won the Paul E. Green award for the best paper in
Journal of Marketing Research.

Professor Anderson is the marketing department editor of Management Science. At Kellogg, Professor
Anderson teaches Pricing and Retail Analytics in the MBA program and Marketing Analytics in the EMBA
program. He also serves on the Board of Directors for Canadian Tire and is an advisor for LiftLab and Retention
Science.

Florian Zettelmeyer

Nancy L. Ertle Professor of Marketing

Faculty Director, Program on Data Analytics at Kellogg

Professor Zettelmeyer specializes in evaluating the effects of information technology and big data on firms,
more generally, his work addresses how the information consumers have about firms, and vice versa, affect firm
behavior. He has extensively studied the auto industry as a laboratory to understand the effects of customer
information, investigating the effect of the Internet, the passthrough and effectiveness of promotions, and what
consumers' online journeys predict about their purchase behavior.

He has received numerous teaching awards and been voted "Outstanding Professor of the Year" by Kellogg
MBA students. He is a Research Associate of the National Bureau of Economic Research (NBER).

Professor Zettelmeyer received a degree in business engineering from the University of Karlsruhe (Germany),
an M.Sc. in economics from the University of Warwick (UK), and a Ph.D. in marketing from the Massachusetts
Institute of Technology.

8 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

 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, as well as a Kellogg Professor of
Management & Organizations by Courtesy. He is the director of the Visual Thinking Laboratory, where a team
of researchers explore how leveraging the visual system — the largest single system in your brain — can help
people think, remember, and communicate more efficiently.

His work on both Cognitive Science and Data Visualization has been funded by the National Science
Foundation, as well as the Department of Education, and the Department of Defense. He has received a
prestigious National Science Foundation CAREER award, given to researchers who combine excellent
research with outstanding teaching, and he has received a Psychonomic Society Early Career award for his
research on visual thinking.

Kristian Hammond

Professor of Computer Science, McCormick School of Engineering

Bill and Cathy Osborn Professor

Kristian Hammond is 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.

In 1999, Kristian Hammond founded Northwestern University's Intelligent Information Laboratory (InfoLab). At
the InfoLab, his team is creating technology that bridges the gap between people and the information they need.
From 2000 to 2001, he also enjoyed a run as the weekly technology correspondent for WTTW's Chicago
Tomorrow.

9 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

Written by two of our program faculty, Eric Anderson and Florian Zettelmeyer, this
featured companion book plays a pivotal role in the content of the program. For anyone
in a leadership or management role, this powerful, hands-on guide meets today’s
growing need for real-world tools to lead and succeed with data.

10 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

CERTIFICATE
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of
completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and
obtain the certificate of completion.

CERTIFICATE AWARDED TO

First Last
P L E
A M
EX
FOR COMPLETION OF

Business Analytics: Decision Making with Data

Date

FRANCESCA CORNELLI THOMAS O’TOOLE

Dean, Kellogg School of Management Associate Dean of Executive Education
Donald P. Jacobs Professor of Finance Clinical Professor of Marketing

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.

11 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

 ABOUT EMERITUS
Kellogg Executive Education is collaborating with
online education provider Emeritus to offer a
portfolio of high-impact online programs. By working
with Emeritus, we are able to broaden access
beyond our on-campus offerings in a collaborative
and engaging format that stays true to the quality of
ABOUT
Kellogg. EMERITUS

Emeritus’ approach to learning is based on a

cohort-based design to maximize peer-to-peer
sharing and includes live teaching with world-class
faculty and hands-on project-based learning. In the
last year, more than 100,000 students from over 80
countries have benefitted professionally from
Emeritus’ courses.

DURATION
9 weeks
4-6 hours per week

PROGRAM FEES
$2,600

12 // BUSINESS ANALYTICS: DECISION MAKING WITH DATA

Easily schedule a call with a program advisor to
learn more

SCHEDULE A CALL

You can apply for the program here

APPLY

CONNECT WITH A PROGRAM ADVISOR

Email: kellogg@emeritus.org
Phone: +1 847-469-1711