Business Analytics

with special focus on Marketing

Introduction to Course

Dilip Thosar Business Analytics Slide no. 1

November 17,
2019 Introduction 2019
 Learning Objectives
• To equip students to critically evaluate business
situations to model and analyze business data for
decision making through mathematical /
statistical techniques and methods.
• To enable students to synthesize concepts of
Business Analytics with special focus on
Marketing applications.
• To enable students to communicate analytics
insights to business for action.

Dilip Thosar Business Analytics Slide no. 2

November 17,
2019 Introduction 2019
 Pedagogy
• Lectures with Powerpoint presentations
• Case studies using Python with datasets
• Presentations by groups on case study or topic
discussed in previous class

Dilip Thosar Business Analytics Slide no. 3

November 17,
2019 Introduction 2019
 Agenda
• Introduction to Business Analytics (4.5 hours)
– Introduction to Business Analytics and role of an MBA
– History, Context and Importance of Business Analytics
– Introduction to Data Science, Big Data, AI, ML and DL
• Basic Statistics and Math Modelling (4.5 hours)
– Mathematical Modelling of a business situation
– Concept of Probability and Distributions, Central
Tendencies and Spreads in Data, Hypothesis testing,
significance and Risk-acceptance levels, Alpha and Beta
Error levels, Goodness of models, Learning systems
– Data Cleaning
– Introduction to AI, ML, DL test/train
Dilip Thosar Business Analytics Slide no. 4
November 17,
2019 Introduction 2019
 Agenda contd.
• Technologies for Business Analytics (4.5 Hours)
–Cloud services AWS, BA Model Repositories (github)
–Dataset sources (IOT, ERP, Social Media, published,
government)
–Programming frameworks (Spyder, Anaconda),
Languages (Python), Most-useful Python packages
–Statistics: R/ SPSS/ Python pandas package
–Visualization tools : Tableau, Python Matplotlib/
Seaborn/plotly, MS Excel graphics

Dilip Thosar Business Analytics Slide no. 5

November 17,
2019 Introduction 2019
 Agenda contd.
• Most Frequently used BA Algorithms (16.5 Hours)
–The BA team and roles: Statistician, Domain expert,
Math Modeller, Data Scientist, Programmer, Business
Manager
–Data Cleaning
–Regression : Linear, Stepwise
–Classification Supervised: Cluster analysis
–Classification Unsupervised : Logistic Regression,
Anomaly Detection
–K-means Clustering (Segmentation)
–Sentiment Analysis: Twitter
Dilip Thosar Business Analytics Slide no. 6
November 17,
2019 Introduction 2019
 Agenda contd.
• Business Application Use Cases (7.5 Hours)
– Explainable AI: Decision Tree Model
– Customer feedback using Loyalty programs
– Customer interface using Chatbots
– Demand Forecasting
– Market Basket Analysis
– Social Media Sentiment Analytics
– Segmentation by k means clustering
– Customer Acquisition promotion scheme
– Cross-selling and Upselling on a web marketplace
– Loyal Customer Harvesting Schemes

Dilip Thosar Business Analytics Slide no. 7

November 17,
2019 Introduction 2019
 Agenda contd.
• PRESENTATIONS BY STUDENTS (4.5 hours)
• Topics:
–Regression
–Classification
–Sentiment Analysis
–The Amazon Landing Page
–Fraud Detection using BA

Dilip Thosar Business Analytics Slide no. 8

November 17,
2019 Introduction 2019
 Classroom Interaction Hours Totals
• 30 Hours Classroom Teaching
• 7.5 Hours Case Study based teaching
• 4.5 Hours Presentation by Students
• 1.5 Hours Internal Test
• 1.5 Hours Assignment (Classroom)

Dilip Thosar Business Analytics Slide no. 9

November 17,
2019 Introduction 2019