课程信息
4.4
339 个评分
81 个审阅
专项课程

第 5 门课程(共 5 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

完成时间(小时)

完成时间大约为13 小时

建议:4 weeks of study, 4-5 hours/week...
可选语言

英语(English)

字幕:英语(English)

您将获得的技能

Customer AnalyticsStrategic ManagementData AnalysisBusiness Analytics
专项课程

第 5 门课程(共 5 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

完成时间(小时)

完成时间大约为13 小时

建议:4 weeks of study, 4-5 hours/week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 1 小时

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....
Reading
6 个阅读材料
Reading6 个阅读材料
Start Here! Project Description: Business Analytics Capstone10分钟
GYF Company Profile10分钟
The Importance of Mobile Advertising10分钟
Further Exploration into Online Advertising Response Models10分钟
How Internet Ads Work10分钟
Project Template10分钟
完成时间(小时)
完成时间为 4 小时

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....
Reading
8 个视频 (总计 53 分钟), 5 个阅读材料, 1 个测验
Video8 个视频
Descriptive Data Collection (Customer Analytics)6分钟
Passive Data Collection (Customer Analytics)4分钟
Beyond Period 2 (Customer Analytics)10分钟
Causality 1 (People Analytics)5分钟
Causality 2 (People Analytics)6分钟
Reverse Causality (People Analytics)4分钟
Causal Data Collection and Summary (Customer Analytics)8分钟
Reading5 个阅读材料
Definition of the Adblocking Problem10分钟
Whiting Out the Ads, but at What Cost?10分钟
Apple's Support of Adblocking10分钟
Why Adblockers Are Spurring a New Technology Arms Race10分钟
Application Exercise 1 – Recommending Customer Analytics Research Methods to Explore Your Problem10分钟
2
完成时间(小时)
完成时间为 4 小时

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. ...
Reading
7 个视频 (总计 56 分钟), 3 个阅读材料, 1 个测验
Video7 个视频
Finding Persistence: Regression to the Mean (People Analytics)11分钟
Extrapolating from Small Samples (People Analytics)5分钟
The Wisdom of Crowds: Signal Independence (People Analytics)5分钟
Process vs. Outcome (People Analytics)7分钟
Hiring 1 (People Analytics)8分钟
Hiring 2 (People Analytics)9分钟
Reading3 个阅读材料
Does Your Strategy Need a Strategy?10分钟
How Advertisers Can Beat Adblockers10分钟
Application Exercise 2 - Using People Analytics Methods to Hire a Leader to Implement Your Strategy10分钟
3
完成时间(小时)
完成时间为 6 小时

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!...
Reading
8 个视频 (总计 182 分钟), 4 个阅读材料, 1 个测验
Video8 个视频
How to Build an Optimization Model (Operations Analytics)16分钟
Optimizing with Solver (Operations Analytics)31分钟
Simulating Uncertain Outcomes in Excel (Operations Analytics)24分钟
Decision Trees (Operations Analytics)26分钟
Linking Non-financial Metrics to Financial Performance: Overview (Accounting Analytics)14分钟
Steps to Linking Non-financial Metrics to Financial Performance (Accounting Analytics)16分钟
Incorporating Analysis Results in Financial Models (Accounting Analytics)14分钟
Reading4 个阅读材料
Resources for Thinking About Effects and Outcomes10分钟
Application Exercise 3 - Using Operations Analytics Methods to Understand the Allocation of Scarce Resources in Pursuing a Strategy10分钟
Application Exercise 3 Spreadsheet10分钟
Application Exercise 4 - Using Accounting Analytics Methods to Measure the Key Drivers of Your Proposed Strategy10分钟
4
完成时间(小时)
完成时间为 3 小时

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!...
Reading
3 个视频 (总计 38 分钟), 1 个测验
Video3 个视频
Radically New Data Sets in Marketing (Customer Analytics)7分钟
Analytics Applied: Kohl's, Netflix, AmEx and more (Customer Analytics)18分钟
4.4
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创建者 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.

创建者 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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The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies. ...

关于 Business Analytics 专项课程

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....
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