A Custom Program Developed by Harvard Business School Executive Education for The Center of Applied Data Science

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1 A Custom Program Developed by Harvard Business School Executive Education for The Center of Applied Data Science As digital technologies continue to transform the marketplace, companies across the globe are collecting an enormous amount of data. Unfortunately, many of these same businesses lack the talent and structure to turn big data into a competitive advantage. Focused on improving analytics capabilities and organizational efficiency, this program explores how market-leading companies are using consumer data to reshape their companies and industries. You'll emerge with the analytical skills to harness the power and potential of big data and create more value for your company. What You Can Expect As companies gather more and more information about their customers, operations, and the performance of their products, big data is becoming a valuable source of competitive advantage. This program provides an analytical framework that addresses the complex challenges and opportunities presented by the explosion in big data. Focused on the four "Vs" variety, velocity, voracity, and volume you'll explore how big data affects the supply chain, marketing, and other key functions of your organization. Improving your Organization's Performance As data become a growing source of competitive advantage, companies must create business strategies that also provide value to consumers and shareholders. Building data generators into business processes and earning the right to ask customers to volunteer personal data are examples of principles that matter in the new data-rich world. This program investigates the critical role of business analytics in improving decision making and product/service strategies at the highest levels. You will emerge with the analytical skills to turn big data into a strategic resource. Taking Your Skills to the Next Level Immersed in dynamic discussions and global case studies, you will engage with world-renowned HBS faculty and an elite group of peers who span industries and countries. In the process, you will: Gain a fundamental understanding of big data and learn how to apply complex analytics methods Explore how experimentation and predictive analysis can improve your business model and efficiency Address the ethics of transparency in data collection and the concept of "un-volunteered truths" Examine the implications of big data analysis on marketing, the supply chain, and human resources Recruit and develop data-savvy talent who have the skills to take your analytics to the next level Recognize big data as a valuable resource for building and implementing strategic initiatives Build and sustain a competitive advantage by expanding your company's analytics capabilities

2 Your Course of Study To turn big data into a competitive advantage, companies must build teams that have the data savvy to master complex analytics methods. Through global case studies on market leaders in diverse industries, the fundamentals of big data analysis will be examined to help you improve your products, services, and capabilities. This program provides an analytical framework for collecting, analyzing, and harnessing the potential of big data. You will explore the complex challenges and opportunities presented by big data, including: Competing on business analytics to build customer trust and generate more data Recognizing and exploiting the difference between correlational and causal patterns Exploring the data explosion in the "four Vs" variety, velocity, voracity, and volume Applying experimentation and data analysis to build breakthrough business models Improving your company's analytics capabilities to create and capture more value Managing your company with real-time analytics to improve overall efficiency Comparing big data analytics with a traditional small data approach Understanding the strategic implications of supply chain and marketing analytics Attracting and developing data analytics teams to build and hold a competitive edge Using data analytics to create smart, connected products that reshape your company and industry WHO IS RIGHT FOR THE PROGRAM This program is well suited for C-level executives who understand the importance of strategic information management and fact-based decision making in large established companies and want to improve their decision-making skills and expand their organization s analytics capabilities. Chief executive officers, chief operations officers, chief marketing officers, digital officers, chief technology officers, and individuals building and launching data science teams also will find this program highly relevant. Chief executive officers Chief operations officers Chief marketing officers, digital officers, chief technology officers, and individuals building and launching data science teams Senior Managers in marketing, supply chain, information technology, human resources, talent management, and other strategy-related functions

3 Program Outline Competing on Business Analytics and Big Data 1. 25TH APRIL 2016 (MONDAY) Program Opening and Welcome DAY 1 MODULE Developing a Strategy for Winning with Data Opportunities and Issues with a Data Strategy: MGM Opportunities and Issues with a Data Strategy: MGM Balancing Intuition versus Data: TSG Hoffenheim Driving Innovation with Data: Haier 2 26TH APRIL 2016 (TUESDAY) DAY 2 MODULE Inference from Field Data: MGM (contd) Inference from Experiments: Team New Zealand Correlation versus Causation Enterprise Data Strategy: Procter and Gamble 30mins Interactive Session with Professors Campbell and Lakhani (Readings TBD) Professor Kris Ferreira (Reading: Note on Correlation and Causality - Zhu and Lakhani + TD Canada Trust) 3 27th APRIL 2016 (WEDNESDAY) DAY 3 MODULE Disrupting Industries with Data: Google Car Developing New Business Models: BandPage Entrepreneurship and Innovation with Data: Aspiring Minds Professor Kris Ferreira - video conference with founders in India Machine Learning for Executives Interactive Lecture with Professor Kris Ferreira 4 28th APRIL 2016 (THURSDAY) DAY 4 MODULE Deep Dive - Developing and Executing a Profitable Data Driven Strategy Changing Business Models: GE and the Industrial Internet Interactive Lecture with Professor Kris Ferreira Participant Presentations

4 BIODATA Dennis Campbell DWIGHT P. ROBINSON, JR. PROFESSOR OF BUSINESS ADMINISTRATION UNIT HEAD, ACCOUNTING AND MANAGEMENT Dennis W. Campbell joined the faculty of the Harvard Business School in He is currently the Dwight P. Robinson Jr. Professor of Business Administration. In addition to his academic position, he also serves as the Head of the Accounting & Management unit. During his time on the faculty, he has taught in and chaired a variety of courses in the school s MBA, doctoral, and Executive Education programs in Boston, Asia, and the Middle East. Professor Campbell's research and teaching activities focus broadly on the intersection between strategy, organizational culture, and management control systems. His current research examines how leaders can design and scale high-performance cultures through deliberate choices in organizational structure and management systems particularly in the context of enabling decision making that is more responsive to local markets and customers. He has studied these issues extensively in both domestic and international contexts and has published numerous case studies across a variety of industries including retail, hospitality, financial services, and consumer-goods manufacturing. His research has been published in leading academic journals including Journal of Accounting Research, The Accounting Review, Manufacturing & Service Operations Management, Management Science, and the Journal of Service Research. Professor Campbell received his doctorate from Harvard Business School and his bachelor s degrees in mathematics and economics from the University of Redlands (Redlands, CA). Prior to beginning his doctoral studies, he worked at the Board of Governors of the Federal Reserve in Washington, D.C., on research and policy related to the structure, conduct, and performance of U.S. banking institutions and markets. He is currently serving on the board of the Harvard University Employees Credit Union and is a research fellow at the Filene Research Institute. Karim R. Lakhani ASSOCIATE PROFESSOR OF BUSINESS ADMINISTRATION Karim R. Lakhani is an Associate Professor of Business Administration at the Harvard Business School and the Principal Investigator of the Crowd Innovation Lab and NASA Tournament Lab at the Institute for Quantitative Social Science. He specializes in the management of technological innovation in firms and communities. His research is on distributed innovation systems and the movement of innovative activity to the edges of organizations and into communities. He has extensively studied the emergence of open source software communities and their unique innovation and product development strategies. He has also investigated how critical knowledge from outside the organization can be accessed through innovation contests. Currently, Professor Lakhani is investigating incentives and behavior in contests and the mechanisms behind scientific team formation through field experiments on the TopCoder platform and the Harvard Medical School.

5 Professor Lakhani s research on distributed innovation has been published in Harvard Business Review, Innovations, Management Science, Nature Biotechnology, Organization Science, RAND Journal of Economics, Research Policy and the Sloan Management Review. He is a coeditor of Perspectives on Free and Open Source Software (MIT Press), a book on community-based innovation. He has also published teaching cases on leading organizations practicing distributed innovation including: Data.gov, InnoCentive, Google, Myelin Repair Foundation, SAP, Threadless, TopCoder, and Wikipedia. His research has been featured in publications like BusinessWeek, The Boston Globe, The Economist, Fast Company, Inc., The New York Times, The New York Academy of Sciences Magazine, Science, The Wall Street Journal, The Washington Post, and Wired. Professor Lakhani was awarded his Ph.D. in management from the Massachusetts Institute of Technology. He also holds an MS degree in technology and policy from MIT, and a Bachelor's degree in electrical engineering and Management from McMaster University in Canada. He was a recipient of the Aga Khan Foundation International Scholarship and a four-year doctoral fellowship from Canada's Social Science and Humanities Research Council. Prior to coming to HBS, he served as a Lecturer in the Technology, Innovation and Entrepreneurship group at MIT s Sloan School of Management. Professor Lakhani has also worked in sales, marketing, and new product development roles at GE Healthcare and was a consultant with The Boston Consulting Group. He was also the inaugural recipient of the TUM-Peter Pribilla Innovation Leadership Award. Kris Johnson Ferreira ASSISTANT PROFESSOR OF BUSINESS ADMINISTRATION Kris Ferreira is an assistant professor of business administration in the Technology and Operations Management (TOM) Unit and teaches the TOM course in the MBA required curriculum. In her research, Professor Ferreira focuses on online markets and retail, seeking to build operations management models that inform practice, as well as to provide theoretical insights. In particular, she employs a combination of machine learning and optimization techniques to help companies use their data to make better tactical and strategic decisions. Her work with the online retailer Rue La La received the 2014 INFORMS Revenue Management and Pricing Section Practice Award and was named a finalist in the 2015 Innovative Applications in Analytics competition. Professor Ferreira earned her Ph.D. in operations research at the Massachusetts Institute of Technology and her BS in industrial and systems engineering at the Georgia Institute of Technology. Before entering graduate school, she was a supply chain consultant for Alvarez & Marsal and a project manager for UPS Supply Chain Solutions.

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