From Data to Better Business Decisions
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1 Business Analytics (B.Sc.) Degree Programme From Data to Better Business Decisions 16-Mar-15 1
2 Business Analytics (B.Sc.) Degree Programme Associate Prof. Goh Khim Yong Department of Information Systems School of Computing 16-Mar-15 2
3 What is Business Analytics? 16-Mar-15 3
4 What is Business Analytics? the intersection of business, computing & data to improve financial performance, operational efficiency and strategic advantage in EVERY sector, in EVERY economy, in EVERY organisation. 16-Mar-15 4
5 What is Business Analytics? Google Flu Trends Flu-related Google search Flu incidences by US CDC Healthcare system advisory, planning & optimisation 16-Mar-15 5
6 What is Business Analytics? Twitter Tweets and Social-Mobile Advertising World Cup 2014 Semi-Final: Brazil vs. Germany 580,166 tweets per minute Total revenue (2 nd qtr 2014) US$312.2M 35.6M tweets, most-discussed sporting event ever on Twitter Mobile ad revenue (2 nd qtr 2014) US$224.0M 16-Mar-15 6
7 What do BA Professionals Do? 16-Mar-15 7
8 What do BA Professionals Do? A Day in the Life of a Data Scientist 16-Mar-15 8
9 Skill Categories for Business Analytics Manipulate, integrate and analyse big data Domain knowledge and skills to develop right questions, determine which data is important Mathematics, statistics and computer science to develop analytics algorithms Executive and management skills to know when and how to use data for making decisions Develop tools to mask the complexity of data and analytics to lower skill boundaries Visualisation skills to interpret data and present in meaningful ways 16-Mar-15 9
10 How BIG is the Big Data Market? 90.0% 1,500,000 $114 billion Fortune 500 companies are likely to have big data initiatives Data-savvy managers are needed by 2018 to capably exploit data for strategic business decisions Total industry market value for big data hardware, software and services by Mar-15 10
11 What You Will Learn in Business Analytics Mathematics & Statistics Computing Business Data & Methods 16-Mar-15 11
12 What You Will Learn in Business Analytics Mathematics & Statistics Matrix Algebra & Applications Linear Algebra Calculus for Computing Probability Mathematical Statistics Regression Analysis Statistical Methods for Finance 16-Mar-15 12
13 What You Will Learn in Business Analytics Programming Methodology Computing Data Structures and Algorithms Strategic IT Applications E-Business Essentials IT and Decision Making Computational Methods for Business Analytics Business Intelligence Systems 16-Mar-15 13
14 What You Will Learn in Business Analytics Financial Accounting Principles of Economics Operations Research Applied Market Research Business Economics of E-Business Forecasting for Managerial Decisions Dynamic Pricing and Revenue Management 16-Mar-15 14
15 What You Will Learn in Business Analytics Data-Driven Marketing Search Engine Optimization and Analytics Healthcare Analytics Data & Methods Big Data Techniques and Technologies Mining Web Data for Business Insights Social Media Network Analysis Data Mining 16-Mar-15 15
16 Degree Educational Philosophy Inter-disciplinary foundation of BA curriculum Multi-disciplinary approach that transcend disciplinary borders across humanities, social sciences, science and mathematics Industry-linked internships, capstone & final-year projects Experiential learning beyond classrooms through engaging in projects and self-directed learning in a constructive and responsible approach with resourceful and enterprising spirits Overseas industry attachment and student exchange programmes Global education and experiential learning to develop sense of global citizenship and unique Singapore or Asian identities 16-Mar-15 16
17 Structure and Curriculum Four-year direct honours Bachelor of Science (Business Analytics) degree programme Core modules in 1 st and 2 nd years of study Common modules at level 1000/2000 = 64 MCs Common modules at level 3000/4000 = 20 MCs Internship = 12 MCs Common two-year broad-based inter-disciplinary curriculum where all students will read modules in Mathematics, Statistics, Economics, Accounting, Marketing, Decision Science, Industrial and Systems Engineering, Computer Science and Information Systems 16-Mar-15 17
18 Structure and Curriculum Elective modules in 3 rd and 4 th years of study Functional modules: marketing, retailing, logistics, healthcare, etc. Methodological modules: big data techniques, statistics, text mining, data mining, social network analysis, econometrics, forecasting, operations research, etc. B.Sc. Dissertation (optional) 160 MCs requirement for graduation are broken down as Core modules = 96 MCs (21 modules x 4 MCs + Internship 12 MCs) Elective modules = 24 MCs (6 modules x 4 MCs) ULR (University level requirements) = 20 MCs UE (Unrestricted electives) = 20 MCs 16-Mar-15 18
19 Structure and Curriculum Newly designed BA modules are BT1101 Introduction to Business Analytics BT2101 IT and Decision Making BT3101 Business Analytics Capstone Project BT3102 Computational Methods for Business Analytics BT4211 Data-Driven Marketing BT4212 Search Engine Optimization and Analytics BT4221 Big Data Techniques and Technologies BT4222 Mining Web Data for Business Insights 16-Mar-15 19
20 Sample Study Plan Semester 1 Semester 2 Semester 3 Semester 4 Semester 5 Semester 6 Semester 7 Semester 8 MA1311 or MA1101R MA1521 or MA1102R ST2131 Probability ST2132 Mathematical Statistics ST3131 Regression Analysis BT3101 Business Analytics Capstone Project BT4101 B.Sc. (BA) Dissertation BT4101 B.Sc. (BA) Dissertation BT1101 Introduction to Business Analytics IS1112 E-Business Essentials BT2101 IT and Decision Making IS2101 Business and Technical Communication BT3102 Computational Methods for Business Analytics IS4240 Business Intelligence Systems PE3 PE6 IS1103 Computing and Society IS1105 Strategic IT Applications MKT1003X Marketing EC1301 Principles of Economics DSC3215 Stochastic Models in Management PE1 PE4 UE4 CS1010 Programming Methodology CS1020 Data Structures and Algorithms I IE2110 Operations Research I or ULR3 DSC3214 Introduction to Optimisation or ULR4 ACC1002X Financial Accounting PE2 PE5 UE5 ULR1 ULR2 ULR3 or ULR4 ULR5 UE1 UE2 UE3 20 MCs 20 MCs 20 MCs 20 MCs 20 MCs 20 MCs 22 MCs 18 MCs 16-Mar-15 20
21 NUS Business Analytics Centre 16-Mar-15 21
22 Internships: Business Analytics Centre - Treasure Analytics for Enterprise Clients - Big Data, Big Output, Awareness: Perception and Reality in Accidents - Car-Park Utilization Business Intelligence - Airport Communication Platform - CAG Enterprise Business Intelligence - Finance-Close Process Re-engineering - Reserve Quantum Updates - Daily Market Developments - Revenue Management for Maintenance Service - Small Deals Projection - Analyzing Profitability of a Future Set Up and Current Competitor Details using ESRI - Social Media Analysis (Listening Team) - Classification of Social Media Posts using Machine Learning - Volatility Monitoring Framework - BOS Stress Test Model - Emergency Department Process Review to Reduce Waiting Times - Subscriber Segmentation and Retention Analytics - WHOIS4TV (SingTel - MioTV Segmentation Profiling) - Emergency Department and Hospital Re-admission within 72 Hours - Detecting Customer Sentiments and Early Feedback in Social Media - Improving ROI from International Assignment program - Unilever vs Competitor Digital & Mobile Ad Spend - Competitive Marketing using Game Theory - Channel P&L Reporting - Cross-brand Targeted Marketing Analytics 16-Mar-15 22
23 Internships: New Collaborations 16-Mar-15 23
24 Business Analytics Careers & Jobs Data Analyst Business Intelligence Analyst Marketing Analyst IT Business Analyst Data Scientist Web Analytics Consultant Management Consultant Project Manager (Business Analytics/Intelligence) Business Analytics Manager Director (Business Analytics & Planning) Chief Information Officer 16-Mar-15 24
25 Salary: Business Analytics Professionals Monthly Salary (SGD) $14,233 $10,033 $6,183 $6,300 Source: 16-Mar-15 25
26 Admission Requirements For Polytechnic Diploma Holders: Selected (on case-by-case basis) Polytechnic Diploma* or Polytechnic Diploma* with at least an A2 grade in GCE O level Elementary Mathematics or at least a B4 grade in GCE O level Additional Mathematics *: Students without the relevant A level subject may need to take specified bridging modules (e.g., MA1301 Introductory Mathematics offered by the Faculty of Science). For A Level or IB Diploma Holders: Pass in either GCE A H2 or IB HL level Mathematics 16-Mar-15 26
27 Your Choice or Decision? Bachelor of Science (Business Analytics) School of Computing, Information Systems Thank you! 16-Mar-15 27
28 Guest Speaker Ms. Goh Sei Yi Director, Talent Management Mr. Vic Bui SMB Data Analyst Singtel-NUS Analytics Undergrad Scholarships: Eligible degrees: 1) Bachelor of Science (Business Analytics) 2) Bachelor of Computing (Information Systems) 16-Mar-15 28
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30 Bachelor of Computing in Information Systems Exchange Study : Sweden Internship : Microsoft, Facebook U21 Undergraduate Research Conference - Universitas 21, 2012, Tokyo Lee Kuan Yew Gold Medalist
31 Typical Data Science projects
32 Descriptive Analysis -> Actionable results Increase investment on the most effective acquisition channels. Good acquisition channel
33 Text mining Prediction model What is written in the post is essential to performance, but not very well understood..
34 The top 400 words in terms of frequency of appearance
35 18 common types of posts identified text-mining algorithm (k-means clustering) Cluster name (Post type) Key words Cluster name (Post type) Key words Q&A answer post time question facebook excla number we Congratulations Winner winner congratul competit announc prize excla we Win a Prize! win enter chanc competit number you excla prize Bitly Link bit http number check week you special question Closed on a Holiday time number eventday close monday open sunday day Weekend Plans go weekend question who you excla day placeofinterest Fan on our Facebook Page Discounts! fan page number excla facebook we placeofinterest like money number placeofinterest excla http you we store Brand Information brandnam number time placeofinterest call http check money Share a Photo photo share we excla post you number week Like this Post like hit you excla post question we number Happy Holiday! day happi eventday today you excla celebr question Ticket to a Party ticket number win placeofinterest excla you we Checkout Our Products Here number money bit http prize year we when What Question what question weekend you long plan excla tell What s your Favourite? favourit what question number excla you time we Click Like! click like win excla http money today day General Question question you excla who placeofinterest we number today
36 Combine with multi-variate regression model to determine Top 15 positive engagement rate influencers
37 Product Analytic - Advertiser behaviors Among all active pages, the average Messages/Page to advertising pages in TH is 18X more than in AU. What happens? ,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 Average # Incoming Message/Page in 120D Average # Outgoing Message/Page in 120D Spending Pages 0 TH VN TW MY PH HK CN ID SG KR IN AU NZ JP
38 Seller post items on his page. Buyer sees a post and and messages via Facebook Messenger to buy. not buying through Website/Shopping Cart
39 Data Scientist Skill sets * Ryan zipfianacademy
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