导师介绍：

March Liao，Citrix公司市场分析与运营战略总监。伯克莱加大哈斯商学院MBA。本科毕业于中国科技大学自动化系和经济管理系。廖先生在商务分析和数据科学方面有20多年经验。近年来致力于市场数据和行为模式的分析和研究。采用大数据，数据挖掘和机器学习等方法优化市场营销的效率，提高企业营收效率。他的工作获得Gartner，IDC，和SiriusDecisions等著名市场研究与咨询机构的肯定。多次获得行业大奖，包括两次SiriusDecisions 市场分析和创新大奖，以及2016 CIO.com全美分析界Analytics50大奖。廖先生还是该领域的知名活跃演说家。

Instructor's Bio:

Mr. Liao is an industry recognized thought leader in advanced marketing analytics and data science. He has over 20 years of experience in business analytics, enabling data-driven decision making for executive leadership teams in finance, operations, sales and marketing. Most recently, as the director of advanced marketing analytics at Citrix Inc., he manages a data science team which leverages the latest tools, algorithms and software in Big Data, predictive analytics, machine learning and data mining to discover deep insights about customer behavior and to accelerate revenue generation by optimizing go-to-market program mix and strategy. He designed and operationalized the first predictive lead scoring model at Citrix which optimized the revenue generation process that influences $3B sales pipeline. His work in marketing data science is recognized by Gartner, IDC, SiriusDecisions and CIO.com. Mr. Liao is an active lecturer and presenter in marketing analytics and datascience conferences. He won CIO.com Analytics50 award in 2016 and is a two-time SiriusDecisions marketing analytics award winner (in 2012 and 2017). Mr. Liaoholds a MBA degree from the Haas School of Business at UC Berkeley and abachelor’s degree from University of Science and Technology of China.

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COURSEDESCRIPTION

This course introduces to you the latest analytical concepts, tools and methods in data mining, statistics and machine learning used to solve critical business problems in an organization. In this course, you will learn to identify, evaluate, and capture business analytic opportunities that create value. You will also learn how to transform data into deep business insights and actionable business strategy. This is a very practical course that focus on real business cases and examples, based on the actual working experience of the instructor as a marketing data science director.

At the end of the course, you will gain a holistic view of common analytical problems in the key functional areas of an organization, including but not limit to product, operations, finance, sales and marketing management. You will know how to solve these business problems using the most effective tools and methods in data science. This course will position you as an analytical expert or leader in your organization who understands where and how to apply advance danalytics to create business value.

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COURSEOBJECTIVES

· Help students to think critically about data and the business implications behind data.

· Provide students with a holistic view of common analytical problems in an organization that are critical to business decision making.

· Teach students the latest analytical concepts, methods and tools in business analytics, including but not limit to descriptive, predictive, and prescriptive methods, by employing both traditional and advanced models in data mining, machine learning andstatistics.

· Position students as an expert in business analytics who understand how to frame business problems into analytical problems, model and discover deep business insights, transform data into actionable business strategy, and identify analytical opportunities to create businessvalue.

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COURSE TOPICS

The course will cover the following topics:

Module 1: Introduction to business analytics and their real world application

· Business challenges and requirements on data analytics

· Business analytics processes and project management

Module 2: Customer analytics

· Segmentation

· Customer life time value

· Cross-sell/up-sell

· Retention/Churn/Attrition

Module 3: Sales and Marketing analytics

· Demand waterfall and lead funnel

· Predictive lead scoring

· Predictive campaign analytics

Module 4: Product / pricing analytics

· Pricing analytics basics

· Conjoint analysis

Module 5: Operations analytics

· News vendor model

· Queueing theory

Module 6: Supply chain analytics

• Forecasting methods

Module 7: Financial analytics

Module 8: Digital / web analytics (optional)

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Starting Time: 1/20/2018

End Time: 3/10/2018 (45 hours)

Class Time: （Friday and Saturday, two classes a week)

Friday 7:00 pm to 9:00 pm, live broadcast with Zoom

Sunday 1:00 pm to 5:00 pm, in-person

Place: 1601 McCarthy Blvd., Milpitas, CA 95035

** BPPE approved certificate program

** 3 semester units, can count towards masters program

**Company reimbursement is welcome.

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费用：$1800

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BayOffer合作伙伴：加州科技大学

简介：

加州科技大学(California Science and Technology University)于2011年正式成立，经多年的努力，于2016年得到加州政府的许可，正式对外招生。现有电脑碩士(MSCSE)和商务碩士(MBA)两个专业。大学的宗旨是建立不同于传统的新型的高科技大学，以动态的课程和师资，创新的教学方法，让教学紧贴就业市场。主要内容包括教授必须都具有工业界的工作经验， 课程设置根据就业市场每年更新，学生必须这学期间到公司实习，等等。我们坚信，加州科大的革新式教学，能够最有效地把学生培养成合格的高科技人才。中国学生一直是美国学校里最优秀的学生。这职场里也是中流砥柱。但是，在科技的管理层，尤其是高层里，中国学生的比例是不达标的。主要原因还是中式教育里对领导才能的发掘是有待改善的。为此，我们对中国的优秀学生增加管理与领导能力的培训，为中国学生能够担当更大更重的角色做好准备。

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