For more information, or to register online today, visit seec.online/11686

Program Leadership Insights

Masters Certificate inAnalytics for LeadersMake smarter business decisions.

UPCOMIng PROgRAM DATES

Sep. 17, 2018 - Jan. 18, 2019

15 days over 4 months

In association with

Analytics understanding is the filter you need to stay afloat in the current and future explosion of data.

Leveraging data is critical to identifying new market opportunities and maintaining competitiveness.

Implementation is highly idiosyncratic to an organization’s specific circumstances and requires a diverse skill set.

Why Implement Data Analytics?Decisions based only on gut feeling or spreadsheet level analysis are increasingly a recipe for extinction.

What Does Predictive Analytics Entail?

Leveraging analytics involves collecting data and a technical process of analyzing it to “open a window into the future” for experimentation with different courses of action to assess the potential outcomes.

There are lots of applications across all sectors and functional areas, but at the heart of them all is a fundamental understanding of core business parameters. Analytics works when somebody has fully aligned the technical aspects with the specific business details of the organization. There is no out-of-the box software which will give you immediate answers.

While many organizations collect data as a basis for decision

making, seeing patterns in the exploding volumes of data

being generated by customer and client interactions with

services and products quickly becomes impossible. While

collecting big data is simple, analyzing it properly to extract

and distill the insights it contains in order to make better

and more profitable business decisions requires some

specialized skills.

Communication Skills Are Critical

A simultaneous understanding of technical and business

dimensions is necessary in order to unearth meaningful business

insights. Shaping those insights into an understandable form and effectively communicating them to executives across the organization for business decision-making is a critical part of

sustained analytics success. Those working in the field also need

the interpersonal skills to interact effectively with personnel all across the organization who may be involved in analytics

projects.

Whether your organization is looking to implement a data analytics program from scratch, take your use of data to the next level, or simply learn how to do it more effectively, this course will increase your fluency in the domain, and round out your knowledge of the skills necessary to successfully analyze, interpret, communicate and present data with confidence.

The program is structured in standalone modules which can be taken individually by managers from any sector or functional department.

The first two modules allow participants to quickly get to the heart of business applications for data analytics, and to learn the communication and presentation skills required to ensure its successful integration into the organization’s managerial processes. The final module offers a deep dive into the foundations of predictive and data analytics. Participants must take all three modules to receive their Masters Certificate.

Key Program Take Aways

The program has been designed to give participants knowledge of:

n Different analytical approaches to enhance strategic business decision-making for increased performance or profitability.

n The role of data in customer acquisition and retention to create competitive advantage and improve marketing and sales strategies.

n The softer skills critical to successfully leading analytics projects in organizations, including communication, presentation, negotiation and exerting influence.

n The ability to summarize, interpret and derive insights from data, and incorporate uncertainty in decision-making.

Masters Certificate in Analytics for Leaders

See detailed module content and additional program information at seec.online/11686

MoDUle 1 • SEPTEMbER 17 - 21, 2018

Marketing and Data ScienceOpens the eyes of participants to the full range of business applications which can benefit from analytics.

Topics include: Consumer Behaviour; Data Science I + Data Science II; Digital Marketing Analytics; Enhancing Interpersonal Effectiveness

MoDUle 2 • OCTObER 22 - 26, 2018

Analytics & LeadershipCovers the full range of softer skills and knowledge required to successfully integrate data analytics into an organization.

Topics include: Governance, Privacy and Big Data; Data Visualization I + Data Visualization II; Negotiating and Influencing Skills; Making Compelling Presentations

MoDUle 3 • JANuARY 14 - 18, 2019

Predictive Analytics and Big DataA hands-on deep dive into the tools, technologies, and methodologies of predictive analytics.

Topics include: Introductions to Big Data; Predictive Modelling; Advanced Topics in Decision Trees; Regression Analysis; Logistics Regression

Overview of Course Modules Modules may be taken individually. All three modules must be taken in order to receive your Masters Certificate.

Module 1 • 5 days

Marketing and Data Science

1. Consumer Behaviour

Predicting future consumer behaviour has been revolutionized by data science by allowing leaders to create highly effective marketing communications messages to drive business growth. During this module, participants will learn how to answer three important questions for any business: (1) Who are our target customer segments? (2) What value propositions should we offer each segment? And 3) What changes to our marketing communications strategy are required?

• How to use the results of data and market segmentation analysis to identify key consumer behaviour and buying trends

• The best data to draw upon when developing a marketing strategy and making marketing communications decisions

• What information about your consumers should be captured in your marketing communication approach

2. Data Science I + Data Science II

Data Science extracts knowledge or insights from data in various forms and clearly communicates these findings to clients and end-users. Participants will be introduced to the field to data science, including current and future trends, intended business applications, and major technical categories. Through case analyses, participants will learn a comprehensive set of metrics to assess the precision of their analysis and tools to make statistically sound decisions.

• The essential elements of any successful data science project• How to prepare analytical reports and project proposals• Evaluation metrics, and how to understand performance graphs• How to distinguish superficial results from truly meaningful information• Recommendation system, (i.e. Netflix), and online targeted display (i.e.

Amazon recommendation system) case studies• Fundamentals of A/b testing techniques

3. Digital Marketing Analytics

What outcomes do you expect from your website or mobile applications and how do you measure success? Digital analytics helps you answer these questions – using qualitative and quantitative data from your business and your competitors to drive continual improvement of the online experience.

• How to establish business objectives for various types of websites; including affiliate sites, company pages, and search engine links.

• Typical user actions that align with marketing funnel pathways. • How website and mobile development and functionality can support

business objectives.• Examples of both “macro” and “micro” conversions – from selling products

and services to helping users research and request information• What experiences drive the right outcomes by using data that reflects

individual online behavior

4. Enhancing Interpersonal Effectiveness

The ability to lead and collaborate effectively drives your success. using the latest leadership assessment tools, participants will significantly improve their interpersonal and leadership capability in coaching, performance management, motivation, problem solving, team building, and communications.

• What matters most to people, and how to adapt your leadership style• The seven motivational value systems to achieve the best relationships

• How to effectively relate, engage, communicate and influence others• How to turn a competency into a strength using the Portrait of Personal

Strengths (POPS),• How to make better choices when in conflict

Module 2 • 5 days

Analytics & leadership

governance, Privacy and Big Data

Data privacy is a vital management planning concern. Ensuring proper business ethics and governance of data is essential across industries. During this module, participants will review and discuss real life business and public sector examples to strategically manage legal or ethical problems, ranging from perception to compliance to data sovereignty.

• Security, privacy, sovereignty, and ethical considerations of big data collection, warehousing, and anaytics use

• Options for privacy protection and data governance including policy creation and enforcement, rights and responsibilities of all parties

• Governance strategies, implications, associated obligations, and models

Data Visualization I & Data Visualization II

The rate at which data is generated and managed has increased exponentially in today’s information-based economy. Data visualization is both an art and a science which seeks to communicate information clearly and efficiently to users in an abstracted, schematic form.

• Differentiate between statistical graphics, plots, information graphics, tables, and charts

• use visualization to help users analyze and make conclusions about data and evidence

• Make complex data more accessible, understandable and usable• Choose the most effective visualization technique for the task at hand

negotiating and Influencing Skills

Negotiating with and influencing people effectively are important skills gained through experience and effective training. During this module, participants will learn the art and science of negotiating, as well as new skills, strategies, and behaviours needed to influence others and achieve better ‘win- win’ outcomes.

• How to gain agreement on difficult and contentious issues• How to achieve team commitment to deliverables• When to apply the three primary ways to influence others (power/rights/

interests)• An “interest-based” approach to negotiating and influencing with others• An influencing “toolkit” for all situations• How to negotiate past barriers to help both parties get “unstuck”

Making Compelling Presentations

The ability to make engaging presentations and persuade others is a critical skill in today’s workplace. Yet many leaders struggle to keep their message on point. During this interactive, hands-on module, participants will learn a simple, easy to apply approach for delivering compelling presentations that builds confidence and competence.

• Develop content in a way that ensures a powerful message is heard and understood

Masters Certificate in Analytics for Leaders

Detailed Program Content

http://seec.online/11686Visit us online to register!

• Design the flow of a presentation to ensure support and engagement• Deliver technical material in an engaging way• Handle difficult questions or people in a way that is mutually respectful

Module 3 • 5 days

Predictive Analytics and Big Data

Introduction to Big Data

How are today’s most forward-thinking organizations using big data analytics and data science to make more informed business decisions? This opening module will explain all of the terminology and allow participants to see innovative examples of Big Data applications from different sectors – and begin evaluating how their organization can grow through more effective use of data analytics.

• How to organize and analyze large sets of data• Discover patterns, correlations, trends, preferences, interactions and other useful details to support

knowledgeable decisions• How big Data relates to cloud, mobility, security, social media and online business activities• How big Data analytics drives competitive advantage in your industry

Introduction to Predictive Modelling

Predictive analytics and modelling allow leaders to identify the likelihood of future outcomes based on historical data. With easy-to-use software, predictive analytics can be performed by any organizational manager to better predict future outcomes in their industry. This module teaches participants how to leverage predictive modelling to support their business decision making.

• How to use predictive modelling to streamline decision making and produce new insights that lead to better actions

• The types of data inputs being used in predictive modelling• How to measure the probability of a future outcome

Advanced Topics in Decision Trees

Decision trees provide a very organized means for splitting a dataset into branch-like segments and then making organized strategic decisions around a particular object of analysis. In this module, participants will gain an understanding of the decision rules that form branches or segments of the tree-like network, and the values in input fields and target fields.

• The underlying rules that guide the decision tree• How to describe the relationship between different variables• How to build decision trees• How to update existing decision trees as new information becomes available

Introduction to Regression Analysis

As organizations collect more data through advances in technology, business managers have improved opportunities to make data-driven decisions. This module teaches participants how to use regression analysis to identify the relationships between different business and data variables, and make future predictions with statistical support.

• How to use regression analysis in your organization• Identifying what variables will predict an outcome in a particular population or data segment

Introduction to Logistics Regression

Logistics regression is a popular statistical technique to model the probability of discrete outcomes – such as predicting whether a customer will re-purchase a product, remain a customer or respond to a direct marketing stimulus. During this module, participants will examine what attributes (variables) are effective for conducting logistics regression.

• Why this approach is particularly well suited for predicting future consumer behaviour• How to apply logistics regression to current organizational planning issues• Concepts of conditional random fields, an extension of logistics regression to sequential data

Program Faculty (see complete bios online)

UPCOMIng PROgRAM DATES

Sep. 17, 2018 - Jan. 18, 201915 days over 4 months • Reserve now!

Jon Bromstein, MBAJon is Analytical Lead at Google Canada, overseeing four industries: Travel, Tourism, Government and Energy. He is passionate about turning data into insights and strategy for clients by developing new methods of measuring, analyzing and optimizing digital advertising.

Robert Harris, MBa, CHRPRobert teaches in the Masters Certificate in Municipal Leadership at SEEC, where he brings to bear his expertise in change leadership and communications, conflict management, negotiating and influencing skills, enhancing personal and team effectiveness, HR & leadership best practices, and career management strategies.

ashwin Joshi, Bas, PhdAshwin is director of the MBA Program and co-director of the York Consulting Group at the Schulich School of Business, where he is also a professor of marketing. A multi- award-winning educator, Ashwin teaches in the BBA, MBA, PhD and Kellogg-Schulich Executive MbA programs.

Christopher MooreheadChristopher Moorehead is a licensed professional engineer and graphic designer specializing in the visualization of complex information streams. Chris currently holds the position of Senior Manager & Creative Director, Information Design, with the Strategic Analytics & Modelling practice group at Deloitte LLP.

david yeo, PhdAn adjunct professor at the Schulich School of Business, David specializes in artificial intelligence and neural networks. David has worked in the artificial intelligence department at Canadian Pacific Rail, as a data miner with IBM and for the last 18 years he has been with SAS institute Canada Inc., primarily as an instructor.

Masters Certificate in

Analytics for Leaders

Unique Program Features Include

n Comprehensive, in-depth coverage of material for an actual understanding of how to do real analytics

n In person, hands on training by high quality professors and leaders in the field – not available online

n Derived from Schulich’s MBA Business Analytics concentration; incorporates content and skills most requested by industry leaders

n Only open enrolment analytics program with data visualization and machine learning components

n INFORMS CAP® (Certified Analytics Professional) recognized program

For more information, or to register online today, visit seec.online/11686

Registration Details

Program DatesUpcoming Session: Sep. 17, 2018 - Jan. 18, 201915 days over 4 months

Program Location & TImeNadal Management Centre, 222 Bay St., Suite 500, Toronto Dominion Centre, Toronto, Ontario M5K 1K2 Sessions run: 9:00 a.m. - 4:30 p.m.

Masters Certificate Program Fee: $9,850 CDN + applicable taxes (save $2,135 over the individual module price).

Per module: $3,995 + applicable taxes

• Fee includes program tuition, teaching materials, lunches and refreshments.

• A deposit of $1,000 CDN is required to secure your place in the program.

• Full program fee is payable upon notification of acceptance, prior to start of program.

• Schulich Executive Education Centre’s liability is limited to reimbursement of paid tuition fee.

• Contact us about multiple registration discounts from one organization, or a convenient tuition payment plan.

• Modules, speakers, topics, dates, fees, and locations are subject to change.

Optional AccommodationsParticipants receive a special corporate rate at the Fairmont Royal York Hotel. For details please visit the Contact and Locations section of our website.

Administrative InquiriesTel: 416.736.5079Toll Free: 1.800.667.9380 Fax: 416.736.5689e-mail: execedinfo@schulich.yorku.ca

Find Out More Today!Visit seec.online/11686

1. Watch a brief video introduction by Program Director Murat Kristal.

2. Join Murat for a free 1-hour online information session. Once you register, you will be sent your login details.

3. For program content related questions, ask Murat directly:

Tel: 416.736.5079 Toll free: 1.800.667.9380

e-mail: mkristal@schulich.yorku.ca

Program Director Murat Kristal, PhD

Participant Profile

This program has been designed for executives and professionals with diverse needs from any sector or functional area, including managers who:

n Want to learn data analytics tools and techniques and leverage insights from big data to allow their organization to make better business decisions

n Are tasked with implementing, enhancing or expanding the role of analytics in their organization

n Currently work on analytics projects or are involved with a data team, and want to increase their fluency in the domain and their command of its tools and techniques

®

How technically demanding is the program?

The modules have been developed for non data scientists, and do not require a high degree of prior technical knowledge. Some topics make use of math but only for explanation or demonstration purposes. All participants require is an openness to learning.