analytics for leaders september 18 - 22, 2017 certificate...

September 18 - 22, 2017

Evaluating the effectiveness of different analytical approaches to strategic business decision-making for increased profitability.

Accurately assessing a summary of interpretive insights from data, and incorporating uncertainty in decision-making.

Defining the role your data will play in customer acquisition and retention to create competitive advantage and improve sales.

An accessible introduction to the power of analytics in marketing which quickly gives you the strategic understanding needed to successfully leverage data for more effective actions and tactics.

Certificate inMarketing Analytics

SEEC Moments of Insight include:

http://seec.online/11403

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“Excellent content, excellent/professional instructors and a great value add to your professional development.”

Nick Hadjiyianni, Programs Manager,Employment and Social Enterprise Initiatives, Community Living Toronto

“Schulich has set itself apart from other executive education courses. The direct application of course material will act as a true value add to my current and future career endeavours.”

Elizabeth Moschopedis, Asset Marketing Manager, Oxford Properties Group

“Excellent opportunity to learn and share to other individuals interested in becoming better leaders.”

Leona Tarini, Resource Management Supervisor,Ministry of Natural Resources and Forestry

What Participants Say About SEEC Programs:

Masters Certificate in Analytics for Leaders– see inside for details

COMPONENT OF THE

Presented in association with:

Who Should AttendThis program has been designed for middle to senior manages, executives and professionals with diverse needs from any commercial or business sector or functional area, including those who:

y Need a comprehensive strategic overview of data analytics tools and techniques in order to fully leverage insights from data so that their organization can make better marketing decisions

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

y 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

Whether your organization is looking to implement a marketing 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, round out your knowledge of the skills required to successfully incorporate the power of data analytics into your organization's management toolkit, and give you the capability and confidence to make data-based strategic recommendations.

Unique features include: y Comprehensive, in-depth coverage of material

for a strategic understanding of what's required to do real analytics

y In person, hands-on training by high quality professors and leaders in the field

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

y INFORMS CAP® (Certified Analytics Professional) recognized program

Is the program technically demanding?

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.

Certificate in Marketing Analytics

Go behind-the-scenes with big data and predictive analytics for strategic advantage.

The right program for your analytics needs.

Make more effective

marketing decisions!

Learn what's involved in leveraging data to identify new market opportunities and enhance competitiveness. While many organizations collect data as a basis for decision making, seeing patterns in the exploding volumes quickly becomes dauntingly complex. While collecting data is simple, analyzing it properly to extract and distill the insights it contains in order to make better and more profitable marketing decisions requires some specialized skills. This program has been designed to develop your understanding of the key concepts of data analytics and open your eyes to the full range of business and marketing applications which can benefit from it.

By the end of this intensive, practical, 5-day program, participants will have a comprehensive strategic understanding of the skills and knowledge required to:

1. Identify the key questions to ask in order to improve their organization's performance with analytics;

2. Make use of the valuable data their organization has to segment clients and distinguish behaviors and buying trends; and

3. Drive business growth and achievement of goals by translating analytics findings into key marketing decisions and strategic actions which align with customers’ needs and buying behaviours.

Earn your Masters Certificate

Participants who also take the following upcoming stand-alone programs will receive their Masters Certificate in Analytics for Leaders:

Certificate in Analytics Effectiveness y Skills, techniques and knowledge critical to

successfully integrating analytics into the organization’s managerial processes.

Certificate in Predictive Analytics y A deep dive into the foundations of predictive

and data analytics.

For more information, to watch a brief video introduction by the program director, or to register for advance notice of availability visit seec.online/analytics.

Predicting Customer and Client Behaviour

Predicting future behaviour of clients, customers and prospects has been revolutionized by data science, 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 organization: (1) Who are our target segments? (2) What value propositions should we offer each segment? and (3) What changes to our marketing communications strategy are required?

What you will learn:

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

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

y What information about your clients, customers and prospects should be captured in your marketing communication approach

Developing Insights with Data Science

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


y The essential elements of any successful data science project and how to prepare analytical reports and project proposals

y Evaluation metrics, and how to understand performance graphs and distinguish superficial results from truly meaningful information

y Recommendation system, (i.e. Netflix), and online targeted display (i.e. Amazon recommendation system) case studies

y Fundamentals of A/B testing techniques

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.


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

y Typical user actions that align with marketing funnel pathways.

y How website and mobile development and functionality can support business objectives.

y Examples of both “macro” and “micro” conversions – from selling products and services to helping users research and request information

y What experiences drive the right outcomes by using data that reflects individual online behavior

Enhancing Interpersonal Effectiveness in Data Analytics Teamwork

The ability to lead and collaborate effectively drives the success of analytics projects. 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.


y What matters most to people, and how to adapt your leadership style

y The seven motivational value systems (MVS) to achieve the best relationships

y How to effectively relate, engage, communicate and influence others

y How to turn a competency into a strength using the Portrait of Personal Strengths (POPS),

y How to make better choices when in conflict

Next Session: September 18 - 22, 2017 • Register Online Today!

Overview of Program Content Industry Leading Instructor ProfilesJon Bromstein, MBA - Digital Marketing Analytics

Jon 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.

Ashwin Joshi, BAS, PhD - Predicting Customer and Client Behavior

Ashwin 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.

Robert Harris, MBA, CHRP - Enhancing Interpersonal Effectiveness

Robert 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.

Michael Chen, PhD - Developing Insights with Data Science

Michael Chen has been a highly rated professor in the Department of Mathematics and Statistics at York University since 2009. Prior to York he did his postdoctorate at the prestigious IBM T.J. Watson Research Center, New York.

Get the whole picture. Preview complete

instructor bios online.

Complete Details / Register Today


Learning shouldn’t stop at the end of your formal education in high school, college or university.

Because few of us have the same job for life, we constantly have to re-invent ourselves, learn new skills and adapt to the changing marketplace and business environment. Today’s professionals and executives must be able to quickly develop and fine-tune personal business skills to adapt and grow.

The Schulich Executive Education Centre is a strategic business unit of the Schulich School of Business at York University in Toronto. Our role within the school is to provide lifelong learning for the development of professionals and executives long after their full-time education has been completed and they are in the work force.

All SEEC Programs Feature:

Just-in-Time Learning for Immediate Application

Executive and Professional Development at Schulich is focused, practical and immediately applicable to the skills you need and the task at hand. Select from a wide variety of relevant management topics at SEEC today, and use the new skills and techniques you learn at the office tomorrow.

Advanced Curriculum Structure

Our programs combine a variety of modalities to ensure optimal program effectiveness, relevance and retention for adult learners. They include mini-cases, break-out sessions, simulations, role playing and other interactive events to reinforce the concepts being taught.

Outstanding Faculty

Our accomplished faculty is drawn exclusively from both practitioners and academia, and each is an acknowledged leader and innovator in their field. Their professional activities, research and work experience allow them to bring a wealth of insight and cutting-edge knowledge to the program.


Register Today / Complete Details

Upcoming Sessions & Locations

September 18 - 22, 2017The Miles S. Nadal Management Centre Ernst & Young Tower 222 Bay St., 5th Floor, Toronto Tel: 416.360.8850

Programs run 9:00 a.m. - 4:30 p.m. each day.

Program Tuition & Registration DetailsProgram Tuition: $3,995 + applicable taxes. This includes instruction, all seminar materials, lunches, refreshments, but not hotel accommodations.

Special Team Savings: Save $150 each when two or more team members from the same organization register for this program at the same time.

Please Note: Fees, dates, speakers and applicable taxes are subject to change. SEEC’s liability is limited to reimbursement of paid tuition fees. One free transfer is permitted, provided written notice is received at least 15 days in advance of the seminar start date. Late transfer requests, less than 15 days in advance of the start date, will incur a $100 fee. Additional transfers are $200 each. Cancellations received in writing at least 15 days in advance of the seminar start date will receive a full refund. Written cancellations received less than 15 days prior to the seminar will be subject to a $500 administration fee. Participants must attend all program days and fulfill all program requirements in order to receive a certificate. HST# R119306736.

Optional Accommodation

To enhance your learning experience, participants receive a special corporate rate at the The Schulich Executive Learning Centre Hotel (for programs held at the Schulich Executive Learning Centre), and the Fairmont Royal York Hotel (for programs held at The Nadal Management Centre). For details please visit the Contact and Locations section of our website.

Contact UsFor program content and administrative inquiries, please call us at 416.736.5079 (1.800.667.9380 toll free), or email us at [email protected].

Registration Details

Why Schulich for Executive Education?

This is to certify that

ALAN C. MIDDLETONExecutive Director,Executive Education Centre

DR. DEZsÖ J. HORVÁTHDean, Tanna H. Schulich Chair inStrategic Management

EXECUTIVE EDUCATION CENTRE SCHULICH SCHOOL OF BUSINESS

Signed at Toronto, Ontario, Canada

HAS SUCCESSFULLY COMPLETED

Risk Free Learning

SEEC Open Enrolment programs come backed with a 100% satisfaction guarantee.

A Lasting Memento

Participants receive a handsomely framed Certificate of Course Completion.

analytics for leaders september 18 - 22, 2017 certificate...

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