SXY 100 Intro to the Importance of "Big Data"
Discover the role data analytics is playing in digital marketing and why this is transforming today's retail sector. Learn the meaning of key terminology and buzzwords as you find out how the new marketing uses SEM, SEO, display ads, e-commerce, email, social media, online advertising, and mobile communication to drive business. The basics of data analytic measurements as a tool are introduced. Marketing to the consumer is a whole new game, and data is driving it.
Instructor: Dalia Strum, consumer and business strategic digital media expert; and fashion-related social shopping consultant, and chief content officer, The Current.
SXY 150 Tools and Statistics for Wise Business Decisions
This introductory program teaches you statistical-analysis skills reflective of the real-world workplace using Excel. Being able to read the numbers and statistics is now vital for job performance. Learn to understand your customer's needs and formulate appropriate action by harvesting the garden of data available from POS (point of sale), CRM (customer relationship management), KPIs (key performance indicators), and e-commerce. Go from math basics to variables, percents and frequency charts. Learn to create histograms and pie charts, t-tests and correlations. Course wraps up by creating a questionnaire and using it to analyze data covered in class. Highly recommended as an introduction to data-driven decision-making for those considering the Data Analytics: Retail Marketing certificate and those who have had little experience in using statistics-based research methods.
Instructor: Rhoda Okunev, adjunct professor, Mathematics; former statistician and
risk analyst, with guest contributor, Kristina Berlino, retail/ecommerce planner.
SXY 154 Breakthrough Customer Trendspotting: Predictive Analytics
Increase your ability to use data effectively to make strong business decisions using cutting-edge techniques for planning, forecasting, and marketing. If you are in a position where data-driven decision-making is already in place, or if you have a strong math aptitude and are looking to make a career leap, this beyond-the-basics course concentrates on use of Excel and R, one of the most powerful applications for statistical computing, machine learning, and data visualization. Go from the nuts and bolts of data usage to machine learning and statistical modeling, including concepts and processes. Learn to narrow your focus, adjust historical data for seasonality and trend analysis, and conduct social media mining and market basket analysis. Experience which data is useful for which challenge and how to draw smart conclusions.
Instructor: Ardalan Jalayer, adjunct professor, Mathematics; creator, Jalayer Academy YouTube tutorial channel for data analytics; statistical business consultant, award winning academic researcher.
SXY 210 Web Analytics: Maximizing Customer Intelligence from Social, Mobile, and E-Commerce
The collection, analysis, and reporting of website, mobile, and social media data related to customer behavior and preference is now paramount. This lecture and lab workshop combination introduces contemporary data analytic terminology and digital marketing techniques, and how to identify and measure them. Case studies related to fashion businesses help make course information easy to grasp and use whether you are a fashion market creative or a left-brained strategist. Program includes search engine marketing, website optimization, website submission, link-marketing strategies, pay-per-click advertising campaigns, email marketing tactics, affiliate marketing, demographic profiles, landing pages, and other digital formats, software options for web mining, analyzing click-stream data, and the key metrics for measuring consumer behavior online, including basket analysis.
Instructor: Joshua Rockoff, chief digital and omni-channel executive, pioneer in the world of retail digital transformation, omni-channel, e-commerce, brick and mortar retails, and consumer marketing.
CTD 652 E-Commerce Tracking
This cutting-edge analytics lecture and lab workshop gives you a working knowledge of the tools, technology, and data sources available to improve sales conversions and ROI. Topics addressed are fashion retail e-commerce measurement strategies and how to create and execute mobile and online/offline measurement planning. Digital data security and privacy issues are discussed. Case studies provide a real-world understanding and direction for tool utilization and setup. Work hands on to experience how to properly manage and assess the performance of web and e-commerce marketing (SEM, SEO, Display/Video Ads campaigns, etc.), on-site e-commerce sales and email marketing campaigns.
Instructor: Pedro Avila, senior solutions architect, Google Inc.; creator of effective analytic solutions for Google customers.
SXY 300 Data Analytics: Practice Makes Possible
Prerequisites: SXY 210, SXR 005, and CTD 652
Experience how to make data-driven decisions for merchandising and marketing in this interactive workshop. Practice using data and participate in developing a recommendation for a major business strategy in a "real world" case problem as you learn to translate numbers into actions, desired skills sets for today's market. SXY 300 uses both Excel and Tableau software.
Instructor: Ardalan Jalayer, adjunct professor, Mathematics; creator Jalayer Academy, YouTube tutorial channel for data analytics; statistical business consultant; award winning academic researcher with Claira Zambon Versland, international fashion retail executive.