SXY 100 Intro to Digital Marketing: Consumer Data and Insight
Marketing is a whole new game and data is driving it. Discover the role data analytics is playing in digital marketing and why this is transforming today's retail sector. in this two day introduction, learn the basics of data measurement through social tools that drive strategic decisions around your digital marketing campaigns. Explore performance marketing, social listening, and user insights through lecture and classroom exercises creating digital advertising campaigns on Google and Facebook. Through classroom exercises, discuss best practices to motivate user behavior by selecting the right campaign to increase sales.
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 the importance of statistical analysis by using Excel. Learn the importance of reading and manipulating data to make key business decisions in retail buying and planning. How to understand customer's needs by reading and analyzing reports is included. How to take data from POS (point of sale), CRM (customer relationship management), KPIs (key performance indicators), and e-commerce and grasp the art of presenting challenging data to retail upper management by creating easy to read variables, percentages, frequency charts, histograms, pie charts, t-tests and correlations is practiced. The course wraps up with a consumer behavior project for reinforcement of all the tools used. This course is highly recommended as an introduction to data-driven decision-making for Business Certificates Group students and those considering a career in the buying and planning field.
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.