Hotel Industry
How does a hotel booking platform test whether advertising on its website works?
December 17, 2020
3 months, online
4-6 hours per week
The flexible payment option allows a student to pay the program fee in installments. This option is made available in the application form and should be selected before making the payment.
The following payment options are available for Business Analytics: Decision Making Using Data:
Pay the entire program fee of US$2,000 at once.
The first installment of US$1,122 would be due immediately.
The final installment of US$918 is to be paid by January 11, 2021.
The first installment of US$840 would be due immediately.
The second installment of US$630 is to be paid by January 6, 2021.
The final installment of US$630 is to be paid by January 26, 2021.
Special pricing up to 20% discount is available if you enroll with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
This programme is designed for managers across different functions who are interested in implementing analytics projects at their organisation. It provides business managers with the techniques needed to transform their organisation into a data-driven organisation. The assignments and cases in the programme focus on interpreting the results of analysis and taking decisions based on those analysis. The programme will also include demonstration of some advanced analytics tools such as TensorFlow. The programme does not require coding.
Decision Biases
Identify the types of biases in a decision making process and learn how to ask for the right information
Descriptive Analytics
Be able to collect, clean, and describe the data you have, including the summary statistics
Big Data Opportunities
Identify what big data means to you and what you can do with it
Experimentation
Design experiments to gather meaningful data to make data driven decisions
Predictive Analytics
Use machine learning tools/models, identify neural networks, and analyse data to optimize decisions for your business
Organisational, Ethical and Legal Issues
Identify organisational issues that you will need to consider when making decisions; identify the legal and ethical issues behind gathering, storing, and using data
How does a hotel booking platform test whether advertising on its website works?
How Netflix used a competition to improve their search and recommendation algorithms
How do you use neural networks to train computers to replicate the styles of different artists?
How many fashion watches should LondonTime order before the selling season begins?
How do they decide which 2 of the 4 promising drugs can be developed further?
How their ORION inititiative allowed UPS to save an estimated $300-$400 million and led to a reduction of 100 million miles driven?
How Google used data to see whether managers matter?
Note: All product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
How does a car racing team decide whether to participate in a race or not?
How does SmartService use a decision tree to calculate their bid for a new contract?
What should TalkTalk have done differently after they were hacked? How should they have protected their customers’ data?
Note: All product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
Dr Nektarios (Aris) Oraiopoulos
David Stillwell
Dr Nektarios (Aris) Oraiopoulos
University Lecturer in Operations Management, Director of the MPhil in Strategy, Marketing & Operations Programme, PhD (Georgia Institute of Technology), BEng (National Technical University of Athens)
Dr Oraiopoulos earned his PhD from Georgia Institute of Technology. His research is focused on understanding how organisations make high-stakes decisions, such as whether to invest in a new project, when to terminate a project that is not performing well, what data they can leverage to become more innovative, and what organisational structures they should put in place to empower a sound decision-making process. He has worked with organisations across various industries and sectors, including AstraZeneca, British Telecom, HSBC, Johnson & Johnson, and the Abu Dhabi Police Force.
David Stillwell
University Lecturer in Big Data Analytics & Quantitative Social Science, Academic Director of the Psychometrics Centre, BSc, MSc, PhD (University of Nottingham)
David studies the links between big data and psychology; his research with 6 million social media users found that the computer can predict a user’s personality as accurately as their spouse can. Follow up research found that personalizing an advert to the recipient’s psychology is more effective than generic ads.
This line of research suddenly became very topical in 2018 with the revelations of an American company’s use of social media data for political marketing in the 2016 American presidential elections. Subsequently in 2018 and 2019, David presented at the European Parliament and to the European Data Protection Supervisor on the topic of data use in marketing, and his research has been cited in numerous data protection policy reports by governments worldwide
David has also published research using various big data sources to show that spending money on products and services that match one’s personality leads to greater life satisfaction, that people tend to date others who have a similar personality, and that people who swear seem to be more honest. David is currently pursuing research with companies’ internal data for People Analytics.
Upon successful completion of the programme, participants will be awarded a digital certificate of completion by Upon successful completion of the programme, participants will be awarded a digital certificate of completion by Cambridge Judge Business School Executive Education.
Please note that this programme can be incorporated into the completion of the Cambridge General Management Certificate of achievement (GMCA). It will be credited as an "in-person" 2-day programme for the purpose of meeting the GMCA requirements. If you require more details on the GMCA and wish to speak to our advisors please contact executive.education@jbs.cam.ac.uk
Download BrochureFlexible payment options available.