CSE422:BUSINESS ANALYTICS

L:3

T:0

P:0

Credits:3

Course Objectives:

To aware students that how good quality and pure data is responsible for executive
decision making

To acquaint the students with Big Data Analysis and Discovery For Actionable Business
Insights

Unit I
Data management : Databases and database users, Database system concepts,
Data modeling using entity relationship model, Relational data model and relational
database constraints, Relational database design, SQL-99: schema definition,
constraints, queries and views, SQL programming techniques; data warehouse :
concepts and ETL, Modeling data warehouses, Data cubes, Operations and query
exploration, Applications, Emerging technologies and trends in the DM space
Unit II
Data collection : Introduction - sources of data, Types of data - structured,
unstructured, qualitative, quantitative, Database architecture and data gathering
process, Overview of an online survey/research project - phases, purpose, problem
statement, conceptualization, execution, measurement, Sampling - sampling
terminology, kinds of sampling, sample size, sampling and non-sampling errors,
sample table of random numbers, optimization, Data collection -various kinds of data
and secondary data, Using registration and other non-invasive data collection
methods, Assignment - online survey, Building a click-stream database, Social data
warehousing, Using web crawlers and bots, Using API's to access third party data,
Text mining and semantic web techniques, Handling missing data and deriving data
attributes, Documenting data and building a metadata layer, Case study and
application
Unit III
Data visualization : Beauty of data visualization - what and why, Design concepts line charts, area graphs, etc, Data exploration and interactive dashboards,
Visualization in a multi-device world - using space effectively, Creating meaning with
data - excel and powerpoint visualization, Time dimension in data visualization,
Assignment 1 presentation - using excel and powerpoint in visualization, Advanced
visualization tools (OLAP, tableau, spotfire, likview, etc), Data gathering and data
staging for visualization, Using visualization to build data trust, Impacting corporate
culture using data visualization and collaborative analysis, Text visualization - tag
clouds, keyword weighting, word tree, etc, Social data analysis, Non-traditional and
statistical visualization, Dash-boarding and reporting
Unit IV
Supervised learning : Classification and prediction, Bayes classification: error
probability, Data partitioning and performance evaluation, Training set and test set
errors, Cross-validation, Variable and feature selection, Classification Methods:
discriminant analysis, nonparametric density based methods, naive bayes, k-nearest
neighbors, neural nets, classification trees, support vector machines ensemble
methods, Bagging & boosting; Using Data Mining Software (XL miner or R)
Unsupervised learning : Principal components, Canonical correlations, Measuring
data similarity and dissimilarity, Mining frequent patterns :association rules, Pattern
mining, Clustering methods, Clustering high dimensional data, Outlier detection,
Applications, Spatio-temporal, recommendation systems, Lab work in SQL: SQL
programming and data warehouse operations
Unit V

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Unit V

Big data : The basics of big data analytics, Why is it needed, Real-world applications,
The fundamentals of the map reduce programming model to crunch and analyze big
data and hands-on experience on using hadoop big data text analytics for
understanding and mining large volumes of unstructured text data, Big data
visualization for finding global trends and local structures in big data

Unit VI
Contemporary analytics : Social media: introduction, Social media: history of
social media, Social media: basics of social media and business models, Social media:
basics of web search engines and digital advertising, Location analytics: geographic
information systems, Digital analytics and digital attribution: web analytics, Digital
analytics and digital attribution: experimental methods in web data analytics,
Econometric modelling of search engine ads user generated content and social
listening: sentiment analysis, Econometric modelling of search engine ads user
generated content and social listening: word of mouth, Econometric modelling of
search engine ads user generated content and social listening: text mining of user
generated content, Social networks I: measuring the impact of social networks online
communities, Social networks II: facebook insights data analysis, Social media and
viral marketing, Using STATA collective intelligence and social media: harnessing the
wisdom of crowds, Using STATA collective intelligence and social media: contests and
communities Using STATA collective intelligence and social media: crowd-sourcing,
Using STATA collective intelligence and social media: crowd-funding mobile: mobile
ecosystem Use of technology for e-commerce: impact of IT interventions in web site
design on e-commerce
Active learning projects : Choose two projects from list of topics (depending on
faculty offering) sample list: marketing analytics (product positioning, Brand equity
assessment, Consumer purchasing behavior, The effectiveness of marketing
campaigns, Risk analytics (portfolio analysis), Search analytics, Online advertising
analytics, Fraud detection
Text Books:
1. FUNDAMENTALS OF BUSINESS ANALYTICS by R. N. PRASAD, SEMMA ACHARYA,
WILEY, 1st Edition, (2011)
References:
1. DATA MINING: CONCEPTS AND TECHNIQUES by JIAWEI HAN, MICHELINE
KAMBER, JIAN PEI, MORGAN KAUFMANN PUBLISHERS, 3rd Edition, (2011)

2. DATA WAREHOUSING, DATA MINING, & OLAP by ALEX BERSON, STEPHEN

SMITH, TATA MCGRAW HILL, INDIA, 3rd Edition,

3. BIG DATA, BIG ANALYTICS: EMERGING BUSINESS INTELLIGENCE AND

ANALYTIC TRENDS FOR TODAY'S BUSINESSES by MICHAEL MINELLI, MICHELE
CHAMBERS, AMBIGA DHIRAJ, WILEY, 1st Edition, (2013)

4. HADOOP: THE DEFINITIVE GUIDE by T. WHITE, OREILLY, 3rd Edition, (2012)

5. R FOR EVERYONE: ADVANCED ANALYTICS AND GRAPHICS by JARED P. LANDER,

ADDISON & WESLEY, 1st Edition, (2013)

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