Business Analytics: Data-Driven Decision Making

Learn the foundations of business analytics to enhance your ability to make data-driven decisions.


2016 Dates TBA


Course runs from 8 a.m. – 5 p.m on both days.

Registration fee includes course materials, campus parking, catered breakfast and lunch.


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About the Program

In this two-day course we provide an introduction to business analytics that will enhance your ability to make data-driven decisions. Instruction will be hands-on and will use case studies. We will (mostly) use R and a user-interface developed and used at the Rady School that will allow participants to quickly and easily tap-into the power of open-source tools for data science.


  1. The power of Business Analytics – a pragmatic perspective
  2. Introduction to R and Radiant – an open source platform for Business Analytics
  3. Exploring and visualizing data
    1. Data munging
    2. Summaries and reports
    3. Visualizing business data
  4. Testing for effects
    1. Means, proportions, and cross-tabs
    2. Case study (A/B testing)
  5. Predictive analytics
    1. Aggregate analysis
    2. Customer analysis
    3. Case study
  6. Analytics for customer segmentation
    1. Customer value analysis
    2. Segmentation tools
    3. Case study
  7. Analytics for positioning
    1. Positioning tools
    2. Case study
  8. Analytics for new products & services
    1. Establishing attribute importance using conjoint analysis
    2. Market simulation
    3. Case study


Dr. Karsten Hansen is a Professor of Marketing at the Rady School of Management.

Hansen's primary research interests are centered on developing, analyzing and testing theories of household/customer behavior and the implications for retail strategy and competition.

From 1999 to 2002 Hansen was a postdoctoral fellow and lecturer at the University of Chicago. During his graduate work he was awarded the Alfred P. Sloan Doctoral Dissertation Fellowship and the Abramson Award for Exceptional Dissertation Progress. Immediately prior to joining UC San Diego, Hansen was an associate professor of marketing at Northwestern University. While at Northwestern, he was recognized by the Marketing Science Institute as part of its Young Scholar program and served as a Kraft Research Professor. Hansen received his Ph.D. in economics from Brown University.

Dr. Vincent Nijs is an Associate Professor of Marketing at the Rady School of Management.

Nijs’ research focuses on the effectiveness of marketing actions. Current studies address issues such as promotion and advertising impact, competitive retaliation, category captains, category management, pass-through of trade-promotions, and price rigidity.

Prior to Rady, Dr. Nijs was an assistant professor of marketing at the Kellogg School of Management, Northwestern University. At Kellogg, he served as the McManus Research Professor, won the Sidney J. Levy Teaching Award for outstanding teaching in an elective course, and was recognized by the Marketing Science Institute as part of its Young Scholars program. At Rady Nijs was awarded the Excellence in Teaching Award by the Full-Time MBA Class of 2012.

Nijs holds a master’s degree in marketing research from the University of Groningen and a Ph.D. in marketing from the University of Leuven. He won the John D. C. Little Award in 2001 and Frank M. Bass Award in 2002 for the paper “The Category Demand Effects of Price Promotions,” published in Marketing Science.


*The Rady School of Management Center for Executive Development (CED) may change, postpone or cancel a class at any time.  We do not provide refunds for any fees related to travel, including but not limited to gas, bus fare, train tickets, airline tickets, etc.  Certificate requirements may also change. We will provide as much notice as possible should this occur.