ADVANCED MANAGEMENT SKILLS

DATA ANALYTICS
AND MARKET DYNAMICS
Dr. Anna Mardumyan
 LET’S TALK

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 LET’S TALK

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 “DATA ANALYTICS AND MARKET DYNAMICS” VS
“INFORMATION SYSTEMS MANAGEMENT”

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 WHAT IS THIS COURSE ABOUT?

This course presents an introduction

to data, data analytics, and the
tools that are daily used in the
world of business to ensure a good
performance of firms.
 KEY LEARNING OBJECTIVES

• Describe, analyze and visualize

the data.
• Use the right toolset for data
analysis.
• Take managerial decisions based
on data analysis.
 COURSE OUTLINE

• Session 1 : What is data?

• Session 2 : GDPR and data
• Session 3 : Business questions
• Session 4 : Business questions
• Session 5 : Data collection: Open data
• Session 6 : Data collection: Qualitative studies
• Session 7 : Data collection: Quantitative studies
• Session 8 : Data processing
• Session 9 : Data processing
• Session 10 : Data-driven decision making
• Session 11 : Data-driven decision making
• Session 12 : Data visualization
• Session 13 : Data visualization
• Session 14 : Final project oral presentations
• Session 15 : Final project oral presentations

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 EVALUATION

30% 30% 40%

Individual oral evaluation Individual written evaluation Group oral evaluation
(Session 4) (Session 12) (Sessions 14 and 15)

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 EVALUATION 1: INDIVIDUAL ORAL EVALUATION

▪ Session 4: oral individual presentation in English

▪ 30% of the finale grade

▪ Goal: convince the audience of the relevance of YOUR KBQ

▪ Duration: 3 minutes (maximum). If non respect of timing, then -1 pt

▪ Number of slides: 3-4 slides (maximum) excluding the title page.

▪ PPT presentation must be submitted on Moodle the day before the

session 4, 7PM If non respect of this condition, then -1 pt

▪ After all presentations, per working groups of 4 (that students will form today),
students will vote for the best presentation among their group members and
give the names of winners to professor.

▪ Winning students will get +1 bonus on this evaluation AND each working
group will develop their group projects based on the selected best
presentations.
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 EVALUATION 1: INDIVIDUAL ORAL EVALUATION

EVALUATION CRITERIA POINTS

Justification of the context (market understanding) /4pts

Justification of the context (firm understanding) /4pts

Quality of data used to define the KBQ /4pts

Quality of KBQ /4pts

Quality of slides /2pts

Presentation skills /2pts

TOTAL /20pts

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 EVALUATION 1: INDIVIDUAL ORAL EVALUATION

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 EVALUATION 2: INDIVIDUAL WRITTEN EVALUATION

▪ Session 12: written assignment in English

▪ 30% of the finale grade

▪ MCQ on Moodle based on all materials seen from sessions 1 to 11

(including all in-class discussions).

▪ Duration: 20 minutes (for 20-25 questions).

▪ Do not forget your laptops!

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 EVALUATION 3: GROUP ORAL EVALUATION

▪ Sessions 14-15: group oral presentations in English

▪ 40% of the finale grade

▪ Duration: 15 minutes + Q/A

▪ There is no mandatory form of PPT or mandatory number of

slides.

▪ PPT presentation must be submitted on Moodle the day before the

session 14, 7PM If non respect of this condition, then -1 pt

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 EVALUATION 3: GROUP ORAL EVALUATION

1. Understand the business context (see Session 3).

2. Define the question you want to answer to (see Session 4).

Ex. What strategy to implement if users do not subscribe to the service
after the free trial period?

3. Collect relevant data. (see Sessions 5, 6 and 7)

Ex. Surveys, interviews, government portals and data bases, google
trends, websites etc.

4. Structure, clean and prepare the data (see Sessions 8 and 9).

5. Analyze data, interpretate and share the results with

stakeholders (see Sessions 10,11, 12 and 13)

All suggestions and choices must be justified

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 EVALUATION 3: GROUP ORAL EVALUATION

EVALUATION CRITERIA POINTS COMMENTS

Justification of the context and /3pts
business understanding

Justification of KBQ /3pts

Justification of data collection /3pts

Quality of data processing /3pts

Quality of results /3pts

Quality of data visualization /3pts

Presentation skills /2pts

TOTAL /20pts

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 EVALUATION 3: GROUP ORAL EVALUATION

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 SESSION 01: WHAT IS
DATA?

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BRAINSTORMING
What comes to mind when you hear the word ”data”?
 TODAY’S SESSION

SESSION GOAL
Understand the concepts of data, data
analytics and their importance in the
world of business.
 TODAY’S SESSION

SESSION OUTLINE
1. Data: the oil of digital economy
2. A brief history of data and data analytics
3. Data analytics
 1.
Data: the oil of digital economy
DISCUSSION
 1. DATA: THE OIL OF DIGITAL ECONOMY

100 billion messages sent via WhatsApp every

day

4,75 billion items shared, and 26,10 billion

messages sent on Facebook every day

203,8 million hours streamed on Netflix every day

95 million stories posted on Instagram every day

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 1. DATA: THE OIL OF DIGITAL ECONOMY

>5 Billion of internet users

>50 Trillion objects of data per second

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 1. DATA: THE OIL OF DIGITAL ECONOMY

Big data is a massive and diverse set of

information, that is rapidly generated,
transmitted from a wide variety of sources, at
an ever-increasing rate.

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 1. DATA: THE OIL OF DIGITAL ECONOMY

The six Vs of big data

Volume Variety Velocity Veracity Value Variability

• The amount • The types of • The speed • The degree • The • The ways in
of data from data: at which big to which big business which the
myriad structured, data is data can be value of the big data can
sources. semi- generated. trusted. data be used and
structured, collected. formatted.
unstructured.

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 1. DATA: THE OIL OF DIGITAL ECONOMY

Firms have similar objectives

but
very different ways to deal with data.

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 1. DATA: THE OIL OF DIGITAL ECONOMY

VS

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1. DATA: THE OIL OF DIGITAL ECONOMY

Wedel and Kannan (2016)

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 1. SO, WHY DO WE NEED THIS COURSE?

Good data analytics will lead to better

understanding and control of market dynamics.

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 2.
A brief history of data and analytics
 2. A BRIEF HISTORY OF DATA AND ANALYTICS

In 1666, the German Gottfried Wilhelm Leibniz imagined a representation of

words based on mathematical logic, translated on the basis of 0 and 1.

In 1854, the British George Boole is inspired by his work. He publishes an essay
on a system of symbolic logic, called Boolean algebra.

In 1948, the American Claude Elwood Shannon, a student at MIT, publishes

“Mathematical Theory of Communication”. According to Shannon's "Information
Theory", developed with Norbert Wiener: "all information is a measurable
quantity, whatever its content".
 2. A BRIEF HISTORY OF DATA AND ANALYTICS

Wedel and Kannan (2016)

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 2. A BRIEF HISTORY OF DATA AND ANALYTICS

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3.
Data analytics
 3. DATA ANALYTICS

Data analytics is the process of transforming raw data into insights. i.e., it is the
process of examining and manipulating data in order to find patterns and draw
conclusions about the information it contain.

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 3. DATA ANALYTICS

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 3. DATA ANALYTICS

What is data analytics used for?

• To predict future sales or purchasing behaviors

• To help and protect against fraud

• To analyze the effectiveness of marketing campaigns

• To boost customer acquisition and retention

• To increase supply chain efficiency etc.

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 3. DATA ANALYTICS

Broadly speaking, data analytics is used to make faster and better

business decisions to reduce overall business costs and develop
new innovative products and services.

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 3. DATA ANALYTICS

CRISP-DM Model

The CRoss Industry Standard Process for Data Mining is a process model that
serves as the base for a data science and data analytics processes.

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 3. FOR SESSION 2

For Session 2, read the following article and in groups of 4 summarize its 5 main
ideas. Upload 1 pdf slide with your answers on group’s Teams channel before the
session.

https://hbr.org/2023/07/the-ethics-of-managing-peoples-
data?ab=at_art_art_1x4_s03
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What is the most important thing you have learned
today? Why?
Questions?

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 SOME USEFUL REFERENCES

▪ How companies are using big data and analytics

▪ https://www.forbes.com/sites/kristinwestcottgrant/2018/05/28/netflixs-data-
driven-strategy-strengthens-lead-for-best-original-content-in-
2018/#1fac9c343a94
▪ 10 Years of Spotify; Is Data Changing the Way We Write Music?
▪ What is Data Science?
▪ https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century
▪ https://www.forbes.com/sites/forbestechcouncil/2021/08/23/how-big-data-
empowers-organizations-to-work-smarter-not-harder/?sh=70099199532f
▪ Marr, B. (2016), Big data in practice, Wiley, Chichester
▪ Wedel, M., and P. K. Kannan (2016), Marketing analytics for data-rich
environments, Journal of Marketing, 80, pp.97—121.