Statistical Foundations of Marketing Analytics Using SAS
Predictive marketing is quickly becoming a key aspect of customer-centric organizations. From telecommunications to education to gaming and beyond, organizations need to accurately forecast customer responses. Companies and brands that embrace predictive marketing can uncover insights on consumer trends and preferences and they can achieve more cost-effective and targeted marketing strategy, according to a Forbes Insight survey of 308 CMOs and marketing directors. Predictive models also enable businesses to identify and attract the most profitable customers, helping maximize value from their marketing budget.
This course builds on the previous course -- Foundations of Marketing Analytics using SAS. The focus is on statistical procedures that are designed for predictive analysis such as Analysis of Variance, Regression, and Logistic Regression. Using data from a wide array of marketing situations, students are taught how to select statistical procedures in SAS based on the nature of the data and the business problem, understand and assess the assumptions underlying these procedures, how to detect meaningful predictors, and how to compare and assess model performance. Students are also taught how to score new customer data so that the consumer insights can be translated into effective action.
This course is equivalent to (i) Statistics 1: Introduction to ANOVA, Regression, and (ii) Logistic Regression and Predictive Modeling Using Logistic Regression. It prepares students for a “SAS Certified Statistical Business Analyst Using SAS 9: Regression and Modeling Credential.” The exam will be proctored in class.
SAS is the undisputed leader in the field of analytics, with a 33% market share in advanced analytics – more than twice that of its competitors. Payscale.com, in its recent report that compared many certifications, ranked SAS certification as the most valuable skill since it resulted in the highest increase in salary.
Why is SAS valuable for marketing analysts?
The practice of marketing has shifted from a product-focused to a customer-centric approach. To drive above-market growth, a company must rely on meaningful insights into consumer behavior—and on the ability to translate insights into effective action. In this rapidly evolving, information-driven business environment, analysts must know and master state-of-the-art techniques.
While many other SAS certification courses concentrate primarily on programming knowledge, this course has been designed to enhance the effectiveness of marketing analysts. Students are taught to apply what they learn in class it to a wide variety of marketing situations. The intent is to permit marketing decision-making to rest upon deep and actionable insights.
Descriptive analysis is the concentration of coursework. Analyzing data from multiple sources, exploring data patterns through graphing, generating and interpreting summary statistics, and utilizing insights in marketing decision-making will be the focus. The course is also the basis for subsequent courses that cover statistical procedures designed for predictive analysis (i.e., analysis of variance and regression.)
Foundations of Marketing Analytics Using SAS or equivalent knowledge.
Upon successful completion of this course, participants will be able to:
- Generate descriptive statistics and explore data with graphs
- Perform analysis of variance and apply multiple comparison techniques
- Perform linear regression and assess the assumptions
- Use regression model selection techniques to aid in the choice of predictor variables in multiple regression
- Use diagnostic statistics to assess statistical assumptions and identify potential outliers in multiple regression
- Use chi-square statistics to detect associations among categorical variables
- Fit a multiple logistic regression model
- Use logistic regression to model an individual's behavior as a function of known inputs
- Create effect plots and odds ratio plots using ODS Statistical Graphics
- Handle missing data values
- Tackle multicollinearity in your predictors
- Assess model performance and compare models.
Course includes one attempt at the SAS A00-240 exam, and all course materials.
Saturday, April 7, 2018-May 19, 2018
8:00 a.m. 4:30 p.m.
Hours: 45 Contact Hours
CSU's Monte Ahuja College of Business, 1860 E. 18th St., Cleveland, OH 44115 (map)
Corporate, CSU Student, and Alumni discounts available!
Competency-Based Professional Development: Our programs increase learner retention through application, which results in a more productive workforce. Students demonstrate their competence by successfully completing a course assessment.
All Inclusive: Each course delivered at CSU includes materials, pre-test and post-test, coffee, snacks, lunch and convenient, on-site parking.
Educated and Experienced Instructors: Our instructors bring years of real-world, classroom and CPA, CFA, SHRM, PhD and MBA experience. Many hold leadership positions in northeast Ohio organizations and have taught at the graduate and undergraduate levels.
Cost-Effective: The course is designed to minimize travel expenses and time away from work.
Convenient: Flexible schedules are not only an attractive option, but a necessary for busy professionals.
Networking Opportunities: Learn from instructors and colleagues who have a variety of industry experiences to share.
Audit option: Students have the option to audit a course they have already attended at no charge within one academic year. Interested students must notify the ProDev office requesting to audit a course a minimum of 10 business days prior to the course start date to ensure there is enough seating. Audit students are responsible for their own parking and lunches. New materials will not be provided.
Corporate, Custom Availability: Can be custom-tailored to the needs of your organization to provide skills your workforce can apply immediately as a corporate training if requested.
No refunds will be issued if notification is not received seven business days prior to the first day of class. Registrants who cancel will receive a refund, less a $50 processing fee, if we receive written notification a minimum of seven business days prior to the first day of class.