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CEC2011 - DATA-DRIVEN-DECISION-MODELLING - LT - 1.0 - 41 - Data Driven Decision Modelling

This document provides information on the course "Data Driven Decision Modelling". The course aims to help students understand data analysis, hypothesis testing, web analytics, customer behavior analysis, and forecasting methods. It is a 3 credit course with 40 total lecture hours. Topics will include data characteristics, probability, sampling, hypothesis testing, business intelligence tools, customer segmentation, digital marketing, and regression methods. Assessment methods will include exams, quizzes, projects, and portfolio assessments. Recommended textbooks and reference materials are also provided.

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Revanta Choudhary
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18 views

CEC2011 - DATA-DRIVEN-DECISION-MODELLING - LT - 1.0 - 41 - Data Driven Decision Modelling

This document provides information on the course "Data Driven Decision Modelling". The course aims to help students understand data analysis, hypothesis testing, web analytics, customer behavior analysis, and forecasting methods. It is a 3 credit course with 40 total lecture hours. Topics will include data characteristics, probability, sampling, hypothesis testing, business intelligence tools, customer segmentation, digital marketing, and regression methods. Assessment methods will include exams, quizzes, projects, and portfolio assessments. Recommended textbooks and reference materials are also provided.

Uploaded by

Revanta Choudhary
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Course Type LT

Data Driven Decision Modelling

Course Code: CEC2011 Credits 3

Prerequisite: Nil
Course Objectives:
1. To understand the data characteristics and types of data
2. To understand concept of hypothesis testing.
3. To know the web and google analytics.
4. To understand concept of customer analytics and forecasting.

Course Outcomes (CO):


At the end of the course, students should be able to
CO1. Learn to develop an in-depth understanding of data analysis and decision modelling.
CO2. Demonstrate the hypothesis testing for the samples.
CO3. Implement the web analytics and google analytics in business.
CO4. Analyze the customer buying behavior and know the basics of digital marketing.
CO5. Apply the various regression methods for forecasting and predictions.
Correlation of COs with POs

CO CKL
\P PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11 PO12 PSO1 PSO2 PSO
O 3
PKL 3 5 6 5 6 3 3 3 NA M 3 M 3 3 4
CO1 2 3 2 1 2 1 3 3 3 2 2 3 2 3 3 2
CO2 2 3 2 2 2 1 3 3 3 2 2 3 3 3 3 3
CO3 2 3 2 2 2 2 3 3 3 2 2 2 3 3 3 2
CO4 3 3 2 2 2 2 3 3 2 2 2 3 3 3 3 3
CO5 3 3 2 2 2 2 3 2 3 2 2 3 3 3 3 3

CO Topics to be discussed Hrs.


CO1 Data Analytics Foundation: Data Characteristics - Types of Data - Data generation & 08
Augmentation - Measuring Central Tendency and Dispersion - Mean - Median -
Mode - Measurement of Dispersion - Correlation - Graph - Various types of Graphs.
Probability Theory - Introduction - Conditional Probability - Bayes Theorem -
Probability Distribution.
CO2 Sampling and Hypothesis Testing - Sampling - Hypothesis Testing - One Sample - 08
Two Sample e Hypothesis Testing - Hypothesis Testing of the Proportion - Two
population proportion Hypothesis Testing - Analysis of Variance (ANOVA).
CO3 Business Intelligence System - Pentaho Data Integration (PDI) - Mondrian OLAP 08
Cube - Dashboards - Web Analytics - Google Analytics - Cohort - Goals & Funnels -
Integrating Google Analytics Data with BI System - A/B Testing using Google
Analytics.
CO4 Customer Analytics - Segmentation in Google Analytics - COHORT ANALYSIS - 08
Cohort working with Excel - Customer Lifetime Value - Customer Segmentation by
Clustering - Market Basket Analysis - Logistics Regression.
Digital Marketing Basic - Digital Marketing Ecosystem - Costs per Click (CPC)
Advertising - Google AdWords’ - Facebook Advertising - Pay per Order Channels.

CO5 Forecasting and Prediction - Regression - Simple Linear Regression - Multiple 08


Regressions - Generalized Linear Model - Time Series Forecasting - Simple Moving
Average (SMA) - Exponential Smoothening Methods - ARIMA Model.
Guest Lecture on Contemporary Topics 02
Total Lecture: 40
Mode of Teaching and Learning:
Flipped Classroom, Activity-Based Teaching/Learning, Digital/Computer-based models, wherever
possible to augment lecture for practice/tutorial and minimum 2 hours lectures by industry experts on
contemporary topics.
Mode of Evaluation and assessment:
The assessment and evaluation components may consist of unannounced open book examinations,
quizzes, student portfolio generation and assessment, and any other innovative assessment practices
followed by faculty, in addition to the Continuous Assessment Tests and Term End Examinations.
Textbooks:
1. Digital Analytics: Data-Driven Decision Making in Digital World 2017 by Jumin Kamki
(Author).
Reference books:
1) Aronson, J.E., Liang, T.P. and MacCarthy, R.V., 2005. Decision support systems and intelligent
systems (Vol. 4). Upper Saddle River, NJ, USA, Pearson Prentice-Hall.
2) Statistical Disclosure Control: Anco Hundepool, Joseph Domingo-Ferrer, Luisa Franconi, Sarah
Giessing, Eric Schulte Nordholt, Keith Spicer, Peter-Paul de Wolf, 2012, ISBN:9781119978152
3) George T. Duncan. Mark Elliot, Juan-Jose Salazar-GonZalez, Statistical Confidentiality:
Principle and Practice. Springer, 2011. (ISBN No.: 978-1-44-197801-1).
4) Business Intelligence and Analytics: Systems for Decision Support, 2018 by Ramesh Sharda,
Dursun Delen, Efraim Turban.

Recommendation by the Board of Studies on 10-04-2023


Approval by Academic council on:
Compiled by: Dr.R. Sukumar

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