LahoreUniversityofManagementSciences

DISC420BusinessAnalytics
FallSemester2017
(TentativeUnderreview)
Instructors ZainabRiaz
RoomNo. TBA
OfficeHours TBA
Email zainab.riaz@lums.edu.pk
Telephone 5130
Secretary/TA MuhammadUmarManzoor/TBA
TAOfficeHours TBA
CourseURL(ifany) suraj.lums.edu.pk/~ro/

COURSEBASICS

CreditHours 3

Lecture(s) NbrofLec(s)PerWeek 2 Duration 75min.each

COURSEDISTRIBUTION

Core
Elective
OpenforStudentCategory MGS(Seniors),OpenforMGSSeniorsinphaseII
CloseforStudentCategory

COURSEDESCRIPTION


LahoreUniversityofManagementSciences
ThroughouttheManagementSciencedegree,studentshavealreadybeenexposedtoanumberofstatisticalandanalytical
techniques such as decision analysis, regression, optimization, etc. However, before these can be practically deployed as
businessanalyticsorbusinessintelligence(i.e.analyticaltoolsandtechniquesthatrelyonabusinessdatatosolvebusiness
problems)threethingsremain.Thesethreethings,describedasfollows,arethefocusofthiscourse:

1. Understandingthesystemsandtheirorganizationtosupportbusinessanalytics:Whyuseadatawarehouseontop
ofaregulardatabase?Whatcomponentsandprocesseshavetodaysorganizationsdevelopedtopracticallydealwith
captureanddisseminationofbusinessintelligence?(Thetopleftcircleinthediagramabove)
2. Dataminingtechniques:Certainanalyticaltechniquesrelyoncomputerizedmachinelearning.Therearesupervised
versus unsupervised learning and classification versus association. This course will approach the subject from a
businessperspective:whatistheobjectiveofthetechnique?Whatbusinessproblemscanitresolve?Andmostly
handsonapplicationofthetools.(theoverlapbetweeninformationsystemscircleandstatisticscircle)
3. Integrationofbusinessanalyticstopics:NorealworldproblemcomeswithalabelsuchasUseregressionorthea
priorialgorithm.Afterstudyingdataminingtechniques,thestudentshouldnowhaveafullmenuofapproachesat
their disposal. It is the intelligence of the business professional that guides them in choosing which technique to
employ. Hence,this course aims to help studentspractice this judgmentcall atabasic level invarious situations
essentiallyusingacasebasedapproach.

COURSEPREREQUISITE(S)
DISC112 Computers&ProblemSolving
DISC212 IntrotoManagementScience
DISC320 Qualitative&QuantitativeMethodsinBusiness
DISC321 DecisionAnalysisOrequivalent

COURSELEARNINGOBJECTIVES
1. Beawareoftypicalbusinessintelligencesystemscomponents,processesandorganizationalarchitecture
2. Learnaboutsupervisedandunsuperviseddataminingatagenerallevel(notaboutdetailsofthealgorithms
used but their benefits and limits, their required inputs and expected outputs and how to evaluate their
performance).
3. Befamiliarwiththevocabularyofdataminingtechniques,e.g.intextminingwhatisacorpus.
4. Learnhowtoprioritizeandchoosebetweentheanalyticaltechniquesacrossthedegree.

LEARNINGOUTCOMES
Uponcompletionofthecourse,studentswillbeableto
1. Understandthetypicalvocabularyusedacrossvariousbusinessintelligencesystems,especiallywithrespect
todatamining.
2. Avoidconfusionscreatedbyproprietarynamesofbusinessintelligencesystemsandcomponents(e.g.SAP
Business Objects, Teradata, Microstrategy, Zambeel, etc.) and understand their functionality regardless of
organizationtheyworkfor.
3. Select between descriptive, predictive and prescriptive analytical techniques according to the business
problemathand,oratleastknowwhotorefertowithintheirbusinessintelligenceorganizationinorderto

solvethisproblem.

EfficientlyselftraintoapplyORguidetechnicalstaffinapplyingdataminingtechniqueswhentheyengage
4.
with the business intelligence systems and organization of modern businesses to solve typical realworld
businessproblems.



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UNDERGRADUATEPROGRAMLEARNINGGOALS&OBJECTIVES
Goal1EffectiveWrittenandOralCommunication
Objective:Studentswilldemonstrateeffectivewritingandoralcommunicationskills
Goal2EthicalUnderstandingandReasoning
Objective:Studentswilldemonstratethattheyareabletoidentifyandaddressethicalissuesinanorganizationalcontext.
Goal3AnalyticalThinkingandProblemSolvingSkills
Objective:Studentswilldemonstratethattheyareabletoidentifykeyproblemsandgenerateviablesolutions.
Goal4ApplicationofInformationTechnology
Objective:Studentswilldemonstratethattheyareabletousecurrenttechnologiesinbusinessandmanagementcontext.
Goal5TeamworkinDiverseandMulticulturalEnvironments
Objective:Studentswilldemonstratethattheyareabletoworkeffectivelyindiverseenvironments.Goal
6UnderstandingOrganizationalEcosystems
Objective:StudentswilldemonstratethattheyhaveanunderstandingofEconomic,Political,Regulatory,Legal,
Technological,andSocialenvironmentoforganizations.
MajorSpecificLearningGoals&Objectives
Goal7(a)DisciplineSpecificKnowledgeandUnderstanding
Objective:Studentswilldemonstrateknowledgeofkeybusinessdisciplinesandhowtheyinteractincludingapplicationto
realworldsituations(Includingsubjectknowledge).
Goal7(b)Understandingthesciencebehindthedecisionmakingprocess(forMGSMajors)
Objective:Studentswilldemonstrateabilitytoanalyzeabusinessproblem,designandapplyappropriatedecisionsupport
tools,interpretresultsandmakemeaningfulrecommendationstosupportthedecisionmaker

Indicatebelowhowthecourselearningobjectivesspecificallyrelatetoanyprogramlearninggoalsandobjectives.

PROGRAMLEARNINGGOALSAND COURSELEARNINGOBJECTIVES COURSEASSESSMENTITEM

OBJECTIVES
Goal1EffectiveWrittenandOral Objective#4 Exam
Communication
Goal2EthicalUnderstandingand
Reasoning
Goal3AnalyticalThinkingand Allobjectives LabAssignments,Exam
ProblemSolvingSkills
Goal4ApplicationofInformation Allobjectives LabAssignments,Exam,Project
Technology
Goal5TeamworkinDiverseand
MulticulturalEnvironments
Goal6UnderstandingOrganizational Objective#1 Quizzes,Exam
Ecosystems
Goal7(a)DisciplineSpecific Allobjectives Allitems
KnowledgeandUnderstanding
Goal7(b)Understandingthe Objectives#2&#4 Allitems
sciencebehindthedecisionmaking
process



LahoreUniversityofManagementSciences
GRADINGBREAKUPANDPOLICY

Quizzes 20%
Assignments(InClass+Other) 40%
MidTermExamination(oncomputer) 20% NOTE:PLEASEREADQUIZPOLICYBELOW
FinalExam(ProjectPresentation) 20%

EXAMINATIONDETAIL

Yes/No:......................................................................YES
MidTerm Combine/Separate:....................................................Separate
(InClass) Duration:....................................................................75minutes(Tentatively)
ExamSpecifications:..................................................ClosedBook/ClosedNotes;LabbasedExam
...................................................................................(Willneedtradinglabwherethelicensedsoftwareis
...................................................................................installed)
Quizzes

Petitionsingeneral:Petitionsshouldbesubmittedalongwithproperdocumentation(e.g.amedicalcertificatecertifyingillnesses
orOSAcertifyingparticipationinOSAactivity)andshallbeapprovedoncasebycasebasis.NOTE:OSAactivitiesareplanned
eventsSOPLEASEBRINGTHESE(oratleastemailascan)BEFORETHECLASSYOUPLANTOMISS.LaterOSApetitionswillbe
assumednottobegenuine.

Quizzes:Tokeepthenumberofquizzestoaminimum,wereservetherighttouseunannouncedquizzes.Quizzeswillmostlybe
objectivebasedinordertotestunderstandingofvocabularythroughoutthecourseoriftheyaretiedtoacasediscussion,they
maybesubjectiveinthatevent.Ann1policywillbeappliedonlyifthenumberofquizzes>4.Amissed(withoutpetition
approval)quizwillautomaticallybegradedzero(0).

Youarerequiredtoattendwithyourdesignatedsection.Neitherquiznorassignmentscanbetransferredtoanyothersection,
especiallyastheLearningManagementSystemfollowstheZambeelsectionedrollno.Itisyourresponsibilitytoensurethatyour
detailsonLMS&Zambeelareuptodate.

COURSEOVERVIEW

RECOMMENDED
Sess.# TOPICS SESSIONOBJECTIVE(S)
READINGS
a. Buildamentalmapof
IntroductiontoBusinessIntelligence&Business
1. CC,Ch.1 thecourse
Analytics
b. Contractforthecourse
Case:ManagingwithAnalyticsatP&G a. Howarethevarious
levelsofanalytics
1. Howfarintothelevelsofanalytics(seenin Case
employedinamodern
lastsession)haveProcter&Gamble organization
2.
progressed? ManagingwithAnalyticsat
b. Whatistheroleof
P&G
2. ShouldTorresoverridetheforecast?What analysts&managersin
istheweaknessintheBIifyousay,Yes? themodernorganization
CC,Ch.3 GenericconceptsinData
3. DataVisualizationBasic
Visualization
DataVisualizationExercise Albrightet.al.Sectionon Applicationofdata
4.
Case:KingKolaBeveragesLtd. PivotTables visualizationconcepts



LahoreUniversityofManagementSciences
5. a. Advancedapproachesto
AdvancedDataVisualization:the TutorialSlides: visualizingdata
GrammarofGraphics Grolemund,Visualizing b. IntroductiontoRandits
6. (IntroductiontoR,RStudio&ggplot2package)
Data graphingpackages

7. BusinessIntelligenceArchitectures,Data LearningObjective#1,3
Warehousing&BigData V,Ch.2&Ch.3 LearningObjective#1,3
8.
(DemonstrationofMicrostrategy&SAS)
DataMining>UnsupervisedLearning> ClusterAnalysis:
9. CC,Ch.6,Sec6.3,p.256
IntroductiontoClusterAnalysis Hierarchical&KMeans
DataMining>UnsupervisedLearning> ClusterAnalysis:
10. (reviewlast)
ClusterAnalysis(inR) Hierarchical&KMeansinR
DataMining>UnsupervisedLearning> CC,Ch.6,Sec6.3, AssociationRulesMiningA
11.
IntroductiontoAssociationRules p.265 priorialgorithm
DataMining>UnsupervisedLearning> AssociationRulesMiningA
12. (reviewlast)
AssociationRules(inR) priorialgorithminR
DataMining>UnsupervisedLearning> RevisionAssignment
13.
Association&Clustering(LabAssignment)

14. MIDTERM

DataMining>SupervisedLearning LearningObjective#1,3
Introductiontotheprocessofsupervisedlearning CC,Ch.6,Sec6.4, Supervisedlearning:
15. classificationtechniques
PartitioningData,ClassificationAccuracy, p.269
PredictionAccuracy
16. DataMining>SupervisedLearning LearningObjective#1,3
CC,Ch.6,Sec6.4,
kNearestNeighbors(kNN)Classificationand Classificationtechniques:kNN
17. p.277
Prediction
18. DataMining>SupervisedLearning Classificationtechniques:
CC,Ch.6,Sec6.4,
19. ClassificationTrees trees
p.283,293
20. RegressionTrees
DataMining>SupervisedLearning CC,Ch.6,Sec6.4, SupervisedLearning:
21.
LogisticRegression p.299 Predictivemodeling
22. LearningObjectives# 1,3
DataMining>SupervisedLearningIntroduction
PB,Ch6(Section6.8)p.158 IntroductiontoNeural
23. toNeuralNetworks
Networks
AllLearningObjectives
24. CurrenttrendsinDataMiningandbeyond Currenttrendsinmining
SocialNetworkAnalysis Tobedistributedlater onlinedataonsocial
25. TextMining networkingsitesusing
networkconnectionsandtext
26. ComprehensiveInClassExercises
27. ComprehensiveInClassExercises
28. Review



LahoreUniversityofManagementSciences
TEXTBOOK(S)/SUPPLEMENTARYREADINGS

PLEASEOBTAINTHECOURSEPACKfromthelibraryforthiscourseastherearemultiplesourceswhichhavebeenusedfor
thereadings.Someofthetextbookabbreviationsusedareexplainedbelow:

[V]C.Vercellis(2009)BusinessIntelligence:DataMining&OptimizationforDecisionMakingWiley.
[CC]J.Camm,J.Cochran,M.Fry,et.al.(2015)EssentialsofBusinessAnalytics,Cengage.
[PB]StephenG.PowellandKennethR.BakerManagementScience,TheArtofModelingwithSpreadsheets,Wiley,4thEd