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Business Analytics

Using Analytics as a Competitive Advantage


What is Business Analytics and why is it important in leading companies, enterprises and organisations?
Analytics is reshaping industry competition and organizations’ core businesses at an accelerating pace. In McKinsey Global Survey 2017, respondents say that the changes data and analytics have brought to their industries are growing in both magnitude and scope. Across industries, the use of analytics is increasingly changing the nature of competition in the industries significantly.


Transformational uses of analytics have been applied across major industries from education, entertainment and hospitality, financial services, health care, retail, supply chain, transportation, manufacturing and information technology sectors. These approaches have had a direct impact on the business outcomes.


Analytics plays a crucial role across industries and within the organisations. From identifying business opportunities, gaining deeper insights, making data driven decisions, ensuring adoption, growing capabilities, analytics plays a vital role in impactful business outcomes. Understanding the strengths (and limitations) of Analytics empowers the next generation of IT and business professionals to maximize the use of Analytics and ensure the best outcomes for the organisations they work in.

Course Objective

Over the course of these lectures, participants will gain an understanding of what Business Analytics actually is and the basic principles behind it. From these fundamentals, they will then be provided with an overview of current business analytics in the major domains where analytics is being applied, a workable approach to drive the business analytics adoption in the workplace and finally the development of an exploratory data analysis dashboard for communication with their stakeholders.

Course Outline

• Introduction to Business Analytics
• Business Analytics Principles
• Applications of Business Analytics
• Practical Business Analytics
• Final Project Presentation

About the Trainer

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Ms Samantha Sow is currently a Senior Lecturer in the department of Information Systems and Analytics at the National University of Singapore (NUS). She has over 8+ years of experience in Business Analytics and Data Science and she conducts training for both government agencies and corporate clients. Before joining NUS, she lectures at Temasek Polytechnic, teaching Business Analytics and Data Science to professionals, managers and executives (PMEs). Prior to being an academia, Samantha worked in the research and development at Infineon Technologies. Her research and project areas include Business Analytics, Data Mining, Predictive and Prescriptive Analytics. 

She has a passion for engaging and inspiring participants to enhance their workplace analytics capabilities and increase business intelligence quotient within their organisations. Her interests lie in the applications of data analytics, predictive modelling and optimization techniques to derive actionable insights for commercial effectiveness. She is familiar with typical analytics tools such as Python, R, and SAS, SPSS and Tableau. She also has working knowledge in the area of Analytics, Data Science and Machine Learning. Samantha completed her Master of Education from University of Sheffield and graduated from the National University of Singapore with a Bachelor’s in Engineering, First Class Honours. She has also completed THEC (Teaching in Higher Education) and ACTA (Advanced Certificate in Training and Assessment). She is a member of the adult associate educator (AEN) by Institute for Adult Learning (IAL), Singapore. Her certifications include: Microsoft Certified Azure Data Scientist Associate. Microsoft Certified Data Analyst Associate. SAS Certified Predictive Modeller in SAS Enterprise Miner. Tableau Certified Desktop Specialist.

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