Management and Leadership
Big Data: Making Complex Things Simpler
Certificate Track: Management and Leadership
Please note: The July 2014 session will be conducted on-campus only; there will be no online option.
"In the past, IT worked primarily with finance to run reports, which were often used to justify decisions leaders had already made. That is changing with big data. Managers are analyzing enormous data sets to discover new patterns and running controlled experiments to test hypothesis. Decision making that was once based on hunches and intuition is now driven by data and knowledge."—Erik Brynjolfsson
Today, businesses can measure their activities and customer relationships with unprecedented precision. As a result, they are awash with data. This is particularly evident in the digital economy, where clickstream data give precisely targeted and real-time insights into consumer behavior, but leading edge companies in every industry are using big data to replace intuition and guesswork.
This new executive program prepares you to understand and lead this revolution in your
collecting many different forms of information gathered from inside and outside your organization
developing new knowledge from that information, for example, discovering patterns of customer behavior
using this information in a collaborative way to improve both productivity and strategic
decision making in real time
Collectively, the practices taught in this program constitute a new kind of "R&D" that draws on the strengths of digitization to speed innovation, increase customer loyalty, and improve execution.
Based on research in MIT’s Media Lab and the MIT Center for Digital Business, Professors Erik Brynjolfsson and Sandy Pentland will explore how big data changes the way IT interacts with the rest of the organization, cutting across business units and functions to create new value, and how it can have a huge impact on business results. They draw on the world-leading research that has made the big data revolution possible.
Through examples, case studies, and discussion in buzz groups, participants will learn how
organizations are using big data effectively in fields as diverse as marketing, retailing, branches of government and healthcare. The program will encourage participants to apply these concepts in the context of their own organizations—including defining problems that could benefit from the application of big data concepts, brainstorming sources of data, and designing experiments to collect and analyze data in ways that are acceptable to customers—to create new value.
Join the MySloanExecEd Community Group for this program to network with past, present, and future participants.
Participants in this program will learn:
How several key technologies and applications are driving the big data revolution.
How nanodata and nowcasting can be used to improve forecasts and predictions
Common pitfalls in using big data
The design of controlled experiments to sort out causality
Specific case examples from retailing, marketing, real estate, human resources and other applications
How to recognize opportunities in your own industry or function
The organizational and cultural complements and inhibitors to the data-driven decision-making.
How to use the Matrix of Change tool to plan and executing a transition to a data driven organization
The roles of privacy and data ownership
- Develop a concrete action plan
"You should think of data roughly the way you think of money, it’s something you own, it’s something you can loan to people, but you want to get something back in exchange for it, such as a more useful search engine or real time traffic information."—Sandy Pentland
Chief Marketing Officer
Customer relationship people
- Web Analytics
|DAY One SAMPLE|
|07:45 AM - 08:30 AM||Registration and Continental Breakfast|
|08:30 AM - 09:00 AM||Welcome and Introduction|
|09:00 AM - 10:30 AM||Overview: The big data revolution; the payoff from data-driven decision-making; how digitization is transforming innovation|
|11:00 AM - 12:30 PM||Information flows: within companies; patterns of information; integration of distance workers|
|12:30 PM - 01:30 PM||Luncheon|
|01:30 PM - 03:30 PM||Three case studies: using Google searches to predict the housing market; using email and sociometric badges to understand information worker productivity; using experiments to understand causality in advertising|
|04:00 PM - 05:15 PM||Using behavior to guide marketing: digital breadcrumbs; stratifying; real estate management; mobile marketing; predicting rate of adoption based on social networks|
|05:15 PM - 06:00 PM||Reception|
|DAY Two SAMPLE|
|07:45 AM - 08:30 AM||Continental Breakfast|
|08:30 AM - 09:00 AM||Welcome Back and Preview of Day 2|
|09:00 AM - 12:00 PM||Organizational, social and cultural considerations; Matrix of change exercise; How to get access to the right kind of data; Social network data (organic growth); Data design|
|12:00 PM - 01:00 PM||Luncheon|
|01:00 PM - 03:30 PM||Social network data (organic growth)-social networks and trust networks; the future of big data; a plan for action|
|03:30 PM - 04:00 PM||Adjournment|
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