From Data to Business Action

This unit teaches students to integrate diverse data sources, build lightweight analytics infrastructure, and turn analysis into tested operational changes for a small business. Students learn tools for collecting and analyzing social, economic, spatial, sensor, transaction, and finance data, and how to present and implement insights while avoiding common pitfalls.

Learning Objectives

• Analyze multiple internal and external data sources (e.g., Google Trends, social media, Google Maps, weather, machine sensors, transaction and finance feeds, Federal Reserve data) to identify trends and answer strategic business questions
• Apply infrastructure, technology, and budget-planning strategies (including use of APIs such as Facebook Graph and Twitter) to design a small-business data collection and analytics pipeline
• Demonstrate the ability to design and execute tests and pilots that transform operations, incorporate learning into the business, and measure outcomes against defined metrics
• Evaluate and produce user-friendly presentations and distribution methods (reports, dashboards) that communicate insights to stakeholders and mitigate common implementation and reporting pitfalls