Marketing: Digital Marketing and Advertising

CERTIFICATE IN SAS DATA MINING FOR MARKETERS

Advancements in customer-level marketing databases and data warehousing technology have created a demand for marketing professionals who can extract key customer and marketing insights from mountains of data in an effort to make smart marketing decisions. The data miner, a professional in interpreting important marketing trends for an organization, bridges the gap between the analyst and the marketing staff. In this role, the data miner leverages various skills to sift through and put forth the essential information required to answer key marketing questions and drive marketing campaigns and profits. The tools and techniques associated with identifying essential marketing information encompass data consolidation and manipulation, and higher-level statistical processes. Marketers who understand this data consolidation and manipulation are at a huge advantage in the workplace. In addition to helping marketers answer key questions, those possessing data mining skills have a powerful advantage in knowing with certainty how changes or adjustments recommended by their data revelations impact their organization's bottom line.

NYU has teamed up with SAS, the world's leading developer of business intelligence analytical software and the marketing leader in data mining, to create a data mining certificate program designed for marketers, analysts, and information technology professionals who want to acquire this skill set.

Upon completion of this hands-on certificate program, students are able to:

Read, access, manipulate, and format raw marketing data from any application into SAS.
Leverage volumes of customer data captured in the marketing process.
Navigate the SAS environment.
Query the data, create customer segments, and generate insightful summary reports.
Validate, clean, and prepare data for analysis.
Create graphs and other visual displays.
Merge and concatenate datasets.
Debug programs.
Export data and analytical results directly to Excel or Word.
Apply analytical techniques, including regression, logistic, cluster, factor, and CHAID.
Plan and write simple SAS programs to solve marketing questions.
Use SAS to conduct simple text and Web mining analysis projects.
Present data for marketing campaigns.

SAS or programming experience is helpful but not required and marketing experience is recommended. Participants must be computer literate and have some experience using Microsoft Office programs. All sessions are conducted in a computer lab using Base SAS, SAS/STAT, SAS Enterprise Miner, and SAS Enterprise Guide.

This certificate, which can be earned intensively in one semester (fall or spring only), is awarded to students who successfully complete four required courses in the sequence below. Enroll in all four courses (intensive course during the fall or spring only) for one flat fee or register for each course separately. Enrollment is limited.

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Required--Option 1 (1 of these courses are required)
COURSE CHECK LIST		COURSE NO.	PRICE

	SAS Data Mining for Marketers Intensive Designed for marketing and IT professionals, this certificate program prepares students to interpret important marketing trends, manage marketing data, and bridge the gap between the... (click on course name to read more)	DTMG1-CE8111	$4,250


OR...
Required--Option 2 (4 of these courses are required)

	Introduction to SAS Programming Concepts for Marketers Learn to read and access business data and write simple SAS programs to solve common marketing questions. Practice running and debugging those programs in an... (click on course name to read more)	DTMG1-CE8117	$1,125
	Data Integration, Manipulation, and Querying Learn to examine multiple data elements simultaneously to make business decisions using a customer-level marketing database or data warehouse. Acquire the skills necessary to navigate... (click on course name to read more)	DTMG1-CE8112	$1,125
	Basic Statistical Analysis for Marketing This course leverages actual marketing data to illustrate the importance of basic statistical measures and run simple statistical analyses using SAS STAT. Marketers learn how... (click on course name to read more)	DTMG1-CE8113	$1,125
	Advanced Data Mining Techniques for Marketing Knowledge of advanced data mining techniques enables marketers to gather and organize data and address key business questions. Learn how to leverage the growing volume... (click on course name to read more)	DTMG1-CE8118	$1,125

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