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Successfully Using Data Analysis


For Business Decisions
Essential Tools For Making Critical Business Decisions

This highly interactive training programme will give you:


An understanding of statistical scope, structure and disciplines
Confidence to critically assess statistical findings
An understanding of the importance of data quality and data preparation in data analysis
Appreciation of the role of data analysis as a decision support tool
Ability to select an appropriate data analysis methodology to apply to specific management
situations
Hands-on exposure to a cross-section of data analysis tools and techniques
Skills to interpret statistical output to inform decision making
Confidence to interact meaningfully with data analysts
Confidence to initiate data analysis projects

Including

5 days of practical training exercises


Strategic Business Information Partner Strategic Media Partner
18 - 22 June 2005
http://my.ameinfo.com
JW Marriott Hotel, Dubai

971-4-3352437 971-4-3352438 register@iirme.com www.iirme.com/dataanalysis


Who Should Attend?
This seminar is designed for all managers and analysts who are required to
work with large amounts of business information and data:

Business Planning Managers / Analysts


Sales Planning Officers / Managers
Market Analysts
Programmer Analysts
Marketing Executives / Managers / Directors
Product Managers
Brand Managers
Business Development Managers
Dear Business Executive, Financial Managers
Research And Development Managers

As managers and decision makers, you are tasked with turning large
amounts of raw data into information and knowledge.
Meet Your Expert Programme Director
1. How do you determine the relevance of this data ?
2. How do you acquire and define it? Trevor Wegner is currently a statistical
3. How can you analyse and present this data in a manner that consultant in applied business statistics. He consults to
delivers information, knowledge and gives your organisation real organisations in the area of quantitative decision
competitive advantage? support systems. He previously held the position of
Associate Professor in Statistical Sciences at the
University of Cape Town (UCT). He has extensive
If you would like to gain the necessary tools and techniques to lecturing experience in Quantitative Methods, Marketing Research and
answer these questions, then IIRs Successfully Using Data Analysis Survey Methodology to management students over many years. He has
For Business Decisions is for you! taught undergraduate Management students, postgraduate Honours and
Masters students and MBA students at UCT and Stellenbosch Business
To help you address these and many other issues which are Schools. He has also taught at Warwick Business School (UK).
important to your business, your expert Programme Director, Professor
Trevors academic qualifications include a Bachelors (with Honours) and a
Trevor Wegner, a former Associate Professor at the University of Cape Masters in Business Science (from UCT), a Master of Science in Operations
Town, South Africa, has specifically designed this course with an Research (Sussex University, UK) and a Doctorate in Statistical Sciences from
emphasis on highly practical and interactive training exercises. UCT.

Trevors research has focused on the development and evaluation of


He will provide you with a comprehensive understanding of the latest
Decision Support Systems in Management, in particular the fields of Human
techniques in data analysis as well as the practical skills necessary to Resource Management and Marketing. These include Manpower Planning
effectively apply this in your day-to-day working environment. Models, Compensation Planning Models and Multi Criteria Decision Models
in evaluating Consumer Perceptions.
Professor Wegner and I look forward to welcoming you in June.
He has published over 25 papers in national and international journals in
this field and has also presented papers at international Management and
Yours sincerely,
Operations Research conferences. His two textbooks on Statistical Methods
in Management are used extensively by various Southern African tertiary
institutions. Trevor is also a member of both the South African Statistical
Society (SASA) and the Operations Research Society of South Africa (ORSSA).

Nicki Cooney
Conference Manager Hear What Delegates Have Said About
Professor Wegner
P.S. Please see back page for early bird
discounts! This course was great
Saleh Sindi, Saudi Yanbu Petrochemical Co., KSA

Excellent presenter. Well managed and prepared


Khadija Bin Braik, Regulation & Supervision Bureau, UAE

This was a very constructive and useful course


Customised Solutions And On-Site Training Amjad Awni Hijazi, Riyad Bank, KSA
We are knowledge and skill transfer specialists and an ideal solution for
tailor-made group courses. Bringing professionalism, we offer a versatile Extremely useful
approach to all your personnel development needs and with a proven track Azim Munshi, SAS Institute, UAE
record. If you would like further information on this service in the Middle
East, please email onsite@iirme.com or call our On-Site Group on Excellent returns and new tools
+971 4 336 5161. Tariq K. Al-Sheikh, Samba Financial Group, KSA

www.iirme.com/dataanalysis www.iirme.com/dataanalysis
Successfully Using Data Analysis
For Business Decisions
Registration will be at 08.00 on day one. Each day will commence promptly at 08.30 and conclude at 14.30 with lunch. There will be short
breaks for refreshments at appropriate times.

Course Objectives Course Outline


This interactive and practical programme explores the value of data and data Day One Saturday, 18 June 2005
analysis techniques available to an organisation to provide verifiable
evidence to support strategic and operational decision making. You will
Setting The Scene And Exploratory Data
examine the use of data and data analysis techniques to: Analysis
Setting The Quantitative Scene
Support strategic initiatives
Inform on policy formulation The decision support role in management (levels of support and
Direct operational decision making applications)
The value of thinking Statistically (information, knowledge and
On return to your workplace, you will be able to apply your analytical skills intelligence)

and understanding of statistical techniques to practical situations to the


The quantitative decision making cycle
Data: Understanding data (types; sources; data quality)
benefit of your personal performance as a manager and to your organisation - Data preparation (the importance of working with clean, reliable data)
as a whole.
Discussion Group:
In brief, this programme aims to empower you to: Data and your decision area (refer to your own sample of data and the
decision that can be based on its analysis and interpretation)
1. Apply statistical thinking and methods to unleash the power of
information in data
Exploratory Data Analysis
2. Elevate your analytical skills to help you perform more effectively as a
manager All methods covered are aimed at profiling sample data (or even an entire
database)

Course Methodology Summary Methods (Frequency (Pivot) Tables and Visual Displays)
- Database interrogation
- Profiling single measures
The programme is highly interactive. It includes trainer-led sessions to - Examining relationships
guide the learning process and workshops for individual and group learning - Graphic displays
exercises, using appropriate statistical computer software. In particular, - Breakdown analysis
delegates will become familiar with the statistical capabilities of Excel and
Close of Day One Followed By Lunch
Statistica (v6.0) for basic and higher-level statistical analysis.

To make the learning experience more beneficial, you are


Day Two Sunday, 19 June 2005
Important Note

requested to: Statistical Decision Making - Moving


Towards Statistical Inferences
1. Bring a laptop with Excel capabilities for hands-on data analysis
2. Provide at least one small-scale Excel spreadsheet as a sample Further Exploratory Methods
of data from their workplace. This database will be used for
Numeric Descriptive Measures
discussion about its use in decision making and for possible
- Central (and non-central) location
further analysis, using the statistical techniques covered during - Dispersion
the programme. - Skewness (outliers)
- Box plots

971-4-3352437 971-4-3352438 register@iirme.com www.iirme.com/dataanalysis


18 - 22 June, 2005

Case Study Exercises: Cadillac And Sappi Day Four Tuesday, 21 June 2005
Understanding the management problem through the application of
exploratory data analysis using Excels statistical capabilities
An Introduction To Data Mining
Drawing Inferences Through Statistical Analysis
The need for knowledge and the existence of terabyte-size databases makes
Sample data provides the basis for generalising statistical findings to real life it imperative for organisations to mine their databases for valuable
situation information for strategic gain. An explanation of how data mining
techniques work and what kinds of business problems each one can solve
will be provided.
Uncertainty in statistical decision making
How to measure and quantify uncertainty
The importance of sampling An overview of data mining (definition; the data mining process; data
preparation)
Statistical decision making through confidence intervals and hypothesis
testing Data mining functions (prediction / estimation / classification / descriptive)
(one sample estimates, two sample and multiple sample comparisons) Data mining techniques
- For each technique, their purpose; rationale; data requirements,
Group Exercises: methodology; interpretation and applications will be reviewed
Case based exercises will be used for each statistical decision making Descriptive models (data reduction and segmentation purposes)
scenario. The statistical findings will be produced by Excel and emphasis will - Factor analysis
be placed on their valid interpretation and implications for managers. - Cluster analysis
- Visualisation methods
Close of Day Two Followed By Lunch - Log-linear modelling

Exercises:
Day Three Monday, 20 June 2005 Case-based exercises will be used for each data mining technique. The
statistical findings will be generated by Statisticas data miner. Emphasis will
Building Statistical Models To Harness The be placed on their valid interpretation and implications for managers.

Relationships Between Multiple Variables Close of Day Four Followed By Lunch


To Inform Decision Making
Statistical modeling uses the relationships between multiple variables to Day Five Wednesday, 22 June 2005
harness their predictive power for estimation/prediction/classification
purposes. Data Mining Predictive Models And
Building Applications
The value of statistical modelling
Regression analysis estimating variables of a numeric nature Predictive Models
Time series analysis isolating and harnessing environmental factors in - Logistic regression
forecast preparation - Decision (classification) trees
Discriminant analysis identifies significant discriminators for case - Neural networks
classification purposes
Applications
- Market basket analysis
Group Exercises: - Customer Relationship Management (CRM)
Case-based exercises will be used for each statistical decision making
Building data mining applications; model selection (Lift charts)
scenario. The statistical findings will be produced by Excel and by Statistica
(v6) and emphasis will be placed on their valid interpretation and Case Study Exercises:
implications for managers. Case Studies on data mining applications will be explored

Close of Day Three Followed By Lunch


Workshop review, feedback and discussion

Close of Course Followed By Lunch

971-4-3352437 971-4-3352438 register@iirme.com www.iirme.com/dataanalysis


IIR Middle East certified by

Successfully Using Data Analysis For Business


Decisions
18 - 22 June 2005 JW Marriott Hotel, Dubai, UAE
ISO 9001:2000

Remember to quote your VIP Code when registering to be entered


into a draw to WIN US$ 250 Dubai Duty Free Vouchers.

FIVE EASY WAYS TO REGISTER


971-4-3352437 971-4-3352438 register@iirme.com

IIR Holdings Ltd. GCS/IIR Holdings Ltd.


PO Box 21743, Dubai, UAE P O Box 13977, Muharraq, Kingdom of Bahrain

www.iirme.com/dataanalysis

For further information on this event, please contact our Account Director,
Vandhana Rajput Tel: 971-4-3352730, Email: vandhana.rajput@iirme.com
WEB BC105
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