Leading Strategy with a Customer Perspective with Gregory Carpenter-Welcome to Course
Introduction to Course 4 with Dean Blount
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Meet Your Professors
Grading and Logistics
Optional Readings and Suggested Textbooks
Leading Strategy with a Customer Perspective with Gregory Carpenter-Why Marketing is a Leadership Issue
The Digital Revolution
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Why Marketing Is a Leadership Issue
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Understanding Customers
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Creating Valuable Brands
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Brand Evolution: Pioneering Brands
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Late Mover Advantage
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Creating a truly customer-focused culture to unleash growth with Gregory Carpenter and Sanjay Khosla-Leading Culture Change for Reinvention and Growth
Leading Culture Change for Reinvention and Growth
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Digital-Age Culture
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Culture Change
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Fewer Bigger Bolder: From Mindless Expansion to Focused Growth
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Unleash People- Give Blank Checks
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Execute - Think Big, Start Small, Scale Fast
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Leadership’s Role in Analytics with Florian Zettelmeyer-Why Analytics Needs You and You Need Analytics
Overview of Modules 3 and 4
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The Moneyball Story Revisited
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Why Analytics Requires Managerial Judgment
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Why Analytics Requires Process and Incentive Changes
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Why Analytics Has To Be Problem Driven
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Why You Need a Working Knowledge of Data Science
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A Working Knowledge of Data Science with Florian Zettelmeyer-How to Tell Apart Good From Bad Analytics
Introduction
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Case — Pentathlon: Promotional E-mail Frequency
Why Analytics Goes Bad
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The Data Generating Process
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Causality and Probabilistic Equivalence
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The Causality Checklist - Pre-Existing Differences
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The Causality Checklist - Common Drivers
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The Causality Checklist - Reverse Causality
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Case — Microsoft: Social Engagement
The Causality Checklist - Confounds and Summary
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Why Bad Causal Analytics Need Not Be Useless
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Wrap-Up
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Case — Red: Promoted Tweets Experiment
Conclusion to Course 4 with Dean Blount
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