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With researchers estimating that 150,000 data analytics professionals are needed to fill roles in Canada, York University will help to address the talent shortage when it launches its big data analytics program this September. Facilitated as a part-time offering through York’s School of Continuing Studies, the big data analytics program is comprised of two certificates — the certificate in big data analytics and the certificate in advanced data science and predictive analytics. The certificate in advanced data science and predictive analytics, which launches in winter 2018, delves into data organization for analysis and advanced methods and analytics for those looking to pursue the INFORMS Certified Analytics Professional (CAP®) designation, the premier global professional certification for analytics practitioners. 

A new INFORMS journal of Marketing Science study explores the hidden risks of businesses face when combining price discounts with large charity donations. 

Marketers know they should keep their messages simple if they want to cut through the noise and reach customers. The key question is then: Of your product’s attributes, which one should you focus on? New research in the INFORMS journal of Marketing Science suggests that companies may want to emphasize the same attribute that their rivals do.

A few of Mickey Mouse’s pals within a division of The Walt Disney Company have been working on a method to better target marketing by learning more about consumers’ personalities. Research scientist Maarten Bos has worked on ways to better understand audience personality and how ads can be tailored to them based on the images used, a topic he presented on at the recent 2017 INFORMS Business Analytics Conference.

Maarten Bos, a research scientist at Disney Research, helped conducted studies - which were the topic of his presentation at the 2017 INFORMS Business Analytics Conference - about tailoring ads that are both appealing and effective. Personality types vary, which suggests that tailored advertisements may be appealing and effective. In a series of studies, Bos helped investigated both the image preferences of individuals as well as responses to a personality questionnaire.