Our Examination of HP’s 3D-Printing Business — Part of an Award-Winning Financial Analysis Presentation

By Gannon Kim (BS,  Accounting Concentration ’17)

Earlier this year, I was a part of a student team representing the GGU Investment Research Club (IRC) that won the regional CFA Institute Research Challenge  (prevailing over graduate schools across Northern California). The competition required teams to research a publically traded company, create a written report, and deliver a group presentation to a panel of financial services professionals. During this year’s competition, we were tasked with analyzing HP Inc. and presenting a buy, hold, or sell recommendation of its stock.

Part of our presentation included an analysis of HP’s 3D printing business, which we felt was a promising endeavor for the company and the key to its future revenue growth.

The portion of the 3D-printing market that prints in plastic material – rather than metal – is of interest to HP. The lucrative nature of these types of products (along with soon-to-be expiring patents of the technology) has attracted a huge upswing of new entrants to the market. This threatens the positioning of current market stakeholders: Stratasys (addressing high-end, commercial-grade needs) and 3D Systems.

HP’s First 3D Printer

HP released their first 3D printer in 2016, the HP Multi-Jet Fusion 3D Printing Solution. The product is bridging the gap between high-end (Stratasys) and entry-level product offerings (those made by 3D Systems and start-ups) — by creating one of the world’s fastest, production-ready machines.

Our team determined that  HP’s ability to leverage their supply chain & production scalability, partnerships, and brand reputation will help them — in the words of HP’s 3-D Printing President — “disrupt the $12 trillion manufacturing industry and […] democratize manufacturing.”

In terms of the research process, one take-away from this experience was recognizing the power of conducting a ‘channel check’ — i.e. going into retail stores & interacting with sales staff or asking experts (such as Professor Jain) about their insight about a company.

Consulting with an Industry Expert

As most of the team members had limited familiarity with the 3D printer products & its market, we turned to the insight of Pravin Jain, a mechanical engineering professor at Santa Clara University. His in-the-field expertise provided us with a better understanding of HP’s strategy for 3D products. HP aims to build an ecosystem for its 3D printers and has become very involved in the product development process (which includes the development into the software, material inputs & supplies, and 3D-scanning process) and has since reached out to its academic partners to take part as well.

Drivers of HP’s promising future include the strategic and synergistic alliances that it makes with software companies (e.g. Autodesk, Siemens in order to create a more streamlined product), materials suppliers, and users (for direct input on how the device is being used, performance & improvement benchmarks, etc.). From our channel check, we found that HP is approaching manufacturing businesses (i.e. Nike, BMW, Johnson&Johnson) and research institutions to test its technology.

Overall Analysis of HP

There are three key points that are worth highlighting about HP overall.

1. It is financially “healthy,” having a high cash balance and is looking to return it to investors (making significant stock repurchases in the future).

2. It has a strong management team, with the leadership of CEO Dion Wiesler who adds a wealth of industry experience through his roles in Acer and Lenovo consumer electronics divisions.

3. It maintains dominant positioning in the core business (printers and PCs) – and has the potential for the 3D printer business unit to help the firm grow organically.

However, we are concerned about the state of its core business,  as the market has matured and HP faces increased global competition. Revenue has also been declining (since 2015). In addition, the company derives more than half its revenue abroad and has justifiably invested to create a global supply chain – sourcing materials, labor, and clients from other countries. By consequence, any significant changes to U.S. foreign policy can present some amount of geopolitical risk (but was not predictable at the time, particularly with a transition of a new U.S. executive administration).

Our presentation for the competition was more “cautionary” in nature, and we felt that prospective investors probably should not “buy-in” while current holders of HP stock should not head for the exits.

Research Process 

In terms of the “research process,” one takeaway from this experience was recognizing the power of conducting a channel check – i.e. going into retail stores & interacting with sales staff or asking experts (such as Professor Jain) about their insight about a company. Of course, reading online reports can give a good picture, but there is more to gain when it is supplemented by direct interactions.

Hold Recommendation

Our investment rating for HP was “Hold” (neither bull nor bear) because there was quite a lot of positive/negative trade-offs taking place. Our presentation for the competition was more “cautionary” in nature, and we felt that prospective investors probably should not “buy-in” while current holders of HP stock should not head for the exits.


San Francisco CFA Investment CompetitionInvestment Research Club members with Finance Professor Dave Kaczorowski, CFA (competition mentor) at far left. Continuing left to right: Zhe-Yuan Zhang, William Xu, Gannon Kim (author of this blog post), and Hemal Patel.


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Juggling Real-World Responsibilities with Undergraduate Studies at GGU

Mohammed Khalil (BA ’17) did not yet have an undergraduate degree when he sat down for an interview for a claims adjuster position at Progressive Insurance, but he had an edge. “I got the job because they saw that I could hold down all of my responsibilities at once—the GGU degree studies, my kids, and three jobs,” he says.

Mohammed tells us that with real-world responsibilities, he had no time to waste on administrative hassles or studies that were not a true stepping stone. “Everyone at GGU is committed to helping you,” says Mohammed. “For example, you call about class registration and within two minutes you have someone on the phone to help you. Even the librarians were absolutely brilliant in helping me make my research faster. That is the advantage of how GGU operates.”


Undergraduate-Mohammed-San-Francisco
“I didn’t know if I could handle school and work. Because I had such amazing teachers and student support, it allowed me to be the best student I could be. GGU is an absolute blessing.”

Charting His Future

GGU offers an introductory class that helps adult students like Mohammed clarify their goals and plan their classes through graduation. Mohammed says: “In this course, my instructor told us to listen to our inner voice, find out who were are, and be ourselves.” This last piece of advice hit home when Mohammed connected his love of interacting with the clientele at his family’s Mission-district store – one of his three jobs at the time! — and going into management.

Mohammed’s professors also were more than a source of book learning: “All they care about is helping you to succeed out there. For example, Dr. Yergler, my teacher in a management class, was passionate about making us live up to our potential in our careers.”

Proving Himself

Golden Gate University is geared to serve adults such as Mohammed who may not start an undergraduate degree right out of high school.  “When you come back to college at my age you feel like the older kid on the block and want to put your stamp on everything you do.” Mohammed certainly did–graduating magna cum laude from GGU this year.


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An Accounting Master’s Degree in One Year for This Golden Gate University Student

Joe Byers is taking advantage of the option of finishing a Master’s Degree in Accounting in less than a year at GGU. This opportunity is available only to students like Joe who have a BS from GGU with an accounting concentration. Known as the Path2CPA program, it allows undergraduate coursework to be applied to the graduate level. Students also get to skip GRE and the graduate school application process.

 

Ranking of Best Universities for Adult Learners Is “So Needed”

For the second consecutive year, Washington Monthly ranks Golden Gate University America’s #1 School for Adult Learners in its annual College Guide and Rankings. Forbes contributor Richard Eisenberg wrote that the Washington Monthly list “is so needed” [emphasis his] because of the sheer amount adult-learner students (nearly half of higher-ed enrollees), and how different their needs are from those under 25. For example, older students want flexible scheduling, online classes that fit their busy lives, as well as credit for life experiences that have been “classes” in and of themselves.

Eisenberg highlighted a few choice quotes from Washington Monthly’s hour-plus video seminar about adult education:

  • “The best colleges for adults tend to be regional public universities, private schools, and community colleges that U.S. News doesn’t even rank.”
    — Paul Glastris, Editor in Chief of Washington Monthly
  • “Today’s students are not all 18-year-olds walking into a brick building every day, with mom and dad sending checks.”
    –Courtney Brown, Vice President of Strategic Impact at the Lumina Foundation
  • “The environment for higher-ed programs that have a focus on older adults seeking purposeful engagement is still evolving as universities try to find the business model that works for them.”
    –Marci Alboher, Vice President, Strategic Communications, at Encore.org.

The participation of Encore.org in the video seminar is significant because of the organization’s mission of supporting meaningful second careers for older adults with resources such as the Encore Career Handbook.  Supporting second  (and first!) careers for adults has been fundamental to Golden Gate University’s mission for over 100 years, which is no small part of its #1 ranking.

Why GGU Was Ranked #1 by Washington Monthly

To compile the rankings, Washington Monthly reviewed data from the Department of Education’s Integrated Postsecondary Education Data System (IPEDS) survey, the department’s new College Scorecard database and the College Board’s Annual Survey of Colleges. The metrics that determined GGU’s rating include:

  • ease of transfer/enrollment
  • flexibility of programs
  • services available for adult learners
  • percent of adult students (age 25+)
  • mean earnings of adult students ten years after entering college
  • loan repayment of adult students five years after entering repayment
  • tuition and fees for in-district students

Related postGoing Back to School in your Mid-20s, 30s, or 40s–It’s Golden Gate University’s Specialty by Jelena Ristic Kelleher, JD, Interim Associate Dean and Director of Undergraduate Programs.

Golden Gate University Ranked #1 in US for Adult Learners for Second Consecutive Year

For the second consecutive year, Washington Monthly ranks Golden Gate University America’s #1 School for Adult Learners in its annual College Guide and Rankings.

How GGU Was Chosen

To compile the rankings, Washington Monthly reviewed data from the Department of Education’s Integrated Postsecondary Education Data System (IPEDS) survey, the department’s new College Scorecard database and the College Board’s Annual Survey of Colleges.

The metrics that determined GGU’s rating include:

  • ease of transfer/enrollment
  • flexibility of programs
  • services available for adult learners
  • percent of adult students (age 25+)
  • mean earnings of adult students ten years after entering college
  • loan repayment of adult students five years after entering repayment
  • tuition and fees for in-district students

Read the article in Washington Monthly >>

Starting a Forensic Accounting Career at Golden Gate University

By Joey Byers
Bachelor of Science in Business, Accounting Concentration (’17)

I decided that I wanted to be an accountant a year before my exit out of military service. My aspirations were either to become a CPA and open a firm or to become a forensic accountant for a government agency that pursues fraud investigations. I have always wanted to get into some type of investigative field. This began in my youth when I thought being a crime scene investigator or detective would be fun. As an adult, my interest shifted to forensic accounting which is essentially a field of “number detectives.” After watching a few episodes of the TV show American Greed, my interest solidified.

I’m currently completing an undergraduate business degree at GGU with a concentration in Accounting. I shopped around for accounting master’s programs in the Bay Area, but other schools didn’t have as many specialized classes in accounting like GGU offers. The curriculum was the same reason I chose GGU for an undergraduate degree in the first place. GGU not only offers a competitive Master of Science in Accounting (MSA), but also offers a concentration in forensics which happens to be in line with one of my career goals.

The Path2CPA Program

I am taking advantage of the Path2CPA program to finish the MSA program in just one year after finishing my undergraduate business degree. Students like me can get a head start in an accounting career and save time and money in the process. If you were to apply in earnest to the master’s degree program without having an accounting-focused undergraduate degree, the amount of time to complete the program effectively doubles. Fortunately, GGU lets you reduce the time-frame to one year. It’s worth noting that you’re able to take upper-level courses in the undergraduate program.

At my current job, I wear several hats. I own the Accounts Receivable process; reconcile numerous General Ledger accounts at month, quarter, and year end; review and approve expense reports after the departmental managers; and work a lot with compliance issues relating to sales, use, or local taxes. I also have cross-functional roles working closely with the legal and sales operations departments. Now that I am approaching the next phase of my accounting career, it has become apparent that becoming a CPA is a must.

I am taking advantage of the Path2CPA program to finish the Master of Science in Accounting program in just one year after finishing my undergraduate business degree. Students like me can get a head start in an accounting career and save time and money in the process.
—Joey Byers, BSB (’17)

My Advice for Future CPAs

In addition to my educational path, I would like to share some things that I think will help other people who want to start an accounting career.

Being adaptable. Expense reporting systems, accounting systems, month-end close applications, etc., are always changing, so you have to keep up. Also, you might be tasked with managing implementation projects, comparing different systems and then training colleagues on them, doing a month-end close, researching compliance, and gathering audit evidence all on the same day. You should be adaptable and learn to accept the change and the growing pains that might result from it.

Having Technological Intelligence. Knowing Microsoft Word and Excel inside and out will help you immensely. Knowing complex and generic formulas are a must. In some instances, you could be manipulating a General Ledger or other data dump with tens of thousands of line items. If you don’t know your way around Excel, it will eat up hours which doesn’t look good to employers in a time crunch.

Knowing It’s Never Too Late. My message for people who may want to start a career in accounting is that it is never too late. But after you start, don’t stop and understand that sacrifices might have to be made. As an adult coming out of the military, I couldn’t wait for long to begin my career; and a degree is mandatory in the accounting profession. If you can get an entry-level accounting position, accept it. Certain accounting topics in school might become easier for you if you’re getting real-world experience.

If you’re planning on getting your CPA, doing a 1-year Path2CPA stint to get a master’s degree at GGU is the way to go. While getting the degree, I will sit for the CPA exam. The MSA Forensic Accounting concentration is focused on real-world applications and case studies. It is a specialized field, and the program is designed with the Certified Fraud Forensics (CFF) exam in mind. Once I have completed all the requirements for the CPA and go on to test for the CFF designation, my career trajectory is relatively limitless.


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A Master’s Degree in Accounting in One Year? GGU Offers New Path2CPA Program

GGU-outsideGolden Gate University now gives its undergraduate students the ability to earn a Master of Science in Accounting (MSA) in as little as one year after completing a bachelor’s degree with an accounting concentration. The new Path2CPA program lets students apply a number of their undergraduate courses to an MSA – making the “step up” to a graduate degree both quicker and less expensive.  The bachelor’s-to-MSA route also removes the hurdles of taking the GRE and completing an application for grad school.

GGU’s accounting programs are recognized as some of the best in the nation. Students get an edge in a crowded job market by choosing a specialized accounting concentrations. Most of GGU’s accounting courses are taught by instructors who are also practicing professionals — many working at “Big Four” firms in San Francisco’s Financial District.

For many students, the MSA will satisfy the 150-hour education requirement to become a licensed Certified Public Accountant (CPA). Other students can take electives that deepen their knowledge and help them get to the next step.

Four In-Depth Specializations

GGU provides concentrations that allow graduates to enter the job market with relevant, in-demand skills. These areas of focus offer students the uncommon opportunity to choose the most rewarding path for them.

Financial Accounting & Reporting: Theory and principles that frame a wide range of problems and issues encountered in the accounting profession.

Forensic Accounting: Courses in fraud auditing, financial statement investigations, complex discovery and data management, the role of the expert and expert report, bankruptcy and insolvency, economic damages, valuation, and lost profits.

Internal Auditing: Assisting students to become Certified Internal Auditors (CIA) as defined by the Institute of Internal Auditors (IIA).

Management Accounting: Positions students to achieve the Chartered Global Management Accountant (CGMA) and/or the Certified Management Accountant (CMA) designations.

If students are not sure which specialty is right for them, staff advisors and faculty mentors can help them find the specialization works best for their career goals.

I am taking advantage of the opportunity to finish the MSA in just one year after getting my undergraduate business degree at GGU. Students like me can get a head start in an accounting career and save time and money in the process.
—Joey Byers (Bachelor of Science in Business, ’17)

Why GGU is the Best Option

In a competitive job market, a degree from an accredited university with a national reputation is an advantage. GGU has been part of the accounting community in the San Francisco’s Financial District for decades. The relationships among local students, faculty, and alumni have formed a natural pipeline from classroom to the executive suite. Local firms also look to GGU for new talent to fill positions in a growing field with increasing need for specialized skills.

Path2CPA Highlights
Earn an MSA in as little as a year
Apply undergrad credit to your grad degree
Skip the GRE and grad school application
Get real-world skills from in-depth concentrations


Are you a Golden Gate University graduate?
Alumni receive a 30% discount for the Path2CPA Program.


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San Francisco is the Place to Be for Graduates Looking for a Job

A casual search of LinkedIn uncovers thousands of high-paying tech and business jobs in San Francisco. Shortages in the healthcare management and business analytics fields, combined with rapid growth in the tech sector, have driven abundant work opportunities.

Despite this promising outlook, recent graduates of any field face competition from their peers and those with greater experience. Choosing the right city to start a career can give graduates an edge in finding a great job.

It comes as no surprise that San Francisco has been named the best city in the US for recent graduates to find a job by the highly respected American Institute of Economic Research (AIER). The study looked at a number of factors, including unemployment rate, labor force participation, and how many people worked in emerging industries.

Located in San Francisco’s Financial District, Golden Gate University is situated as an ideal launch pad for graduates looking to advance a business career or break into a new one. GGU’s faculty often make a short walk – some literally across the street – to teach courses. Many currently work for international companies with a worldwide impact such as Google. Direct exposure to working professionals creates valuable networking and mentoring opportunities for students. Golden Gate University’s roots in the Bay Area business community go back more than 120 years, a history that has created a natural pipeline from the classroom to the executive suite.


“San Francisco is a great place to look to for work. There are a lot of magnificent local companies like Uber, Google, Facebook, Salesforce, Apple, Microsoft, Charles & Schwab—and the list goes on. I believe this city has opportunities for everyone, whether a graduate is looking for a career in Marketing, Human Resources, IT, Finance or Accounting. As the technology hub of the world, the number of startups growing every day.”

—Jatin Jaiswal (MBA candidate, ’18)
President Student Government Association


The Best City, Period

AIER also named San Francisco as the best city in the world for higher education when considering both quality of life and practical considerations. The survey found that the factors prospective students value most – the percentage of an educated population and diversity – are hallmarks of what locals call The City. AIER researchers also considered factors such as employment rate (a low 3.1% in San Francisco); arts and entertainment; the presence of science, technology, medical, and engineering workers; biking and walking options; and public transportation. As far as getting around, the new transit station a block from campus and its 4.5-acre rooftop park only adds to the appeal of GGU’s downtown location.

If you are interested in learning about San Francisco’s reputation and position in the business world, we invite you to watch this video with Dr. Gordon Swartz, Dean of GGU’s Ageno School of Business.


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Career and Educational Paths in Finance


An interview with David Kaczorowski, MBA, Adjunct Professor of Finance in the Ageno School of Business


Would you please tell us your professional experience and what you teach?

David Kaczorowski

After getting my undergraduate degree in finance at Boston College, I worked in actuarial analysis at Liberty Mutual Insurance. It was a great job, just not for me. So I went back to school for an MBA at Yale University and transitioned into the investments industry. After school, I spent five years in the investment banking industry working as a capital markets equity analyst. Those are the people who publish reports on stocks and rate them buy/sell/hold. After that, I spent two years managing a private portfolio for an individual investor, called a family office. Around that time I started teaching in the Master of Science in Finance at GGU, and now I do it full time. I teach Portfolio Management, Investments, and Derivatives at GGU.

Why do you like teaching?

What I like most about teaching is bringing practicality to the classroom. When I was in school some of the material I learned was very useful, some not so much. Now, after seven years in the industry, I have a decent idea of which concepts are used in investing and which ones rarely leave the textbook. The most satisfying part of teaching for me is to say to a class: “Now listen up, this is how it’s really done.” That’s something I think GGU does better than most. We’re located right next to the financial district and most of our teachers are working professionals. When students come here they expect a close connection to the real world. It’s something I wish I had when I was in school, and I’m really excited to bring it here.

I have a decent idea of which concepts are used in investing and which ones rarely leave the textbook. The most satisfying part of teaching for me is to say to a class: “Now listen up, this is how it’s really done.” That’s something I think GGU does better than most.

What do prospective students most want to know when they are considering a Finance career?

Many of them just want to understand what careers are available. In my field, in particular, students often come to me for help because they’ve done stock picking for a personal account, find it intellectually rewarding, and want to do it as a career. Most don’t really know what careers are out there, how they differ, and how to get them. Personally, I think that’s the whole point of grad school. Students have a few years in the working world and know enough to understand the areas that excite them, and so they go back to school to refine the road map.

What skills are needed for a finance career?

I might not have thought this when I was a student, but the business school core classes go a long way in a financial career. That goes especially for statistics and accounting, both hard-to-learn subjects but very useful in the real world. Just the other night I was having dinner with a friend who works in the financial industry, and we dug into how the interest rate environment will impact the Sharpe ratio of the fund he manages. It was right out of a textbook.

Communication is also extremely important, both in front of a crowd and one-on-one. Investment banks and hedge funds are famous for having a lot of strong personalities. It makes life a whole lot easier if you have the skill to, as they say, “tell someone to go to hell in such a way as to make them think they’ll enjoy the trip.”

We’re located right next to the financial district and most of our teachers are working professionals. When students come here they expect a close connection to the real world. It’s something I wish I had when I was in school, and I’m really excited to bring it here.

What are the upsides and downsides of the career?

As with most careers, the people you work with are a major part of the job. In my time in the business, I’ve known a few truly impressive minds: people I like to call “stock whisperers.” Getting to know them and watching them work has been a great part of the job. Hopefully a little of that skill rubs off. As for the downside, I’ll go back to what I said about strong personalities. Finance can be really fascinating stuff, but some jobs have a whole lot of grunt work, stuff that isn’t why you got into the business. The stereotype about working oppressive hours is true, and it’s no fun.

How should people decide where to apply for jobs in Finance?

I always tell students to keep an open mind about the next step in your career and don’t get too focused on one particular job. Who knows, you might take a detour that you end up liking more. At the moment, wealth management and real estate finance jobs are in demand, and equity analysis is less in favor. That doesn’t mean you should tailor your career to what gets you a job at this exact moment, but we have to skate to the puck. If you find yourself going down the wrong road on a career you don’t love, switch. Don’t waste your time.

What are misconceptions are there about the Finance field?

I personally have some political frustration about how our industry is viewed by the rest of the world. We in finance are too often seen as the evil empire. The fact is, finance and investing serve a vital need in the economy. Also, the reputation for being a cutthroat industry isn’t always accurate either. Out here in the Bay Area, there is a general attitude of cooperation, and that permeates into the industry. The finance industry here has a strong connection to Silicon Valley, and it adopts some of the same habits of collaboration and innovation.

Sadly, the stereotype is true that there are few women in the industry. In the local CFA Society there are 3,500 charter holders and only about a quarter of them are women. I never really knew why that is, but I hope it changes sooner than later. “Doctor Who” is a woman now, so anything is possible.

I always tell students to keep an open mind about the next step in your career, and don’t get too focused on one particular job. Who knows, you might take a detour that you end up liking more.

How do you start networking for a finance career?

Networking is definitely helpful. The industry runs on relationships and having the right ones can make a big difference. Many local professional organizations, like the CFA Society, hold events that are open to the public. I’ve met all sorts of interesting people at those events who become good friends. Another element to launching a career is doing it for yourself. A public speaker I once heard said about being a writer: “If you want to write, then write.” When I started in equity analysis I opened a personal investment account and bought stocks for myself. I kept clear notes and models that supported my positions and stood ready to talk with anyone about them. If you want to do any career you don’t have to wait for the job, you can do it today. If you want to invest, then invest.

What should prospective MBAs consider when selecting a specific graduate program?

This is a tough one. When I chose my program the biggest criterion was the personality of the school. Schools like Harvard and Wharton are great, but they weren’t for me. My class at Yale was full of misfits. There was a merchant marine, a rape counselor, a stealth bomber pilot, lots of really interesting people. I learned more from them over bad Chinese food than I did in the classroom. That’s why the campus visit is crucial. You have to go there and see the place for yourself, talk to the students and professors, and ask yourself whether you feel at home on an emotional level. It can be really hard to determine that, and a person can only visit so many schools, so it takes some luck to find one that really resonates.


About David Kaczorowski, MBA

Dave (David) Kaczorowski has worked in finance for more than 13 years. An experienced investment manager of private and family office portfolios, he has investment expertise in all the five major asset classes and experience in the holistic management of a family office. His most recent position was as the primary investment manager for a highly diversified family office portfolio. Prior to that position, he spent five years in the investment banking industry as an equity research associate, covering technology companies. His resume in the industry includes Signal Hill Capital, Wedbush Securities, and Stifel Financial. He also spent seven years as a financial analyst in the actuarial department of Liberty Mutual Insurance Group. He is a CFA charter holder.


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Netflix Marketing Expert Talks Shop with Students in a GGU Business Analytics Class

A case study on the data analytics successes of Netflix came to life with a visit to a Business Analytics class by Andrew Massena, who serves as Senior Technical Project Manager at Netflix. Massena came by at the invitation of Tsovinar Yenokyan, a student in the Master of Science in Integrated Marketing Communications program (’18).

Massena presented on the topic of Marketing Analytics, and the class participated in a discussion about the Netflix Leading with Data initiative. Netflix uses algorithms to help predict user needs and behavior. Visiting Assistant Professor and Director of Math Programs Dr. Nabanita Talukdar (and the class instructor) observes that: “Netflix has thrived because of its superior customer data and analytics. Data analytics gives Netflix the ability to predict what customers might want and provides an understanding of consumer trends.”

What I learned in the class, such as using the R data-analysis tool, will apply to my work on day one.
–Tsovinar Yenokyan
MS, Integrated Marketing Communications (’18)

Over the last six years, Massena has managed multi-team efforts such as launches in France, Germany, Australia, Japan, and worldwide. His areas of responsibility included ensuring proper catalog encoding and deployment, certifying region-specific configurations, new language support, and App submissions. Last year, Massena managed the effort of Netflix to enable downloading of content to mobile devices. His primary job is running the Netflix NRDP (Netflix Ready Device Platform) Program. He coordinates a cross-functional effort to deliver the latest version of the SDK to device partners (Sony, Samsung, LG, and others) on an annual basis.

Tsovinar Yenokyan, Student (5th from left), Nabanita Talukdar, Instructor (6th from left), and Andrew Massena, Senior Technical Project Manager at Netflix (7th from left)

Yenokyan says: “I started my own marketing firm in Armenia, and came to the US to expand my career and learn new skills. I want to continue my marketing career, and I need to be able to analyze data no matter where I go. For example, if you have a large customer data set, you need to know exactly who you want to reach. What I learned in the class, such as using the R data-analysis tool, will apply to my work on day one.”

About the Business Analytics Course

The Business Analytics course’s focus is the practice of business-oriented analytics using statistical methods using the R statistical software. The course introduces analytical techniques applicable for solving common business problems, techniques to analyze social media, and techniques to study data on Web and app users. Students are expected to acquire practical knowledge of computing and interpreting – correlations, confidence intervals, hypothesis testing, t-test, regressions analysis, cluster analysis, statistical significance, run power analysis and compute effect size. During the course, apart from learning statistics and software R, students will be introduced to the concept of Application program interface (API) in the context of data retrieval from Twitter, Facebook, and Google Analytics. Upon the course completion students expected to be able to select the right statistical method corresponding to the business problem. Compute and interpret results of a statistical analysis and produce practical business recommendations.

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