NEW HAVEN, Conn.
The Yale School of Management and IBM Corp. are collaborating on an academic program to teach a curriculum of analytics, which measures consumer sentiment and mines numerous sources of data to improve marketing and sales.
Yale's Center for Customer Insights and IBM said Thursday that the partnership is intended to capitalize on rapidly rising demand in the coming decade for professionals with management analysis skills. A course at the School of Management teaches students about analytics that forecast and better understand customer buying trends to improve sales and gather feedback on marketing.
Ravi Dhar, director of the Center for Customer Insights, said online data give companies a better insight into customer behavior than surveys or questionnaires.
As part of the IBM Academic Initiative, the Yale program has access to IBM technology, course materials, training and curriculum development.