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Curriculum | Data & Analytics School

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Earn CFMP CE Credits

CE credits from ABA Professional Certifications are awarded based on their relevance to certification examination outlines. The school is eligible for a maximum of CFMP 21.75 CE credits.

2022 Schedule

All times are in ET.

  • Tues, Jan 25

  • Wed, Feb 2

  • Thu, Feb 3

  • Fri, Feb 4

  • Tues, Feb 8

  • Wed, Feb 9

  • Wed, Mar 23

Tues, Jan 25

2:00 PM – 4:00 PM

ABA Executive Welcome & Program Kick-off

  • David Schweidel

Wed, Feb 2

11:30 AM – 12:45 PM

Setting the Stage: Developing a Data and Analytics Strategy

Faculty: David Schweidel

Objective/Overview:

  • Develop a leader’s perspective on how to use current and emerging trends in data science to build effective business strategies.
  • Examine sources and uses of data
  • Discuss the integration of your data strategy into overall business and marketing strategies and the role of data in evaluating the impact of marketing actions

12:45 PM – 1:00 PM

Break

1:00 PM – 1:45 PM

Networking Activity

1:45 PM – 3:00 PM

Text Analysis for Marketers

Faculty: David Scheidel

Objective/Overview:

  • Understand the data insights that can be captured from social media and other sources of text data (e.g., call center transcripts/chat logs).
  • Review opportunities to make use of social media and other digital sources as the voice of the customer
  • Survey technologies utilized for “listening in”

3:00 PM – 3:15 PM

Break

3:15 PM – 3:45 PM

Learning Group Activity

3:45 PM – 4:00 PM

Debrief & Next Steps

Thu, Feb 3

11:30 AM – 12:30 PM

Data Visualization

Faculty: Jesse Bockstedt

Objective/Overview:

  • Introduce participants to the techniques and tools used to create effective visualizations that clearly and efficiently communicate relationships within data. 
  • Consider analysis through visualization
  • Survey how to utilize visualizations effectively in reports and presentations to engage audiences

12:30 PM – 12:45 PM

Break

12:45 PM – 2:30 PM

Using Data to Support Brand & Product

Faculty: Doug Bowman

Objective/Overview:

  • Explore how marketers can better leverage data to implement customer-centric product development and marketing
  • Leverage data insights to understand who the right target is for existing products and what new products we should be developing
  • Identify unique, profitable growth opportunities

2:30 PM – 2:45 PM

Break

2:45 PM – 3:15 PM

Learning Group Activity

3:15 PM – 3:30 PM

Debrief & Next Steps

Fri, Feb 4

11:30 AM – 12:30 PM

Opportunities in Mobile

Faulty: Michelle Andrews

Objective/Overview:

  • Learn how to gain key customer insights from mobile use and mobile data
  • What can we learn from customers
  • What can you enable with mobile technology that we know will work
  • Identify opportunities for applications such as customer targeting

12:30 PM – 12:45 PM

Break

12:45 PM – 2:00 PM

Artificial Intelligence & Machine Learning

Faculty: Jesse Bockstedt

Objective/Overview:

  • Explore the role of machine learning in data science, predictive modeling, and artificial intelligence.
  • Survey the multitude of ways businesses are leveraging machine learning to gain insights
  • Understand how machine learning and artificial intelligence can combine to support predictive modeling

2:00 PM – 2:30 PM

Break

2:30 PM – 3:15 PM

Bias and Ethics in AI/Machine Learning

Faculty: David Schweidel

Objective/Overview:

  • Raise awareness of how bias can unintentionally show up in AI/machine learning-driven algorithms.
  • Examine the questions we should be asking about how bias might find its way into our processes (if we are not aware of how algorithms are formed, we may unintentionally discriminate)
  • Discuss data rights and ownership of customer data

3:15 PM – 3:30 PM

Debrief & Next Steps

Tues, Feb 8

11:00 AM – 11:30 AM

Welcome Back & Debrief

11:30 AM – 1:00 PM

Data Security, Privacy, and the Quantitative Self

Faculty: Benn Konsynski

Objective/Overview:

  • Raise awareness of key privacy and security matters that every leader must incorporate into data strategies.
  • Understand how enhanced capabilities to observe, measure, capture, assimilate, curate and retain enormous amounts of information impact individuals and activities. 
  • Consider the impact of your privacy and security policies and practices on your brand

1:00 PM – 1:15 PM

Break

1:15 PM – 2:45 PM

Digital Enterprise: Operationalize Your Data Strategy

Faculty: Anandhi Bharadwaj

Objective/Overview:

  • Examine key considerations for operationalizing your data strategy.
  • Examine the foundations of digital environments as new ways of working, interacting with customers and making money
  • Consider the technology and data bias implications for your business in implementing a data strategy

2:45 PM – 3:00 PM

Break

3:00 PM – 3:30 PM

Learning Group Activity

3:30 PM – 3:45 PM

Debrief & Next Steps

Wed, Feb 9

11:30 AM – 12:30 PM

Customer Experience: How Customer Journey Informs Growth Opportunities

Faculty: David Schweidel

Objective/Overview:

  • Reshape marketing strategies around a holistic view of the customer journey based on internal and external data sources
  • Leverage data sources to interpret customer intent
  • Identify opportunities to engage in customer-centric marketing efforts

12:30 PM – 12:45 PM

Break

12:45 PM – 2:30 PM

Customer Journey (cont.) 

2:30 PM – 2:45 PM

Break

2:45 PM – 3:15 PM

Learning Group Activity

3:15 PM – 4:00 PM

Readout, Debrief & Conclusion

Wed, Mar 23

11:00 AM – 1:00 PM

Post-program Reunion

  • The power of networking! Engage your colleagues to discuss how you have applied the program concepts in your organization
  • What have you tried, what has worked, and what are some hurdles 
This program is subject to change. Please bookmark this page to check for continuing updates. Read ABA Conference and School Policies to help answer additional questions.

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Get updates on the Data & Analytics School. Contact John Capotosto if you have any questions.