The data is in: CW has a predictive analytics master.

Earlier this week, our director of analytics, Andrea Berki-Nnuji, received her certification in predictive analytics from the University of California, Irvine. Sounds impressive, right? Well, let us explain just how truly remarkable this designation is.

Andrea is now one of only 70 people in the US – 92 people worldwide – to hold this global certification. And to get there, she had to spend two gruelingly informative years taking classes with names like “Deploying and Refining Predictive Models” and “Algorithms, Modeling Methods, Verification and Validation.”

What originally put this particular program on Andrea’s radar was the fact that these courses are taught by industry leaders such as Dean Abbott, president of Abbott Analytics, and Dr. Eric Siegel, chair of Predictive Analytics World – professionals whose books have been earmarked on her desk for years. Oh, and did we mention she finished out the program with a 3.9 GPA? This one’s going on the Crowley Webb fridge.

Andrea Berk-Nnuji, Crowley Webb's predictive analytics consulting director

University of California, Irvine Division of Continuing Education.

So what does this mean for the agency and our clients? Glad you asked! Using the knowledge and skills gained through her courses, Andrea and the analytics team are now able to approach and evaluate data in an entirely new, more efficient way. They’ve been applying her learnings since about halfway through the program, actually, which has yielded increased ROIs for our clients.

Predictive analytics is both an art and a science. It’s about taking historical data and using it to anticipate future actions; it’s a way to reach tangible business decisions and results by strategically exploring available – yet often untapped – data. Companies like Facebook and Google use it, for example, to show you those ads that make you think, “Woah, they might know what I need better than I do.”

When Andrea came to us four years ago, she was our entire analytics department. Today, it’s our fastest-growing team headed up by a leader whose passion for continued education and growth is inspiring. And exemplary of Crowley Webb’s hardworking spirit. Read more about what she and our analytics team can do for your next campaign here.

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