Certified Analytics Professional (CAP®) Certification Program TDWI Presented by Jeff Devon, CAP March 6, 2014 1

Agenda Background Benefits of CAP® certification Details of Becoming Certified Maintaining the certification Questions 2

Who is INFORMS? Institute for Operations Research and Management Science Mission: lead in the development, dissemination and implementation of knowledge, basic and applied research and technologies in operations research, the management sciences, and related methods of improving operational processes, decision-making, and management. 10,700 members - mix of academic (80%) and practitioner (20%) Highly educated (51% earned PhD, 96% earned or pursuing MS or higher) Global (79% North America, 10% Europe, 7% Asia) Partner with CORS (www.cors.ca) INFORMS is the parent organization that has developed the CAP credential. This is a snapshot of the association and its membership. 3

INFORMS and Analytics Analytics is the scientific process of transforming data into insight for making better decisions. Analytics-Related Initiatives Analytics Certification Continuing Education Courses Research Analytics Maturity Model Engagement with Industry, Government, and Academia INFORMS has defined analytics as the scientific process of transforming data into insight for making better decisions. It’s a short, concise definition that takes into account the rigor of the scientific process that helps turn the data into answers to questions that might arise from the C-level offices so they can make better and more informed decisions. Analytics is the newest area of concentration; if you’re interested they have a free online Analytics magazine 4

To fill a certification gap in an important and growing field CAP® Program Goals To fill a certification gap in an important and growing field The CAP program has its own goals: to advance the use of analytics and serve as a qualification standard for those who practice in the field. The program is both vendor and software neutral which means you don’t have to work with any particular software or any particular vendor either. Its strictly based on what an analytics project requires; irrespective of the tool chosen or the tool provider. And its open to all who are eligible regardless of whether they’re a member of INFORMS or not. Advance the use of analytics by qualified professionals Ensure quality of profession Identify individuals with appropriate breadth of knowledge Ensure continued competency Be software and vendor neutral 5

How could this grocery store improve average wait time? Who is a CAP? These are real benefits of certification that may mean tangible financial benefit for you and your company and the analytics field. How could this grocery store improve average wait time? 6

The “Shape” of Analytics Certification The CAP exam follows the T shape in that it tests a broad width of knowledge in seven areas but not specific depth in any one area. E.g., while the concept of when and how to use regression analysis tools might be tested, the underlying algorithms and programming to develop a regression model is not being tested. Initial certification will assess across the breadth of knowledge needed in analytics (i.e. the “top crossbar of the T”) Evaluation of more detailed knowledge can be done later in “add-on” certifications, pending the successful development and deployment of CAP. Want to ensure that CAP does include some level of depth across the broad range of tasks performed and knowledge required by analytics professionals 7

Benefits of Certification Advances career potential by setting you apart Personal satisfaction---key career milestone Demonstrates continuing prof. development and commitment to the field Boosts salary potential Shows competence in the principles and practice of analytics Proves your organization follows industry-standard analytics practice These are real benefits of certification that may mean tangible financial benefit for you and your company and the analytics field. 8

5 E’s: Components of CAP® Certification Degree Level Degree Area Experience MS/MA or higher Related Area 3 years BS/BA 5 years Non-Related Area 7 years Education: Experience: Exam: Tests skills and knowledge in the 7 domains of the Job Task Analysis Effectiveness: Soft skills validated by current or former employer / client Ethics: Must agree to a Code of Ethics Most people think of the exam when they think of certification. The CAP is more than just an exam. It has the 5-E’s as outlined and all who are eligible (not the 6th E) must meet these requirements and also have passed the exam. You can’t be a CAP without the 5 E’s: 4 E’s doesn’t count. 9

Analytics Certification Board Semi-independent governing body; assumed responsible for development of the certification program in July 2013. Members include: Scott Nestler, CAP, US Army (Chair) Polly Mitchell-Guthrie, SAS (Vice Chair) Tom Davenport, Babson College Bill Franks, Teradata Jeanne Harris, Accenture Terry Harrison, CAP, Penn State University Lisa Kart, CAP, Gartner Kathy Kilmer, Disney Don Kleinmuntz, Kleinmuntz Associates Jack Levis, UPS Paul Messinger, CAP, University of Alberta Jonathan Owen, General Motors Melissa Moore, INFORMS Exec. Director The program is overseen by a semi-autonomous board, the ACB, who have the sole responsibility for administering the program and determining who can be awarded the CAP. 10

Task Knowledge Job Task Analysis Domain Developed by people who are: Highly regarded in their field Diverse in geography, sector, organization type, and application area Representative of descriptive, predictive, and prescriptive segments Domain Task Knowledge INFORMS Certified Analytics Professional (CAP) program is based on a job/task analysis of the analytics field. It rests on a base of knowledge – essential for practice and essential in order to complete the tasks that make up the domains or large areas of responsibility for analytics professionals. As you can see, the analysis survey and results compilation were developed by subject matter experts, many of whom are listed on the CAP website.

Domains of Analytics Practice Business Problem Framing Analytics Problem Framing Data Methodology (Approach) Selection Model Building Deployment Model Lifecycle Management (15%) (17%) (22%) (16%) (9%) (6%) These are the seven domains or large areas of analytics practice and their representative percentage on the exam. 12

Exam Format 100 multiple choice test questions (examples on website & in Candidate Handbook) Only 1 correct response 3 Hours to complete Paper and pencil format (for now; Computer-Based Testing begins in 2014) 4 function calculator provided Delivered in proctored environment The Exam (5th E) tests only the content outlined in the Job/Task Analysis. Each question is reviewed thoroughly and each question is directly linked to a specific domain, task & knowledge statement. During the first year of the program, exams were delivered only by paper and pencil at sites in the US and Canada. In 2014, exam sites will increase with the computer based testing where exams may be taken at a third party test site. 13

How to Prepare ALL are available online at: Candidate Handbook Review the sample questions -- familiarize yourself with the exam question format Includes rationale for correct and incorrect answers Review and use the list of key references Continuing Education classes List can be found on website (Draft) Study Guide On website for review/comment Complete Study Guide due soon ALL are available online at: http://www.informs.org/Certification/ Preparation is a matter of individual preference. There are those who have taken the exam with little or no preparation, relying on their analytics experience. Others have consulted the reference list in the Candidate Handbook, taken the review questions and checked the draft study guide. A completed first edition of the study guide will soon be available through the website. 14

Maintaining the CAP® Designation Certification requires that knowledge be kept current Recertification every 3 years Based on earning at least 30 PDUs 1 Professional Development Unit (PDU) = 1 hour of activity PDUs can be maintained online at INFORMS PDU Category PDUs Allowed Education/Training programs 1 PDU/hour of activity: must earn 8 Self-directed learning maximum of 10 Creating new analytics knowledge Volunteer service Analytics professional work experience 5 PDUs/year of employment An essential part of certification programs is that those certified must maintain the same level of excellence they exhibited when they completed the program. There are a number of ways for CAPs to earn the required 30 PDUs in the three year recertification period. As you can see, earning those PDUs can be done in many ways. 15

Questions? Web: www.INFORMS.org/certification Certification Manager: Louise Wehrle Email: certification@INFORMS.org Phone: 443-757-3500 Presenter: Jeff Devon Email: jdevon@torontohydro.com If you have questions, please check the INFORMS website or contact Dr. Wehrle, the Certification Manager at the phone number or email above. 16