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Masterclass
University of Bath
From Web Search Data to Business Insight: How Business Analytics Supports Real Industry Decisions
07th May 2026
1:30–2:30 PM
Online
In today’s digital world, organisations generate enormous amounts of data every day. The ability to analyse this data and turn it into meaningful insights has become one of the most valuable skills in modern business.
Join the University of Bath for an exclusive Masterclass exploring how business analytics and data mining techniques transform large-scale digital data into real business insights.
This interactive session is ideal for students interested in Business Analytics, Data Science, Technology, and Data-driven Decision Making, as well as those considering postgraduate study in the UK.
A certificate of attendance will be provided to participants.
About the Masterclass
Companies across industries rely on data to understand customer behaviour, forecast demand, and make smarter business decisions.
In this Masterclass, you will learn how analytics techniques convert raw digital data into actionable business intelligence used by organisations worldwide.
In this session, you will learn how to:
Understand how companies use large-scale digital data to identify market trends and customer demand
Explore a real analytics project forecasting transport demand using millions of web search records
See how machine learning and time-series models generate valuable business insights
Discover how MSc Business Analytics students at Bath work with real-world datasets and industry challenges
Learn about the analytical and technical skills taught in the programme and their relevance in today’s job market
This session will give you a clear understanding of how business analytics is shaping decision-making across industries.
Masterclass Host
Dr Meng Meng Senior Lecturer / Associate Professor Director of Studies, MSc Business Analytics University of Bath School of Management
Dr Meng Meng is a Senior Lecturer and Director of Studies for the MSc Business Analytics programme at the University of Bath.
Her research focuses on sustainable transportation planning, network modelling, and data-driven decision making. She has extensive experience working with large-scale industry datasets and applying analytics techniques to solve real-world business problems.
Through her teaching and research, she helps students develop the analytical and technical skills needed to work with complex datasets and support strategic decision-making in modern organisations.
The University of Bath School of Management is internationally recognised for its academic excellence, strong industry connections, and career-focused programmes.
Students benefit from:
Industry-relevant programmes aligned with global business needs
Research-led teaching from experienced academics
Strong links with international companies and organisations
Practical learning through real-world data and industry projects
The University of Bath is one of the UK’s leading universities, known for its strong academic reputation, innovative research, and outstanding student experience.
Located in the historic city of Bath, the university offers a vibrant and supportive environment for international students.
The university is recognised for:
High-quality teaching and impactful research
A strong global reputation and international outlook
Modern facilities and a beautiful campus environment
Programmes designed to prepare students for successful global careers
With a focus on innovation, collaboration, and real-world impact, the University of Bath equips students with the knowledge and skills to succeed in a rapidly evolving global economy.
Who Should Attend?
This Masterclass is ideal for students interested in:
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