Using Simulation Games to Teach Analytics

Literature shows that gamification and experiential learning improve the attitude, retention and engagement of students. We describe and showcase a simulation game developed in the field of analytics that uses SAS Enterprise Miner®. The game scenario puts the students in charge of targeted marketing actions for the fundraising campaign of a charitable foundation. Students have to decide which members to contact for a possible donation based on data from one million members. The game is designed to help participants apply and consolidate different data analytics concepts in a realistic setting. It provides pedagogical flexibility so that it could be used in classes of different levels (e.g., UG, MBA) and with students with varying levels of statistical knowledge and competency.