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This course is part of the Data Visualisation ExpertTrack

Data Visualisation: Prediction and Ethics in Data Analytics

Learn the techniques that underpin predictive data analytics and understand the ethics behind them.

Data Visualisation: Prediction and Ethics in Data Analytics
  • Duration4 weeks
  • Weekly study4 hours
  • 100% onlineLearn at your own paceHow it works
  • Included in an ExpertTrackCourse 3 of 3
  • Get full ExpertTrack access$39/monthFind out more

Do you want to bring your predictive models to life and communicate with a diverse audience?

Data visualisation is a great tool for predictive analysis and bringing statistical models to life within your organisation.

You’ll learn how to use your data to make business predictions and get to grips with the ethical issues that can arise in the process.

On this third course of the Data Visualisation ExpertTrack, you’ll explore statistical techniques and the importance of testing and refining the models that you use for data analysis.

These skills will open career opportunities for data professionals and across a range of industries as demand for strong data analytics and visualisation skills grows.

Identify the techniques that underpin predictive data analytics

Understanding the core mechanics of your predictive models is essential for testing and fine-tuning them. You’ll review the ideas and theories that underpin your predictive analytics and learn to evaluate the effectiveness of each model.

Building a strong grasp of these theories means that you can interrogate your data more closely and find models that best suit your business, your customers, and the current markets.

Using and manipulating personal information comes with both ethical and legal considerations. You’ll learn to identify those ethical issues, and how to articulate them to your business to ensure that you work within the law and your corporate social responsibility.

Upon completion of this course, the final in the ExpertTrack, you will not only feel confident in creating effective data visualisations but also in responding to challenges and ensuring your organisation is complying with ethical and legal responsibilities around data handling.


  • Week 1

    Introduction to the course and predictive modelling

    • Introduction

      This week you'll learn about the statistical techniques used to create predictive models and the importance of testing and refining these models.

    • Predictive analytics

      You'll learn all about harnessing the power of predictive analytics.

    • Wrap up

      Wrap up of Week 1.

  • Week 2

    Data models

    • Introduction

      This week you'll learn about the statistical techniques used to create predictive models and the importance of testing and refining these models.

    • Modelling and inferential statistics

      You'll dive deeper into creating predictive models to help use, reuse, and automate your predictive analysis.

    • Predictive models and forecasting

      We'll look at predictive models and forecasting in more detail by concentrating on linear models – their types and applications, how to use them in forecasting, and their limitations.

    • Wrap up

      Wrap up of Week 2.

  • Week 3

    Data and ethics

    • Introduction

      You'll learn about ethics in new and emerging contexts.

    • Ethics and analytics

      We’ll discuss the ethical issues that arise from working with data. We’ll also introduce several broader elements, or issues, faced by data analysts today.

    • Wrap up

      Wrap up of Week 6.

  • Week 4

    Working as a data analyst

    • Introduction

      You'll learn about emerging trends and technology and career opportunities for data professionals.

    • New ways of working for data analysts

      We’ll look at digital transformation and areas to grow and refine your practice.

    • Next steps

      You’ve learned how to use SQL and Tableau to support the entire data analytics cycle, but what about other areas such as data science?

    • Wrap up

      Wrap up of Week 4.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Create a shareable certificate link for your CV and LinkedIn.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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What will you achieve?

By the end of the course, you‘ll be able to...

  • Identify the application and techniques that underpin predictive analytics
  • Evaluate the effectiveness of models
  • Identify and articulate ethical issues that can arise when conducting data analysis and modelling using personal information
  • Identify supporting skills and emerging ways of working that benefit data analysts

Who is the course for?

This data analytics course is for professionals that require data visualisation skills to successfully meet the demands of their role, or to progress into new opportunities. It would also be suitable for people who currently analyse and present data at work but would like to understand predictive models more thoroughly, and clarify ethical considerations.

This includes:

  • career starters wanting to develop their data analytics and visualisation skills to increase their chance of career progression and promotion
  • business or art graduates who would like to add quantitative skills, data visualisation techniques, and predictive modelling to their skillset.

What software or tools do you need?

During the course we’ll be using Tableau Public and Excel. If you don’t have Excel, you might find this online version useful.

We recommend you use a computer to access this course.

Who will you learn with?

Alastair has over 15 years of experience in data science, across business and academia as a researcher, speaker, mentor, consultant and software engineer.

Who developed the course?


FutureLearn is jointly owned by The Open University and The SEEK Group and has been providing online courses for learners around the world over the last eight years.

In collaboration with


Endorsed by

endorsed by

Coventry University logo

About this ExpertTrack

Supercharge your business problem solving through better data insights, analytics, and visualisation.

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