The Future Is Now: Preparing Marketing Analytics Professionals for the New Age of Data

• Activity Number: 479
• Type: Topic Contributed
• Date/Time: Wednesday, August 7, 2013 : 8:30 AM to 10:20 AM
• Sponsor: Section on Statistics in Marketing
• Author(s): David Schweidel*+ and Slavi Samardzija*+ and Elea Feit*+ and Marianna Dizik*+ and Chris Mehrabi*+ and Manila Austin*+
• Companies: Goizueta Business School, Emory University and KBM/Wonderman and Wharton Customer Analytics Initiative and Google, Inc. and newBrandAnalytics and Communispace Corp.
• Keywords: marketing ; skills ; predictive analytics ; big data ; unstructured data ; education

Abstract

The opportunities for creating value through marketing analytics are growing in large part due to technological innovation. The variety of data types relevant to marketing decision-making is growing and increasing in complexity. The contexts in which data are analyzed for marketing purposes are evolving. As a result, the technical and organizational skills needed by marketing analytics professionals are changing. The panel participants represent a broad spectrum organizations and analytics application contexts. Based on their backgrounds and experiences they will offer their perspectives on the skills that are of increasing importance in today's "new world" of marketing data.