Big data, metrics, and analytics – you’ve probably heard these terms mentioned countless times before in the media, the classroom, and even at networking events. These concepts are hot ticket items right now in the job market. In fact, the Harvard Business Review has even called Data Scientist the Sexiest Job of the 21st Century!
But what does this have to do with YOU? Well, marketing analytics are a sub sect of the Big Data movement. If you’re interested in a career in marketing, you’ll want to brush up on the concepts, theories, and tools associated with marketing analytics. We’ve created a great display of various print and electronic resources available at the Bronfman Library that will help you learn more about this topic.
In fact, many of the resources we’ve highlighted in this display can help you determine the ROI of marketing activities and better understand how well a marketing campaign achieves a company’s business goals. These resources can also show you how marketing analytics can be used to diagnose deficiencies in specific channels of a company’s marketing mix, and make adjustments to strategies and tactics to improve marketing programs. These are definitely some useful skills for any business student to have!
Here is a sampling of just a few of the books in our Marketing Analytics for Success display:
- Engaging customers using big data: How marketing analytics are transforming business by Arvind Sathi
- This book will show you how to seek small samples from your customers and to use data to analyze their behavior, predict changes, and personalize communications to each customer.
- Pricing, online marketing behavior, and analytics by Giampaolo Viglia
- This book focuses on online marketing. You will learn about online marketing metrics and analytics, online pricing and revenue management such as overbooking. A case study is also included.
- Marketing analytics: Data-driven techniques with Microsoft Excel by Wayne L. Winston
- This practical resource shows you how to use Microsoft Excel to solve specific marketing problems using powerful analytic techniques. Topics covered include forecasting, market segmentation, retailing, advertising, social marketing and much more.
To learn more about this interesting field and brush up on your knowledge of marketing analytics, check out our display in the Bronfman Library (2nd floor of the Schulich Building). You’ll find the above resources and much more by our fireplace lounge and the newspaper shelves.
Happy reading!