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GACTE Conference on Marketing Analytics Career Outlook
- 1. GACTE Conference: Marketing Analytics: One of the Top 25 In-Demand Careers in the U.S. Rich Nobliski, July 11, 2016 (11:15am – 12:15pm)
- 2. Introduction • Rich Nobliski • DECA Chair for AMA Atlanta • Industry Certification • Director of Channel Marketing, Siemens PLM Software • Marketing strategy & execution for software resellers GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 3. Big Data • More data has been created in the last “x” number of years, than in the entire history of the human race. What is “x”? 2 • How much of the current data is ever analyzed and used? 0.5% GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 4. What is marketing analytics? • Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). • Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted web marketing dollars. GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 5. From Mad Men to Math Men • Using data to make smarter investment decisions starts with asking the right questions. • 50% of your marketing is working • 20th century was all about the creative, the 21st century is all about the numbers • Internet • Email • Social Media • Banner Ads GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 6. Marketing Technology Landscape GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 7. Siemens PLM Software Siemens PLM Software is a world- leading provider of product lifecycle management and manufacturing operations management software. We help thousands of companies realize innovation by optimizing their processes, from planning and development through manufacturing, production and support. GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 8. Role: Product Manager GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 9. Role: Channel Marketing GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S. Values Row Labels Sum of Total Cost of Activity Sum of Request_Amt Count of Activity SubC Advertisement $79,982 $34,441 100 Content $66,313 $18,731 128 DirectMail $49,690 $25,483 277 Event $405,902 $165,914 498 Other $101,131 $54,067 4 PR $10,177 $4,111 38 Sales $35,601 $18,662 62 Telemarketing $150,279 $18,914 75 Training Education $200 $100 12 Web $71,705 $27,371 307 (blank) $2,879 $75 Grand Total $973,857 $367,869 1,501 Values Row Labels Sum of Total Cost of Activity Sum of Request_Amt Count of Product Focus DM - NX CAM $120,749 $38,625 259 DM - Tecnomatix - Mechanical $112,282 $56,140 179 NX - CAD $160,583 $60,513 206 NX - CAE $88,550 $38,925 193 SES - FiberSIM 7 Teamcenter $94,437 $43,793 273 Velocity - CAD $247,523 $59,212 684 Velocity - CAE $72,580 $33,428 131 Velocity - CAM $6,600 $3,300 58 Velocity - PDM $500 $250 1 (blank) $70,054 $33,683 Grand Total $973,857 $367,869 1,991
- 10. Role: Zone Marketing GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 11. Measurement Scenarios • Student Project #1: Business to sell a newly designed cell phone case, that charges your laptop wirelessly. • What are some metrics used? • Student Project #2: Charity event to raise money for local food bank. • What are some metrics used? GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 12. What AMA sees missing in student marketing presentations • Goal, KPI, Summary Evaluation • Marketing plan 1, 3, 5 year, showing ROI • Analytics (Graphs, charts) GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 13. Marketing Analytics Careers • Data Scientist • Data Engineer • Big Data Engineer • Machine Learning Scientist • Business Analytics Specialist • Data Visualization Developer • Business Intelligence (BI) Engineer • BI Solutions Architect • BI Specialist • Analytics Manager • Machine Learning Engineer • Statistician GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 14. 2016 is the Year of the Hybrid Job GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 15. Marketing Analytics Career • Atlanta • #8 Marketing Manager (~$125,840) • Georgia • #8 Marketing Manager (~$122,870) • #75 Database Administrators (~$79,120) • US • #1 Data Service (1,736 openings; ~$116,840) • #8 Product Manager (6607 openings; ~$106,680) • #11 Analytics Manager (982 openings; ~$105,000) • #13 Product Marketing Manager (1111 openings; ~$115,000) • #14 Marketing Manager (2560 openings; ~$90,000) • Best Business Jobs in US News • #11 Market Research Analyst (~$61,290) GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 16. Marketing Analytics Education Path • Undergraduate • Marketing • Economics • Statistics • Graduate • Managerial Statistics • Marketing Management • Strategic Marketing • Marketing Research & Analysis • Customer Data Analysis & Relationship Marketing • Quantitative Analysis for Business • Statistical Modeling for Business GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 17. Things to Remember • 20th century was all about the creative, the 21st century is all about the numbers • If you can’t measure it, don’t do it • Marketing tech spending will reach $120 billion by 2025’ • Math, math, and more math GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
- 18. Contact Info • Rich Nobliski • LinkedIn • https://www.linkedin.com /in/richnobliski • Twitter: • @RichNobliski GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
Hinweis der Redaktion
- Source: http://www.wordstream.com/marketing-analytics
- The role of marketing has truly changed. The creativity and storytelling that is often associated with advertising and marketing are no longer the only skills needed to succeed in the industry—and there’s enough data to prove it. Today’s marketer has many more channels to choose from, access to unprecedented amounts of data, and ultimately, more responsibility across the entire organization. Source: https://www.ama.org/publications/MarketingInsights/Pages/from-mad-men-to-math-men.aspx
- Almost 4,000 companies are now part of the marketing technology landscape, a huge leap from the 150 itemized back in 2011. (Date: Source: http://marketingland.com/infographic-marketing-technology-landscape-113956?utm_content=buffera2e9b&utm_medium=social&utm_source=linkedin.com&utm_campaign=buffer#.VvLHhWTS85A.linkedin) Marketing tech spending will reach $120 billion by 2025 (Date: 10/7/15; Source: http://fortune.com/2015/10/07/marketing-technology-budgets/) Marketers are evolving from “mad men” to “math men,” said Foundation Capital general partner Ashu Garg, when we chatted about this phenomenon several weeks ago. He noted: “There is an inflection point that is being driven by consumer behavior. … That nature of the dialogue has been one way, but we’re moving from dictation to conversation. Marketers tell great stories, but consumers expect the stories to be backed by data, facts and research.”. (Date: 10/7/15; Source: http://fortune.com/2015/10/07/marketing-technology-budgets/)
- In a world of smart, connected products, where entire markets can vanish with a single innovation, manufacturers must take a new approach to their business. Some are trying to anticipate trends by gathering data from product usage and feeding it back into product ideation, but even if they know what to make, they still have to make it. That’s why manufacturing – the realization phase of innovation – is vital in this new era. We believe that manufacturers must weave a digital thread through ideation, realization and utilization. It’s not enough to digitize. That just mimics processes digitally for incremental improvement. Manufacturers have to digitalize. Digitalization makes the digital thread of knowledge a proactive agent in driving a business. With a fully optimized "Digital Enterprise", manufacturers are better equipped to initiate or respond to disruptive innovation.
- Student Project #1: Sales goals; Cost to manufacture vs Sales price; 1,3,5 yr marketing plan; Local, Regional, National demographics; Survey of viable solution; How much will be reinvested into the business? Student Project #2: Charity goal (dollar amount & time); Did you reach the goal?; How many people will the money feed?; What will you do different for your next charity event?
- Students need to think of every marketing strategy or promotion in relation to how it will affect the businesses’ bottom line, how they will justify the marketing effort to the CFO or CEO, or how it will benefit them (if they are assuming the role entrepreneur/business owner). In other words, students LOVE to plan promotions, but they cannot tell you what their goals were upfront, if they met their goals, what they would do differently, etc. Since it is a school, not a real business, students and teachers do not have to justify marketing’s existence.
- Here are some specific marketing analytic careers, but all marketing careers are involved in analytics Source: http://www.rcrwireless.com/20140807/big-data-analytics/top-12-big-data-job-titles-tag6
- Career success in the 21st-century workplace demands versatility above all. Business professionals are expected to have both the technical or "hard" skills driven by our increased dependency on data and technology paired with "soft" skills ranging from collaboration to mentoring. Bentley University examined labor market analytics data from 24.5 million U.S. job listings to find out which skills are in highest demand right now, pay the most and have seen the highest growth in recent years. Source: http://www.bentley.edu/prepared/2016-jobs-skills-report
- Atlanta: Date: May 2015; Source: http://www.usawage.com/high-pay/jobs-atlanta-sandy_springs-marietta-ga.php Georgia: Date: May 2015; Source: http://www.usawage.com/high-pay/jobs-state-georgia.php US: Date: 2/5/16; Source: http://www.cbs46.com/story/31012493/25-best-jobs-in-america-for-2016 Source: http://money.usnews.com/careers/best-jobs/market-research-analyst/salary
- “71% of analysts hold a bachelor’s, 21% a master’s and 4% a PhD.” (Date: 2014; Source: http://www.mastersindatascience.org/careers/marketing-analyst/)