gacte marketing analytics ama 16-0711-02
TRANSCRIPT
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)
GACTE Conference: Marketing Analytics: One of the Top 25 In-Demand Careers in the U.S.
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.
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.
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.
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.
Marketing Technology Landscape
GACTE Conference: Marketing Analytics: One of the Top 25 In-Demand Careers in the U.S.
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.
Role: Product Manager
GACTE Conference: Marketing Analytics: One of the Top 25 In-Demand Careers in the U.S.
Role: Channel Marketing
ValuesRow Labels Sum of Total Cost of Activity Sum of Request_Amt Count of Activity SubCategory
Advertisement $79,982 $34,441 100Content $66,313 $18,731 128DirectMail $49,690 $25,483 277Event $405,902 $165,914 498Other $101,131 $54,067 4PR $10,177 $4,111 38Sales $35,601 $18,662 62Telemarketing $150,279 $18,914 75Training Education $200 $100 12Web $71,705 $27,371 307(blank) $2,879 $75
Grand Total $973,857 $367,869 1,501
ValuesRow Labels Sum of Total Cost of Activity Sum of Request_Amt Count of Product Focus
DM - NX CAM $120,749 $38,625 259DM - Tecnomatix - Mechanical $112,282 $56,140 179NX - CAD $160,583 $60,513 206NX - CAE $88,550 $38,925 193SES - FiberSIM 7Teamcenter $94,437 $43,793 273Velocity - CAD $247,523 $59,212 684Velocity - CAE $72,580 $33,428 131Velocity - CAM $6,600 $3,300 58Velocity - PDM $500 $250 1(blank) $70,054 $33,683
Grand Total $973,857 $367,869 1,991
GACTE Conference: Marketing Analytics: One of the Top 25 In-Demand Careers in the U.S.
Role: Zone Marketing
GACTE Conference: Marketing Analytics: One of the Top 25 In-Demand Careers in the U.S.
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.
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.
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.
2016 is the Year of the Hybrid Job
GACTE Conference: Marketing Analytics: One of the Top 25 In-Demand Careers in the U.S.
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.
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.
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.
Contact Info
• Rich Nobliski• LinkedIn
• https://www.linkedin.com/in/richnobliski
• Twitter:• @RichNobliski