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Gacte marketing analytics ama 16-0711-02

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Gacte marketing analytics ama 16-0711-02

  1. 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. 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. 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. 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. 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. 6. Marketing Technology Landscape GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
  7. 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. 8. Role: Product Manager GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
  9. 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. 10. Role: Zone Marketing GACTE Conference: Marketing Analytics: One of the Top 25 In- Demand Careers in the U.S.
  11. 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. 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. 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. 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. 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. 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. 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. 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.

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