marketing analytics專(zhuān)業(yè)在今天美國(guó)或者中國(guó)來(lái)說(shuō)都是比較熱門(mén)的專(zhuān)業(yè)，美國(guó)的很多大學(xué)開(kāi)設(shè)有此課程，如：華大圣路易斯大學(xué)、羅切斯特大學(xué)、馬里蘭大學(xué)帕克分校等等，還有比較相近的如商業(yè)分析和數(shù)據(jù)分析也是就業(yè)比較好的專(zhuān)業(yè)，而市場(chǎng)分析專(zhuān)業(yè)的話可選擇的留學(xué)名校就更多了，下面留求藝小編先來(lái)為大家介紹一下什么是Marketing Analytics。

什么是Marketing Analytics(MA)市場(chǎng)分析?

是一個(gè)對(duì)市場(chǎng)營(yíng)銷(xiāo)領(lǐng)域進(jìn)行數(shù)據(jù)分析的專(zhuān)業(yè)，通過(guò)數(shù)據(jù)分析的方式更好地認(rèn)識(shí)市場(chǎng)的商品供應(yīng)和需求的比例關(guān)系，從而采取正確的經(jīng)營(yíng)戰(zhàn)略，滿足市場(chǎng)需要，提高企業(yè)的經(jīng)濟(jì)效益。

Marketing Analytics(MA)學(xué)習(xí)內(nèi)容有哪些?

從開(kāi)設(shè)市場(chǎng)分析專(zhuān)業(yè)的學(xué)校課程設(shè)置來(lái)看，MA 學(xué)習(xí)的主要內(nèi)容包含:市場(chǎng)營(yíng)銷(xiāo)、消費(fèi)者行為學(xué)、客戶(hù)關(guān)系管理、社交媒體廣告等，數(shù)據(jù)分析:統(tǒng)計(jì)學(xué)、數(shù)據(jù)處理軟件SQL、SAS、SpSS、R語(yǔ)言等、數(shù)據(jù)可視化等。MA專(zhuān)業(yè)，簡(jiǎn)單地理解，就是通過(guò)兩者結(jié)合:通過(guò)數(shù)據(jù)了解客戶(hù)的需求。

Marketing Analytics(MA)主要工作內(nèi)容是什么?

MA 就是要通過(guò)分析一系列的相關(guān)數(shù)據(jù)(包括銷(xiāo)售趨勢(shì)、顧客資料數(shù)據(jù)如性別、年齡、購(gòu)買(mǎi)習(xí)慣等)，幫助公司決定以什么價(jià)格，向哪些客戶(hù)，銷(xiāo)售哪些產(chǎn)品和服務(wù)，總體來(lái)說(shuō)可以分為三部分:

1.對(duì)市場(chǎng)進(jìn)行數(shù)據(jù)分析

潛在客戶(hù)是怎樣的?(如性別、年齡、所在地區(qū)等)，競(jìng)爭(zhēng)對(duì)手的活動(dòng)分析,應(yīng)該如何抓住客戶(hù)?

2.對(duì)市場(chǎng)營(yíng)銷(xiāo)活動(dòng)進(jìn)行數(shù)據(jù)分析

市場(chǎng)營(yíng)銷(xiāo)活動(dòng)效果如何?市場(chǎng)營(yíng)銷(xiāo)活動(dòng)對(duì)A人群和B人群的作用區(qū)別?市場(chǎng)營(yíng)銷(xiāo)活動(dòng)對(duì)實(shí)際銷(xiāo)售的影響?

3.以數(shù)據(jù)分析作為市場(chǎng)營(yíng)銷(xiāo)決定的理?yè)?jù)

對(duì)于在Y區(qū)域銷(xiāo)售的X產(chǎn)品是應(yīng)該升價(jià)還是降價(jià)?不同地區(qū)是否應(yīng)該對(duì)應(yīng)售賣(mài)不用產(chǎn)品?不同地區(qū)的推廣力度應(yīng)該如何不同?

Marketing Analytics(MA)就業(yè)前景如何?

據(jù)美國(guó)勞動(dòng)局?jǐn)?shù)據(jù)指出，預(yù)測(cè)與MA相關(guān)崗位從2017年到2027年將增長(zhǎng)超過(guò)30%;這個(gè)增長(zhǎng)速度遠(yuǎn)高于所有職業(yè)的平均水平。

缺乏統(tǒng)計(jì)、數(shù)據(jù)分析知識(shí)的Marketing專(zhuān)業(yè)可能會(huì)不知道該怎么去分析;同時(shí)統(tǒng)計(jì)專(zhuān)業(yè)的同學(xué)對(duì)分析實(shí)驗(yàn)結(jié)果很在行，但對(duì)商業(yè)運(yùn)作和市場(chǎng)營(yíng)銷(xiāo) 卻一竅不通;所以該項(xiàng)目的推出通過(guò)商科與數(shù)據(jù)的結(jié)合體完美地解決了這個(gè)難題，在未來(lái)的就業(yè)前景廣闊。

院校推薦

Northwestern University

MC專(zhuān)業(yè)Marketing Analytics方向，Medill學(xué)院

University of Georgia

Marketing Research專(zhuān)業(yè)，Terry商學(xué)院

Rochester University

Marketing Analytics專(zhuān)業(yè)，Simon商學(xué)院

Bentley University

Marketing Analytics專(zhuān)業(yè)，屬于STEM

New York University

Marketing Analytics專(zhuān)業(yè)

Washington University in St.Louis

Customer Analytics專(zhuān)業(yè)，Olin商學(xué)院

marketing analytics essay案例

(1) Describe methods you would use to analyze one of these three different markets: consumer,industrial or international markets. What challenges would you face to ensure accurate data gathering in the market and what recommendations would you make to overcome those challenges?

The consumer market is showing rapid change as it moves increasingly to

social media

,digital multi-channel platforms,and inbound marketing. In response to this change,a key issue in market research and

marketing research

is the adequacy and accuracy of user-generated content. User-generated content includes the feedback and input from consumers in forums,blogs,and social media platforms like Facebook and Twitter.

Mobile marketing and mobile advertising are variables that have great potential to substantively impact data quality. Mobile marketing and mobile advertising are characterized by the attributes of immediacy and focus (Richmond,Mobile Marketing Secrets Revealed,p. 14). Each of these variables is both a benefit and a challenge to the marketer and to the advertiser.

The immediacy of mobile marketing is that consumers respond to marketing campaigns and advertisements in real time. The benefit of being able to measure consumer response to mobile marketing efforts is readily apparent. What may be less obvious is that immediacy is the norm on mobile digital platforms,which can detract from any sense that the advertisements are unique (Richmond,Mobile Marketing Secrets Revealed,p. 7). Further,in the mobile environment,marketing information is typically transient,leaving nothing behind with the consumer in the manner of more traditional advertising or marketing efforts. One solution to the particular attributes of mobile marketing is the practice of wait marketing. Wait marketing assumes that the time that consumers spend waiting for something is an optimal time to market to them (Derval,Is It the Right Time? Wait Marketing,p. 31). "There are multiple waiting times," wrote Dr. Derval. "The objective of Wait Marketing is to identify the best one for a specific persona based on the behavior,preferences,and contour" (Derval,Is It the Right Time? Wait Marketing,p. 15).

The focus of mobile marketing is necessarily limited by the technology,and further limited by the attention of the user of the mobile digital device. The benefit of having a more condensed focus in mobile marketing is that analysis will be facilitated -- there will be fewer intervening variables that can cloud the analysis of the consumers' response to the advertisement or marketing efforts. The drawback to a limited marketing focus is that the marketer is challenged to select a focus that is most likely to appeal to the

target market

,and a marketing

campaign

must issue only small bits at a time of what could conceivably be a more complex marketing campaign. What happens if the marketer chooses the wrong focus? This challenge can best be addressed by conducting pre-campaign or pre-launch market research as a pilot test with a select group of consumers.

Sources:

Derval,D. (2009). Wait Marketing: Is it the Right Time? Amsterdam,Netherlands: Derval Research.

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