Gacte marketing analytics ama 16-0711-02

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


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%


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.


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


Marketing Technology Landscape


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.


Role: Product Manager


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


Role: Zone Marketing


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?


What AMA sees missing in student marketing presentations• Goal, KPI, Summary

Evaluation• Marketing plan 1, 3, 5 year,

showing ROI• Analytics (Graphs, charts)


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


2016 is the Year of the Hybrid Job


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)


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


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


Contact Info

• Rich Nobliski• LinkedIn

• https://www.linkedin.com/in/richnobliski

• Twitter:• @RichNobliski