2015
“With Marketing Analytics, we are seeing our clients who are global leaders taking actions on recommendations that we have made, based on data that we have, and that is pretty cool” (Jack Butler, Chief Operating Officer, Market Resource Partners).
Recently, senior managers from Liberty Insurance, Market Resource Partners, CME Group, and Permanent TSB delivered guest lectures to MSc Marketing students on the ‘Marketing Analytics for Managers’ module on how their company detects and creates value through the deployment of marketing analytics.
Speaking after the event, students reported that “It was truly inspiring to see how these organisations are able to collate and connect data from multiple channels, offline and online, to ensure that they are maximising their profitability and allocating their resources where it matters most. We were given insight into how an insurance company measures a customer’s propensity to renew; how a B2B services company aligns sales campaigns to customer purchasing decisions; and how a global trading company is taking micro-clustering to a whole new level” (Emma Morgan, MSc Marketing).
Another student added “It was hugely beneficial to get insight into the methods that companies use to analyse big data and the thought processes used by the marketing department to action the results they receive from it. These talks helped to compound the theory we have been taught in class and brought to light the factors that we will have to take into consideration when proposing or implementing a marketing analytics project in practice (Mark McColgan, MSc Marketing).
The MSc Marketing programme director and co-ordinator of the module, Dr Patrick McCole, said “It’s fantastic to have such high profile guest speakers come speak to our students about the benefits and issues of deploying marketing analytics in practice. It’s a great way for students to appreciate the real-world value of our programme and that the skills they acquire throughout it are in demand by leading local, national and international firms.”