Based on Blair Roebuck (Director, Marketing Science)
By: Pantea Danapayam
Reflective Journal #1
In my life, many experiences could qualify as life-changing. Every new experience was, at one time or another, the first experience. For good or bad, each instance altered the course that my life has taken. However, the most transformative experience was listening to people in the marketing business, the best ones. Now I will share my experience from listening to Blair Roebuck's seminar about Marketing Science in my class. She is a director of Marketing Science from Toronto, and she has experience working with so many significant
corporations.
In this lecture, we discussed Marketing Science, numbers, etc. the way these elements can affect our journey in the marketing business is fantastic. If I want to describe marketing science, I will say it is the unification of business and technology.
In one sentence, Marketing Science takes complex data and transforms them into business insights designed to achieve an ROI.
First, let's see what the marketing science objective is. It is simply trying to Achieve a measurable ROI for our clients with a business & data-first approach
And as I understood, we need some core competencies to be good in this field
Core Competencies:
● strategy & consulting
● design
● technology & engineering
● marketing
Also, in this career, we will be involved in:
● Strategic planning to discover the future potentials of a business.
● Design and build solutions to make a difference.
● Maintain and improve what is there.
● Finally, consult to drive changes to the organization.
Now we know what competencies we need and what we will be involved with as a data analyst, so let us see precisely what a data scientist does.
The role of analytics in making the right decisions is undeniable.
Today we, as marketing analysts, have some duties to do; these duties and tasks are connected. Generally, as marketing scientists, we have the following steps to take:
● We must do Data Wrangling, which means finding, cleaning & structuring data,
● then we will do Data Analysis; this means we must be able to set hypotheses and test them and find meaning in this data,
We organized this data to achieve a meaningful conclusion, so the next step is where the magic happens, where all efforts become meaningful. It is time to connect dots and make a significant outcome from all data that has been collected, and it is time to use knowledge of the business and craft the strategy to achieve business outcomes.
● Furthermore, apply them to specific business contexts.
● Finally, we need to present data insights that close the gap between algorithms and executives.
As we went through marketing science with Blair, it started making sense more & more, and I was thinking about how this data collecting will help me in my business, especially when she gave us some data as an excel file to work with.
This information will help my career as a sales manager for an industrial company that I work for. Now I'm thinking about collecting and recording more data from my customers to keep everything on track and improve things.
Blair also talked about three marketing science pillars, Analytics and Data, Business & Technology.
As I understood from what Blair told us, combining these three Pillars is the key to having more customer retention and more engagement with customers. We can send promotional offers more accurately and expect more actions from targeted customers by using data. This is great!
Suppose I work as a data analyst one day. In that case, I will have the chance to meet and connect with some great people such as Solution Architects, Developers, Product Owners, UX/Creatives, Project Managers, and Account Manager as my job requires.
We also discussed understanding the client's data foundations, and we did a case study about the Rotman school of business. It was helpful to understand everything better.
I'm good with data and numbers, so this might be a promising career for me. Maybe I should go for it, maybe not. Let's see what happens.
Comments