5th Analytics Career Panel

5th Analytics Career Panel Otterbein University 2016

5th Analytics Career Panel Otterbein University 2016

On Nov. 14, Monday, Otterbein University’s Center for Career $ Professional Development (CCPD), Otterbein Business, Accounting & Economics Department will host 5th Analytics Career night featuring a three-person panel. The event will start promptly at 6:00 p.m. in Roush 204.

Panelists include:

Tim Wilson, a Senior Partner at Analytics Demystified, a consultancy that specializes in helping large organizations effectively utilize digital analytics data. He has worked with the many dimensions of marketing and customer data for over 15 years and currently consults with multiple organizations on the application of digital analytics to their business. Tim started and continues to run Web Analytics Wednesdays — a free monthly meetup for digital marketers and digital analysts — in Columbus (cbuswaw.com), and he holds a B.S. in Architecture from the Massachusetts Institute of Technology and an M.B.A. from The University of Texas at Austin.

Fred Durant, Executive Director- Digital Analytics at JPMorgan Chase & Company. His Role at JPMorgan Chase is to lead a team of advanced behavioral, transactional and voice of the customer analysts to sculpt comprehensive and compelling narratives founded in analytics to effect positive change throughout the Digital Channel. He has wide professional experiences in analytics, and has been serving for companies including AOL, a start-up company, an insurance company, retail banking and digital consumer banking. His Main focus is in digital analytics. Fred earned his Bachelor’s degree in Marketing from OSU, and he’s obtained his MBA degree at PSU graduate school.

Kathy Koontz, Business Consultant—Customer Journey within the Customer Engagement Practice at Teradata. In this role, she assists clients in identifying opportunities and designing solutions to utilize data and analytics to improve customer relationships. For 10 years prior to joining Teradata, she was Associate Vice President in the Customer Insights & Analytics group at Nationwide Insurance developing capabilities to increase the value and size of the customer portfolio and reinforce Nationwide’s brand promise. Kathy has more than 20 years of experience developing strategy and designing solutions to strengthen customer relationships. Her experience is in retail, insurance/financial services and non-profit industries. She is a graduate of the University of Florida with a Bachelor of Science in Journalism.

The schedule of events follows:

6:00 – 6:45 p.m.: Panelists discussion of what managers look for in an intern or entry-level hiring decisions, how to get a job in the business/web analytics industry, and how to get your first promotion.

6:45 – 7:00 p.m.: Question and answer from the audience (i.e., students)



A rewarding experience

Students’ focus group practices in class reminded me of the previous semesters, working with students on the research projects of their interest. Now, some of these students have stepped further into this area… Happy for them!

Let me share with you Quirk’s annual Corporate Researcher Report – a close look at marketing researchers and analysts’ world. Are you curious about their pain points in managing and conducting MR? How about some new methods in the field? What’s next? It may take sometime to realize that, it is indeed a rewarding experience, being an analyst and a researcher. Find more about MR.







Principles of Marketing, Research in Behavioral Theories Materials updated

Principles of Marketing, Research in Behavioral Theories course materials have been updated in the category menu on the right – MKTG 3650 and MKTG 3100. MKTG 3100 Section 02, Section 03 share the materials, with minor time differences in the final marketing plan presentation time.


Student research works from MKTG 3650 course, Fall 2015

“Giddy up Cowboy! But Pay the Toll First: An Examination of Price Sensitivity of Various Services in the Equine Industry” – a study on Hinckley Equestrian Center.


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“Causation Marketing: The difference between ‘Dancing with the kids’ and ‘Dancing for the kids’ “- Miracle Network Dance Marathon




 “Business Strategy: How to Increase Ticket Sales and Fan Attendance” – Columbus Blue JacketsIMG_3348

Marketing Research projects, from Otterbein students Fall 2015.


“What Affects Attendance at Otterbein Home Football Games”




“Understanding the Factors Affecting Consumer Exposure and Direct Mail Enticement Power” – Town Money Saver (a Westerville-based direct mailer founded in 1992)




“Marketing Strategies of Family-owned Pizza Shop: How do Customers Arbitrate their Purchasing Habits?” – a study on Bosco’s Pizza Kitchen




“Otterbein Bookstore: The Ultimate Convenience”





“Jimmy V’s Grill & Pub: Increasing Student Traffic”




“Day of the week, Incentives, and Advertisements – What will it take to get students involved?” – Otterbein Campus Service, Fall Plunge


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What is the ideal sample size for your research?

Now, it is time to use a scientific way to calculate the ideal sample size for your research project. Complete the task and bring the solution of problem 1 to class, by next Wednesday (Nov. 4) – this is your quiz problem for this week.

At the same time, develop your codebook in a word document for SPSS data input, following the codebook example I’ve shared.

Bonus Point opportunity for MKTG 3850 Marketing Analytics students

Up to this point, in addition to basic descriptive statistics, we have covered the four main types of methods applied to Marketing Analytics – Inferential Analysis, Mean Comparison Analysis, Association Analysis, and Prediction Analysis with increasing complexity of analysis. Before we move on to more advanced analytics toolkits such as cluster analysis, factor analysis and conjoint analysis, let’s review the topics by completing this task.

Please find the table summary of these methods, in terms of purposes, variables involved, test statistics, hypotheses, SPSS operations as well as the interpretations/applications in marketing context, with sample answers to the first two methods. Complete the table summary by Oct. 29 for bonus points. Some discussions with more data examples will be introduced in class.

Expect your summary!