Hi, I’m a business student majoring in business with a concentration in marketing at CSUB. My current objectives is to graduate CSUB as an honors student. My career goal is work as a marketing manager or marketing analyst.
I’m currently pursuing a bachelors degree at CSUB.
I have nearly 1 year of experience as a sales representative at a Pilates Studio.
I have some prior experience with Excel as I have used it in previous courses
I have no prior experience with R & Tableau
I have no other prior experience with analytic software
My name is Ryann Garcia
Marketing analytics is the process of using data to measure certain marketing efforts. Marketing analytics could be used by businesses to examine customer behavior and sales to better understand what is working for the company and what isn’t. It is also used to improve future strategies. Harvard Business school states ” Insights gleaned from marketing analytics can enable organizations to improve their customer experiences, increase the return on investment (ROI) of marketing efforts, and craft future marketing strategies” (Cote, 2021)
One area that companies could use marketing analytics to improve their operations is in customer retention. Companies can analyze customer data by their purchase history and recent engagement to identify loyal customers and potential loss.
RMarkdown is a format that allows you to create documents with text, code, and images. Some things that can be created using RMarkdown are presentations and reports. As a business student, this tool can be useful for improving presentations and analyzing data.
Intermediate R - Datacamp Machine Learning for Marketing Analytics with R - Datacamp Introduction to R - Datacamp
Throughout this course, I learned how to do various marketing analytics strategies by using tools like R and Tableau. In week 1, my class was introduced to R studios where we made this R markdown to create a few responses to prompts. In week 3, we learned how to create a regression line by uploading an excel file to R and giving R the code to create a graph. This was very difficult to me at first but after finally figuring out how to properly tell R what to do it became easier after a few tries. In week 7, we discusses A/B testing, which is something I had been learning about in my other marketing classes as well. This technique helps to identify different strategies that dive into customer analysis and preferences. For example, companies can use A/B testing to discover which website format is more consumer friendly, and analyze the results using R. In week 9, performed a conjoint analysis where various consumer preferences were analyzed to see what characteristics were most important to consumers. In week 11, we utlizied perceptual mapping to visually display how consumers perceive products, brands, or companies in relation to each other based on specific attributes. It’s mostly helpful in identifying market positioning, competitive advantage, and consumer preferences. In week 14, we learned how to split data using non-programming tools. This is useful information because splitting data is important for fine tuning your data and prevent over-fitting. Finally, our group presentation allowed me to learn how to use Qualtrics, how to export the results to an excel file, and how to use R to analyze this data. Overall, this class has taught me a lot about marketing analytics and how to effectively research different topics to come to a conclusion. This skill will be useful in my future in marketing analytics.
Two things I will remember about what I have learnt over the last 6 months are (1) how to effectively utilize ChatGPT in analytics and (2) how to use R to create visuals for data.
A strategy that really helped me learn better is asking ChatGPT to explain an error message in R for me so that I can make the change to be able to run the code.
If I could do something again differently, I would do more courses in Datacamp to better familiarize myself with R.
One thing I will remember to do in the future is make sure to always download the packages that I need to use in my R script before running the code.
One thing I really want to learn is how to use Tableau more efficiently.
False; There are two sides to marketing, and both are just as important as the other–a person can lack creativity but excel with numbers and therefore find a career in marketing research.
The most important skill I learned in this class is how to input data into R to create graphs such as cluster graphs, regressions, or scatter plots. This is an important skill for a career in marketing research which is something I am interested in pursuing in the future.