Customer Insights/Analytics
Overview of the Role
Customer insights refers to the collection and analysis of data that allows a business to acquire, develop and retain customers. The focus is on developing a deep understanding of customer perceptions and behaviors. Businesses see customers as evolving assets of their firm and today’s wealth of consumer data means new ways to acquire, retain and increase consumers over time using key analysis.
A central part of any customer insights role is translating data insights into managerial action. Those in the role ask questions to arrive at the appropriate answers needed to guide decision making from new product launches, to expansion plans for new markets. These jobs are found across myriad industries including interactive media, airlines, hospitality, financial services, pharmaceuticals, telecom and nonprofits.
Additionally, at Goizueta the Emory Marketing Analytics Center (EmoryMAC) promotes an environment of applied and collaborative marketing research and integrates academic theory with industry practice. The center’s goal is to equip students and business professionals with the knowledge and cutting edge tools to create insightful and innovative business solutions through the use of analytics.
What Recruiters Want
Recruiters for jobs in Customer Insights look for an array of skills, including:
- Excellent organizational, analytical and communication skills to help translate data into solutions.
- Past experience in an analytical field is a plus, including project-based work in various industries.
- Proven project management skills
Electives
Students at Goizueta choose from a variety of electives in the area of customer insights marketing, including:
- Business Forecasting
- Customer Relationship Management (CRM)
- Data Analysis Using SAS (directed study)
- Decision Modeling
- Decision Tools and Visualization
- Management Science in Spreadsheets
- Managerial Accounting
- Market Intelligence
- Marketing Analytics Fieldwork
- Syndicated Data Analysis (Modules)
Company Hires
Amit Kumar 09MBA One-Year
Marketing Analytics, Five x Five - Atlanta
Undergraduate Institution: ITT Kharagpur, India
Pre-MBA Job: Oracle - Atlanta
The core strategy class provided some of the best, most intense and stimulating discussions I’d ever had during my time in school.
Shaun Caldwell 09MBA
Marketing Strategy and Insights Manager, Wellpoint - Atlanta
Pre-MBA Job: Accenture Consulting - Atlanta
Internship Job: Wellpoint - Atlanta
Being a student in Atlanta provided a tremendous opportunity to have access to numerous Fortune 500 companies that are either headquartered in Atlanta or have a significant recruiting presence here.
