MK5104: As marketers and analytics professionals, many of you will be the end-users or consumers of marketing analytics: Marketing Analytics Assignment, NUI, Ireland

As marketers and analytics professionals, many of you will be the end-users or consumers of marketing analytics. That is, you may not actually do the analysis yourself but will have analysts performing the tasks and presenting information to you.  However, you will need to be able to understand/interpret what the analyst is providing you and then turn it into actionable outcomes.  As marketing managers across multiple channels, you will be expected to coordinate analytical programs to provide your company with the most effective and efficient marketing campaigns.

This assignment focuses on how you would approach the analysis, evaluation, enhancement, and communication of recommendations for updated segments – a component of a marketing analytics program.  You are strongly advised to use available market and industry data and analytical resources including industry reports, and other sources of analytical information to strengthen your response – as you have in other assignments. Please note that responses to this assignment will not require you to use any new analytical tools, calculate results or create charts – you are welcome to do so.  You may use any analytical tools, available market, and industry data, and tables/graphic representations of data you wish to use. Your lectures, tutorials, readings, and assignments should be VERY helpful for your submission