August 12, 2014 | ATLANTA
Global Skills Shortage in Marketing Analytics Remedied by Teradata University Network
New program provides the marketing applications and professor-developed curricula that students need for data-driven marketing jobs
Organizations worldwide are struggling against a severe shortage of workers with analytical expertise and skills to understand and make data-driven marketing decisions. Teradata University Network, in conjunction with Teradata (NYSE: TDC), the leading analytic data platforms, marketing applications and consulting services company, are answering the need by making marketing applications, tools, and curricula freely available to university faculty and students.
Through the Teradata University Network web-based portal, faculty and students access curricula on dozens of marketing topics and can also use Teradata’s industry-leading Integrated Marketing Cloud solutions including Marketing Resource Management, Campaign Management, Digital Messaging, and others.
These solutions already enable leading businesses to effectively manage marketing activities, create and evaluate messages sent to customers, and manage inbound communication from customers. Now, for universities, each Teradata solution is supported by curricula that include hands-on assignments for students and real-world case studies delivered in the form of videos, articles, whitepapers, and infographics.
As more companies turn to data to drive marketing and create sustainable competitive advantage, the shortage of workers with the requisite analytics skills has been documented in studies conducted by McKinsey & Company, Accenture, the Online Marketing Institute and others.
"Using analytics to support a data-driven marketing strategy is now standard in many companies and we need to prepare our students to have relevant skills by teaching them how to identify and understand trends, patterns, and hidden insights and apply them in business," said Dr. Camille Schuster. She is a full professor in the College of Business Administration at California State University, San Marcos, and authored the curricula on behalf of Teradata University Network, where she also serves as member of the executive board.
There is no cost for students or faculty to access the information, although registration is required. Marketing faculty and students are encouraged to register on the site.
All of the application software, teaching tools such as teacher notes and answer keys, and demonstration activities are accessed through a new marketing gateway on the Teradata University Network portal. The materials are designed for faculty and students with all levels of knowledge and expertise in analytics. Students can make marketing decisions and then see how well their marketing decisions worked.
"Companies are eager to hire people who understand how information technology is used to maximize the return on marketing expenditures," said Bob Fair, Teradata executive vice president and chief marketing and information officer. "Through Teradata University Network, we are giving college students hands-on experience with the same leading edge technology marketing professionals are using today."
Research released by Teradata in 2013 showed widespread belief among the world’s marketers that it is possible to drive better customer experience, stronger brand differentiation and faster growth when all available enterprise data is integrated and analyzed and real-time insights are applied. Nearly half agreed that data is the most under-used asset in their organization and only one in ten said their company already uses available data systematically.
"The future of marketing lies in companies’ abilities to collect and connect large amounts of data and rapidly analyze it in order to make their marketing interactions relevant for each individual customer. Marketing students today need to enter the workforce with a solid foundational understanding of the technology, tools and processes required to make this happen," said Teradata Applications President Darryl McDonald.
The 2013 Teradata study also showed that the shortage of marketers with data analytics skills is a key organizational challenge to adopting data-driven marketing.
"The rapid proliferation of big data is driving demand for sophisticated use of analytics for marketing. Students in this field will need to know how integrated, data-driven marketing works, how it benefits consumers and how it fuels company growth," said Susan Baxley, Teradata University Network Director.
Professors interested in integrating Teradata marketing analytics into their instruction can visit the Teradata University Network online.
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The Marketing Applications core curriculum was developed by Dr. Camille Schuster, a professor at California State University, San Marcos. Additional material will be developed by professors from around the world and shared through the Teradata University Network portal. Teradata has made its marketing applications available to help address the global marketing analytics skills shortage.
The page for each marketing automation software tool like the faculty page for Marketing Operations page shown, includes easy links to other software, downloadable suggested content and teaching materials. Teradata University Network provides resources for faculty to provide students access to real-world examples and hands-on assignments to supplement their more traditional lessons.
With three simple clicks, faculty reach the Teradata Integrated Marketing Cloud on Teradata University Network portal to access student assignments like this one in Customer Interaction Manager. Access to these new programs will help future marketers prepare for data-driven marketing jobs.
About TeradataTeradata empowers companies to achieve high-impact business outcomes. With a portfolio of business analytics solutions, architecture consulting, and industry-leading big data and analytics technology, Teradata unleashes the potential of great companies. Visit teradata.com.
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