Big data is a buzzword used by business professionals to describe the overwhelming amount of information corporations have on their customers. Companies can use this data to report on their financial status, improve their offerings and craft compelling marketing messages to their audience. For these reasons, the importance of big data in the workplace is continuously growing. In fact, the International Data Corporation predicted a 26.4 percent compound annual growth rate to $41.5 billion through 2018 for the big data technology and services market.
Students not only learn about the importance of using big data in marketing, but they’re also taught how to organize it, pull a report and translate what it means. Ultimately, the goal is to give students the ability to sift through “real world,” or messy data and offer a valuable business proposal from it.
Applying their skills
The job market for market research analysts is growing at a faster than average rate, reported the U.S. Bureau of Labor Statistics. Through 2022, the job outlook is expected to increase by 32 percent — and one of the main reasons for this growth is the evolution of big data. A professional with skills specific to analytics will have a great advantage over those with an alternative marketing focus or a bachelor’s degree.
Advanced education in analytics is beneficial, but it’s especially valuable to get real world experience working with data. Grad programs with courses that focus on “real world” data, rather than perfectly cleaned and organized reports, can help give students a glimpse into what they can expect on the job.
By Monique Smith