Using Predictive Analytics, Without Ever Making A Prediction

Last week I had the privilege of participating on the Advisory Board for the Retail Marketing Analytics Program (ReMAP) at the University of Minnesota, Duluth (UMD). Perhaps the best part of these sessions is the opportunity to meet with the students, many of which will be tomorrow’s marketing scientists.

During a few conversations on this visit, I was asked how to secure an entry-level position that would involve lots of cool predictive analytics. I want to focus on one of the answers I shared — don’t tell anyone you’re doing predictive analytics. What do I mean? Imagine you’re a freshly minted analyst in the following situation:

  • Your manager asks you to quickly evaluate who responded to a promotion.
  • You have many factors to investigate (because you have lots of data).
  • You have very limited time to find a great answer and build a deliverable.
  • The required deliverable needs to be simple and free of analytic jargon.
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