Why marketing analytics?

The recent growth in structured and unstructured data combined with sophisticated techniques for leveraging these data for decision-making, creates huge opportunities for marketers. All business students can benefit from learning about marketing analytics and applying analytics techniques to real-world marketing problems.

I discuss more in my "coffee chat" with Joseph Yun, Research Assistant Professor of Accountancy and Director of the Data Science Research Service, UIUC: 

https://vimeo.com/452730158