The Atlanta Business Chronicle recently took a closer look at how business schools are incorporating analytics into their curriculum. The article titled “Big data drives new college degree programs” highlights Goizueta Business School’s offering of several analytics classes. It explores how “business schools and companies are beefing up their business information and business analytics courses to teach students and other professionals how to use data to optimize mailing lists, determine pricing or send out coupons.”
Goizueta’s David Schweidel and Mike Lewis, associate professors of marketing, were featured in the article for their work with the school’s Marketing Analytics Center (EmoryMAC) and annual EmoryMAC conference, saying that companies must take advantage of data to remain competitive. As put by Schweidel, “A few good things came out of the recession, and one is that companies started demanding accountability.”
EmoryMAC was formed out of the revolutionary change in the field of marketing, a change driven by two somewhat related factors. First is the change in the fundamental approaches to marketing driven by new interactive technologies. The second is the emergence of potential new data sources and analysis techniques that have the potential to allow marketers to better understand marketing phenomena and to improve marketing decision making.