Data, the most valuable currency to transact with.

During a recent marketing seminar at George Brown College, I had the opportunity to gain exclusive insights from Blair Roebuck.

Blair Roebuck is the Vice President of Marketing Science at Valtech and has been recognised as a Forbes 30 under 30 recipient, providing insights into the field of Marketing Science. With over eight years of experience, Blair has built a reputation for aligning digital initiatives with business objectives across various industries, from Aerospace to Telecommunications. Blair’s passion lies in personalisation, optimisation, analytics, and data strategy to drive measurable results for clients.

What is Marketing Science?

To put it simply, marketing science helps businesses utilise the tools they have to execute a business mission and the data available to them. Marketing science uses data, analytics, and other scientific methods to understand consumer behaviour and make informed decisions about marketing strategies.

It involves collecting and analysing data on consumer preferences, buying habits, and other relevant factors and using this information to create targeted marketing campaigns that are more likely to reach the right audience at the right time. By applying scientific principles to marketing, businesses can make better-informed decisions, allocate resources more effectively, and ultimately drive better results.

To leverage marketing science, I would focus on three pillars: analytics and data, technology, and business. A data-first approach would involve collecting, analysing, and leveraging data to drive marketing decisions. This would be achieved by identifying key metrics, establishing data infrastructure, using analytical models, and automating marketing activities. The ultimate goal would be to align marketing strategies with broader business objectives and measure their impact on business outcomes.

This is how I will be a successful marketing analyst intern in a parallel universe.

I would need a variety of skills to do well in my job as a marketing analyst. I need to be adept with data, finding and organizing it, analyzing it, and using it to help the business. I would also need to have a good understanding of the company and be able to explain things to people in a clear way. To do well in this profession, I must be able to present data effectively and translate technical information to a non-technical audience. I also need a detail-oriented approach, a strong analytical mind, and creative thinking abilities. Additionally, I must be proficient in data visualization technologies like Excel, Power BI, and Tableau.