How to Build a Career in Business Analytics Marketing - Ken Rona

In Chapter 11 of 12, business analytics expert Ken Rona discusses what to consider when planning a career in business analytics marketing. Core analytics competency - using tools including SAS, SPSS, and Excel - is critical in making the most of the data. Moreover, curiosity is critical, especially on framing questions around the business context. Finally, communication skills - bringing it the last mile - are fundamental to career development.