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April 3, 2014

Marketing analytics career panel to be held April 24

“Riding the Big Data Wave: Using Marketing Analytics to Launch Your Career” is the title of a panel discussion to be held, Thursday, April 24 from 3:30-5:00 pm in the Davies Center Woodland Theatre. The event is free and open to the public.

What is marketing analytics?

Marketing analytics uses statistical analysis and technology to make sense of the growing stream of data generated by marketing programs, social media and websites, ad campaigns, and sales. This information is used by decision makers to identify the most profitable customers, influence purchasing behavior, optimize the marketing mix, and calculate profitability. 

“Marketing analytics is a hot major that many students aren’t familiar with,” said Dr. Joe Bonner, associate professor of marketing. “Organizations are more data driven, and the demand for marketers with data and analytics skills and experience continues to soar.”

This year’s panel members—all UW-Eau Claire graduates—are as follows:

  • Jodi Bresina, ’98, internet manager, Mason Companies, Inc.
  • Ryan Knapp, ’08, business manager, Acosta Sales & Marketing
  • Mallory Rinehart, ’08, retail client manager, Nielsen
  • Amber Theeuwen, ’07, marketing manager, Now Micro

Bonner will moderate the panel discussion. 

The career panel is one of several events held as part of the 3rd Marketing Analytics Day. The recipients of the 2014 Target Marketing Analytics Enrichment Scholarship will be announced prior to the panel discussion. 

Bresina, Knapp, Rinehart, Theeuwen and other analytics professionals will also visit marketing classes throughout the day to discuss how their organizations use marketing analytics to make better informed decisions. Guest speakers include Sean Caven, associate client manager, Nielsen; Jennine Fox, sr. internet marketing specialist, Mason; Rylee Inks, ’13, analyst, Nielsen; Leah Janssen, ’09, associate marketing manager paid and earned media strategy, Best Buy; and Madeleine Roell, ’06, lead analyst search engine marketing, Best Buy. Many of these professionals will also attend the American Marketing Association student organization meeting in Hibbard 103 from 6:15-7:15 pm where they will participate in a questions and answer session.

Marketing Analytics Day is sponsored by the UW-Eau Claire Department of Management and Marketing, College of Business and Target Corporation.

For more information, contact Dr. Joe Bonner, Department of Management and Marketing.

Meet the panel members

Jodi Bresina, ’98, internet manager, Mason Companies, Inc.

Jodi BresinaMason Companies, Inc, is a family-owned business committed to providing its customers with quality products and services. The company is the largest mail order footwear company in the world and the 150th largest e-commerce retailer in the United States. Mason’s catalog business includes Auditions, Maryland Square, BA Mason, Masseys Credit, Mason Easy-Pay, K.Jordan, Stoneberry and an internet only site – ShoeMall.com.

As the internet manager, Jodi Bresina oversees the company's nine footwear, apparel and general merchandise websites. Her team is responsible for paid search, affiliate marketing, email marketing, web analytics, mobile marketing and managing all technical web projects.

Ryan Knapp, ’08, business manager, Acosta Sales & Marketing

Ryan KnappAcosta provides sales, marketing and retail merchandising solutions to consumer packaged goods companies and retailers in the U.S. and Canada. The company engages shoppers at every point along the path to purchase and ensures that clients’ products are strategically positioned to most effectively convert those shoppers at the shelf.

“My clients view me as their strategic partner, “said Ryan Knapp, whose clients include SUPERVALU and Spartan Nash, two of the nation’s largest food wholesalers and distributors, as well as Schwan Food, Clorox, Dannon, and Gorton’s Seafood. He helps his clients achieve success by analyzing and identifying brand opportunities, managing their sales goals, and directing key business initiatives.  

“Large national distributors and multimillion dollar retailers want proof and measurable results to back up your claims,” said Knapp. “Analytics and business insight provides that proof.”

Mallory Rinehart, ’08, retail client manager, Nielsen

Mallory RinehartNielsen is a global information and measurement company that studies consumers in more than 100 countries to provide a complete view of trends and habits worldwide. As a retail client manager, Mallory Rinehart consults with major U.S. retailers to offer strategic insights and recommendations on their highest priority business issues. Currently, she provides analytic insights into food purchase trends for Target’s merchandising and consumer insights departments.

Rinehart joined Nielsen after learning Nielsen products and tools first-hand in her UW-Eau Claire marketing classes.

“At the time, I didn’t realize how valuable a background in marketing analytics was,” said Rinehart. “Everyone in business uses data to inform strategic decisions. Developing this skill set as an undergraduate has given me a definite competitive edge since graduation.”

Amber Theeuwen, ’07, marketing manager, Now Micro

Amber Theeuwen“As someone who hated statistics in college, I avoided marketing analytics as much as possible,” said Amber Theeuwen, marketing manager for Now Micro, the premier IT provider of cutting-edge technology products, solutions, and services. “But successful marketers today can no longer ignore analytics.”

Since graduation Theeuwen’s marketing experience has been primarily in the technology industry where she has worked for three hardware and IT services companies in the Twin Cities. Hard work and her knowledge of marketing automation, PR strategy, channel marketing, and branding have paid off. In 2013, she was named One of the Top Women of the Channel  by CRN Magazine. CRN’s annual list recognizes female executives for their accomplishments and impact on the technology industry.

“Executives no longer want to make decisions based on a marketer’s gut feeling,” said Theeuwen. “They want the numbers behind the decisions.”

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