Students, alumni and members of the Philadelphia community gathered in Gerri C. LeBow Hall to learn about marketing analytics from Google, one of the “big four” in technology and, as of 2017, the most valuable brand in the world.
The Center for Business Analytics welcomed Eduardo Weinstein, Head of Analytics and Attribution for Google’s Technology Telecom team, to share his expertise as part of the Business Analytics Speaker Series: a thought leadership series that highlights how analytics are used within organizations, industry trends and challenges and advice for future analytics professionals.
At Google’s New York offices, Weinstein’s team helps companies better understand consumer behavior and market dynamics, such as the impact of their digital marketing campaigns across Google’s range of products including Search, YouTube and Display. Weinstein has spent the past eight years working for the multinational technology giant – previously as Head of Strategy for the go-to-market team, where he led a team responsible for strategic initiatives for the Americas Ads Business.
Weinstein discussed the importance of customer lifetime value as part of a marketing strategy and shared strategies for identifying, understanding and retaining high-value customers.
His advice to students? Accompany technical expertise with interpersonal skills. “You need to have soft skills in order to influence the people you’re working with,” he said.
He also advised students to learn about the industry. “Recognize trends and know how to work with the data,” he said. “There’s value in understanding an industry really well. It’s what will differentiate you.”