Resume Tips for Marketing Analytics



Writing a new resume can often to be a more challenging task than you initially think. Accurately portraying your skills, breadth of experience and knowledge within a few short pages is a tough task. There are a number of online guides about how to write a good resume, along with a variety of opinions on what works; questions around the latest style, layout and how many pages it should be, make this a very subjective topic.

We have written the guide below to give you some useful tips around writing your resume, based on feedback from employers about what they expect to see on a Marketing Analytics & Insight professional’s resume. Consider this quote from one of our clients:

 “…the point of having an analyst in a business is to accurately condense and analyze large volumes of data and draw out the relevant pieces of information that can have an impact on a business. An analyst should be able to sift through irrelevant information and draw everything together to highlight relevant information in a compelling way. If an analyst isn’t able to have the same approach with their resume and draw out the information that is relevant and discard the rest, it doesn’t give a good impression or an indicator that they will be an effective analyst.”

So how do you go about making sure that your resume does give the right impression and get you that interview opportunity?

 

Get the structure right

A good structure should typically follow this order:

  • Name and contact details (Include contact number and email)
  • Personal Statement / Summary
  • Key Skills
  • Employment History
  • Education
  • Interests
  • References

However, don’t be afraid to deviate from this structure in order to demonstrate your relevance for a particular position more effectively. If you are a recent graduate, with a relevant mathematical degree, but little or no relevant employment history, you are likely to have more success by highlighting your relevant academic background above your employment history.


Layout and formatting

Use a clear layout and include headings to separate each of the above sections. Within each section use bullet points to define your role, responsibilities and skills rather than long paragraphs full of commas. This will help to make the content far easier to scan for key information and is more likely to grab the attention of the employer.

Keep the whole document relatively short, 2-3 pages maximum.

Pay attention to detail and spelling: many of our clients reject applications based on this – remember our client quote! Ensure all information is accurate; dates, company names, skills, technologies used and don’t be shy of Spell Check.

Make sure all formatting is consistent: we recommend you use the same font throughout the document and utilize bold to highlight subsections and headings. Typically, fonts such as Arial or Times New Roman are acceptable. 


Content - Be specific

The content should be clear and concise, but with enough information to give the employer a solid understanding of what your role entails and what your responsibilities are.

It is useful to give a brief introduction to the company and / or team to add context, but essentially the employer is going to be more interested in hearing about your skills and responsibilities and not those of the team in general.

With regards to the data sets, statistical tools and techniques you typically employ, specific information here is also key. For example;

You highlight that you use SAS in your current role. Try to elaborate on this i.e. Are you using Enterprise Guide, Macro, Base? Do you write your own code or employ more drag and drop techniques?

You also work with propensity models. Did you build the model or are you working on existing models and validation? Do also have experience of clustering, segmentation, regression or similar techniques?

You work with a range of data sets. What kind of data is it; Transactional, campaign? Make sure you explain. It’s also important to remember that large data sets are typically appealing to companies; therefore ensure you refer to the size of the data sets you’ve been exposed to. For example, how many rows of data do you typically deal with, or how many campaigns are you used to running each month?

Adding these snippets of key information won’t take up a lot of valuable space, but will help give your prospective employer a more detailed understanding of your skills and level of competence, ultimately, helping boost your chance of securing an interview. 


Tailor your resume

Lastly, tailor your resume for each role you are applying for:

Carefully read the job adverts and descriptions and highlight relevant pieces of information to showcase your skills and experience that most suited to what the company are looking for.

Likewise, amend your personal statement for the same reason. Don’t be the person who applies for a Customer Insight Analyst position with a Retail & FMCG consultancy when your personal statement still says you are looking for a Marketing based role in a Client side Financial Services organization.


Your resume is your sales pitch

Remember, resume's are meant to be factual but they are also a tool to sell yourself, so make the content interesting, relevant and engaging – this could be the only opportunity you have to convince an organization that you are someone they want to interview and help you stand out from the other applications they receive.


Harnham blog & news

With over 10 years experience working solely in the Data & Analytics sector our consultants are able to offer detailed insights into the industry.

Visit our News & Blogs portal or check out our recent posts below.

Living the Hybrid Life with Advanced Analytics

In a recent documentary created by Dave Grohl of the Foo Fighters, he interviews Lars Uhlrich, a once outspoken critic of the demand for online music. In the video produced in 2021, Lars has now embraced the online music world. Yet, in 2019, one-quarter of all music sales were vinyl.  Much as we’d love to deep dive into some music, the point here is that what was once either/or has become both.  Brick-and-mortar business have e-commerce channels, e-commerce channels have brick-and-mortar stores (looking at you Amazon bookstores). Stores are now their own fulfillment centers, items and food can be ordered online and picked up curbside, in-store, or via delivery. In other words, businesses are meeting their consumers where and how they want to shop. Would we have gotten to this point as quickly if not for the pandemic? Maybe. But for many retailers and businesses, there are a few Marketing Insights you’ll want to remember to maintain this new hybrid environment.  Customer Experience Should Remain Top of Mind Imagine this. You visit a store to buy something off the shelf. The store is essentially empty, except for signs which say ‘available to order online.’ If everything is only available online, you’re meeting only one segment of your consumer. While the idea is to create a consumer relationship, you need to know who your customer is, their needs and desires, and meet them when, where, and how they shop.  The customer journey should be interwoven between online shopping and the increasing desire for social interaction. Shopping should still be an experience. Here a few things to consider when planning your hybrid customer journey for your business: How well do you know your customers? Does your customer prefer to shop online, then pick up in store? If they entered the store without shopping online, would you have the product they needed on the shelf or at least, in the back rooms? Why or why not?How do you move the customer from in-store shopping to online and back to in-store shopping?If your customer shops fully online, is their data protected? Privacy is a major concern for many consumers and should be considered at every level of business. Who has access to what and why? And if your consumer is fully remote, or unable to shop in-store, how do you provide and maintain the best customer experience all they way to their door? And with these questions in mind, who’s helping your business build and maintain those relationships? Many businesses have remote call centers to handle customer complaints, but what about the beginning of the journey. Enter AI, chatbots, and Advanced Analytics to move your customer and your business forward for the future. It’s important to build your customer relationship across all your shopping channels – on-line, in person, via AI or chatbot or customer service representative – a unified experience is key. Chatbots and AI Learn from Advanced Analytics and NLP There are only so many humans who can answer call demands. Add in all the online orders, delivery dispatches, and fulfillment options, and it can be overwhelming. Using Advanced Analytics, good Data Management, Artificial Intelligence, and Automation can all augment the ultimate customer journey experience. AI using NLP scraped from past conversations can Data mine language samples to interpret, understand, and respond intelligently to consumer calls. Add text-based support and the benefits increase. If you’re business is more service-based than product-related, AI and chatbots can help there, too. Much like the salesclerk when you enter a brick-and-mortar store, the chatbot is your first engagement with a prospective consumer. And its that chatbot or AI representative who will set the stage for their customer journey and experience. Beyond Retail and Back to Basics Business? For those in the office, or working remotely, some businesses have begun offering hybrid options. Come into the office a few days a week and work from home a few days a week. Yet, others are insisting it’s back to business as usual with some additional measures such as sanitation, plexiglass between cubicles, and physical distancing of employees.  Over the past year, it’s been proven employees don’t need to be in the office. But, it’s also important for humans to interact with each other on some social level and that includes meeting in-person. Physical distancing will be important for some time, but human interaction outside of a computer screen is also. So, while there are pros and cons, for now, the hybrid environment for businesses, schools, retailers, and restaurants is here to stay. How businesses choose to meet this mix will be interesting to watch as they incorporate available technologies while also remembering those they’re trying to serve are human. If you’re interested in Big Data & Analytics, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

Zoom Fashion: Five Marketing Insights From A Remote World

Remember Fashion Week? That place where Designers shared their imagination on stage, and models wore outfits which seemed out of this world. Remember the mall? That place where you found clothes to make you stand out as an individual in your surroundings. Now that we’ve been quarantined and social distanced for a year, and our office is our living room, fashion doesn’t play so much into our daily lives. Or does it? Sure, it’s had to change just like we have. Actually, it’s because we’ve changed. Where once consumers followed fashion, now fashion follows the consumer. From the Digital Transformation with AI to the call for comfort, the fashion season has changed. Here are a few insights as to how. Five Marketing Insights on the Future of Fashion Demand Is Down  Whether you work from home or at a remote location, the rules of office fashion have changed. So has formal wear fashion for that matter. With no events to attend, no weddings in play, and most restaurants closed, the need for clothes to wear for specific outings have fallen out of favor.  Add in a mix of unemployment and slowed spending – choices focused on food and rent versus clothing, footwear, and accessories, and the fate of fashion seemed completely downgraded. But companies with a conscience, and those focused on leisure and activewear, have an opportunity to bounce back. Consumers working from home are focused on casual for business, and comfort for consumers interested in health and wellbeing. Digital Is Up Online sales, virtual customer service, and digital transformation of the retail industry have bloomed within just a few months. Shopping is social and brands have had to keep up.Since the debut of finding fashion fits in a videogame-like format which allows you to virtually try on different styles of clothing, haircuts, shoes, or design your own accessories, fashion has gained ground in VR. Though brick-and-mortar stores aren’t out of the game yet, online sales will reign. Fashion brands are finding ways to adapt and balance the needs of their consumer from a mix of online, virtual experiences with a human touch. Classic Comfort Whether we’re in bunny slippers, slipper socks, or bare feet as we pad across the living room to our computer, we can feel a little childish glee that slippers are estimated to grove 50% or more this year. Add in our most comfortable set of lounge pants, and all we have to worry about is a top that seems business-y enough for our Zoom meetings, right? Though the pandemic has escalated consumer desires for comfort and casual wear, most were already in the mindset – even before work from home and remote working became the new normal. However, with the consumer mindset focused on form and function versus the latest and greatest, much of the fashion industry has faced major overstock issues. Consumers now want clothing that’s better made, lasts longer, and is more sustainable. These new consumer demands and facing overstock issues have forced brands to improve Insight Analytics for the industry. Social Justice Is On The Line Brands who focus first on their employees and vendors are more likely to win the hearts of today’s consumer. Shopping is still social. But now it comes with a social justice impetus to pay workers fairly for their work as they learn about pay structures or lack thereof for garment workers and sales assistants.  Ultimately, consumers are calling for authenticity and transparency. Brands who engage authentically at every level of their logistics and supply chain, could more easily find common ground and a boon of support from shoppers for showing they care. AI-Focused Fashion Gains Ground AI and Machine Learning are helping brands at scale and offering consumers a unique virtual experience. From chatbots to smart image recognition systems, AI is transforming the industry at every level – manufacturing to quality assurance to design and Marketing and sales. Outside the making of the products, AI is facilitating change and improving the shopping experience. Using Predictive Analytics, Advanced Analytics, and intelligent automation, it is improving the efficiency of the consumer’s journey.  Though fashion has definitively shifted online, that doesn’t mean there’s no room at the table for brick-and-mortar space. Opportunities exist for a blend of digital, pop-ups, and temporary locations so brands can expand their reach at every place consumer’s might prefer to shop. But in the digital space, ecommerce and mobile apps are a focus for consumers and fashion brands alike as it offers a ‘try before you buy’ within a virtual medium. If you’re interested in Big Data & Analytics, Advanced Analytics, Life Sciences, Data Science, or any of our Data professional fields, we may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

Four Ways Advanced Analytics Drives Business Forward

2020 was an unprecedented year for shifting businesses online. Technology, never quite in the background, arrived center stage to help drive transformation in a variety of industries. Many businesses were forced to change their processes, how they interacted with their employees, customers, and with each other. One of these major shifts was in Advanced Analytics and Insight. Stemming from a Marketing perspective which had specific deliverables of demographics, location, and consumer histories, advancements found a place in working with unstructured Data. Working in tandem with these new analytical insights, artificial intelligence brought learning, problem-solving, planning, and other naturally human behaviors to life. This includes in the creative fields, not just in traditional industries like Finance or Retail.  In a study conducted by Forrester on behalf of Intel, though most businesses know Analytics can drive their business forward, less than half are taking advantage of these transformational technologies. Below are a few ways Advanced Analytics can drive business forward. 1. Decision Science and the CDO Roles Will Grow In a seemingly counterintuitive measure, while most businesses were cutting back in IT, Data and Analytics budgets were expanded. As the Chief Data Officer and Decision Science roles increase in importance, businesses who know the value of their Data can derive actionable insights and business decisions from these executive level communicators. 2. Access to a variety of Data Sources Will Help to Streamline Business Operations With most businesses operating strictly online or in a hybrid ecosystem, optimization of processes is key. In the ever-changing market systems, buyer behaviors and the consumer journey will increase dependency on Data and Analytics as businesses seek to meet consumer demand. Offering bespoke solutions and coordinating such Data sources as chatbots and call centers, businesses will have the opportunity to create a seamless system as they adopt and implement technologies such as Advanced Analytics and AI. In the right mindset, these practices can also drive partnerships within their ecosystems from Data Science to technology vendors with AI capabilities.  3. Sharpening Focus on Measurable Projects to Increase ROI Rather than rely on third parties, Data will become part of the business offering value in their operations. It will drive how they operate, deliver, and understand the needs of their consumer. Owning and managing their own Data will provide unique insights they may not have been aware of before. Sharpening their focus to get a good return on their analytics investment, businesses will broaden their ecosystem. Seeing the bigger picture, businesses will also want to access more specific insights that drive actionable answers to their questions. 4. Machine Learning, NLP, and Domain Expertise Can Help Scale Data Modelling As AI, Advanced Analytics, NLP, and Machine Learning platforms come into full swing and in combination, new Data Modelling opportunities can increase insight. Automated processes of Data classifications will drive scale increasing both the amount of Data and a granular level of detail to be extracted.  The specialization of these Data platforms will only grow in importance. In our always-on, always on demand world, the need for Advanced Analytics professionals and a variety of posts in the Data profession, businesses will expect strong domain knowledge. They’ll be looking for professionals and platforms which can help them understand specific use cases. Rather than just simple demographics and birds-eye views of their consumers, they’ll want to drill down to not only what they can provide now in terms of goods and services, but anticipate what consumers will want and need for the future. In the last year, we’ve absorbed a lot of information, and have struggled to distill it in actionable insights. But, if you’re interested in Marketing and Insight, and would like to shift into Advanced Analytics and Insight, we may have a role for you. Not your bag, but interested in Life Sciences, Decision Science, Machine Learning, or Robotics just to name a few, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

Could Mobile Gaming Help Us Solve Real World Problems?

From Alexandra Ocasio-Cortez and Ilhan Omar’s Twitch play Among Us to Fortnite helping kids get into college, the mobile gaming industry has leapt into the new decade with gusto. It doesn’t hurt to have a few well-known names behind it, too. But it’s what AOC and Oman accomplished -normalcy - that begs the question. Could mobile gaming help us solve real world problems?  A Cultural Beginning             Cultural institutions, such as museums, have had a rough go of it this year. But innovation, creativity, and collaboration have come together to offer opportunities to get a bird’s eye view of the art world. Whether you play Occupy White Walls to create your own gallery bring real art into your gaming world through the Getty Museum and Nintendo’s Animal Crossing collaboration. Just a few ways these could be jumping off points to discussion for problem-solving include: Opportunities abound to host audiences from around the world without a head count capA chat function to discuss what you see, what you like, what you don’t, and what you’d like to seeCultural institutions become more open allowing anyone and everyone into its virtual wallsPerhaps even simulations and to imagine what-if scenarios for the rest of usGames could host exhibitions such as the Monterey Bay Aquarium of California who’s partnered with Animal Crossing and a fossil expert form the Field Museum in Chicago who hosts virtual tours through Twitch Games give us the opportunity to imagine what’s possible. And these games are bringing real life events and activities straight to your fingertips in mobile gaming. Ad-Tech and Analytics are In the Game Since social distancing has become the norm, gaming has exploded. Once all the numbers are in, mobile game downloads are expected to see a nearly 40% increase in 2020 from 2019. No business who sees the potential here is standing by, the least of which is advertising. If you remember cable TV or maybe still have one, the free channels were often supported by commercials. In some television shows, products were given strategic placement. Okay, so it’s probably still happening today, but now we’re used to it. Skip ahead a few generations. Hello, Ready Player One fans, and advertisers have a new platform. Or at least, they’re working on it. There are still a few kinks to work out. Some game developers are designing games to help allow advertisers to fit seamlessly into games.  The audience of one engagement of TV has moved to a community engagement of many in the gaming world. Over two and half billion people are gamers across demographics of age and location. Social media still has the highest ad buys from television, but gaming is quickly catching up. As advertisers and businesses get in the game, it’s estimated there will be a monumental shift in the collective. Games have always served as a device to teach. Chess and checkers teach strategy. Monopoly teaches business and banking. Life teaches us to follow different paths and see what happens (not so different from Second Life). So, what could games teach us now with its ever increasing role in bringing groups together for engagement, community, and discussion? What role will you play in the coming year? If you’re interested in Data & Analytics, Harnham may have a role for you. Check out our current vacancies or get in touch with one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

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