| | 8 September 2020HIGHERReviewBUSINESS ANALYTICS AND DIGITAL MARKETING: THE NEXT GENERATION'S ENGINEERINGBy Dr Sandeep S Shenoy, HOD - Department of Commerce, Manipal Academy of Higher EducationGone are the days where studying engineering or MBBS was the main goal in every Indian family! There is a new revolution on the move and it is towards the world of Business Analytics and Digital Marketing. With companies looking for tools to help aid in faster decision making, problem solving and marketing studies, educational institutions are now focused on equipping their students in the study of Business Analytics and Digital & Creative marketing.Business Analytics plays a crucial role in the activities of a company. It helps a company to sort, process and study business data to provide insights. Data plays a crucial role in the world of Business Analytics. Companies rely on analytics to compare their growth with their competitor's and to track regular progress. R programming language, Python, Tableau, SAS and Excel are a few popular software that aid in Business Analytics. Although analysts have been collecting and computing data for decades, there is still a lot of unstructured data. And with an increasing rise in the consumption and usage of data, Business Analysts are in great demand. In fact, `Data Scientist' is considered a lucrative career across the globe. The main role of a Business Analyst is to analyse and come up with solutions that help the company in its decision making process. The following are some qualities that a Business Analyst must possess:· Communication Skills: An analyst must be a good communicator to get his/her point across to the board. This will help them to ask the right questions that will facilitate their work and open new paths.· Problem-solving Skills: He/She must be solution oriented. There will always be problems and an analyst must be prepared to solve them rather than face them with uncertainty.IN MY VIEW
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