Ross students are the only business school students in the country with full access to Nielsen’s Answers On Demand web interface and point-of-sale data, a standard system relied upon by marketing professionals around the world. Ross students get the most current information on product sales and hands-on experience using the interface.
The Ross Marketing Lab also features the multi-purpose Tracx social-media analytics tool. Tracx enables in-depth analysis of what users are saying about a particular brand; offers tools to refine social-media engagement; and measures performance and ROI. Students can learn and employ all these tools as they sharpen their marketing skills.
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- Google Analytics Presentation
- Nielsen Learning Series (MBA 1)
- Nielsen for non-marketers
- Social Media Case Competition and Scavenger Hunt
- Nielsen Accelerator Series
- Elasticity Study
The Nielsen Learning Series encompasses eight hours of workshop-style training over multiple sessions, including tutorials and student work time. The series is entirely student-led and -facilitated.
Lunch and Learn sessions and other presentations cover topics like how marketers can use social-media analytics; how non-marketers can benefit from the Marketing Lab tools; and how to employ Google Analytics to study consumer behavior on websites.
Case Competitions challenge students to employ Marketing Lab tools in real-world situations, such as leveraging Nielsen data to develop a solution to a CPG business challenge. The Marketing Lab is sponsoring three competitions this year.