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Orfalea College of Business, Marketing Evolution to Start Student-Run Business Analytics Agency

This year, the Cal Poly Orfalea College of Business will be developing and implementing a business analytics agency on campus thanks to a gift from alumnus Rex Briggs, founder of Marketing Evolution.

The agency will be student-run, giving current students the opportunity to deliver innovative, analytics-based solutions to real clients around the world. It will allow for cross-disciplinary cooperation, so students can diversify their knowledge and gain expertise in high-demand subjects like data modeling, automation, artificial intelligence and more.

Marketing Professor Brennan Davis, who has worked previously with Briggs on analytics projects and scholarship, will serve as the agency’s director. He will work with student employees to find clients, run in-depth analytics, and study the results to provide companies with marketing strategies.

“The field of business analytics is growing pretty rapidly,” Davis said. “Companies are realizing that their data can provide all kinds of valuable insight into how they should market themselves or their products, how they should operate. Working in an agency like this, our students are going to have connections, desirable skills and real experience. They’re going to be in high demand.”

But serving clients won’t be the agency’s only function. It will also include an open source data lake, accessible to students and faculty worldwide for research projects, along with an education program to globally disseminate the latest business analytics knowledge.

Because it will be online and available to the public, the agency and its data will educate not just students, but also alumni, industry professionals and others about the capabilities of business analytics.

Marketing Evolution, Cal Poly’s partner and financial backer for the agency, is an industry leader in marketing measurement and optimization. They’ve provided analytics-based solutions to industry-leading clients like Microsoft, IBM, NBC Universal, ESPN and more. Founder Rex Briggs is a 1993 Orfalea College of Business alumnus and with his support for the agency, he’s giving current students a chance to help revolutionize the industry with him.

In creating the business analytics agency, the Orfalea College of Business forges ahead in the Cal Poly mission. “This project represents everything Cal Poly is about,” Davis says. “It supports our polytechnic positioning, it positively impacts the business world, and it gives students hands-on, Learn by Doing experiences. It situates Cal Poly as a leader in the field of business analytics.”

To learn more about Marketing Evolution, visit their website.

Posted Sep 27, 2018

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