Marketing Analytics in Illinois Institute of Technology

Marketing has always appealed to me as one of the vital department within any kind of business. My long term experience in the marketing industry had opened my eyes to the importance of marketing for various companies whether small, medium companies or even a blue chip company. I believe that pursuing M.S. in Marketing Analytics in Illinois Institute of Technology would challenge my creativity in marketing and also test my theoretical skills. The journey of my career has been largely motivated by the passion that I have for most aspects of marketing. It is the passion that I have for marketing that has made me overcome numerous obstacles and which has lit the path of my career. I have always been fascinated by the fact that our lives are surrounded by marketing whether it is at work, at the supermarket or even in our leisure time. As much as I have had great experience in the field of marketing, my desire is to do even better. Investigating the market research and analyzing the data is has been my main responsibility to accomplish my daily goals. For instance, providing the market information, evaluating the publishing cost of products in various regions, balancing the return on investment and clients’ scales are the main aspects for me to analyze the marketing information of online gaming market in an accurate way. My desire to pursue this course has also been supported by my understanding of basic analysis of fundamental business data. I am eager to attain more knowledge of Marketing Analytics in order to improve my capability of analysis and forecasting of the business tendency by pursuing my graduate study.

I believe that this study is likely to improve my merits and competence in marketing analytic. It is going to be the most crucial major for my future career.
My academic background has been a great pillar and a stepping stone that has enabled me to make significant achievement in the industry of marketing. In 2008, I enrolled at Xi’an University and majored in Chinese language and literature with English as my double major. During my four years at the school, I also managed to receive a national scholarship. I completed my studies in 2012 and later in 2014-2016, I majored in Communication Studies at Hong Kong Baptist University as a part-time student, ranking second and obtaining the second-level scholarship. During my undergraduate studies, I got an opportunity to participate in debate contests as well as voluntary activities of different kinds for several times. Serving as the group head of the school debate team, I developed the habit of collecting relevant data to opponents and team members. For example, I was interested in the win-loss ratio of matches, and judges’ inclination to “the best debater”. Also, I figured out what motions I excelled in. Based on my personal experience, I was able to discover my interest in data collection and analysis. I found it to be a good idea to join the game department of Tencent as an intern in my junior’s summer vacation where I was in charge of promotion and market analysis. My success in my career would not have been attainable without the strong educational background.
I took a two-year break from studies and resumed in 2014 to pursue my postgraduate degree. For my postgraduate, I specialized in communications and studied part time. My passion for statistics continued even at this level. One of the compulsory units required that a study is conducted in a group. Our team carried out research that focused on the effect of social media advertisement on the sale of women’s clothing. It was a demanding task that needed proper statistical methods such as questionnaires, interviews, and independent analysis to be used. Postgraduate studies were a notch higher as compared to my undergraduate. It required critical analysis of different problems and needed personal knowledge to solve practical problems. It was challenging but also exciting. I also gained practices that encouraged me to do more data analysis. I discovered that learning is a continuous process that never ends. The course was an eye opener since it made me have a different perspective of the research methods of communication. I was able to acknowledge a big difference between undergraduate study and the post-graduate studies. It became clear that personal knowledge shall be employed to resolve practical problems and the knowledge, and practical experience gained from the course encouraged me to learn more about data analysis. It is my desire to deepen my understanding of data analysis and improve my technical skills in data processing through completion of another post-graduate study majoring in Information System.
I have more than five years work experience in the field of online game overseas publishing in Tencent, which is the biggest gaming company in China. My work experience began when I was still undergraduate, working for the company. Since 2011, I have also been in charge of the overseas release of online games such as web games, game clients and mobile games in Tencent Technology (Shenzhen) Co., Limited. Serving in different positions such as media manager, business development manager and senior market manager, I have been involved in the promotion of 12 products among which two mobile games were recommended by Google Play and Apple Store among 50 plus countries and regions globally. As one of the members of the release team, my responsibility was to carry out analysis of the market and follow the return on investment. I managed to do this by using the report from the third party to streamline the strategy and performance. I would then take the time to review the game through promotion and data analysis when the cycle was complete.
Fantasy Fighter, for instance, is one of the mobile games. Before releasing any game, it was crucial that reports on market information about the third-party mobile games such as the annual reports issued by NewZoo and Nielson to be integrated into the game. I also spearheaded efforts that saw the company’s ranking reach the top 3 companies the world over in spite the aim was to get it into the top 10. We used online and offline advertising to boost our sales. In the first week of promotion, we increased the popularity and download through incentivized downloads and online promotion on Facebook and other platforms. In the second week, we adopted television advertisements, outdoor advertisements and other advertisement promotions so that users accumulated in the first week brought about the snowballing effect. In the end, the company used only 30% of its initial budget and made profits within two months. I have also been part of the team that has made tremendous efforts to realize the development of products in different languages and soon the products will be unleashed in the Chinese-speaking areas such as Hong Kong, Taiwan, Singapore and Malaysia.
In undertaking the market analysis and formulation strategies, all my decisions made were mainly based on data including the target market data, mobile game industry data, user data of those successfully released games in mainland China. Also, I compared the user data of the target area and took into account the effects of holidays, vacation on users’ behaviors. It is clear that in order effective data analysis has also been a crucial part of my job. I am optimistic that pursuing M.S. in Marketing Analytics in Illinois Institute of Technology would significantly improve my understanding of commercial data and the information management in the wider field of marketing.
Getting an opportunity to pursue M.S. in Marketing Analytics will be a relief that my dream will finally come true. As much as working at Tencent has brought much satisfaction, I still seek for a new challenge. Becoming a digital marketing manager of an internet corporation is my dreaming occupation within next five years. Therefore, I desire to work in a data analysis company within the next five years. Equipped with a vast knowledge of data analysis, I will be able to help decision makers make informed choices regarding different products. It is also my desire to help clients along the way through improved user data information. I believe that the knowledge will help the firm maintain a long lasting and stable relationship with its customers. I also have a goal of becoming an online marketing specialist who is well conversant with the entire process of marketing resources, strategies and theories. I hope to improve managerial platforms for marketing resources in the next six to ten years. Such initiative will help businesses with little resources that mainly rely on the workforce.
I am convinced that the curriculum the university provides will not only deepen my accumulated knowledge and structure it, but I will also be highly trained in the technological arena. I am already undertaking other smaller courses such as Excel and Python programs to make it easier. I have also made various contributions in other areas of society. I am good at communication and worked as a teacher for the Hanbridge Group that was mainly comprised of French nationals. I have excellent communication skill and leadership capability which has been some of my tools for the previous job. In my opinion, I am convinced that the daily behaviors of clients can be illustrated by the data analysis, which can also be considered as a “special communication” between customers and products.
Choosing Marketing Analytics as my further career is in line with my professional experience hence it is an indispensable opportunity. I am convinced that I am ready for a change and the best place to spur this change is at your institution. I am extremely optimistic to become one of the best professional marketing experts. I believe that pursuing this master degree will provide immeasurable knowledge for me to make my dream come true. I am optimistic that I will be considered for the admission in your institution to pursue the program.