Brian MarsdenAt the Wisconsin School of Business we are lucky to have the support of many prominent companies including Nielsen. Our students are granted access to real Nielsen data in their Marketing Analytics class and this access prepares them to enter confidently into their internships or full time placements. Our current student, Brian Marsden shared what working with Nielsen data meant to him this semester.

"One of the main goals of any MBA program is to prepare students for real world situations they will face in their careers. As a student in Professor Arora’s Marketing Analytics class, I was given access to actual Nielsen scanner data which I used to solve a marketing problem.  Working with the Nielsen data provided me with hands on experience analyzing brand and product metrics, which will prove invaluable as I start my internship this summer.

In a data driven world, marketing researchers and brand managers will need the skills to explore, analyze and translate information into actionable insights that add value and drive the business. While having access to Nielsen scanner data, I was able to build the analytical skills I need for my career.

In addition to expanding my analytical skills, I was able to develop my storytelling skills. I was able to start with raw data, analyze it to derive insights, and then craft those insights into a thoughtful and intriguing story.  I will use all of these skills throughout my internship and career.  Without working with Nielsen data, I would not have had such a rich and applicable educational experience."

Stuart Taylor, Senior VP, Custom Analytics at Nielsen and an A.C. Nielsen Center External Advisory Board member expanded on why Nielsen supports the Center and how important it is to have A.C. Nielsen Center students explore actual Nielsen data.

“Marketing and business analytics are all about identifying what is happening, why, and what to do about it.  In today’s pace of change, staying ahead of this basic process requires new levels of speed, flexibility, integration and openness.  The A.C. Nielsen Center plays a critical role in preparing our emerging analytical leadership for the complexities and application of Nielsen data and other content, and we’re very pleased to be able to contribute to that!”

Thank you to Nielsen and Stuart Taylor for their support of our students and our Center.