Leveraging the Competitive Advantage of Data

Kent State University’s new Master of Science in Business Analytics degree gives professionals the inside track on in-demand jobs

Business analytics is changing the business environment. The science of turning large datasets into meaningful information to improve decision-making is creating a competitive advantage for companies that can interpret it. Alan Brandyberry, D.B.A., associate professor of information systems and business analytics at Kent State University College of Business Administration, says the field is growing to incorporate more business functions.
“Analytics is not limited to specific decisions but common areas of application,” he says. “That includes budgeting, forecasting and planning, performance management, research and development, enhancing the customer experience and developing new pricing strategies, among others.”
The increased use and application of data has prompted Kent State to add a Master of Science in Business Analytics (MSBA) degree to its curriculum, giving area professionals the opportunity to learn in-demand skills or hone those they already have.
Brandyberry spoke with Smart Business about the MSBA program and how it could impact a candidate’s professional career.
SB: What skills and knowledge are employers seeking in a business analytics professional?
AB: Employers are looking for more than a math expert when hiring for business analytics and a survey of potential employers that we conducted confirms this. There are many mathematical, statistical and technical skills involved, but the real differentiating factor is often the applicant’s soft skills.
Being adept at only the quantitative and technical skills provides little benefit to the organization if the individual cannot communicate well to stakeholders. Additionally, prospective business analytics professionals should learn skills such as leadership, decision-making and project management to maximize their benefit to an organization. Being well-versed in the methods and technologies employed in the field is critical and these skills are emphasized appropriately within our curriculum, but that’s not generally sufficient to differentiate one applicant from the others.

The Changing Business Landscape: The Davey Tree Expert Co.’s Tom Countryman on the evolution of analytics in the business world Tom Countryman, chief information officer at The Davey Tree Expert Co., has seen the use of analytics in business change during his 19-year career, which started in programming and has expanded into user interaction and support. “When I started my career, leveraging analytics was a pipe dream, something companies aspired to but didn’t think was possible” Countryman says. “Business decisions were made on gut feeling or an individual’s business knowledge. Now, most business decisions are backed up by data and analytics. In fact, it’s often the case that boards are requiring significantly more information before a new venture is undertaken or discontinued.” He sees analytics commonly employed in marketing and customer satisfaction, in which cases data are looked at and analyzed to create optimal buying environments that entice consumers to act. “Data analytics, marketing and corporate communications fields are all benefiting from the information that can now be captured, studied and acted upon,” he says. “Those professionals and businesses that capitalize on analytics will be miles ahead of those who do not. It’s a significant advantage in the business world.” As analytics continues to solidify its place in business, algorithm programmers have become increasingly important in helping companies better understand the data they collect. Data warehouse professionals and data scientists are also becoming a lot more valuable and their roles are proliferating beyond large companies and into the middle-market. Further, companies have a need for business analysts who can interpret data analytics into a means of creating value for customers. “It takes a special type of individual to look at data sets and pick out pieces that can help a company gain understanding,” Countryman says. “The more data we create and the more businesses come to rely on it, the more lucrative opportunities for those who can interpret it.”

SB: Why is the College of Business Administration adding the MSBA program and what makes it distinctive?
AB: We’re adding the MSBA as a response to industry demand and because current programs in Northeast Ohio cannot adequately serve the needs of the region. The use of analytics has been growing quickly and it is projected to continue to expand in application and capability. Several research institutes have projected dramatic shortfalls in analytical talent. Similar programs that have been implemented in the U.S. have demonstrated solid demand from students and very high placement rates for graduates.
What makes Kent State’s program distinctive is its focus on developing an appropriate balance of all skills required by analytics professionals, without neglecting the technical skills. Leadership, communication, decision-making and project management skills are embedded holistically in the course delivery strategies throughout the program. This provides students with the characteristics that will allow them to stand out in the job market and will maximize the effectiveness and impact of their technical knowledge and skills.
SB: Who do you think would make a good candidate for the MSBA program? What background or traits might more successful candidates have?
AB: The most important traits for those considering the MSBA program are curiosity and the desire to solve problems. The mathematical and technical skills can be taught, but the best students will have a strong desire to find out why and how events occur. This innate curiosity separates the technically proficient from the truly talented individuals.
Optimally, the applicant’s background would include both business and mathematical knowledge, but it is not unusual to be lacking one of these pieces — there are background courses to make up for any such deficiencies. We envision most applicants will have undergraduate degrees in business or a technical area, such as mathematics, statistics, engineering or computer science. The applicant should have a background that demonstrates some aptitude in mathematical and/or technical topics.
SB: How do you think earning the MSBA will impact a graduate’s career?

AB: Although there is a lot of demand for job candidates with these skills, there will always be competition for the top positions. Completing an MSBA program will give graduates an advantage. Potential employers provided significant guidance on our program’s makeup during its design and will continue to be actively engaged in keeping it current in this fast-changing environment. As such, employers will be assured that graduates will have leading-edge skills and be well-versed in all that business analytics professionals need to be successful.