Analyzing Customer Data to See What Works, What Doesn’t

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With a summer internship at BMW Technology Corporation that turned into a part-time job the following semester, Stuart School of Business graduate student Karan Tupe is taking what he learns in his marketing analytics classes and applying it in the business world every day.

As a member of the data analytics team, he helps field requests from departments in the company—such as marketing, sales, or design—to find out what’s working and what can be improved.

“My job is to analyze the data we are getting from user actions and user history through the BMW app and then produce visualizations to give insight into how each department or function is performing from a data perspective,” Tupe says. For example, how are people using the app? Is the user interface effective? Why do customers stop using the app?

The program’s curriculum has paved the way for success in the internship, he says. “The way the semester is designed, it makes you ready for summer internships with enough knowledge so you can go out there and implement it.”

The work atmosphere and mentoring Tupe receives from his supervisor at BMW is a plus, as well. “One of the biggest takeaways I have learned is that you are as good as your team members are,” he says. “If you have a team that is collaborative, then your work is going to be better.”

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