Advertising and Marketing

Name: Munna Deb

Student ID:102004143


Part 1 3

Part B 6

Part 1

The below-given table will discuss the various attributes of data analyst jobs based on the following sectors:


Role Major Task Soft Skill Technical Skill Technology Source
Academic Position (Level A-D) – AI/Data Science Work with artificial intelligence and Data analysis Excellent interpersonal, oral, and written abilities Ph.D. in artificial intelligence or data science Any technology relating to AI and data science
Senior Data Analyst Establishment and maintenance of process, system, and protocol for data generation. Team management, communication skills with clarity of data, ability to work with a team. Experience in the data system, report, and analysis PowerBI and similar tools.
Real-time analytics on Urban Trajectory data for traffic Undertaking Ph.D. research, which will reconstruct trajectories of road users, generate a method to predict dynamic movement. Communication skill, ability to work under the guidance Ph.D. in any relevant subject, research experience, approved degree from a university Relevant technology for traffic management
Information Management Analyst Work as an analytics expert, engage with philanthropic information, and manage fit data for use. Vital analytical skill, intuitive nature, creative problem solving Relevant experience with an information management system, the experience of work with data CRM system,
Content specialist- Data analytics Chartered accountant professional, knowledge of content development Relationship development, eagerness to learn Experience in audit, financing, tax, generating ideas Data analytics software,


Role Major Task Soft Skill Technical Skill Technology Source
Data analyst for a Victorian agency for health information Work as part of VAH’s data Analytics and respond to an incoming data request Excellent written and verbal skill, improving safety Ability to work with complex health data, work with agreed specification, track response Data analytics and request Hub
Business analyst Developing quantitative library for all process, identification, and tracking of business improvement High-level thinking ability, problem-solving skill, ability to work in a dynamic field, flexible Bachelor’s degree in business, commerce or logistics, analytical knowledge, investigative skill. Data library system, data management system
Business Analyst, Systems Undertake business analysis, create feasibility study, investment appraisal, manage business cases Communication skill, ability to plan, organize, disciplined individual Experience in business data analysis, systems management Relevant technology for business data analysis.
Business Process Analyst Review and analyses business process, identify quantifiable opportunity, business process mapping Comfortable in challenging the status quo, problem-solving skills, eagerness to learn Practical knowledge of project methodologies, expert experience in business process analysis Project management system, business process software, and mapping.
Senior Business analyst Provide proactive, strategic business analysis services, full product development cycle. Sufficient communication skills, interpersonal, and negotiation skills. Tertiary qualification in IT or Business discipline. A similar approach from ITIL V3/V4, strategy development experience Business analysis delivery using BABOK, Business model using BPMN, Automation process, CI/CD


Role Major Task Soft Skill Technical Skill Technology Source
Team Leader- Unit Pricing Responsible for producing valuation and unit of pricing for clients. Team leader leads portfolio analyst. Leadership capability, experience in mentoring, coaching, written and verbal communication, group management ability Tertiary qualification in analytical or numerical discipline. SLA for client, periodic report generator, process portfolio system.
Pricing Analyst –Cara They are reporting to the chief financial officer, coordination of tender, pricing, quotation, submission, NDIS. The purpose will be to collaborate and support the finance team. Strong communication, collaborative approach, report writing, case development skill, passion, and focus, initiative, and reactiveness Experience in tender, quotes, the expertise of advance business modeling, research and analytical skill, evaluating product and services, financial degree MS excel and business modeling, report generating system,
Senior Pricing analyst – Aurizon Providing modeling/analytical tool, support and inform negotiations, develop pricing framework, bespoke model creation, forecast financial performance Interpretation and presentation of complex commercial and financial information, part of focus team under a tight deadline, oral and written communication Experience in logistics or Rail, a tertiary qualification in a relevant discipline like a business, finance, commerce or e-commerce, complex financial skill. Financial and operation designing model, statistical analytical software
Portfolio Accountant/NAV Pricing Perform net asset value calculation, mentor and coach junior analyst, preparation of reports, internal and external relationships with clients. Effective communication, written and verbal, vital interpersonal skills, coaching and supporting skills, team management. Experience in NAV specialist or fund accountant, knowledge about fixed interest, equities, hybrid funding, experience in analysis, analytical and numerate discipline The financial analysis tool,
Estimating and pricing business manager Produce robust pricing, team leading, conduct appropriate estimation and pricing reviews, leading costing assessment and estimation of the author on all bids Practical communication skills, interpersonal and negotiation skills, analytical, and negotiation skills. Degree or equivalent in business, project management experience in estimation and pricing, leadership role BAE Systems Estimating and Pricing Process, Financial Investigation service.

Advertising and Marketing

Role Major Task Soft Skill Technical Skill Technology Source
Media Analytics Manager- DWA Governing creation of data visualization dashboard, architect solution, and create data-informed optimization, render leadership and guidance, translate data into human insight. Strong problem solving and consulting skills, self –motivation and curiosity, oral and presentation skills. Understanding of relational database, audience-based platform, designing and measuring media and audience based test, Facebook and Google media management DOMO Dashboard, DWA And Key Agency Client,
Performance Trader-S2M Delivery and execution of a digital campaign, manage the client relationship, programmatic media buying, optimize strategies across client campaign, build and implement processes across client campaign. Excellent time management and punctuality, problem-solving skills, creative approach, strong written and oral communication, energy, and hustle. Managing digital campaign, programing media campaign, optimize, strategies focused on client improvement, Report generator, 3rd party technology, digital campaign creation
Technical AdOps Specialist – Digital Advertising Define, build, maintain audience segment within DMP, work with ad-server, data insight to stick with client needs, improve the product efficiency, optimization, and troubleshooting Natural analytical skill, passion for analytical skill, communication skills, both written and spoken. Digital marketing ad management, creating a digital advertising campaign, video, optimization CRM, LiveRamp, Google Ad Manager, Xandr, Amobee, DV360, Facebook, Xandr, Google Analytics, Nielson, Hitiwise,
Digital Trader S2M Execution of digital media campaign, managing clients, brands directly, managing client relationships, up-selling, programming media, building, and implementation of optimizing strategy. Sufficient communication skills, creativity, energy and hustling, problem-solving ability, creative skill. Digital ad management, video creation, management of 3rd party system, program media, display, video, mobile power, strategy creation. Programming Digital advertising platform, Excel knowledge, and data visualization and presentation software.
Digital Signage Systems Integrator Communicate with internal and external customers, contractors, configure software and hardware components, support, and help the team grow, participate, and support the installation of requirements. Confidence in communication with customers, able to handle pressure, sufficient verbal and written skills. Experience in handling multiple projects, experience in digital Sinage Platform including LCD and LED, three-year expertise in digital signage CMS integration, digital systems experience, Data analytics

Part B

  1. Yes, there is a distinctive pattern of soft skill and technical skill, which is required for KM and BDA activities. When it comes to the requirement for soft skills, the most common and desired skill for almost all KM or BDA activities is effective written and verbal communication skills[ CITATION Gun18 l 1033 ]. Knowledge management or utilization of Big Data Analytics involves effective communication with others. KM and BDA activities are primarily dependent on verbal and written communication with the company. The candidate is always desired who possess the skill of effective information sharing and communicating with the company.

The next most desired skill is the ability to work under pressure, customer management, and analytical skill. These factors are the most desirable soft skills. The effectiveness of knowledge management or BDA is mostly customer-centric, and candidates who will undertake analytics will have to communicate with the customer[ CITATION Sha17 l 1033 ]. Right communication will ensure better performance and outcome from the situation. Technical skills involve analytical skills, team management, etc. These skills will drive the management of the data, analyzing them, and visioning with the clients for a successful outcome. The technical knowledge provides the foundation of the knowledge as well as big data analytics in the long run.

  1. Knowledge Management and Big Data analytics have a slight difference when it comes to technical and non-technical roles. In the case of technical skills, the requirement of KM, as well as BDA, will slightly differ. KM technical experts will need analysis skills, supporting the teams with practical analytical skills and framing the predictions according to reports[ CITATION Lyt17 l 1033 ]. Besides, report generation is also part of KM experts. But when it comes to BDA experts, the emphasis is given to data handling, support, and providing solutions to problems. It also involves the use of a third-party system that works with supporting the entire system.

The difference is that knowledge management is one of the approaches which impacts the use of big data within the organization. BDA is much more involved with gaining knowledge, improvement of learning. Big data is more focused on technology, which focuses on the data, storage, network as well as system infrastructure. Knowledge management is focused on handling specific data, analysis, and employment to support the need of the customers or the organization[ CITATION Cha191 l 1033 ]. BDA implementation drives the use of big data projects. The experts needed for specific knowledge management must know detailed data. However, BDA management experts will come with data analytics, power, and specific skills to work with a cloud system, 3rd party application, etc. The BDA is about implementing acquired knowledge from the system and turn it into automated active service, which can be utilized by employees and support the smooth functioning to improve service to customers. BDA works as the overall concept, which can drive the growth and development of the company and convert it into an automatic and data-supported organization.

As for evidence, when it comes to the expert requirement for digital marketing or financial analytics expert, KM requests the hiring of people with specific knowledge and experience. For example, a team leader in a digital marketing company will need experience in digital marketing, ad creation, analytics system utilization, and the ability to deal with client requirements and enhancing the visibility of clients[ CITATION Kan19 l 1033 ]. However, BDA expert will need to have expertise in database management, data automation, and troubleshooting skills. The difference lies in specific knowledge about focused data and requirements for technical knowledge, which can deal with troubleshooting.

  1. Big Data analytics or BDA has a tremendous impact on modern business. In the current year, the automation framework has been designed in a way where data can be utilized efficiently in the process. Each sector, like education, finance, government sector, utilizes BDA for its specific purpose. For example, the Government traffic division is operating BDA for generating prediction for dynamic traffic movement, which ensures smooth traffic[ CITATION Mon161 l 1033 ]. In the education sector, the experts in BDA are hired to conduct doctorate research, which helps to expand the avenue of learning and bringing out new and effective concepts for enhancing the use of BDA.

In terms of using BDA third party software like Prolifics, Xplenty is third party companies that provide effective tools for various sectors. Various services given by the companies include continuous integration, toolchain, integration, infrastructure-based codes, etc. These companies offer the tools and help to transform the companies into a digitally sound organization[ CITATION Sha17 l 1033 ]. They also provide expert consulting, engineering, and specific service, which is fit for the particular industry or sector. For example, a digital marketing company will need Nielson, google analytics for its trend observation, and data analysis.

The trend of Big Data analytics exists as the businesses are fast transforming in search of moving ahead in the competition. The challenges are mostly dependent on information, analysis, and prediction. The companies now can hire BDA companies who will set up their infrastructure. As BDA provides a better estimation of information, it also provides the scope where the company does not have to spend a fortune on establishing the infrastructure[ CITATION Cha191 l 1033 ]. BDA trend has made predictions for the companies better, improve their analysis with financials, and in some cases, the government has transformed the management of infrastructure. The utilization of BDA has made companies faster, helped them to master the use of information, and create data-driven culture.


Chaveesuk, S., Khalid, B. & Chaiyasoonthorn, W., 2019. Emergence of New Business Environment with Big Data and Artificial Intelligence. In Proceedings of the 9th International Conference on Information Communication and Management, 1(1), pp. 181-185.

Gunasekaran, A., Yusuf, Y. Y., Adeleye, E. O. & Papadopoulos, T., 2018. Agile manufacturing practices: the role of big data and business analytics with multiple case studies. International Journal of Production Research, pp. 385-397.

Kantarcioglu, M. & Ferrari, E., 2019. Research Challenges at the Intersection of Big Data, Security and Privacy. Frontiers in Big Data, Volume 2, p. 1.

Lytras, M., Raghavan, V. & Damiani, E., 2017. Big data and data analytics research: From metaphors to value space for collective wisdom in human decision making and smart machines. nternational Journal on Semantic Web and Information Systems (IJSWIS), 13(1), pp. 1-10.

Monino, J., 2016. Data value, big data analytics, and decision-making. Journal of the Knowledge Economy, 1(1), pp. 1-12.

Shah, N., Irani, Z. & Sharif, A., 2017. Big data in an HR context: Exploring organizational change readiness, employee attitudes and behaviors. Journal of Business Research, 70(1), pp. 366-378.

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