Environics Analytics Partnership Empowers Students with Data-Driven Intelligence
The Longo Faculty of Business has established an enduring partnership with Environics Analytics to provide students of Marketing and Business Administration diploma programs with access to Environics Analytics software – ENVISION, a sophisticated data analytics software.
Since 2019, this partnership has equipped students with data-driven intelligence, helping them to gain valuable insights into their customers and markets across Canada. ENVISION, a cloud-based platform, offers an extensive range of features, including customer insights, site evaluation, media planning, and PRIZM profiles of over 30,000 variables, including demographic, lifestyle, and behavioural traits of Canadians.
The program is a powerful resource student can use to evaluate site locations, customize segmentation according to business needs, improve targeting for effective marketing campaigns, and share findings. By combining these powerful data-driven insights with courses within diploma programs, such as Marketing Research & Analytics (MKTG 203), CRM & Targeted Marketing (MKTG 207), and Small Business Planning (MKTG 254), students have a unique opportunity to collaborate on exciting, creative, and potentially real business problem-solving opportunities.
How is the software used?
Environics Analytics ENVISION is utilized in Marketing and Business Administration courses in various ways. For instance, in MKTG 203 - Market Research & Analytics, students conduct an official market research project by learning about the target customer segments in an assigned organization using Evrironics Research data. Students create two trade areas and use Demostats to highlight the key demographic features, including profiling the trade areas, creating a map of the main PRIZM segments, explaining their trade area selection, and developing an executive trade area report.
Similarly, in MKTG 207 - CRM & Targeted Marketing, students are tasked with identifying a suitable test market and opportunities for a company launching a new major product/program. They use Environics Analytics to identify the primary target customer description, analyze suitable test markets using DemoStats, create executive reports for the chosen community, and analyze PRIZM profile reports.
These assignments are detailed and complex, requiring students to analyze real-life company operations in Canada using the software and program. Through this practical application of customer segmentation analysis, students gain hands-on experience that brings to life the theoretical concepts learned in the course.
Share this article:
