The Analytics Division empowers students to develop advanced skills in marketing software, data analysis, and interpretation through practical, hands-on projects spanning the 2025-2026 academic year. Members will work with real datasets and industry tools to uncover meaningful insights that drive strategic marketing decisions. Our goal is to foster consistent engagement, build confidence in data-driven storytelling, and equip students with the analytical mindset and technical expertise needed to thrive in today’s marketing landscape. Through collaboration and continuous learning, the division prepares members for careers where data and creativity intersect to solve complex business challenges.

Analytics Division

MEET YOUR DIRECTORS

Lydia Kronengold
Managing Director

Sarah Gandhi
Associate Director

Project 1:
Saxby's Data Analysis Project & Presentation

Projects

  • Division members will work in groups of 5-6 students, ranging from freshman to senior class level, to expand their knowledge and understanding of company sales and revenue data and how to properly analyze this information to further profits, growth, and longevity. Specifically, these group members will assess the sales and marketing strategies of Saxby's, a coffee shop located in the Business Building.

  • This project challenges members to collaborate across class levels and apply data analysis techniques to real-world business scenarios. Working in teams, students will dive into Saxby’s sales and revenue data to identify trends, assess marketing effectiveness, and uncover opportunities for growth. Through hands-on analysis, members will develop their ability to interpret complex datasets, draw actionable insights, and communicate findings clearly. This practical experience enhances both technical skills and teamwork, preparing students to make data-driven decisions in professional marketing roles.

  • This project will:

    1. Strengthen members’ skills in sales data analysis and revenue interpretation.

    2. Foster cross-level collaboration and knowledge sharing among students.

    3. Develop proficiency with data tools and marketing analytics techniques.

    4. Enhance the ability to translate data insights into strategic marketing recommendations.

    5. Prepare members for careers that require critical thinking and data-driven decision-making.

Project 2:
PSAMA Website Analysis & Design

  • Within their assigned groups, students will be tasked to analyze the current PSAMA website. After assessing the given outputs by the website software and making personal observations, groups will discuss areas in need for the website and narrow in on areas that could be better suited to current members, such as website aesthetics and click performance.

  • This project challenges students to act as both analysts and user-experience designers by evaluating the current PSAMA website. Working in groups, members will combine software-generated data with personal observations to identify strengths and weaknesses in site performance, aesthetics, and user engagement. Through collaborative discussion and critical thinking, teams will pinpoint specific areas for improvement that better serve current members’ needs and enhance overall usability. This hands-on experience develops skills in website analysis, user experience evaluation, and strategic recommendation.

  • This project will:

    1. Build members’ ability to analyze website data and user behavior metrics.

    2. Foster collaborative problem-solving and strategic thinking.

    3. Improve understanding of user experience (UX) principles and website design.

    4. Encourage clear communication of actionable recommendations.

    5. Equip members with practical skills for digital marketing and web management roles.

Project 3:
Tableau Data Set Analyzation

  • Using Tableau and its provided data, students are expected to work individually or in groups of up to three to create visualizations that provide a detailed analysis of the dataset. The goal is to familiarize themselves with Tableau and demonstrate their ability to choose and design visualizations that best represent their findings.

  • This project invites students to deepen their data visualization skills using Tableau, either individually or in small teams. Members will explore the dataset to identify key trends and insights, then select and design visualizations that clearly and effectively communicate their analysis. Through this hands-on experience, students will gain confidence navigating Tableau’s features and learn how to present complex data in an accessible, compelling way. The project emphasizes creativity, critical thinking, and technical proficiency in data storytelling.

  • This project will:

    1. Build proficiency in Tableau software and data visualization techniques.

    2. Strengthen analytical skills through exploration of real datasets.

    3. Enhance ability to communicate data insights visually and clearly.

    4. Foster creativity in choosing visualization types that best suit the data.

    5. Prepare students for data-driven roles requiring effective presentation of findings.

Digital Summit Philadelphia

This Philadelphia-based conference is a premier event dedicated to exploring the transformative impact of artificial intelligence in digital marketing. Taking place over two days, from September 30 to October 1, students will have the opportunity to engage in immersive workshops designed to deepen their understanding of AI-driven tools, strategies, and analytics shaping the future of marketing.

Attendees will hear from a diverse lineup of expert speakers, including industry leaders, AI innovators, and marketing strategists from renowned companies, who will share insights on emerging trends, ethical considerations, and practical applications of AI in campaign optimization, customer engagement, and data analysis.

Beyond the sessions, students can network with professionals from top brands, opening doors to mentorship, internships, and career opportunities in this rapidly evolving field. This conference offers a unique platform for students to expand their knowledge, connect with thought leaders, and gain hands-on experience that will prepare them for careers at the intersection of marketing and technology.

Conferences

Why Attend? This conference offers a unique chance to dive deep into the cutting-edge world of AI-powered digital marketing. Whether you’re passionate about marketing, technology, or both, this event will equip you with the insights and skills to stay ahead in a rapidly evolving industry.

How Can I Attend? Digital Summit is exclusive to four analytics members who will be selected after completing the interview process. The interest form deadline is September 10th and interviews will take place from September 8th to September 16th.

 

When and Where? The conference takes place September 30 - October 1, 2025 in Philadelphia, Pennsylvania.

Guest Speakers

  • Sotires Pagiavlas

    PENN STATE MARKETING RESEARCH PROFESSOR

  • Arvind Rangaswamy

    PENN STATE MARKETING ANALYTICS PROFESSOR

  • Megan Reeves

    BURLINGTON SENIOR CHAIN PLANNER