Commercial organisations now have unprecedented amounts of data on consumer behaviour, market dynamics, buying patterns, and consumer characteristics. The challenge is how to draw meaningful information and insights from this data to inform strategic decisions about product development and marketing. This project offers an outstanding opportunity to work with Linney, a world-class, multi-channel marketing services group, to research the potential and limitations of data analytics in an applied marketing context. Drawing on the literature, marketing theory and cutting-edge data analytical methods you will work with Linney and some of their leading clients, many of which are household names, to explore the strategic role of data analytics in commercial marketing.