Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students for courses focused on analytics, and many marketing students tend to avoid quantitative courses due to fear and hesitation. The lack of marketing pedagogy with classroom activities designed to help educators showcase marketing analytics as engaging, interesting, and practical adds to the problem. To meet this need, this paper presents a classroom activity focused on building interest in marketing analytics, designed to be completed in a single-class period in any marketing course by any instructor, regardless of expertise in analytics. Administered in four different marketing courses at three universities, results show that students experienced a significant increase in their awareness of, interest in, and excitement for marketing analytics. Students also experienced a significant decrease in how intimidating they perceive analytics to be. Qualitative comments provide more detail related to fears or hesitations that were lessened by the course activity. Overall, the results support that this activity provided students with a significant increase in their awareness of, interest in, and excitement for marketing analytics.

营销分析在某种程度上对每个营销人员的角色产生影响。然而，教师在招收分析学课程的学生时经常面临挑战，而且许多营销专业的学生由于恐惧和犹豫而倾向于避开定量课程。缺乏旨在帮助教育工作者展示营销分析引人入胜、有趣且实用的课堂活动的营销教学法，加剧了这个问题。为了满足这一需求，本文提出了一项旨在培养对营销分析兴趣的课堂活动，旨在由任何讲师在任何营销课程的单节课中完成，无论分析方面的专业知识如何。在三所大学的四门不同的营销课程中进行的结果显示，学生对营销分析的认识、兴趣和兴奋程度显着提高。学生们对分析的恐惧程度也显着降低。定性评论提供了与课程活动减轻的恐惧或犹豫相关的更多细节。总体而言，结果表明，这项活动显着提高了学生对营销分析的认识、兴趣和兴奋感。