Missoula, Montana — To revolutionize the perception of data analytics, the University of Montana has infused a unique element into its business curriculum: beer sales data. Led by Dr. John Chandler, a marketing professor, the “Telling Stories with Big Data” course has partnered with the local taproom, the Dram Shop, for over seven years, enabling students to analyze extensive sales data gathered directly from the establishment.
The Dram Shop, managed by UM alumni Zachary and Sarah Millar, provided the course with access to a vast database filled with sales patterns by the day and hour, along with the variety of beverages sold. This collaboration offers students the opportunity to apply their analytics skills to real-world scenarios, tackling business challenges and providing actionable insights to the Dram Shop.
Throughout each fall semester, students break into groups to explore various questions using the dataset. They have supported the Dram Shop through critical times, including the pandemic, enhancing customer engagement and optimizing strategy.
Zachary Millar, reflecting on the collaboration, emphasized the value of utilizing historical data to gauge how trends evolve over time. With a rich background in creative writing and business, Millar appreciates the tangible impact the students’ analysis brings to his operations.
Senior marketing major Kapono Mossman echoed this sentiment, describing the chance to align academic theory with practical application as a defining aspect of his decision to pursue his degree at the College of Business.
Revolutionizing Data Analytics: How Beer Sales Foster Student Learning and Business Innovation
Introduction
The University of Montana is making waves in the field of data analytics education through its unique initiative that combines academic learning with practical application in the world of hospitality. By leveraging beer sales data from the local taproom, the Dram Shop, students are offered an unparalleled opportunity to apply their analytical skills to real-world business challenges.
Innovative Course Structure
Facilitated by Dr. John Chandler, the course titled “Telling Stories with Big Data” has become a cornerstone of the business curriculum, operating for over seven years. This partnership with the Dram Shop enables students to delve deeply into a comprehensive dataset that contains sales patterns segmented by day, hour, and beverage type.
Use Cases and Learning Outcomes
Students engage in group projects each fall semester, where they tackle various business questions using the provided data. This hands-on experience allows them to develop analytical insights that assist the Dram Shop in enhancing customer engagement and refining their business strategies, particularly during critical periods such as the COVID-19 pandemic.
Insights from Industry Professionals
Zachary Millar, co-owner of the Dram Shop, emphasizes the significance of the collaboration, noting how historical data can reveal evolving trends over time. His background in creative writing enriches the partnership, as he believes storytelling through data is key to understanding customer behavior.
Real-World Application of Academic Principles
Senior marketing major Kapono Mossman highlights the essential connection between theoretical knowledge and its practical implementation in the business world. This experience not only solidifies students’ educational foundations but also equips them with skills that are in high demand in today’s data-driven job market.
Benefits of Data-Driven Decision Making
1. Enhanced Business Strategies: The analysis performed by students provides the Dram Shop with actionable insights that can lead to better inventory management and targeted marketing campaigns.
2. Crisis Management: During the pandemic, the ability to understand customer behavior through data analytics was crucial for the Dram Shop’s survival and strategic adjustments.
3. Skill Development: Students learn to use various data analysis tools and methodologies, making them more marketable to future employers.
Specifications and Tools Used
– Data Types: Day/hourly sales data, customer preferences, beverage categories.
– Analytical Tools: Students potentially utilize software like R, Python, or Excel for data analysis.
– Research Methods: Quantitative analysis techniques to interpret data trends and patterns.
Challenges and Limitations
While the collaboration is innovative, there are challenges. Students may face difficulties in ensuring data accuracy, understanding complex datasets, and translating data insights into actionable business strategies. Furthermore, it requires ongoing engagement from both students and business owners to ensure the relevance and applicability of the research conducted.
Conclusion
The integration of real-world data analytics into the curriculum at the University of Montana not only enhances educational outcomes but also supports local businesses in a meaningful way. As more institutions recognize the importance of experiential learning, this model can serve as a blueprint for similar initiatives across the country.
To explore more about innovative educational programs and business analytics, visit University of Montana.
