In New York City, there is a data analytics movement gathering steam. With a population that is almost evenly split between Hispanics and non-Hispanics, the city offers rich opportunities for marketing researchers looking to gain unique insights about consumer behavior.
Here, we will explore how the city’s demographic makeup and culture influence its residents’ digital behaviors.
According to the most recent data available from the city’s Department of Information Technology and Telecommunications (DoITT), there are approximately 1.867 million households in the city. Of those, 96% use at least one of the major broadband services (i.e., Cable, Fiber Optic, DSL, or T1/E1), while 75% use a landline to make phone calls. These statistics paint a picture of a highly digital population within the city.
One of the major providers in the city, New York State Communication Services (NYSCS), conducts an annual survey of its customers to examine trends in Internet usage and digital media habits. From 2012 to 2016, NYSCS found that the city’s residents increased their use of smartphone apps by 20% and videos by 24% (as of 2016).
While the overall population of New York City is heavily influenced by technology, the demographics within the city are defining the landscape of digital marketing and data analytics in the United States. As of 2016, 39% of the city’s residents are between the ages of 25 and 44. This demographic group represents the so-called millennials, and the city is home to some of the biggest brands and businesses in the world that serve this audience. As a result, the city’s demographics are highly targeted across all marketing sectors.
Another major demographic in the city is the 18- to 24-year-old cohort – more commonly referred to as Generation Z. These individuals are more likely to use mobile apps than older generations, and 86% use social media platforms like TikTok and YouTube to access content.
The rise of these digital-native generations puts the onus on marketers to adjust their strategies to appeal to this emerging audience. As a result, many big data companies have opened offices in the city, attracted by the high cost of living and abundant digital opportunities. There are currently over 150,000 digital marketing jobs in New York City, offering lucrative employment opportunities to students looking for a career in data analytics.
While many big data companies hire based on someone’s experience in the field, the demographics of New York City mean that there is a wealth of untapped potential for those looking to enter the field. This is a feature, not a bug, in the way the city inspires its residents to learn and explore new things. According to the 2020 Census, 23% of New York City’s residents identified as being from an ethnic minority, compared to 17% across the rest of the state. This reflects a higher level of diversity in the city compared to the rest of the state.
The presence of this demographic has led to a cultural shift in the city, which is influencing the way residents engage with the world around them. Just as the internet changed the way people communicate, the rise of social media and TikTok has changed the way people engage with the world around them. This environment of openness and encouragement to learn and explore new things has created a fertile ground for data scientists to thrive.
Take, for example, Katherine Cohen, who grew up in Forest Hills, Queens. After graduating from New York University with a degree in economics and public health, she entered the workforce and soon found herself working as a health outcomes manager at Optum – a health plan company based in New York City. In this role, she spent much of her time working with Medicare Advantage members, which are mostly in the city.
Cohen noted that she always considered herself a “data person” rather than a “marketing person”, and she credits her time working with health plan members to expanding her skill set and learning how to work with different kinds of data. She went on to explain that when she was first starting out, her title might have been different, but she was always expected to get the job done, and that’s what she did.
Attracting the Best
Now is an excellent time to enter the field of data analytics and marketing, as there are hundreds of open positions for students and graduates, providing access to some of the best talent the city has to offer. However, with so much competition for jobs, it is essential that candidates stand out from the crowd. Here are a few tips from experts on how to do just that:
Understand The Needs Of The Organization
There is no general answer for what makes a good data scientist or marketing professional. However, it’s important to understand the needs of the organization you are working for. Sometimes this means crunching numbers and analyzing large amounts of data. At other times it could mean creating engaging content to drive traffic to a website or app.
It’s important to note that not all organizations are created equal – some need someone with specific skillsets, while others are looking for generalists who can help with a variety of tasks. It’s essential that you try and understand what the needs of the organization are before you begin applying for jobs. This will help you tailor your resume and pitch for specific roles.
Be Wary Of Significance Testing
Significance testing evaluates the statistical significance of a set of results. For example, when researchers find that a certain diet decreases the amount of cholesterol in a patient’s blood, they might measure the patient’s cholesterol before and after beginning the diet and determine whether or not the results were due to the dietary change. In this case, the patient’s cholesterol decreased by an average of 12 points, indicating that the diet had a significant impact on the patient’s cholesterol level.
While significance testing is a necessary evil in science, medicine, and business, many organizations and marketing departments use it as a method of analysis that tries to draw conclusions about a sample’s or population’s behavior without having taken into account that the results might be just due to chance. For example, if a researcher randomly selects a sample of 100 people with a certain dietary preference and then measures the cholesterol levels of that sample, there’s a good chance that the results will show significance because, statistically speaking, chance would dictate that at least some of the people in the sample would have low cholesterol levels.
However, if that same research team chooses to follow-up with another sample of 200 people with the same dietary preference, but chooses to measure their cholesterol levels after the fact, they might not find significance because the second sample would include a higher number of people with elevated cholesterol levels. In this case, significance testing might even show that the first sample had a greater impact on cholesterol levels than the second.
Show Off Your Exceptional Skill Sets
While it’s important to have a good grasp of numbers and data analysis, having software skills is also vital for being taken seriously as a candidate. In today’s world, data analytics and marketing jobs come in all shapes and sizes – some need someone with specific skillsets, while others are looking for generalists who can help with a variety of tasks. If you’re looking for a job in this field, make sure that you tailor your resume and pitch for specific roles. This will help you stand out from the crowd and get the attention of employers interested in hiring you.
Seek Out Experts
The best way to land a job in this field is by getting connected to people who can put in a good word. Experts in the field can help you get a foot in the door and can even give you some ideas for your resume. Make sure that you take advantage of all available resources and connect with as many experts as possible. This way, you are sure to land yourself a job in no time.
Have A Plan For Your Future
If you’re looking for a career in data analytics and marketing, it’s important to have a plan for your future. What are your goals and what makes you an exceptional candidate for a job in this field? Do you see yourself becoming an expert in a specific area of marketing or data analysis? Or would you rather be more of a generalist, capable of helping with a variety of projects? Designating a clear purpose for your future will make you stand out from the crowd and provide you with a better idea of what to expect from employers in this field. Having a plan for your future also makes you better prepared for when job opportunities arise – being ready is half the battle. It also means that you can take calculated risks and try new things without fear of failure.