Schoolcation post makes the LinkedIn List

One of the great things about writing for Optimove is that I get to review hundreds of interesting marketing stories to select the very best ones to be featured on the PostFunnel site. My most recent one just got this LinkedIn mark of distinction:
"Congratulations! Your post was featured by the LinkedIn News team in "Home-schooling...at Disney World?"

To read the post, click on Hotels Now Offer “Schoolcations”

Not Your Parents' Back-to-School Marketing

pic from https://images.pexels.com/photos/207658/pexels-photo-207658.jpeg?cs=srgb&dl=back-to-school-conceptual-creativity-207658.jpg&fm=jpg

While the heat of summer draws us to the beach, marketing campaigns pull us in another

direction – back-to-school season. Yes, it’s that time of year again, and today’s marketing campaigns must work with the expectations of parents -- and students – to be successful.

The back to school shopping season is a big deal for retailers. The National Retail Federation (NRF) estimates the spending for back-to-school shopping to hit $82.8 billion this year. That’s one of the highest on record.

According to a recent JLL Retail survey, low costs and wide selection are important factors to the majority (70 percent) of parents. They favor stores associated with low prices, ranking Walmart (50 percent) and Target (47 percent) among their top picks, and far ahead of Amazon (16 percent). Kids have substantial influence on purchases. More than 57 percent are involved in deciding which store to shop at, and specific items to buy.

Read more in 

Back-to-School Marketing Trends: It's All About Gen Z

Getting kids back to school with clean clothes

photo: https://upload.wikimedia.org/wikipedia/commons/thumb/1/1c/Modern_front_load_tumble_dryer.JPG/460px-Modern_front_load_tumble_dryer.JPG

Back-to-school season is upon us. Many students will resume their studies in
August, and some may need extra help of one form or another to make the academic year a success.

School success begins with student attendance. Absent students can't learn that day's lesson, and those students are most likely fall behind in their work. While some absences are unavoidable, there are times when what holds students back is just not having clean clothes to wear, according to appliance maker Whirlpool. The company has created a program called Whirlpool Care Counts to put washers and dryers in schools to help address the issue of absenteeism due to lack of clean clothes and is now collecting data on how these in-school appliances impact student attendance.

Read more in

Analytics and School Attendance: A Laundry Story

Data science training to fill the skills gap

 Datanami article looked at various estimates about how many more data scientists from firms like Gartner and McKinsey to arrive at a range of 100,000-190,000 shortfall by 2020 and 2017, respectively. That's about 60% more demand than available supply in the US. The upside is that salaries for those jobs go up, but the downside, of course, is that the businesses cannot progress on the data front as much as they would like to without the skilled people in-house.

The obvious solution to that problem is to get more people qualified for these jobs. If they didn't learn the skills in college programs, they can now get trained in specialty programs like the NYC Data Science Academy (NYCDSA). Vivian Zhang, the CTO of the school, set it up specifically to meet industry needs and get people the data science training needed to fill those open job slots.

Read more in 

Mind The Gap: Minting New Data Science and Analytics Professionals

SaaS for smoother college applications

Students have just gone back to school, but seniors already have to start thinking about the next step: applying for college. One of the newest programs in the space is Edswell, which publicly launched its platform early in September. It can help students and those who guide them through every step of the application process, including the dreaded essay.

I contacted the company's founder and CEO, Alex Thaler, to get the inside story on this SaaS platform, which is currently used in by students in a number of cities, including Beijing, Los Angeles, and Detroit. Thaler explains that, although there are already SaaS programs designed for college counselors available, such as Naviance and Career Cruising, Edswell is unique in offering "support for the application essay, the most time-intensive and anxiety-provoking part of the application process."

Read more in 

Cities Smooth the College Application Process

Big Data Analytics for Better Results in College and Job Recruitment

Students are not the only ones who go back to school. We can all come back to learn about ways to direct our efforts more productively. Predictive analytics can show the way. Whether applied to university recruitment or corporate hiring, whatbig data reveals can show us that our assumptions about what works are leading us in the wrong direction. 
Read more in 

Back to School With Big Data Analytics

Do you picture a robot as your audience?

Writing for Robot Readers: assessing automated assessment. My latest post for Internet Evolution at http://www.internetevolution.com/author.asp?section_id=1402&doc_id=243299&piddl_msgid=633439#msg_633439