Marketing Professor Builds AI-Powered Tool for Data Analytics

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Marketing professor Andrew Baker was growing frustrated with the lack of a good tool for helping his students learn how to effectively manage and analyze marketing data.

Baker needed a hands-on, user-friendly application that allowed students to “truly understand and apply best-in-class analytics tools to all marketing problems that real companies face.”

Unfortunately, that tool didn’t exist.

So he built it himself.

Using Anthropic’s Claude’s AI application and his coding skills, Baker created MKT Praxis . The platform gives professors access to a hands-on way to teach marketing analytics and offers students accurate quantitative results for use in case studies and market research assignments.

“Half of marketing analysis is getting that number right. The other half is making someone believe it,” said Baker. “MKT Praxis takes both halves seriously.”

It works like this: Once consumer information is gathered, MKT Praxis’ dashboard provides student options for uploading data where it is organized into distinct clusters. These clusters can then be broken down into subgroups and graphs, where specific behaviors and demographics — such as purchases, product use and household income — can be identified and studied in a usable format.

While MKT Praxis was designed specifically for an academic environment, Baker noted that the platform could be used by sales and marketing professionals for building accurate sales forecasts and allocating marketing resources more efficiently.  “I want MKT Praxis to be the thing a professor assigns on a Monday to a student who is still using it at their first job on a Tuesday two years later.”