ReCAP: Kendell Churchwell

Name: Kendell Churchwell, PMP

Employer: Southern Farm Bureau Life Insurance

Job Title: Senior Marketing Data Analyst

Primary Job Functions

• Provide analytics development and research for marketing department.

Date CAP Certification Was Earned

January 2018 

Why did you choose CAP over any of the other analytics certifications?  

I chose CAP over other certifications because I believed it would represent my problem-solving and statistical skills as opposed to representing my skill level in a software package or programming language. I also liked that it was backed by a well-established and prestigious organization such as INFORMS. 

How familiar were you with the “Seven Domains of Analytics Process” prior to pursuing CAP?

I was familiar with a few of the domains from a support perspective. For example, I was familiar with Data, Model Building, Deployment, and Model Life Cycle Management. However, the other three domains (Business and Analytics Problem Framing and Methodology Selection) showcase the skills of a more senior-level and experienced predictive modeler. These were the domains that I had to gain more in-depth knowledge about as I prepared for the exam.

What have you loved about being a CAP?

I love having my CAP designation because it provides credibility among my peers and gives me confidence in my work as a marketing data analyst.

What was your most valuable resource while preparing for the exam?

The most valuable resource that I had when preparing for the exam was a network of analytics professionals. When I came across topics or example questions that I did not have direct experience working on, I consulted these professionals so I could gain a more in-depth understanding.  

In your opinion, what will be the next "game changer" in analytics?

As more people become familiar with predictive analytics, it continues to make a debut in different functional areas, businesses, nonprofits, governments, and industries throughout the world economy. One example of this is the news that the long established NASBA (National Association of State Boards of Accountancy) and AICPA (American Institute of Certified Public Accountants) organizations are looking into ways to transform the CPA (Certified Public Accountant) profession. They believe that the accounting practice has evolved substantially over the last decade as accountants and auditors are using automation, data analytics, and artificial intelligence to deliver services. In response, the organizations are on a mission to reengineer the CPA licensure requirements. The two organizations are working to reshape both education and exam requirements to address the demand for analytics expertise. Once in place, these requirements will be the catalyst for limitless advances in the field.