Marketing Analytics Sub Track

UT Dallas catalog icon ms in marketing curriculum

Marketing Analytics is a subtrack of Marketing Analytics and Customer Insights Track in the MS in Marketing program. In addition to completing the MS in Marketing’s 15 semester credit hours of core courses, students pursuing this track must complete nine semester credit hours of core track courses, which consist of database foundations, spreadsheet modeling and a customer analytics and insights course. The remaining 12 semester credit hours are from the analytics subtrack and tend to be courses on topics such as advanced statistics, econometrics, advanced modeling, machine learning and big data analytics. Details of the courses in the degree and this subtrack are available on the Master’s in Marketing page in the UT Dallas Graduate Catalog. Our program prepares students to enter this dynamic and high-growth field by providing quantitative skills along with managerial critical thinking and consumer behavior knowledge. Our courses offer a wide range of learning opportunities with software and programming skills such as SAS, SPSS, SQL. Python-Machine learning, Watson Analytics and web analytics platforms. For additional details on how our courses map to the skills required by this profession, please read this blog post on marketing analytics.

What does a marketing analytics manager do?

Chief marketing officers and companies are becoming increasingly data-driven due to the explosion of big data, which has been generated mainly by mobile and Internet of Things information. Marketing analytics professionals specialize in customer and market-centric areas such as digital usage, consumption patterns and purchases, forecasting, lifetime value of customers, the measurement of marketing initiatives and return on investment of advertising and promotions using sophisticated segmentation, predictive and attribution models.

Typical Responsibilities for a Marketing Analytics Professional

  • Build out robust advanced segmentation schemes for customer and email files
  • Build various predictive models (response, propensity, lifetime value, affinity, churn, and more)
  • Understand and be able to apply advanced modeling techniques, such as logistic regression, generalized linear models, decision trees, cluster analysis, survival analysis, and more
  • Identify “low-hanging” opportunities to increase conversion, save costs, drive revenue
  • Incorporate new data sources (social, clickstream, unstructured) and new types of data into segmentation/modeling
  • Transform raw data into meaningful and impactful analysis characterized by strong data governance, technique transparency, and aggressive documentation and communication

Job Titles for Marketing Analytics Professionals

Marketing analytics lead, analyst or manager

Chief analytics officer, vice president or director of marketing analytics

Reporting analyst (marketing analytics/Tableau data visualizations)

Marketing analytics is currently the country’s fastest-growing job field.

According to the Bureau of Labor Statistics, employment in this field is projected to grow 32% through 2022 — faster than the average of all occupations. Thanks to the rise of big data, companies are eagerly looking for analysts who can help them leverage insights to build sales and customer loyalty.

What is the size of the marketing analytics job market?

Searching for “marketing analytics” on Indeed.com yields more than 32,000 job postings. Limiting the search to “marketing analytics manager” yields fewer jobs (530), but these are much higher-paying. The demand for qualified individuals in this field means that companies are willing to pay more for the right talent.

Average Years of Experience and Salary Averages

Analyst Role

  • One to two years of experience
  • Salaries range from $55,000 to $75,000

Manager-level Position

  • Three to seven years of experience
  • Salaries range from $75,000 to $120,000

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Student Testimonials

Ada Z

Ada (Zhu) Choi, BS’14, MS’15

Retail Strategy Manager, Samsung Electronics America

The MS in Marketing prepared me to face real-world challenges through very applicable courses and ample networking opportunities. The professors and courses gave me deeper knowledge. If you crave intellectual stimulation and growth, I’d highly recommend the master’s program at UTD.
Liquin L

Liquin Luo, MS’17

Data Scientist, Apple

The MS in Marketing program gave me sophisticated marketing analytic knowledge and the ability to think as a thoughtful marketer. The career center at JSOM accelerated my career potential, helping me land a job at Apple.
Mao L

Mao Li, MS’14

Senior Manager of Competitive Intelligence, Health System, Marketing Insights and Analytics, Philips

The MS in Marketing program is a well-organized program with agile setup. It has different tracks to choose to fit your career direction. I highly recommend the program for further development in the marketing industry.
Jerry H

Jerry Hao, MS’14

Data Scientist, Amazon

The MS in Marketing director and faculty changed my career trajectory to that of a data scientist. Thanks to the high level analytics courses and career-placement opportunities, I was able to get my foot in the door at a prestigious marketing agency, Brierley + Partners, followed quickly by opportunities at Hewlett-Packard, AT&T and Amazon.
Andrew F

Andrew Franco, BS’12, MS’12

Vice President, Marketing & Account Management, Transamerica Insurance

Completing the UTD MS in Marketinghas been one of my most gratifying and career-enhancing achievements. Despite a 10+ year successful career in direct response marketing prior to enrolling, I got a fresh perspective and exposure to the latest marketing techniques from the MS in Marketing program.
See all Master’s in Marketing Student Testimonials
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