The MS in Integrated Marketing Marketing Analytics Concentration will help to prepare you for careers that utilize analytics and insights in order to frame critical marketing questions, to develop analytical approaches to support decision-making, and to apply data analytics to improve the efficiency and effectiveness of marketing campaigns.
Marketing Analytics Concentration
Concentration Overview
Courses offer a comprehensive overview of marketing analytics, providing a toolkit for analyzing, reporting, and acting upon marketing results. You’ll explore advanced algorithmic and traditional statistical modeling techniques to better understand the drivers of consumer behavior, choice, change, and outcomes. You will also gain a deeper understanding of web analytics and how they integrate with and measure marketing campaign results. Search engine optimization and search engine marketing will be covered along with measurement tools including pay per click (PPC) and clickstream analytics. You will also learn to report your findings using data visualization and will be able to develop marketing recommendations based upon the marketing data you analyze.
Requirements
Concentration: Marketing Analytics
Students select four courses (12 credits) from any one concentration; or three courses from one concentration and one from either of the other concentrations; or may select with advisement, one (three-credit) course in a related field from another NYU School of Professional Studies graduate program.
FREQUENTLY ASKED QUESTIONS
What is Marketing Analytics?
Marketing Analytics leverages data, statistics, and new tools, like machine learning, to generate actionable insights about the performance of marketing campaigns, the behavior and choices of consumers, and the potential impact of different marketing initiatives.
What is data analytics in Marketing?
Data Analytics within Marketing is a set of skills, techniques, and approaches that build actionable insights from typically large datasets –identifying existing patterns and relationships and predicting future outcomes. Datasets analyzed include consumer purchase behavior, responses to marketing campaigns, web and e-commerce activity, Google Search, and social media texts.
Why are web analytics so important for Marketers?
Web Analytics are important to marketers because web-based and online platforms have become a critical place to reach and engage with existing consumers and potential customers. Marketers need to organize, validate, and analyze various forms of online data in order to optimize the performance of Websites, Search Engine Marketing, Pay-per-Click Advertising campaigns, Email Marketing, Display Advertising etc.
How can data analytics improve marketing strategy?
Marketing strategy helps define “where to play and how to win” in a competitive marketplace. Analytics provide marketers with deep insights about the performance and impact of marketing initiatives, help marketing managers model the potential outcomes of new programs, and focus spending and resources on areas of marketing that will generate the most profits, or highest return in terms of key metrics like growth, brand reputation, perceptions of value etc.
Is Marketing Analytics a good career?
Marketing Analysts are among the most in-demand jobs and require a core set of skills that are foundational both to the development of marketing strategy and the execution of tactical plans. The design of marketing campaigns, especially in a ‘test and learn’ environment, requires analytics to shape these programs, and with the rapid increase in data generated from our activities, an analyst is a critical member of any team.