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Marketing Analytics

The ability to analyze, model and draw insights from real- and near-time data has become increasingly important in informing marketing communications strategies. The Marketing Analytics specialization prepares you to analyze data, draw insights, measure the effectiveness of marketing strategies and optimize the execution of marketing tactics.

Edward Malthouse
"The Medill IMC marketing analytics specialization is unique because we provide a solid, very in-depth education in both marketing and analytics. Students who take this specialization are prepared to be analysts in marketing at top-tier companies." Edward Malthouse

Professor and Research Director, Medill IMC Spiegel Digital and Database Research Center

In the Marketing Analytics specialization, you gain an understanding of statistical modeling, quantitative analysis, customer database management and market testing. In addition, you learn or are exposed to analytic software such as Excel, SPSS, R, SAS, SQL and Python.

By learning, measuring and analyzing consumer preferences and behavior, you can recommend research-based decisions that impact an organization’s bottom line.

Combined with core IMC courses in consumer insights and marketing management, as well as electives in Brand Strategy and Digital and Interactive Marketing, the Marketing Analytics specialization prepares you to be an analyst at top-tier companies or marketing specialists with strong analytic capabilities.

Students who have pursued this specialization have become senior analysts, consumer insights managers, digital analytics directors and solutions analysts for market-leading companies.

Ideal for those interested in:

  • Statistical modeling
  • Quantitative analysis
  • Customer database management
  • Market testing

IMC alumni jobs related to this specialization

  • Senior analyst, FCB
  • Manager of Shopper Insights, Campbell Soup
  • Segmentation merchant, Target
  • Director of digital analytics, Omnicom Group
  • Analyst of advertiser solutions, Nielsen
  • Lead, Google Analytics Premium, Google

Required courses

Analytic Techniques

Data Management

Elective courses

Allocation and Optimization Models

Digital Analytics

Entertainment Marketing and Analytics

Machine Learning for IMC

Marketing Mix Analysis

Segmentation and Lifetime Value

Paul Fourçans (IMC16)
"The Marketing Analytics specialization allowed me to discover a new passion: data. I learned to look for who consumers really are, and not just who I think they are. Analytics moves marketing from an instinctive to a factual science."Paul Fourçans (IMC16)

Consultant, Data Analytics and Digital, Deloitte