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Consumer Insight and Analytics

The central premise of IMC is that organizations should start with consumer understanding and build all customer engagement from that knowledge.

The Consumer Insight and Analytics sequence focuses on honing your qualitative and quantitative skills to understand customers and analyze complex big data sets of consumer behaviors.

You will also learn to use data and models to evaluate the effects of marketing programs in your future job and to execute the program itself. The quantitative courses include topics such as statistics, machine learning, programmatic marketing, auctions, marketing mix analytics and modeling. The qualitative courses focus on understanding consumers’ lives through topics such as cultural analysis, social media, digital experiences and media insight.

Edward Malthouse
"The Medill IMC Consumer Insights and Analytics sequence is unique because we provide a solid, very in-depth education in both marketing and analytics. Students who take this sequence 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

Ideal for those interested in

  • Quantitative and qualitative analysis
  • Consumer insights
  • Statistical modeling
  • Customer database management
  • Market testing

IMC alumni jobs related to this specialization

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

Required foundational course

Data Science Foundations

Elective courses

Cultural Insight Methods for Consumer Research

Data Management and Visualization

Machine Learning I

Machine Learning II

Marketing Mix Analysis

Marketing Models I

Marketing Models II

Additional insights and analytics courses

These are additional courses that you may like to take if you're interested in insights and analytics:

  • Social Media
  • Media Insight Strategy
  • Cultural Insight Methods for Consumer Research
  • Consumer Insight for Digital Experiences (San Francisco)
  • Entertainment Marketing and Analytics

Paul Fourçans (IMC16)
"The 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)

Manager, Strategy Analytics & Digital, Deloitte