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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

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