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Marketing Career Focus: Marketing Analytics

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Each of these Marketing Career Focus posts will cover a specific track or specialty track within the MS in Marketing degree program. Indeed.com is a good job search site because at a glance it shows average salaries, years of experience for many midlevel positions, the quantity of available jobs, as well as locations. I looked at 10 to 15 job descriptions from major companies and the skills most frequently mentioned at such employers as Amazon, United Airlines, Wunderman, AT& T, Citibank and others. However, there is NO substitute for your doing your own searches and analyses. 

What does a marketing analytics manager do? 

Chief marketing officers — CMOs — are becoming increasingly data-driven. That drives demand for specialists in marketing analytics. According to PayScale.com, “Analytics managers are responsible for coordinating analytics tasks for their organization, including creating effective strategies to collect data, analyze information, conduct research and implement analytics solutions for their products or services.” This professional is involved in creating regressions and predictive and segmentation models.

MS in Marketing – Marketing Analytics Specialty sub-track. 

For details, see the degree plan.

Average years of experience and salary average

Analyst: 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.

(Note: Students requiring visa sponsorship tend to receive less money.)

What is the size of the 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 talent.

The charts show below from Indeed.com and Glassdoor.com provide examples for this profession and the average salaries based on years of experience.

source: Indeed.com
source: Glassdoor.com

Typical job description (from a CVS posting for “Manager - Marketing Analytics”)

• Identify and develop innovative solutions leveraging advanced analytics to support personalization programs and customer strategies, this may include targeting, retention, segmentation, offer optimization, multi-channel contact cadence, CRM decision engine, and messaging, etc.

• Develop and manage portfolio of advanced analytics assets (attributes, models and solutions), support business use cases to ensure most effective use of these assets

• Utilize modeling software, data management and system requirements, scoring process, and predictive model output integration into business systems


Required Qualifications



3+ years of experience in customer/marketing analytics and insight development, database marketing, marketing research or related fields and a wide variety of Advanced/Statistic Analytics techniques, including but not limited to linear/logistic regression, factor analysis, generalized linear models, tree models, correspondence and cluster analysis, survival analysis, attrition/retention modeling. Practical application of these techniques in a retail/loyalty marketing setting preferred 
3+ SQL experience is a requirement and 3+ years of programming skills using SAS, R or Python highly desirable.


Top skills mentioned by at least 10 major companies with this job title posting:

Courses of special relevance – see course syllabi for the exact lineup of skills, as not all covered in each instance

“Connecting the dots” to make data-based recommendations

MKT 6310 Consumer Behavior

MKT 6342 Marketing Customer Insights Development

MKT 6339 Capstone Marketing Decision Making

MECO 6312 Applied Econometrics and Time Series Analysis

Top skills mentioned by at least 10 major companies with this job title posting:

Courses of special relevance – see course syllabi for the exact lineup of skills, as not all covered in each instance

Advanced Excel, SQL (very important), SPSS, R, SAS, Tableau, Python, Machine Learning

Excel: OPRE 6332 Spreadsheet Modeling and Analytics

SQL: MIS 6320 Database Foundations

R: MIS 6356 Business Analytics with R

Programming with SAS: MKT 6337 Predictive Analytics using SAS

SAS Enterprise Miner:

MIS 6324 Business Analytics with SAS

MIS 6334 Advanced Business Analytics with SAS

SPSS: MKT 6309 Marketing Research

Tableau: MIS 6380 Data Visualization and MKT 6342 Marketing Customer Insights Development

Python: BUAN 6340 Programming for Data Science

Machine Learning: BUAN 6340 Programming for Data Science

Top skills mentioned by at least 10 major companies with this job title posting:

Courses of special relevance – see course syllabi for the exact lineup of skills, as not all covered in each instance

Econometric and Predictive Models. Regressions, Segmentation and Attrition

MKT 6323 Database Marketing

MKT 6337 Marketing Analytics using SAS

MECO 6312 Applied Econometrics and Time Series Analysis

MIS 6334 Advanced Business Analytics with SAS

Top skills mentioned by at least 10 major companies with this job title posting:

Courses of special relevance – see course syllabi for the exact lineup of skills, as not all covered in each instance

Data Mining

MIS 6324 Business Analytics with SAS

Top skills mentioned by at least 10 major companies with this job title posting:

Courses of special relevance – see course syllabi for the exact lineup of skills, as not all covered in each instance

Secondary: Web and Social Media Analytics

MKT 6352 Marketing Web Analytics and Insights

(Do not confuse this class with MIS 6344 Web Analytics, which covers other areas such as PPC and SEO.)

MKT 6343 Social Media Marketing and Insights

Additional advanced skills suggested for students to learn, especially for international students, in order to make themselves even more marketable

Python: BUAN 6340 Programming for Data Science

Machine Learning: BUAN 6341 Applied Machine Learning

Recommended books on marketing analytics

The Little SAS Book: A Primer, 5th edition, by Lora D. Delwiche and Susan J. Slaughter (Cary, North Carolina: SAS Institute, 2012)

Marketing Analytics: A Practical Guide to Real Marketing Science, by Mike Grigsby (London: Kogan Page, 2015)

Data Science for Business: What You Need to Know about Data Mining and Data Analytic Thinking, by Foster Provost and Tom Fawcett (Sebastopol, California: O’Reilly Media, 2013)

SAS Certification Prep Guide: Base Programming for SAS 9, 4th Edition, by SAS Institute (Cary, North Carolina: SAS Institute, 2018)

SAS Certification Prep Guide: Advanced Programming for SAS 9, 4th Edition, by SAS Institute (Cary, North Carolina: SAS Institute, 2018)

Both the Marketing Analytics and Customer Insights tracks require critical thinking.

This term can mean many things to many people, but often those who think they don’t need critical thinking training are the ones who need it the most. These can include otherwise smart people who have a blind spot in this area. All of our marketing advisory board members tell us that finding recruits who are both software proficient and can generate regressions is relatively easy.

However, finding someone who also can think critically and “storytell” is extremely difficult. The table shown below came from an article that summarizes critical thinking skills. Many of our courses teach these skills, but the MKT 6342 Marketing Customer Insights Development course was developed specifically for this purpose.

Source: From Stein, Haynes, Redding, Harris, Tylka and Lisic, 2010, Faculty-Driven Assessment of
Critical Thinking: National Dissemination of the CAT Instrument, Proceedings of the 2009 International
Joint Conferences on Computer, Innovation, and Systems Sciences and Engineering 

Professional Associations

There is no specific local professional organization focused on this field (as there are for digital or advertising areas). However, some worth exploring are:

Data Science Central

INFORMS DFW

DFW Analytics: Big Data and Beyond

Data and Marketing Association (DMA)

Note: The Digital Analytics Association is predominantly about web analytics, which is not a core area for a marketing analytics professional. However, marketing analytics professionals would be well-served to learn web analytics. Web analytics is more for digital or customer insights professionals.

Free publications and newsletters

Analytics

Quirk’s Magazine (a bit more focused on marketing research)

R4Stats

Professional Certifications

SAS certifications add additional authority to a student’s résumé. Often, certain keywords are looked at to pull up résumés, so relevant certifications may help. These also show that a student has initiative beyond his or her degree. However, the most important factor, especially when you have no previous analytics work experience, is to be able to thoughtfully answer the questions during the interview, show sample work from projects, and, in some cases, actually perform certain tasks.

The bottom line is that certifications are not critical but are suggested to help make sure you have the knowledge, especially when you have NO related work experience.

SAS Certified Base Programmer See the blog post by one of our alumni, Jerry Hao on how to get SAS certified.

Other exams after the base programmer exam:

• The advanced programmer certification is important because of how important SQL is in any analytics job posting

• Two other relevant exams for marketers are: Statistical Business Analyst Certification and Predictive Modeler Certification

Conferences in 2018:

Marketing Analytics Conference sponsored by the DMA, Atlanta, May 16-18

Digital Analytics Hub, Austin, October 17-19


Alex Edsel

Alexander Edsel is the director of the MS in Marketing program and faculty member who teaches courses in digital marketing. Topics include e-commerce platforms, marketing automation, mobile apps, search-engine optimization, pay-per-click and web analytics Read more articles

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