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Customer Insights Sub Track


Customer Insights is a sub-track of the MS in Marketing program track. In addition to completing the MS in Marketing’s fifteen credit hours of core courses, students pursuing this track must do nine credit hours of core track courses, which consist of a database marketing, Spreadsheet modeling and a Business Intelligence course. The remaining eighteen credit hours are from this sub track and tend to be courses on topics such as developing customer insights, data visualization, business intelligence tools and consultative and critical thinking skills. Details of the courses in the degree and this sub-track are available at the UT Dallas Graduate Catalog page. Our program prepares students to enter this dynamic and high growth field by providing the necessary quantitative skills but also management and consumer behavior expertise. Our courses offer a wide range of learning opportunities with software and programming skills such as Cognos, SQL, SAS, SPSS, Tableau, Watson Analytics and web analytics platforms.

What does a customer insights analyst do?

Customer insights is an emerging area for marketing professionals who are not modelers, statisticians or data scientists. They often work more on the analysis and recommendation side of the profession. One who can connect the dots and tell stories — unlike most data scientists, who have never taken a consumer behavior course so often lack the connect-the-dots abilities needed for this job. Shopper insights is a sub-category of this field that is heavily used by consumer packaged goods (CPG) companies such as Conagra, Kimberly Clark and Procter & Gamble. A profusion of jobs under the heading of customer insights now includes “customer experience” openings. More information is available in this JSOM blog post and how required skills map to our specific courses.

Common Job titles for Customer Insights professionals:

As an analyst, manager, director or Vice President

Typical responsibilities for Customer Insights marketers

Customer insights is a fast-growing field

As marketers scramble to gain competitive advantage with customer data, they are seeking professionals who can help them gain that important competitive edge. According to the Bureau of Labor Statistics (BLS), this area is projected to have an annual growth rate of 19% through 2024.

What is the average size of this job market?

A search on the job salary website Glassdoor.com yields more than 46,000 jobs. Refining the search to “customer insights manager” yields more than 33,000 jobs.

Average years of experience and salary average

Three to five years for a manager-level position with a salary range of $70,000 to $115,000. Note that compared with many other jobs, the lower end of the pay scale is in the $70,000 range, so someone working for large company or agency who has three to four years of experience can be in the $90,000 range.

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