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Marketing Analytics Sub Track


The Marketing Analytics is a sub-track of the MS in Marketing Analytics & Customer Insights 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 the analytics sub track and tend to be courses on topics such as advanced statistics, econometrics, advanced modeling, machine learning and Big Data analytics. 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 quantitative skills but also managerial critical thinking and consumer behavior knowledge. Our courses offer a wide range of learning opportunities with software and programming skills such as SQL, SAS, SPSS, Python-Machine learning, Watson Analytics and web analytics platforms.For additional details on how our courses map to the skills required by this profession, please visit this blog post on marketing analytics.

What does a marketing analytics manager do?

CMOs and companies are becoming increasingly data-driven due to the explosion of Big Data driven mainly by mobile and the internet of things data. Marketing analytics professionals specialize in customer and market centric areas such as digital usage, consumption patterns and purchases, forecasting, lifetime value of customers, the measurement of marketing initiatives and Return on Investment of advertising and promotions using sophisticated segmentation, predictive and attribution models.

Typical responsibilities of the marketing analytics professional

Job titles for marketing analytics professionals

Marketing analytics is currently the country’s fastest-growing job field

According to the Bureau of Labor Statistics (BLS), employment in this field is projected to grow 32% through 2022—faster than the average of all occupations. Thanks to the rise of Big Data, companies are eagerly looking for analysts who can help them leverage insights to build sales and customer loyalty.

What is the size of the marketing analytics 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 the right talent.

Average years of experience & salary averages

Analyst role

  • 1-2 years of experience
  • Salaries range from $55,000 to $75,000

Manager-level position

  • 3-7 years of experience
  • Salaries range from $75,000 to $120,000
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