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Career Questions: How Can an Online Master’s in Marketing Analytics Expand My Career Options?

At American University's Kogod School of Business, marketing professionals gain the expertise to harness data-driven strategies and digital analytics, empowering them to make informed decisions that drive measurable results in today’s competitive marketplace.

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Jamie McCrary

Listen To: Career Questions: How Can an Online Master's in Marketing Analytics Expand My Career Options?
4:18

An MS in Marketing Analytics gives you the technical and analytical savvy you need to optimize your efforts—and gain a competitive edge in a burgeoning career field.

What Is Marketing Analytics?

Marketing analytics is the use of data to evaluate the performance of different marketing initiatives. This allows marketers to accurately assess the impact of their work  and optimize future efforts.

Data that is commonly collected and studied includes:
•    click-through rates
•    conversion rates
•    social media engagement
•    website page views and bounce rates

Why Is Marketing Analytics Important?

Analytics equips marketers with the facts to understand the ROI of their efforts. The fewer marketers use analytics to inform their decisions, the less they truly understand the value of their work, according to a recent survey by global tech research firm Gartner. 

Specific marketing benefits include gaining:
•    a better understanding of customers’ behavior
•    the ability to fully optimize your channels
•    info to optimize your financial performance
•    a more complete—and strategic—view of all marketing activities

Ultimately, it allows them to make more strategic, data-driven decisions that can boost their performance and bottom lines.

Marketing Analytics Is a Rapidly Growing Field

As data continues to drive decision-making across industries, marketing analytics roles are proliferating. The US Bureau of Labor Statistics projects nearly 20 percent job growth for marketing research analysts by 2031—an estimate that far outpaces the average. 

With an MS in Marketing Analytics, you’ll be well-positioned for high-paying roles, with average salaries ranging between $95,000 and $150,000. In comparison, graduates with general marketing degrees typically earn starting salaries of around $80,000. 
This degree can unlock diverse, cross-industry opportunities, including roles such as:
•    marketing research analyst
•    marketing strategist
•    marketing manager
•    brand strategist 

What Marketing Analytics Skills Should I Build? 
Because analytics relies heavily on different digital tools and software to organize data, marketing professionals should familiarize themselves with current technology. This includes platforms such as Google Analytics and Semrush, as well as CRM platforms including:
•    HubSpot
•    Salesforce
•    Sprout Social

It’s also critical that marketers are discerning about the type of data they source. They should prioritize first-party data—information collected directly from the customer—versus third-party data, which often contains inaccuracies. This provides direct insight into customer behavior so you can adjust your strategy accordingly.

Studying MS Marketing Analytics Online at Kogod


Are you a marketing professional who wants to build your data analysis skills to improve your performance? Start with our MS in marketing analytics.

This online program teaches the digital marketing and analytical skills you need to make strategic, data-driven decisions. Its core curriculum includes courses in predictive analytics, business intelligence, managerial statistics, and digital strategy—all of which focus on the impact of data analysis on marketing, advertising, and brand strategy.  

 

Today's data-driven business environment requires that every marketing professional have a data scientist mindset. This program prepares students to handle the types of marketing data professionals use and how it can be leveraged to make more effective management decisions."

Michael Clayton

Michael Clayton

Kogod School of Business, MS in Marketing Program Director

Its online format—available both part-time and full-time—allows you to balance coursework with your career. You’ll also complete an in-person capstone practicum on campus in Washington, DC.

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Washington, DC 20016

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