The Foundations of the MS Marketing Program: Analytics

In marketing, success hinges on the ability to not only execute creative strategies but also to assess their impact. Lindner College of Business’Master of Science in Marketing online program at the University of Cincinnati offers a specialized focus on Analytics, delving into the intricacies of evaluating the emotional connections established in digital programs. This article expands on one of the four focuses of the program, Analytics.

The Analytics focus in the Master of Science in Marketing program revolves around evaluating the emotional connections established in digital programs. It goes beyond surface-level Analytics, delving into the intricate details of digital behaviors and sales engagement to extract valuable insights. The Analytics focus introduces students to key industry concepts: Analytics + Iteration: Develop behavior-based analytical insights to understand the impact of marketing strategies. Integrate these insights with sales processes and technology platforms to refine and optimize strategies over time. Experimental Design Evaluation: Assess the effectiveness of influence strategies through experimental design, answering critical questions about strategy success. Intercultural Engagement: Navigate the diverse landscape of marketing with intercultural engagement, ensuring that Analytics strategies consider global perspectives. Ethics: Uphold ethical standards in Analytics practices, ensuring that data Analytics and insights align with ethical principles.

Security Navigating the complexities of data security is essential to maintain the confidentiality and integrity of marketing data. This skill involves implementing measures to protect against unauthorized access, data breaches, and ensuring compliance with data protection regulations. Data Visualization Developing the ability to visually represent complex data sets is crucial for clear and impactful communication. This involves using visualization tools to create charts, graphs, and dashboards that make data easily understandable, facilitating informed decision-making. Datorama Dashboard Leveraging the Datorama dashboard is integral for comprehensive data visualization and Analytics. This involves using this marketing intelligence platform to integrate, analyze, and visualize data from various sources, providing a unified view for strategic decision-making.

Selling Techniques Gaining insights into effective selling techniques helps align marketing strategies with sales processes. This skill involves understanding the psychology of consumer decision-making, tailoring communication strategies, and leveraging sales techniques that resonate with target audiences. Behavioral + Conversion Analytics Analyzing digital behaviors and conversion patterns provides insights into consumer engagement. This skill involves using analytics tools to track and interpret user behavior on digital platforms, understanding what motivates conversions, and optimizing strategies accordingly. Online Tracking Platforms Understanding and utilizing online tracking platforms is essential to monitor digital interactions and user journeys. This involves implementing tools that track user behavior across online channels, providing valuable data for refining marketing strategies and enhancing the overall customer experience. Each of these skills within the Analytics focus forms a robust toolkit for students, providing them with the ability to navigate and analyze the complexities of marketing impact in the digital age. Mastering these skills ensures graduates are well-equipped to assess, iterate, and optimize marketing strategies for maximum effectiveness.

Dr. Elliott Manzon is an Associate Professor - Educator of Marketing at the University of Cincinnati Carl H. Lindner College of

• Consumer psychology
• New product development
• Consumer decision-making
• The impact of marketing messages on consumer behavior
• The role of failure in learning and innovation

Dr. Manzon's research has been published in top academic journals and presented at numerous academic conferences. He is also a member of the American Marketing Association, the Society for Consumer Psychology, and the Society for Marketing Advances, and he is actively involved in service to the academic community and regularly consults with businesses on marketing strategy and new product development.

Dr. Andrew P. Manning is an Adjunct Professor of Marketing at the University of Cincinnati Lindner College of Business and a Cultural Anthropologist with a PhD and MA from the University of Texas at Austin. He is an expert in consumer habits and practices, consumer deep structural and tacit knowledge, product design, chemistry, concepts, and messaging. Dr. Manning has worked with a variety of brands at The Procter & Gamble Company, including Tide, Dawn, Bounty, Charmin, Swiffer, Cascade, Febreze, Mr. Clean, and Pampers. He has also held positions as a Research Fellow at the Kettering Foundation, Adjunct Professor at the University of Cincinnati Department of Anthropology, and Hospital Corpsman 2nd Battalion 5th Marine Infantry. Dr. Manning is a member of the American Marketing Association and the Society for Consumer Psychology. He is also a recipient of the Lindner College of Business Outstanding Teaching Award and the University of Cincinnati Excellence in Teaching Award.

Marketing Research, taught by Dr. Elliott Manzon at the University of Cincinnati, focuses on utilizing data-driven insights for strategic marketing decisions. The course covers research principles and methodologies, quantitative and qualitative research methods, data analysis and interpretation, and applications of research in marketing. Students learn through engaging lectures, interactive workshops, case studies, guest speaker sessions, and individual research projects. MKTG 7012 is ideal for graduate students in marketing research or related fields, marketing professionals, product managers, and anyone interested in data-driven marketing. Benefits include gaining a comprehensive understanding of marketing research, developing essential skills in research design, data analysis, and communication, and staying ahead of the curve with emerging trends like big data analytics and AI.

Consumer Insights, taught by Andrew Manning at the University of Cincinnati, explores consumer behavior and how to gather valuable insights. The course covers consumer psychology, social influences, qualitative and quantitative research methods, market segmentation, and emerging trends. Students learn through engaging lectures, interactive discussions, case studies, hands-on research projects, and guest speaker sessions. The course is ideal for graduate students in marketing or related fields, marketing professionals, product managers, and anyone interested in consumer behavior. Benefits include gaining a comprehensive understanding of consumer behavior, mastering research skills, translating insights into actionable strategies, developing critical thinking skills, and staying ahead of the curve with emerging trends.

Taught by Drew Boyd, Marketing Performance Metrics is a pivotal course within the Analytics focus is MKTG 7040 Marketing Performance Metrics. This course delves into tools and approaches for gauging the impact of marketing actions, both in the short and long term. Students learn about current marketing metrics, determining the most appropriate Key Performance Indices (KPIs) for a specific company, and constructing a marketing measurement system or dashboard for Return on Marketing Investment (ROMI).

Graduates specializing in Analytics can pursue diverse and impactful careers that involve the application of these skills:

Consumer Behavior Analyst As a Consumer Behavior Analyst, graduates can dive into the intricacies of consumer decision-making. This role involves analyzing consumer behavior data to extract actionable insights. These insights are invaluable for shaping marketing strategies, understanding audience preferences, and enhancing customer experiences. Predictive Analytics Consultant Predictive Analytics Consultants specialize in leveraging advanced analytics techniques to forecast future trends. In the marketing context, they use predictive modeling to anticipate consumer behaviors and market shifts. This proactive approach allows organizations to tailor their strategies for future success. Digital Marketing Strategist Digital Marketing Strategists specialize in developing and optimizing comprehensive digital marketing strategies. They leverage in-depth analytical insights to identify trends, assess campaign performance, and refine digital initiatives. This role requires a deep understanding of data analytics to drive impactful and data-driven decision-making.

Data Analyst Data Analysts play a crucial role in interpreting data to uncover trends, patterns, and actionable insights. In the context of marketing, these professionals are responsible for transforming raw data into meaningful information. They provide the foundation for strategic decision-making by offering a clear understanding of consumer behavior and market dynamics. Media Account Associate Media Account Associates manage media accounts, applying analytical skills to optimize campaigns for maximum impact. This involves analyzing data from various media channels, identifying trends, and adjusting strategies to enhance reach and engagement. It's a role that bridges data Analytics with media management for effective marketing. SEO Technical Analyst SEO Technical Analysts play a key role in optimizing websites and content for search engine visibility. This involves using data-driven insights to understand how audiences interact with online content, enhancing organic search rankings, and ensuring digital assets align with search engine algorithms. Each of these roles offers a unique avenue for graduates with a focus on Analytics to apply their skills and make a significant impact in the dynamic field of marketing. From deciphering consumer behavior to optimizing digital strategies, these career paths showcase the versatility and relevance of the Analytics focus in the ever-evolving marketing landscape. Uncover the intricacies of marketing impact with the Analytics focus within Lindner College of Business’ Master of Science in Marketing online program at the University of Cincinnati. Led by elite faculty, this focus instills skills to evaluate emotional connections, analyze behaviors, and iterate for success. The program is not confined to Analytics alone; it unfolds into three other crucial focuses: Consumer Psychology & Strategy, Planning and Design, and Build & Execution. Together, they form a comprehensive understanding of marketing, shaping you into a strategic and versatile professional. UC Online's flexibility accommodates your life and allows you to design your program, on your time. Apply now to embark on a journey of analysis and a rewarding career in marketing.