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.

Analytics in Marketing

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.

Inclusive and Intercultural Engagement: Navigate the diverse landscape of marketing with inclusivity and 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.

Cultivating Essential Skills for Analytics



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.

Meet the Experts

Dr. Elliott Manzon

Dr. Elliott Manzon is an Associate Professor – Educator of Marketing at the University of Cincinnati Carl H. Lindner College of Business. He is a passionate educator and researcher with a strong academic background and a diverse professional experience. He is known for his engaging teaching style, his ability to connect with students, and his innovative use of technology in the classroom.

Research Interests:

  • 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.

Drew Boyd

One of the faculty members with a focus on strategy & design is Professor Drew Boyd. His journey into academia was preceded by a highly successful business career spanning over 30 years. His impressive career included a 17-year tenure with Johnson & Johnson, one of the world’s leading pharmaceutical and consumer goods companies. During his time at Johnson & Johnson, Drew held pivotal roles in marketing, mergers and acquisitions, and international development. His contributions were instrumental in shaping the company’s strategic direction.

Before his tenure at Johnson & Johnson, Drew Boyd worked with United Airlines, where he gained invaluable experience in sales, marketing, and strategic planning. It’s worth noting that he was among the early pioneers who championed strategic partnerships between airline carriers, a move that ultimately led to the formation of the Star Alliance, a global airline network that revolutionized the industry.

What sets Professor Drew Boyd apart is his unique ability to bridge the gap between academic theory and real-world practice. In his courses at the University of Cincinnati, he brings to life the theoretical concepts taught in a traditional classroom setting with the wisdom and insights accumulated over more than three decades of practical experience.

This fusion of theory and experience provides students with a rare opportunity to gain a holistic understanding of marketing and innovation. They are not just learning from textbooks; they are absorbing the wisdom of someone who has navigated the complexities of the corporate world and achieved remarkable success.

Dr. Andrew Manning

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.

Course Spotlights

MKTG 7012: Marketing Research

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.

MKTG 7017: Consumer Insights

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.

MKTG 7040: Marketing Performance Metrics

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).

Career Opportunities

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.


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