Today’s companies are spending billions of dollars on digital marketing. One of the most popular contemporary career fields worldwide, the job outlook for marketing analytics careers is exceptionally strong with many high-demand options. An online master’s in digital marketing and data analytics is a streamlined path to this dynamic profession.
Data analytics programs prepare students to use data analytics tools to unlock marketing insights. Studies prepare marketing professionals for competency in predictive analytics, digital campaigns, web analytics, and targeting segmentation.
What Do Marketing Professionals Do with an Online Master’s in Digital Marketing and Data Analytics?
Digital marketers are highly skilled in taking large volumes of data and translating it into usable information. This information can be applied in highly strategic marketing techniques to study consumer behavior and preferences, develop new products, and promote goods and services.
Forbes has identified 20 current trends in digital marketing, including initiatives like:
- Streaming video advertising
- Virtual reality
- Online Polls
- Social media strategies
- Consumer data privacy
An online master’s in digital marketing and data analytics (DMDA) equips marketing professionals for today’s most dynamic marketing analytics careers. The added value of combining these core disciplines positions graduates ahead of other job seekers. Typical courses such as digital storytelling, social analytics, and online consumer behavior explore the multi-faceted aspects of digital marketing.
What Is Driving the Demand for Marketing Analytics Careers?Big Data
The advent of big data is a tremendous factor in the demand for marketing analytics careers today. With the proliferation of smart devices and computers accessing the internet, huge volumes of data are available. Capturing this data and translating it to beneficial information requires advanced analytics techniques.
By pursuing an online master’s in digital marketing and data analytics, many marketing professionals are gaining the skills needed to work with big data.Contemporary Storytelling
Today’s organizations are increasingly grasping the concept of telling a one-of-a-kind story in their branding initiatives. More and more, complex digital components—from microtargeting to social media to video—are crucial to this effort.
Coursework for an online master’s in digital marketing and data analytics incorporates marketing research with story development concepts in a digital environment.Emphasis on Data-Driven Decision Making
In highly competitive markets, organizations must run as efficiently as possible. With sophisticated data available to help craft strategies for product development, business communication, and advertising, companies need data analytics experts.
An online master’s in digital marketing and data analytics prepares students to utilize data tools that drive decision making today. The DMDA equips students not only with big-picture strategic know-how, but with extensive quantitative skills as well. Curriculum in data analyst master’s programs includes hands-on experience in platforms such as:
- Google Analytics
- SAS Software (for statistical analyses and data mining)
- Stukent Digital Marketing Simulation
What Are the Top In-Demand Careers?
A quick search of job sites like Glassdoor yields thousands of possibilities for marketing analytics jobs nationwide. This article will dive into some of the top in-demand marketing analytics careers and the pathway toward these jobs. Earning an online master’s in digital marketing and data analytics opens doors to top in-demand careers.
Advertising, Marketing, or Promotions Manager
As leaders in marketing departments and on teams, managers cover the big-picture aspects of product development and marketing campaigns. The Bureau of Labor Statistics considers advertising, marketing, and promotions managers together in one category but recognizes the distinctions of each.
In general, advertising, marketing, or promotions managers have responsibilities such as:
- Developing strategy and budgets for marketing plans
- Establishing relationships with promotional partners
- Managing various aspects of marketing campaigns
More specifically, marketing managers take the lead in evaluating market trends and opportunities. This may include identifying market needs for new or updated products and implementing development and pricing plans.
Advertising managers are charged with generating market interest in an organization’s products or services. These managers lead teams to develop advertising components and to handle media placement.
Promotions managers plan strategies along with advertising to draw attention to products, events, and services. Promotions may include giveaways, incentives, displays, and other creative strategies.Job Outlook
Employment in this category is projected to increase by eight percent from 2018 to 2028.
Typical jobs are set in corporate headquarters of companies or in agencies that provide services for organizations. Playing critical roles in creating customers and generating profits, these jobs are often closely tied to executive-level leadership.
With the escalation of digital marketing initiatives in contemporary context, jobs in marketing, advertising, and promotions are taking on new dynamics. Roles emphasizing expertise in skills delivered through online master’s in digital marketing and data analytics programs will be highly valued.
Professionals who are prepared for data analytics marketing will have increasing opportunities. The expanding realm of responsibilities includes:
- Incorporating sophisticated marketing research data into strategic plans
- Creating digital advertising campaigns
- Evaluating media channels based on complex data
- Developing promotional campaigns that include digital components
- Measuring the success of marketing initiatives using advanced techniques
Rising to a management role is one of the best ways to increase your salary potential. The median annual salary for the category of advertising, promotions, and marketing managers is $135,900.
Marketing managers, on average, are the highest paid in this category. The salary-leading industry for marketing managers is finance and insurance with a median annual salary of $145,720.Pathway to Jobs
In this highly competitive field, a specialized graduate degree is a great way to stand out from the crowd. An online master’s in digital marketing and data analytics puts you on the leading edge of current best practices. You’ll develop a deep understanding of consumer insights, analytics tools, and data-driven branding.
Market Research Analyst
Without marketing research analysts, businesses would only be guessing about the preferences and anticipated behavior of their customers. Marketing research analysts, though, unlock the mysteries by collecting data and transforming it to marketing power.
Some of the most common tools used in marketing research include focus groups, interviews, quantitative surveys, and competitor reviews. Researchers gather data like demographics, market trends, consumer feedback, and stakeholder opinions. Marketing research analysts are the backbone of this process in providing:
- Statistical data analysis
- Forecasts about expected sales patterns
- Evaluation of promotional strategies
- Interpretation of findings and conclusions
- User-friendly presentations and communication
From 2018 to 2028, the number of jobs for market research analysts is expected to rise by 139,200. This is a 20% growth rate, much higher than the average increase for all professions.
An employment search for market research analyst jobs would also include similar job titles, such as:
- Digital marketing analyst
- Business analyst
- Marketing analyst
- Business development analyst
- Market data analyst
The median annual salary for a marketing research analyst has been most recently calculated at $63,790. Typical salaries range by industry, with the median salary in highest-paying industries ranging from $61,520 to $75,720. The highest-paying industries include:
- Business management
- Consulting services
A great way to boost salary potential in the field of marketing research is to advance to the level of market research manager. The average annual salary in this category is $75,192.Pathway to Jobs
A bachelor’s degree in computer science, statistics, or business is an ideal foundation for graduate study leading to advancement in the field of marketing research. A master’s degree related to business, statistics, or marketing opens the door to leadership roles, specialized jobs, and higher-level positions. An online master’s in digital marketing and data analytics covers all of these critical components.
Statisticians are critical to almost every industry. By collecting, analyzing, and interpreting quantitative data, statisticians use this data to guide organizations in making information-based decisions. This type of information is critical in marketing for design, testing, and review of products and services.
Statisticians design surveys and other data collection methods in ways that will be statistically reliable. There are many complex variables which must be calculated, such as survey size based on total population and confidence intervals.
When data is collected, statisticians analyze it to draw scientific conclusions. Statisticians also design the statistical models and techniques needed for research analysis.
Data science is closely related to statistics, with strong applications for digital marketing jobs in the age of big data. The emerging title of “data scientist” is still largely undefined, but generally considered a specialized subset of statistics and related fields. It is particularly critical for data scientists to have the ability to clearly communicate the implications of marketing data.Job Outlook
U.S. News & World Report ranks statistician as #6 in “100 Best Jobs” and #1 in “Best Business Jobs”. The American Statistical Association calls 2020 a “new decade of opportunity” as statistics is one of today’s most quickly growing professions. The Bureau of Labor Statistics projects a 31% increase in employment from 2018 to 2028.Salary Projections
The mean salary for statisticians, according to 2019 data, is $91,160. The median for the highest-paid ten percent of statisticians is $146,770. Advanced education opens opportunities for moving into higher salary ranges.Pathway to Jobs
Most jobs for statisticians require a master’s degree such as an online master’s in digital marketing and data analytics. Education is typically in a quantitative field like statistics or math, and supplementary education can expand job opportunities.
For statistics jobs in marketing, a data analyst master’s degree can open doors to specialized statistics roles in marketing analytics and data science.
Operations Research Analyst
Crucial to all components of an organization, operations research analysts identify problems and find solutions using quantitative methods. These professionals are change-makers in data-driven decision making.
Some of the accountabilities of operations research analysts include:
- Collecting information from various perspectives
- Accessing numerical information from databases, sales records, and market research
- Analyzing information using statistics, modeling, and predictive methods
- Preparing reports and advising leaders on solutions to problems
Operations research analyst is one of today’s fastest-growing careers, with a projected increase of 26% from 2018 to 2028.
U.S. News and World Report ranks operations research analyst at #4 in Best Business Jobs, #10 in Best STEM jobs, and #20 overall in 100 Best Jobs.
One of the strongest factors contributing to the high growth rate for these jobs is the increasing use of analytics in business. With technological advances, and particularly the significance of big data, operations research analysts are ideally positioned for the rising demand.
Approximately 30% of operations research analysts work in the field of finance and insurance, industries that are highly analytics-driven. This is followed by 23% of jobs in the category of professional, scientific, and technical services.Salary Projections
The current median annual salary for operations research analysts is $84,810, with the top 10% of workers earning more than $140,790. The highest-paying employer for operations research analysts is the federal government, with a median of $113,940 annually.Pathway to Jobs
Since operations research is a multidisciplinary field, there are numerous paths to jobs. A combination of business education and advanced quantitative skills is foundational. For opportunities beyond entry-level jobs, a master’s degree, such as an online master’s in digital marketing and data analytics, is optimal.
Grounded in quantitative methods, operations research requires analytical skills including statistics and statistical software. For individuals interested in applying operations skills in marketing functions, a data analyst master’s offers the specialized skills needed for this leading field.
Information Security Analyst
By safeguarding private information about customers, information security analysts are essential extensions of marketing teams. The role is increasingly vital with the upsurge of cyberattacks and the complexities of preventing such invasions. As companies collect voluminous amounts of big data, it is critical to maintain systems for securing this data.
Information security analysts protect sensitive data through functions such as:
- Investigating security leaks
- Utilizing analytical software to secure information
- Staying up-to-date on current trends and practices
- Supporting staff in implementing security technology
These functions have particular application in marketing strategy for today’s organizations with the rapidly escalating use of big data. Market research analysts collect and interpret data, marketing managers implement the information, and information security analysts keep the processes safe. Marketing teamwork is essential in this contemporary marketing environment.
As technology is constantly changing, innovation in computer systems design is also imperative for information security. Analysts are essential to the role of developing new technology to respond to quickly moving trends.Job Outlook
One of today’s top career fields, jobs for information security analysts are projected to expand by 32% from 2018 to 2028. In the area of computer systems design, a massive increase of 55% is projected in this time period.
The role of information security analysts ranks #5 in Best Technology Jobs in listings from U.S. News and World Report.Salary Projections
Along with the high demand comes exceptional earning potential for information security analysts, with a median annual salary of $99,730. This number is even higher—$101,980—for industries related to computer systems design.Pathway to Jobs
A bachelor’s degree in a computer-related field is the initial primary path to jobs in information security. Higher education, such as an online master’s in digital marketing and data analytics accelerates the development of vital skills.
As sophistication of this field continues to develop, advanced competencies will be needed to incorporate best practices for today’s organizations. A data analyst master’s can provide a competitive edge for job seekers in this burgeoning field.
Are You Ready to Pursue Top In-Demand Jobs in Marketing Analytics?
Marketing is a dynamic connection of art and science. An online master’s in digital marketing and data analytics gives you a comprehensive skill set to excel in this competitive field. Combining the art of strategy with the science of analytics, a DMDA degree sets graduates apart for career advancement.
Discover your potential for career advancement with Emerson’s online master’s in digital marketing and data analytics.