By earning the Marketing Analytics certificate, you’ll learn to apply best practices and technologies to ensure an organization’s brand, message, and story are reaching intended audiences across different platforms and marketing channels. You will also:
- Build a deeper understanding of modern tools to build more effective campaigns.
- Gain powerful insights into campaign performance and predictive analytics to better understand and anticipate customer behavior.
- Develop data-driven strategic acumen that will contribute to innovative marketing approaches for a brand or organization.
and Flexible Format
and Engaged Community
Marketing Analytics Curriculum
- Official transcripts from all colleges and universities previously attended
- Degree evaluations are required for all applicants who completed their degree outside of the U.S.
- Essay (2 pages, double spaced, 500 words)
- Discuss your short- and long-term professional goals in the areas of digital marketing, data analytics and/or brand storytelling. Elaborate on how a specialization area in the program and an Emerson education will help achieve your goals. Discuss any relevant work and educational experiences and how you would contribute to the program and the profession.
In addition to an essay and resume, international applicants must also furnish:
- Course-by-course evaluation, GPA equivalency performed by
- World Education Services
- Educational Credential Evaluators
- National Association of Credential Evaluation Services
- English language proficiency test results are required for applicants whose native language is not English.
- TOEFL: 95-115
- IELTS: 6.5-7.5
- Duolingo: 115-135
- Pearson: 65-80
Customer Segmentation and Descriptive Analytics
Students are also required to select one course from the Digital Marketing core program.
This course presents a variety of customer segmentation techniques that provide the framework to design and deploy highly targeted, insight-driven marketing campaigns. Students use cutting-edge analytics software to develop segmentation solutions that support many facets of today’s marketing and sales operations. Students also learn how to perform and interpret the results of other commonly used descriptive analytic approaches, such as exploratory data analysis and market basket analysis. (4 credits)
Marketing Metrics, Measurements, KPIs, and ROI
Introduces students to predictive analytics and the broad set of business applications these predictive tools support. Students use data mining platforms to build predictive models that address a variety of sales and marketing needs, such as identifying the best targets for campaigns, highlighting customers most at risk of churning, and optimizing the allocation of marketing spend across media and channels. Several different modeling techniques are covered in the course including linear regression, logistic regression, and decision tree analysis. (4 credits)
This course takes a scientific approach to metrics, measurement, and marketing ROI, to quantify the impact of an organization’s marketing efforts, identify hits and misses, and recreate desirable results at various customer journey touchpoints. Students will learn how to structure their marketing measurement and leverage available data to test their conclusions in order to assess which marketing efforts to scale up. (4 credits)
Marketing Analytics Career Path
The demand is growing for marketing analytics professionals.
Marketing analytics is used universally throughout our economy in companies large and small. The job market is teeming with employment opportunities. The Bureau of Labor Statistics reported nearly three-quarters of a million available marketing analyst positions in 2020, and the job outlook shows a 22% growth through 2030. The average marketing analyst’s salary in 2020 was $65,810.
These are some of the job titles you might find on the marketing analytics career path:
- Digital Marketing Analyst/Specialist/Manager
- Business Intelligence Analyst
- Data Analytics Specialist/Manager
- Market Research Specialist/Analyst
- Customer Insights Analyst
- Social Media Analyst
Source: U.S. Bureau of Labor Statistics
What Our Students Say About Emerson
We believe in the power of storytelling. These students share their stories about Emerson College—including ease of enrollment, career impact, and newly found confidence to thrive in their roles. What will be your story?
The enrollment was all completely online, I definitely had some questions; One was: “How do I make sure financing is in order?” Emerson was able to guide me through that process. Everything went so smoothly and that was really great.
Now over a year and a half later, I've received an incredible opportunity as the digital operations manager for an e-commerce skincare company. The knowledge I have gained and the connections I have made in the program are truly priceless.
When I looked at Emerson's classes, each one showed me that I would learn something new that I could use in my career.
I’m learning things that I use in my career daily. The way that I've thought about marketing has evolved through this program.
I truly believe that what I learned in this program will help me make a very large impact at the company, I work for and beyond and in my future endeavors as a small business owner.
It has also given me a newly found confidence, inspiration and excitement... It has allowed me to expand the way that I think and contribute to my teams.
Thanks to my admissions counselor and student success advisor, the enrollment experience was simple and informative. I was really nervous to begin because I haven't been in school in a really long time.