Data is vital in the field of business. The ability to find meaningful information from vast amounts of data is a necessity. For marketing professionals, this means mastering the art of analytics to help strategic decision-making. The online Master of Business Administration (MBA) with a Concentration in Marketing program from the University of Northern Colorado (UNC) provides a way to develop these skills.
UNC’s curriculum provides students with a solid foundation in business and marketing, as well as analytics electives covering a range of topics, such as financial and fraud analytics. Courses like Digital Marketing look at how the rise of the internet and innovations in digital marketing technologies — from social media to web analytics — have changed marketing strategies. This course covers how these changes are being implemented.
The Marketing Management course covers the complete marketing lifecycle, examining how organizations plan, use and assess their overall marketing programs. The class analyzes marketing concepts, functions and principles, with a focus on environmental influences, brand development and strategic approaches. These courses cover specific techniques, tools and strategies for data-driven marketing success, such as:
- KPI tracking: Identifying and monitoring key performance indicators (KPIs) to measure the effectiveness of marketing campaigns and initiatives
- Google Analytics: Utilizing Google Analytics to analyze website traffic, user behavior and campaign performance
- CRM systems: Using customer relationship management (CRM) systems to collect, analyze and manage customer data
Integrating Big Data and Consumer Insights
Marketing data originates from a variety of sources. Data is generated from customer interactions, website activity, social media engagement and sales transactions. Understanding where this data comes from is crucial for effective analysis. Marketing analytics includes several important areas, including:
- Customer analytics: Understanding customer behavior, preferences and loyalty
- Campaign analytics: Measuring the effectiveness of marketing campaigns and finding areas for improvement
- Web analytics: Analyzing website traffic and user behavior to optimize website performance
- Social media analytics: Monitoring and analyzing social media engagement to understand audience sentiment and brand perception
Top Applications of Analytics in Marketing
Many different areas of marketing utilize analytics. Some of the top applications include:
- Targeted advertising: Using data to identify and target specific customer groups with personalized messages
- Customer segmentation: Dividing customers into groups based on their characteristics and behaviors to tailor marketing strategies
- Predictive analytics: Using data to forecast future customer behavior and market trends
- Marketing ROI measurement: Evaluating the return on investment (ROI) of marketing campaigns and initiatives
Marketing professionals use a range of analytics tools and techniques to find information from data. These can include:
- Statistical analysis: Using statistical methods to analyze data and notice patterns and trends
- Data visualization: Presenting data in a visual format, such as charts and graphs, to make it easier to understand
- A/B testing: Testing two different marketing approaches to see which one is more effective
- Machine learning: Utilizing machine learning algorithms to automate data analysis and identify hidden patterns
Career Outlook and Salary Opportunities for Marketing MBA Graduates
There is a high demand for marketing professionals with strong analytical skills. According to Indeed, the career outlook for marketing analytics professionals is promising. These specialists receive an average yearly salary of $71,067 as of April 2025, as well as many opportunities for advancement. Graduates with an online MBA in marketing and analytics knowledge are prepared to pursue the following roles, among others:
- Marketing analyst
- Digital marketing manager
- Marketing consultant
- Data-driven marketing strategist
The ability to understand and interpret data is a skill that will continue to be valued by employers. The online MBA in Marketing program from UNC gives graduates the skills to succeed in digital marketing and the ability to use data for maximum efficiency.
Learn more about UNC’s online MBA with a Concentration in Marketing program.
