Learn marketing analytics with online courses and programs
What is marketing analytics?
Marketing analysts collect and analyze data and research on a business’s customers and potential customers to help inform decision-making that will maximize performance and sales. This can include researching local, regional, national, and online markets, as well as competitors.
Marketing analytics is used to build an overall marketing strategy which can include pricing, promotions, product mix, and the channels that will be used for marketing and distribution. Professionals in this field will help to build marketing and advertising campaigns and measure their performance against specific benchmarks. Using data analysis for marketing decisions helps businesses understand customer behavior, needs, preferences, buying habits, and satisfaction levels, which enables them to better target their markets and expand into new areas.
There are a variety of marketing analytics jobs across industries and fields. If you want to learn marketing analytics, an online marketing analytics course from edX is one way to build knowledge toward a promising new career.
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Why study marketing analytics?
Marketing analytics can play a critical role not only in how businesses choose to sell products, but also which products organizations choose to sell. Data analysis can be invaluable to organizations that are struggling to understand how their products can serve their customers better. Marketing analysts or marketing analytics consultants have the potential to be important problem solvers for the entire company helping guide business decisions that strengthen their product portfolios and increase profits.
These positions can be an exciting career path for individuals with a background in customer service, sales and marketing, and mathematics. Professionals will need to think critically as they analyze data and research, and think creatively about how their insights may be able to be applied to the business.
Marketing analytics course curriculum
A marketing analytics program can cover a wide range of topics, from data analytics in digital marketing to B2B marketing analytics. Professionals who want to learn marketing analytics may need to understand fundamentals like statistics and research methods before moving to more advanced coursework in topics such as data-driven analytics and testing, measurement, database marketing, and search engine marketing.
Those interested specifically in strategy may explore marketing analytics tutorials that cover more specialized topics such as mobile marketing, pricing strategies, marketing analytics for data-rich environments, and virtual reality in new product development. These marketing analytics classes often require critical reasoning skills, analytical thinking, and complex problem-solving, all of which are soft skills that marketing analysts use in their day-to-day work. Learners can enroll in a digital marketing analytics course or marketing analytics certificate program that can help them start to learn marketing analytics and set up the educational foundation for a career in the field.
Marketing analytics jobs
Email campaigns, lead nurturing, and digital marketing are newer components of marketing strategy and require different types of analysis. Successful marketing requires knowledge of analytics in near real-time to ensure a positive customer experience. And marketing analytics jobs can involve predictive analytics in marketing, which help professionals better anticipate and respond to the needs of their customers. Marketing analysts are needed across all different industries and sectors. And being able to perform analysis can be helpful in other roles, such as:1
Advertising and marketing managers: generate demand and assess the general interest in existing products or services
Cost estimators: analyze data to evaluate how much time, money, labor, and materials are needed to make a product or provide a service
Survey researchers: design surveys and collect data through user responses
Become a marketing analyst online
There are many career paths an individual can pursue within this field, including through boot camps that have specializations in areas such as digital marketing and data analytics boot camps. Many market research analyst positions may require at least a bachelor’s degree in market research, business, communications, or social science. Professionals in these roles need a deep understanding of mathematics, statistics, and application of analysis. Some management or leadership positions may also require a master’s degree in business administration and/or a related field.
Online marketing analytics programs or marketing analytics certificate programs allow learners to learn marketing analytics at their own pace. Some also result in a certificate in marketing analytics.