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Prasad Naik was looking for information sources or informed opinions on Masters degree in Marketing Analytics. Here are the responses to his request.

1. INFORMS

The INFORMS magazine, Analytics (see ), provides useful information on state of the art on how companies use analytics and plan to use analytics.

2. Tom Otter from Germany writes:

We are offering a marketing track under the umbrella of a master of quantitative economics, see

and

The program is designed as a combined master-/PhD program, i.e. students that don’t qualify, aren’t interested terminate with a master’s degree. The rest continues as Phd students.

Tuition: currently zero.

Starting salaries: to be realized. We just started the program and I feel like we have to some extent build the market for quantitative marketing here in Germany / Europe.

We have a very hard time recruiting students, maybe because of the overarching econ brand. The econ tracks fare better. However, they bring in almost exclusively declared PhD students.

I expect student demand to rise somewhat, once the switch from the old German ‘Master degrees only’ to the international undergraduate / grad system has fully kicked in.

3. Paul Allen Salisbury

Suggestion, check out the quantitative masters in the social sciences at Columbia University. It mainly covers the same topics you should explore in marketing analytics — excepting the qualitative subjects, (e.g., focus groups, ethnographic research).

Bear in mind that in database marketing our workhorse techniques are logistic regression, and decision-tree models with neural networks an important tool for the future.

Good luck!

Paul Allen Salisbury, Ph.D
Associate Professor
Department of Accounting & Business
York College, CUNY
Jamaica, New York 11451

4. David Horowitz writes:

I’ve been teaching at Sonoma State for 2 years.

I’ve been blogging for almost a year now at and will be teaching web analytics for the first time this semester in my intro to marketing and marketing research classes.

I think there needs to be a much greater focus on web analytics in marketing classes, but most professors don’t know how to install google webmaster, feedburner, and analytics on their web pages so they probably don’t use web analytics.

5. Simon Blanchard writes:

At HEC, they offer a MS program titled "Business Intelligence". It seems to be very similar to what you are looking for (aside from the terrible degree title).

The program really is "applied data mining". Most students learn about data analytics through such programs as SPSS and SAS. There is especially a focus on the SAS Enterprise Miner package for its built-in data mining algorithms. Students can get into one of two "tracks", one on the IT aspects (datawarehousing, database configurations) and one of the analytics aspects.

The students interested in analytics take some courses on the following topics:

• a multivariate statistics course (factor analysis, clustering, logistic regression, regression, (M)ANOVAs).
• a database marketing course (RFM, Churn, Lifetime value, segmentation)
• a datamining course (CART, market basket analysis (associative mining), neural networks)
• a quantitative marketing course (conjoint analysis, price analysis)
• A C++ course
• Time-series and survival models
• a clustering course
• a smoothing course
• structural equations modeling
• qualitative data analysis
• demand forcasting
• data warehousing (the IT aspects)

There is a thesis option, but there’s also a "project based" option for students who do not wish to stay in academia. In both tracks however, the emphasis of the program is not so much on understanding the details of every algorithm but rather on knowing about when to use which method, what it is good for, etc. The website of the program is available here (unfortunately most of the course descriptions are in French).

The graduates are especially popular with companies because the managers feel that the graduates have a much better business/marketing sense than statisticians, and a better analytical background than IT people. The job placement was outstanding. The program normally allows only about 10-15 students per cohort, and most students have jobs before they even graduate. Graduates mostly work for banks, phone companies, cable companies, marketing research departments, reward program companies, etc. Salaries were starting in the 50k-60k CAD range, I believe. Fees were very low, being a Canadian program (for Quebec Residents, it’s $1000 per semester).

Simon Blanchard
Doctoral Candidate, Department of Marketing
Pennsylvania State University
447B Business Building
University Park, PA 16802

6. Goutam Chakraborty writes:

We, at OSU, have one of the largest data mining certificate program (firmly focused on marketing and business analytics). We run this in partnership with SAS. The details of our program is on the following web site:

Dr. Goutam Chakraborty
Professor (Marketing) and Founder of SAS/OSU Data Mining Certificate Program ()
Owner of ACR-L Listserv ()
419A Spears School of Business
Oklahoma State University
Stillwater, OK 74078

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