Marketing in the Age of Big Data
Marketers have always focused on understanding their customers personalizing the
consumer experience for each individual. Marketing today is
about using that customer knowledge to drive greater engagement
and doing it on a large scale. That means data, volumes of
it; and marketers who can combine technology, keen analytical
skills, and traditional marketing creativity. Enter the Masters
in Data Marketing Communications.
Using data to drive marketing strategies
Data-driven marketing has become a fundamental part of advertising and business strategy
today. So what is data-driven marketing or data marketing communications?
In short, it’s creating marketing strategies based on the analysis
of big data that is collected through consumer interactions
and engagements. Understanding the data you have, the data
you can get, and how to organize, analyze, and apply that data
to improve marketing efforts is at the heart of data marketing
communications. This doesn’t mean data marketers need math-heavy
statistical analysis skills, rather they need the ability to
interpret the audience, transactional, behavioral, and intent
data provided in order to develop and adjust integrated marketing
strategies, assess metrics, measure productivity, and increase
ROI.
Mastering digital marketing
The foundation of data marketing communications today is digital marketing. Data
marketers must have a thorough understanding of digital marketing
components — SEO, search (organic and paid), display marketing,
social media marketing, marketing automation, content marketing,
multi-channel analytics, always-on campaigns, and desktop and
mobile user experiences. Understanding these digital marketing
platforms, and using the data they provide to develop more
impactful marketing campaigns is central to the WVU Data Marketing
Communications degree.
The new model for marketing
There is no doubt that, for the foreseeable future, marketing at every level will
rely more and more on data and analytics. Marketers are creating
and working within a new model. One that uses date to create
value through increasingly personalized consumer experiences.
Unilever CMO, Keith Weed, believes data marketing communications
can help cut through a marketing environment glutted with information
better than advertising. “Brands need to help people simplify
life so we all don’t go mad as this world becomes more complex.
I believe that people who focus on that will unlock the true
power of data,” says Weed.
Data Marketing Communications Defined by Alumnus Alex McPherson
Alex McPherson (Data, 2016) is Vice President of Social Insights and Analytics at
Methods+Mastery. Alex chose the Data program to keep up with
the ever changing industry of marketing communications. Recognizing
the rise of new technology and the importance of understanding
how campaigns are measured and assessed, the Data program
offered Alex the ability to learn key skills he needed to
stay ahead of the competition.
Our 1,500+ alumni, current students and faculty hold elite
positions at companies all over the world. We have a saying,
“Once a Mountaineer, Always a Mountaineer.” Mountaineers
like nothing more than helping fellow alumni and soon-to-be
alumni, so the support system starts on day-one and continues
as long as you let it. Leverage the power of the Mountaineer
network!
