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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.


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DMC Defined by Alumnus Alex McPherson

Alex McPherson (DMC, 2016) is Vice President of Social Insights and Analytics at Methods+Mastery. Alex chose the DMC 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 DMC 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!

Related programs


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Interpret data to customize a target consumer's exposure to advertisements and other promotional communications.

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Recognize how metrics and analysis inform marketing communications decision making.

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Demonstrate how marketing communicators use current analytic methods such as segmentation, profiling and RFM to deliver ROI for their clients.

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Recognize the roles and implications of law and ethics in marketing communications data.

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Understand how to communicate key insights gleaned from data to marketing communications decision makers and make marketing communications decisions informed by data.

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