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.
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.
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.
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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Meet Alex McPherson, class of 2016. Alex is now 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.More Alumni Stories
Take a quick skim through LinkedIn for the position title of Marketing Specialist.
You’ll find one job posting after another that seeks what has been dubbed a ‘marketing unicorn.’ The postings don’t explicitly say ‘unicorn’ of course, but they list desired skills that run the gamut from artistic to data-centric to coding...
After graduating with an art history major and working in event coordinating,
Rickie Huffman decided to grow her career with a graduate degree in Integrated
Marketing Communications. Rickie is a perfect example of someone who hoped to
pursue a career that would nurture her creative spirit and her love of innovation.
As the founder of Wax Marketing — an integrated marketing agency based in St. Paul,
Bonnie Harris and her team design and implement
IMC strategies for clients across the United States, focusing primarily
on mid-sized companies in the healthcare, technology, and manufacturing industries.