When people hear the word “marketing,” they often think of flashy ads, clever social media campaigns, and eye-catching visuals. While those elements are certainly part of the picture, there’s something behind the scenes that makes it all work: data.
Before I earned my master’s degree in Data Marketing Communications from West Virginia University, I primarily saw marketing as a creative field, driven by big ideas, storytelling, and connecting with audiences on an emotional level. However, now that I’m working in the field, I’ve come to realize that data is just as important and will continue to be key in the ever-evolving marketing field. This program gave me the tools and knowledge to not only interpret data but to translate it into action.
As someone who works in recruitment at WVU, I’ve seen firsthand that data isn’t just a buzzword. It’s a critical tool for making better decisions, understanding our audiences, and reaching them more effectively.
Brynne (left) and Victoria (right) are the Admission Consultants for the CCAM Online Programs.
Photo by: Andy Pickens
In my current role, I use data every single day. Whether I’m reviewing the performance of a Google Ads campaign, tracking student inquiries, or analyzing application trends, I’m constantly relying on the numbers to guide our outreach strategies.
The Data Marketing Communications program at WVU taught me to ask smarter questions, use the right tools, and always look for the why behind the data. From Excel dashboards and data visualization to segmentation strategies and campaign performance reports, I now have a clear understanding of how data empowers us to become more thoughtful and effective marketers.
To me, working in marketing today means being just as comfortable with spreadsheets and dashboards as you are with brainstorming sessions and creative briefs. It’s about blending the art with the science.
Whether you’re considering a career in marketing or already in the field but want to level up, this program can give you a huge advantage. It’s not just about understanding the numbers. It’s about turning those numbers into stories, strategies, and results.