Posted by: Date: April 17, 2019

Marketing has evolved at a rapid speed over the past decade. The days when companies would spend hundreds of thousands of dollars on mass mailings while crossing their fingers and praying for a high response rate to their promotion are gone.

Fast forward to 2019. Imagine you are browsing the spring collection at your favorite online stores, when you simultaneously open Facebook in a new browser. The same jacket that you were looking at moments ago now appear as an advertisement on the side of your newsfeed. Coincidence? Definitely not.

Companies and organizations have access to infinite amounts of customer data and can specifically target consumers based on that information. They are looking for employees who have experience in marketing analytics in order to create meaningful campaigns and insights for both their company and their customers. The Bureau of Labor Statistics predicts employment of market research analysts will grow 23% from 2016 to 2026, a higher rate than the average for all occupations.

Companies have an overwhelming amount of data about their customers, and not everyone know what to do with all that information. There is currently a shortage of Market Analysts, those who have the skills to both effectively analyze and make meaning out of the huge amounts of data while presenting analysis reports in a concise matter.

The Master of Science in Marketing Analytics program at Pacific Lutheran University was specifically designed to be relevant to industry practices. Students learn how to leverage data-driven models to achieve deeper understanding of consumer behavior, solve marketing decision challenges and ultimately drive growth for both profit and non-profit organizations. Students also get an understanding of analytical software such as SPSS, R, SQL and Python that are needed to thrive in today’s rapidly evolving, information-driven business environment. Alumni of the MSMA program are doing successfully in their marketing analytics careers and making significant contributions to industry partners, such as REI, Microsoft, Hershey and Starbucks.

If you are interested in learning more about the Master of Science in Marketing Analytics, please contact the program director, Mari Peterson, at or 253-535-7445.