Marketing Customer Insights Jobs


UT Dallas JSOM, MS in Marketing Career Talk

Every week this Spring semester we will cover a specific track or sub-track in our program. Indeed.com is a good job search site because at a glance it shows you average salaries, years of experience for many mid-level positions and a job count, as well as locations. For this blog post we looked at 10-15 job descriptions from major companies and listed the skills frequently mentioned (e.g., from McDonald’s, Pepsi, American Airlines, Match.com, and others). There however is NO substitute for your doing your own searches and analysis.

UT Dallas JSOM MS Marketing Customer Insights sub-track

 Core Courses (15 credit hours)

MKT 6301 Marketing Management
OPRE 6301 Statistics and Data Analysis
MKT 6309 Marketing Research
MKT 6310 Consumer Behavior
MKT 6339 Capstone Decision Making  or MKT 6350 Competitive Marketing Strategy

The following 3 courses (9 credit hours):
MIS 6324 Business Analytics with SAS
MKT 6323 Database Marketing
OPRE 6332 Spreadsheet Modeling and Analytics

Customer Insights Focus
BPS 6360 Management & Org. Consulting
MKT 6321 Interactive & Digital Marketing
MKT 6334 Digital Sales Strategy
MKT 6336 Pricing Analytics
MKT 6338 Enterprise Systems and CRM
MKT 6341 Marketing Campaign Management Lab
MKT 6342 Marketing Customer Insights Development
MKT 6343 Social Media Marketing & Insights
MKT 6352 Marketing Web Analytics and Insights
MKT 6V98 Marketing Internship (1-3 credit hours)
MIS 6344  Web Analytics
MIS 6380  Data Visualization

 Average years of experience & Salary average: 3-5 years for a manager position salary ranges from  $70-110,000; however the skills listed below are the one’s you need to acquire to get in as a junior analyst if you have no work experience.

 What is Customer Insights? It is an emerging area for marketing professionals that are not modelers/statisticians/data scientist types but are more suited for the analysis and business recommendation side. The type person that can connect the dots (quantitative and qualitative) and “story teller” (excellent verbal and written communicator/presenter). For example, most “data scientists” have never taken a Consumer Behavior course, so they often lack the ability connect the dots which is needed for this job category. Shopper Insights is a sub category of Insights and which is heavily used by CPG companies such as Conagra, Kimberly Clark, 7-11, Proctor & Gamble and others. To add to the clutter or confusion some are now describing parts of Customer Insights as “Customer Experience;” however this is NOT to be confused with User Experience ( a topic we will cover in a digital career discussion).

Forester research describes it as… “professionals who capture, manage, analyze, and apply customer knowledge to help your business win, serve, and retain customers. To succeed, you must capture customer data from all sources and manage it across customer-facing systems and functions as well as analyze it to obtain actionable insights and apply it to the business.”

Typical Job description of Customer Insights (example from McDonald’s job posting for a “Customer Insights Analyst”)

Key responsibilities include generating and analyzing reports for key stakeholders.  Ideal candidate will go beyond reporting ‘the numbers’ and deliver analyses that also report ‘the insights.’  The Analyst will query databases to retrieve quantitative and qualitative customer feedback information for short and long-term trend reporting, as well as new product launch analysis.  Feedback is analyzed primarily using Excel and presented in PowerPoint.  This person will help manage requests for insights reporting that derive from various U.S. departments, regional/divisional offices and suppliers, and will work closely with Manager to prioritize the requests”.

From our analysis the top skills mentioned frequently are mapped below to the courses we offer.  (Please note that there is not always a course for every skill; for example Cognos is not a software taught at JSOM at this time)

Top skills mentioned by at least 10 major companies with this job title posting Courses of special relevance- see course syllabi’s for exact line up of skills as not all covered in each instance
Critical Thinking & Business analysis–. Connecting the dots to actionable consumer initiatives. Storytelling MKT 6310 Consumer Behavior (FA 17)
MKT 6342 Marketing Customer Insights Development (FA 17)
MKT 6339 Capstone Decision Making (FA 17) or MKT 6350 Competitive Marketing Strategy (FA 17)
Knowledge of scanner, demographics, market research and shopper data (Nielsen) and tracking, data vendors (Axciom). MKT 6310 Consumer Behavior

MKT 6323 Database Marketing (FA17)

Techniques used in scanner data analysis are covered in MKT 6337 Marketing analytics using SAS (SU & FA 1

Market research and proficiency with data analysis software: SPSS, SAS  or R and Surveys (Qualtrics)

Knowledge of retention and loyalty analysis and  Business Intelligence tools

MKT 6309 Market Research (FA 17)
MKT 6323 Database Marketing (FA17)
MIS 6324 Business Analytics with SAS (FA 17)
Excellent oral and written presentation and business case write ups -including techniques of good data visualization-Tableau, Cognos MKT 6342 Marketing Customer Insights Development (FA17)
MIS 6380  Data Visualization (FA 17)BPS 6360 Management & Org. Consulting (FA 17)
Advanced proficiency with Excel (pivot, what if, solver) and SQL OPRE 6332 Spreadsheet Modeling and Analytics (FA17)
MIS 6320 Database Foundations (FA17)-note currently not on Insights track but you can always take it anyway
Web and social media analysis MKT 6352 Marketing Web Analytics and Insights (has also been MKT 6v99 Web analytics (FA17)
MKT 6343 Social Media Marketing & Insights (FA17)

The snapshot below shows what a job serach shows regarding number of jobs in the US with these keywords, salary estimates (driven by experience and company size/location)indeed-insights-job

Critical Thinking can mean many things to many people, but often those who think they don’t need it are the ones who need it the most. This can include otherwise smart people who have a blind spot in this area.100% of our Advisory Board members tell us that finding recruits who can are software proficient and can generate regressions is relatively easy. However finding someone who can also think critically and “storytell” is extremely difficult. This table shown below came from an article that summarizes the skills referenced  as “critical thinking.” Many of our courses teach this skill but the MKT 6342 Marketing Customer Insights Development course was developed just for this purpose.

critical-thinking

Recommended Books

books

Certifications: There no major certifications specific to Customer or Shopper Insights listed in job postings analyzed or that are in demand by industry

Professional Associations-there are none in the DFW area but there are groups that touch on important areas of for this profession such as Data Visualization, here is one group worth attending
https://www.meetup.com/DFWDataViz/

http://www.insightsassociation.org/

 National groups-mostly for CPG Shopper Insights

Linkedin                     https://www.linkedin.com/groups/39139/profile

For Shopper Insights https://marketing.knect365.com/omnishopper/

 

 

Posted in Master of Science in Marketing

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