Marketing analytics

Use big data to enhance the consumer experience.

UNSW Business School on campus

What is marketing analytics?

Marketing analytics is the practice of collecting, managing, and analysing consumer and performance data to maximise the effectiveness and efficiency of marketing decisions. The Marketing Analytics major at UNSW focuses on the emerging needs of data-driven decision making for marketing optimisation and equips students with the skills and knowledge necessary to collect and analyse consumer data to make informed marketing decisions.

Why study marketing analytics? 

Learning marketing analytics helps you better understand the consumer journey and improve the effectiveness and efficiency of marketing decisions. You'll learn about customer, product, and advertising analytics using marketing models and develop data storytelling and communication skills. Students are expected to participate in applied learning activities, working with consumer data, analytics software, and marketing applications. You will graduate with the competencies to use an evidence-based approach to gauge consumer insights and recommend actionable marketing solutions.

Why study choose UNSW?

UNSW Business School is a global leader in business education. We’re ranked top 20 worldwide* and have been ranked the #1 business school in Australia by AFR BOSS for the last two years in a row** . Our programs allow you to explore and understand business as a whole and get hands-on experience through work-integrated learning, internship, consulting projects and global practicums. You can establish a community of peers and and connect with future colleagues through Career Accelerator and diverse student-led groups, societies and institutes. UNSW Business School is renowned for best-in-class teaching and student outcomes.

Your career opportunities

Marketing analytics has become an increasingly important pillar of marketing, as evidenced by the 2022 CMO survey***, which shows the percentage of projects where companies use marketing analytics before making decisions has increased from 29% in 2013 to 48.9% in 2022. Organisations recruiting marketing analytics graduates include Kantar, the Iconic, Coles Group, Tourism Australia, Myer, Mastercard, Dell, CBA, MYOB, Michael Page, Energy Australia, Google, Qantas, Tennis Australia, Wesley Mission, NSW Department of Planning, and many other firms and a vast diversity of organisations.

Graduates in marketing can start their careers in the following areas:

  • Brand Marketing Specialist
  • Business Intelligence Analyst
  • Consumer Insights Analyst
  • CRM Analyst
  • Digital and E-commerce Performance Analyst
  • Digital Marketing Specialist
  • Marketing Analyst
  • Marketing and Social Media Coordinator 
  • Marketing Automation Analyst
  • Marketing Campaign Coordinator
  • Marketing Data Specialist
  • Search Engine Optimisation Analyst
  • Web Analyst

*QS World University Rankings, 2024

**AFR BOSS 2023 Best Business School Rankings

*** 2022 CMO Survey


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