Data Science and Marketing Analytics

Master Economics and Business

Theory and practice from computer science, marketing, economics, and statistics

Modern businesses and organizations are increasingly involved in collecting and processing vast amounts of customer and operations data. The resulting (big) data are more and more seen as an important resource for businesses. In the Data Science and Marketing Analytics programme, students focus on the tools and skills that are needed to analyze such (big) data in modern businesses and turn it into meaningful insights.

In particular, Data Science and Marketing Analytics combines theory and practice from computer science, marketing, economics, and statistics, in such a way that the potential of big data can be exploited successfully to create greater value for the consumers and firms. 

Careers

Data science has been dubbed the sexiest career of the 21st century, according to Harvard Business Review. Given the growing awareness of the possibilities of exploiting data science for marketing analytics in business, the data science skills acquired during the Data Science and Marketing Analytics programme are expected to provide graduates with excellent job prospects.  According to Trevor Hastie, the John A. Overdeck Professor of Statistics at Stanford University, it is all quite obvious: “Big data is everywhere - it drives web search, web advertising and quantitative finance, to name a few industries. Data Science plays a fundamental role in this new Economy. With its strong history in data modeling, Erasmus School of Economics is well poised to train a new generation of data scientists.”

Data Science and Marketing Analytics graduates are therefore expected to have many job opportunities in various sectors of the economy such as (online) retailing, financial services, consulting, and health care. For example, many businesses and organizations are either setting up or expanding business analytics/customer analytics/marketing analytics units. The combination of marketing and economic knowledge with data science skills will be of great value to our graduates and the companies that hire them.  

 “Many big companies use machine learning techniques to recognize patterns and predict. This subject prepared me to apply the learned techniques in practice.”

Student Eline Tjeng (on one of the topics covered during Data Science for Marketing Analytics seminar)