The DMC program is the nation’s first master’s degree focused specifically on the impact data has on marketing communications.

What is Data Marketing Communications?

Data Marketing Communications (DMC) is Reed College of Media’s response to a demand for data-savvy communications professionals. With a growing advantage gap between organizations that rely on data-based processes and those that do not—organizations are moving to a more data-orientated model. The DMC program will give students the practical skills to understand the relationship between quantitative data and the decisions informed by the data. Areas of focus include: audience segmentation, message customization, brand data collection and visualization, social media optimization, user experience platforms, campaign planning and programmatic media buying, campaign metrics and assessment and messaging for customer relationship management.  

Why Data Marketing Communications? 

With an increasing accessibility to data, marketing communicators must have an understanding of how to interpret that data to customize a target consumer’s exposure to advertisements and other promotional communications. At the completion of the DMC program, students will be able to: understand the basic principles of data marketing communications, media and web analytics; understand the differences between reporting and analytics; recognize how metrics and analysis inform marketing communications decision making; explain how marketing communicators use current analytic methods such as segmentation, profiling and RFM to deliver ROI for their clients; communicate key insights gleaned from data to marketing communications decisions makers; and make marketing communications decisions informed by data.