Uncover Actionable Insights. Tell the Story Hidden in the Data.

Ever wonder how companies learn your secrets? How do they know what you want before you realize it? For example, how did Target know a woman was pregnant before she did? The New York Times pens, “The reason Target can snoop on our shopping habits is that, over the past two decades, the science of habit formation has become a major field of research in neurology and psychology departments at hundreds of major medical centers and universities, as well as inside extremely well financed corporate labs.”

This phenomenon is Audience Analytics.

People with these skills are needed in our marketplace, now. We are awash in data, yet most companies are understaffed when it comes to people who know how to interpret the data— how to find the trends, patterns, and stories, then communicate these insights to their companies to drive decision-making in this billion-dollar industry. Give your company a competitive edge by learning about and using tools to effectively identify trends and communicate those findings through meaningful presentations

This program focuses on:

Consumer Behavior
How people select and use products, services, experiences to satisfy their needs.

Data Analysis
Identify trends and patterns; translate data into stories to help companies make better decisions.

Media and Audience Research
Carry out quantitative and qualitative research; apply media research and audience analysis to address company goals.

With the Master of Arts in Mass Communication with specialization in Audience Analytics, we’re bringing left and right brains together. Data is only as useful as the person interpreting it, who can translate findings into actionable insights and “stories” for their companies and stakeholders. In this program, you will not only learn about and use tools to uncover actionable insights, but learn how to effectively communicate them in verbal and written form, including presenting to actual clients. Read more about jobs in this exciting and lucrative industry.

University of Florida Online Master’s in Audience Analytics

The online Master of Arts in Mass Communication with a specialization in Audience Analytics includes 39 credit hours— 36 hours of coursework plus three final credits in the capstone course. The program curriculum is guided by an Advisory Council of top industry experts, with courses taught by industry professionals and University of Florida faculty. Full-time students can complete a master’s degree in as few as 16 months.

Unique Learning Experience
UF CJC Online programs are designed for students who crave:

  • Courses that challenge them to grow as communicators through hands-on assignments where they receive detailed constructive feedback from peers and instructors
  • The flexibility of online courses where pre-recorded lectures and live online meetings allow students to engage with their courses from anywhere in the world
  • Networking opportunities with peers, alumni, instructors, and guest lecturers
  • Professional growth and advancement opportunities
  • Creative storytelling skills
  • A transformative student-centered learning experience
  • Personalized attention from highly engaged faculty
  • An affordable and respected graduate degree from a top-10 public university

Core Competencies of the Audience Analytics Program
The Audience Analytics program is designed to:

  • Prepare students with the theoretical foundations, industry knowledge, and analytical tools to understand the nature, value, and behaviors of audiences across multiple media platforms and disciplines.
  • Equip students with the analytical tools and methodological foundations to assess and analyze audience-related datasets, and to understand how to use such data in order to make informed decisions.
  • Familiarize students with the analytical tools available for understanding and segmenting audiences and consumers in traditional and digital media.
  • Cultivate a global and diverse perspective and appreciation of audiences everywhere and to prepare students to understand and serve diverse audiences.
  • Help students become wise users and consumers of data, to develop data literacy, and provide an ethical grounding in the analytics practice.

Core Courses of the Audience Analytics Program

  • Audience Research Methods
  • Consumer and Audience Analytics
  • Data Management & Ethics
  • Programming with Data
  • Data Storytelling & Visualization
  • Serving Diverse Audiences
  • Understanding Audiences
  • Digital Research Methods
  • Data Mining and Analysis

Application Deadlines: 

Fall Semester: July 1

Spring Semester: November 1

Summer Semester: April 1

Careers in Audience Analytics
Specific positions you may qualify for upon graduation include:

  • Audience and Consumer Analyst
  • Brand Analyst
  • Brand Manager
  • Campaign Analyst
  • Consumer Behavior and Market Researcher
  • Data Analyst
  • Media Researcher
  • Political Researcher
  • Researcher in Product Development


Quick Facts

38 credit hours
100% online
12-week and 16-week courses
recorded lectures & live office hours
Fall Semester: August-November
Spring Semester: January-March
Summer Semester: May-August

Download Info Packet


Application Deadlines

Fall Semester
Extended to August 1

Spring Semester
November 1

Summer Semester
April 1


What will you master? Start Now

What Our Alumni Say

My online degree from UF has had an incalculable impact on my career. I consistently use the abilities we were taught, and the small class sizes allowed me to learn a great deal more than I expected. The professors and staff made me feel welcome, and created an environment to challenge us. At no point in the experience did I feel I missed an actual classroom.

Christopher Law

Online Communications Specialist, Memorial Health System
UF MA '13

Do you want more information? Contact Us!