Why Audience Analytics

By Amy Jo Coffey, Ph.D.
Program Manager, MAMC in Audience Analytics

It seems our world is drowning in audience and consumer data, but did you ever stop to wonder what happens to all of it? Who analyzes it, why, and what gets done with the insights that get generated? Audience analytics involves a skill set that is only growing in demand, by all types of companies, and many compensate generously for good analysts. Audience analytics is all about using data to better understand audiences and consumers, so that we might increase revenue and profit for brands and companies of all kinds. And, in case you were wondering about job prospects, just hear what recent alum Brittany Hink says about her LinkedIn requests:

Hink is now known as the person others turn to for answers within her organization:

And that’s what Audience Analytics is all about!

This skill set travels well, so no worries if you’re not yet sure which industry sector fits you. Just listen to what a couple of our esteemed Audience Analytics Advisory Board members say about how they launched their careers in audience analytics and why they’re so glad they did. First up, Candace Holland, who is a double-Gator. She got her start with Nielsen, worked for an advertising agency after that, and is now Consumer Insights Senior Project Manager with Publix Supermarkets.

The concept of “audience” really encompasses any consumer group, not just media, as Holland can attest. For that reason, the versatility of this skill set is highly valued because it can be applied to almost any sector:

Dr. Jack Wakshlag, an analytics consultant, is the former Chief Research Officer for Turner Broadcasting and held similar roles with CBS and The WB Television Network (now CW). He shares why companies so desperately need good analysts, what they are looking for in hires, and how the curriculum in UF CJC Online’s Audience Analytics program can specifically prepare you for a career in media analytics and beyond:

Developing strong, persuasive communication skills in data storytelling is at the center of UFCJC Online’s Audience Analytics program, and companies are ready to hire analysts equipped with these skills. Holland says analysts enjoy strong job prospects, as well as compensation. Entry-level hires can anticipate salaries in the mid-$50K to $80K range, depending on education level, company, or other factors. Audience analysts can expect to earn well into the six figures as they progress throughout their career.

Program alum Brittany Hink (’20) has some advice for anyone still wondering about Audience Analytics and why she’s glad she took the plunge:

Interested in learning more about our Master of Arts in Mass Communication with a Concentration in Audience Analytics or our Graduate Certificate in Audience Analytics that can be completed on its own, applied towards the full master’s degree or earned as part of another concentration? Contact us.

You might not realize it, but many employers will happily help pay the tuition for a master’s program like this! In fact, we’d be happy to contact your employer on your behalf to find out. Just share a bit of information with us, and we’ll start a conversation with them.

Posted: October 25, 2022
Category: UF CJC Online Blog, Uncategorized