This concentration provides students with the technical skills to use digital analytics and managerial prowess to strategically implement marketing decisions related to business operations. It provides the tools necessary to collect, identify, and understand patterns that allow the organization to make informed data-driven decisions regarding the consumer economy. These skills are especially relevant with the continued growth of Big Data and the increasingly sophisticated computing techniques used to mine it. With a specific focus on the application of marketing data analysis, the program features insights in consumer behavior, Big Data, and analytics applied to real-world marketing challenges across various industries. The R-programming language is a central part of the concentration's design.