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A.C. Nielsen Center for Marketing Analytics and Insights

Contribute to business strategy with consumer insights expertise

The A.C. Nielsen Center for Marketing Analytics and Insights trains you in the specialized ideas, issues and techniques of marketing research, consumer insights, and analytics.

We support students who are studying marketing, consumer behavior, and analytics. As the country’s premier marketing analytics and insights specialization, in our MBA or master’s degree programs you will gain:

  • Business acumen to work in cross-functional teams
  • Expertise in research, analytical, and methodological approaches to learn the who, what, when, where, and why behind consumer behavior
  • Marketing knowledge to translate the discovered insights into business recommendations to drive business growth

Established in 1990, the A.C. Nielsen Center is built on the legacy and funding of the Arthur C. Nielsen Jr. family, pioneers in the field of marketing research. Our mission includes the discovery and dissemination of new insights knowledge.

Biennially, the A.C. Nielsen Center hosts Summit, an industry conference that welcomes alumni, the external advisory board, and industry friends of the center to campus for a full day of learning and networking.

Coming Soon: Marketing Leadership Institute

Marketing Leadership Institute launching July 2022

The A.C. Nielsen Center for Marketing Analytics and Insights and the Center for Brand and Product Management are merging to create the new Marketing Leadership Institute, launching in July 2022. Students will now have further opportunities to expand their marketing knowledge and have increased possibilities for recruiting and experiential learning projects with influential companies.

Learn more about the new institute

Programs We Support

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MBA Career Specialization

The MBA curriculum combines an in-depth, specialized education in consumer insights and marketing research methodologies and focuses on applying discovered insights into big-picture, strategic thinking.

Learn more the MBA
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MS in Business Analytics

In this one-year master’s program students learn to sort, understand, visualize, and apply data to solve complex business questions.

Learn more about the master's degree
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Certificate in Business Analytics

Complement your Wisconsin MBA, MS, or MAcc by enhancing your data analytics skills.

Learn more about the certificate
in the U.S. (#7 among public universities) for undergraduate marketing programs
— U.S. News & World Report, 2020
in the U.S. for Best Marketing MBA
— Princeton Review, 2022
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Undergraduate Program

Earn a bachelor’s degree with a strong foundational curriculum and applied learning opportunities.

Learn more about a marketing major

Student-Centered, Industry-Relevant Approach

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Individualized Student Development

Students receive one-on-one attention and mentoring from our director; career path development and coaching from a Wisconsin School of Business career coach; and mentoring from industry professionals through our External Advisory Board.

Applied and Experiential Learning

Students participate in a variety of applied learning experiences, including the application of insights tools and techniques, as well as training in leadership, consulting, and presentation skills.

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Deep Industry Connections

Networking events with alumni and advisory board members provide mentoring and career opportunities.

Corporate and Alumni Engagement

Sponsor a Class Project

Our students work with a variety of organizations to solve timely marketing challenges. Let’s explore how we can work together.

Become an Industry Mentor

Our alumni, board members, and industry friends mentor students, provide applied learning experiences, serve as guest lecturers, and help students achieve their career goals. Interested?

Get involved

Recruit Our Students

Enhance your recruiting efforts with the help of our Career Management Team.

Learn about recruiting


Every other year, marketing research alumni and thought leaders network, learn, and discuss current industry topics.

Learn more about the Summit

Explore the A.C. Nielsen Center

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Hear from our students

Learn about events, classroom experiences, and what it’s like to be a student in the Wisconsin Full-Time MBA Program.

Read our blog

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The A.C. Nielsen Center benefits from the Wisconsin School of Business’ world class marketing and analytics faculty. These faculty are leaders in research and dedicated to teaching our students the theory and tools necessary to become an insights professional.

Learn more about our faculty

Grainger Hall


Arthur C. Nielsen Sr. and his wife, Gertrude, were instrumental in establishing a premier marketing research education for students at the Wisconsin School of Business.

Learn more about the center

Students at the A.C Nielsen Summit


Gifts to the A.C. Nielsen Center are welcome year-round and make a lasting impact on the experiences that we are able to provide for our students.

Learn more about the gift-giving process

Connect With Us

Contact Us

Contact us to learn more about the A.C. Nielsen Center.

Join our mailing list

Join the A.C. Nielsen Center mailing list to receive invitations to events.