The A.C. Nielsen Center for Marketing Analytics and Insights trains students in the specialized ideas, issues and techniques of marketing research, consumer insights, and analytics. We support students studying marketing, consumer behavior, and analytics. In the country’s premier marketing analytics and insights specialization, our MBA students develop:

  • Business acumen to work in cross-functional teams
  • Research, analytical, and methodological approaches to learn the who, what, when, where and even the 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 an industry conference, our Summit, and welcomes alumni, the external advisory board, and industry friends of the center to campus for a full day of learning and networking.

Programs We Support

Full-Time MBA Students at a site visit

MBA 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.

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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.

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Certificate in Business Analytics

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

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Undergraduate Program

#9 in the U.S. (#7 among public universities) for undergraduate marketing programs

U.S. News & World Report, 2020

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

Our Approach

The A.C. Nielsen Center complements course curriculum with opportunities to enrich our students’ experience and deepen their knowledge.

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.

Deep Industry Connections

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

Corporate and Alumni Engagement

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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.

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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?

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Recruit our Students

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

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

Explore the A.C. Nielsen Center

Full-Time MBA marketing research students on a company visit to Microsoft

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.

Faculty Associate Vera Blythe speaking to Full-Time MBA students in a classroom


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.

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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.

Two undergraduate students studying in the Grainger Hall Learning Commons


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.

Contact Us


Please get in touch if you have any questions or want to learn more about the Nielsen Center. We’d love to talk about research inquiries, marketing analytics and insights as a career, and any general questions about the Center.

Join our mailing list

Students interested in receiving invites to events should join the A.C. Nielsen Center mailing list.