Career Development

What Does a Marketing Analyst Do?

Find out what a marketing analyst does, how to get this job, and what it takes to succeed as a marketing analyst.

Marketing analysts are responsible for gathering and analyzing data related to marketing efforts. They work with a variety of different teams within an organization, including sales, customer service, product development, etc., in order to determine how best to approach the market.

Marketing analysts may also be tasked with creating reports or presentations that summarize their findings. These documents can then be used by other members of the organization as they make decisions about how to proceed with future marketing campaigns or product launches.

Marketing Analyst Job Duties

Marketing analysts typically have a wide range of responsibilities, which can include:

  • Developing marketing plans based on industry trends and consumer behavior patterns
  • Analyzing data to determine which marketing tactics are most effective for reaching specific target audiences
  • Conducting research to identify potential customers and their buying habits
  • Monitoring competitors’ activities in order to identify potential business opportunities or threats
  • Conducting marketing research, including focus groups and surveys to identify potential customers’ preferences
  • Recommending new products or services based on market research findings
  • Monitor advertising campaigns to ensure they are having the desired effect on consumers
  • Developing strategies to improve sales performance through increased brand awareness
  • Developing reports and presentations to communicate findings to management

Marketing Analyst Salary & Outlook

Marketing analysts’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses.

  • Median Annual Salary: $66,500 ($31.97/hour)
  • Top 10% Annual Salary: $105,000 ($50.48/hour)

The employment of marketing analysts is expected to grow much faster than average over the next decade.

Demand for marketing analysis will stem from the need to understand customer behavior and preferences in order to tailor products and services to specific markets. In addition, the use of data analytics to inform business decisions will continue to increase demand for marketing analysts.

Marketing Analyst Job Requirements

A marketing analyst typically needs to have the following qualifications:

Education: Marketing analysts need a bachelor’s degree in marketing, business or a related field. Some of the coursework that these programs include is marketing strategy, research methods, statistics, economics, business law, finance, sales and marketing.

Many employers prefer candidates who have a master’s degree in marketing or business administration with a concentration in marketing.

Training & Experience: Marketing analysts typically receive on-the-job training to learn the specific processes and procedures of their new role. Training may include shadowing current marketing analysts or learning from other marketing professionals in the company. Training may last for a few weeks to a few months, depending on the company and the analyst’s role.

Certifications & Licenses: Certifications are not usually a requirement to become a marketing analyst, but they can help you stand out from other candidates when applying for jobs.

Marketing Analyst Skills

Marketing analysts need the following skills in order to be successful:

Data analysis: Data analysis is the ability to interpret large amounts of information. Marketing analysts use their data analysis skills to interpret data from marketing campaigns, sales data and customer feedback. They use this information to make recommendations for future marketing strategies.

Communication: Communication skills are necessary for marketing analysts to convey their ideas to others. They often communicate with marketing managers, executives and other marketing staff to convey their ideas and strategies for marketing campaigns. They also communicate with clients and customers to gather feedback on marketing strategies and products.

Problem-solving: A marketing analyst often needs to find solutions to problems that arise during the development of a marketing campaign. For example, if a marketing strategy isn’t working as expected, a marketing analyst might need to find ways to improve the strategy or change the strategy entirely.

Critical thinking: Critical thinking is the ability to analyze a situation and make decisions based on the information you have. As a marketing analyst, you may be asked to make recommendations for a marketing campaign based on the results of a survey or other data. Having strong critical thinking skills can help you make the best decision for the company.

Business acumen: A marketing analyst needs business acumen to understand the financial aspects of a business and how marketing campaigns can affect the company’s bottom line. For example, a marketing analyst may be responsible for calculating the return on investment (ROI) of a marketing campaign. They may need to understand how to calculate ROI and how to interpret the results.

Marketing Analyst Work Environment

Marketing analysts work in a variety of settings, including marketing research firms, advertising agencies, and the marketing departments of large corporations. They may also work in the marketing or advertising departments of small businesses. Many marketing analysts work in office settings, although some travel to meet with clients or to attend conferences. Marketing analysts typically work full time and may work overtime to meet deadlines. They may also travel to meet with clients or to attend conferences.

Marketing Analyst Trends

Here are three trends influencing how marketing analysts work. Marketing analysts will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Growth of Digital Marketing

The growth of digital marketing is a trend that is quickly changing the way businesses market their products and services. As more and more people turn to the internet for information, businesses are realizing that they need to have a strong online presence in order to be successful.

This means that marketing analysts will need to be well-versed in digital marketing techniques, such as search engine optimization, social media marketing, and email marketing. They will also need to be able to track and measure the success of these campaigns so that they can be improved over time.

More Focus on Data-Driven Decision Making

As data becomes more accessible and easier to collect, businesses are starting to focus on data-driven decision making. This means that marketing analysts will need to be familiar with data analysis tools and methods in order to make better decisions about where to spend their advertising dollars.

In addition, marketing analysts will need to be able to understand how to use data to create a customer profile. This will allow them to target ads towards specific groups of customers, which can lead to increased sales.

Marketing Automation Will Become More Important

As marketing automation becomes more important, marketing analysts will need to learn how to use these tools effectively.

Marketing automation allows businesses to automate many of the tasks involved in marketing, such as sending emails, tracking leads, and measuring ROI. By using these tools, marketing analysts can focus on other tasks that are more important to the success of the business.

How to Become a Marketing Analyst

A marketing analyst career path can be very rewarding. It offers the opportunity to work with a variety of different industries and companies, as well as the chance to develop your skills in a number of areas. As a marketing analyst, you’ll need to have a strong understanding of both business and marketing. You’ll also need to be able to think creatively about how to solve problems and come up with new ideas.

To become a successful marketing analyst, it’s important to stay up-to-date on the latest trends and developments in the industry. You should also network with other professionals in the field and attend relevant conferences and workshops.

Related: How to Write a Marketing Analyst Resume

Advancement Prospects

Marketing analysts study past sales data to identify market trends and develop forecasts of future sales. They use this information to help their company make decisions about product development, pricing, and promotion. Many marketing analysts work in the marketing department of large corporations. Some are self-employed consultants.

As marketing analysts gain experience, they may advance to positions with more responsibility, such as marketing research manager or marketing director. Those who are especially creative, innovative, and able to think outside the box may become chief marketing officers. Marketing analysts with strong computer and math skills may move into other data-related positions, such as market intelligence analyst or business intelligence analyst.

Marketing Analyst Job Description Example

At [CompanyX], we’re always looking for ways to better understand and serve our customers. As our marketing analyst, you’ll play a key role in helping us achieve this goal by conducting market research, analyzing customer data, and developing marketing strategies. The ideal candidate will have experience with marketing research methods, data analysis, and statistical software. He or she will be able to effectively communicate findings to the marketing team and make recommendations for marketing campaigns and strategies.

Duties & Responsibilities

  • Understand the organization’s marketing goals and objectives, and develop strategies to support them
  • Conduct market research and analysis to identify trends, opportunities, and threats facing the organization
  • Generate insights from data to inform marketing decisions and optimize campaigns
  • Design and oversee execution of A/B tests to improve conversion rates
  • Monitor and report on key metrics such as website traffic, leads generated, and conversion rates
  • Prepare presentations for internal and external stakeholders
  • Stay up-to-date on latest marketing trends and best practices
  • Collaborate with cross-functional teams to develop and implement marketing plans
  • Support the sales team by providing timely and accurate data
  • Assist in the development of annual marketing budgets
  • Manage relationships with third-party vendors
  • Perform other duties as assigned

Required Skills and Qualifications

  • Bachelor’s degree in marketing, business, economics, or related field
  • 2-4 years of relevant work experience in marketing, market research, or data analysis
  • Proficient in Microsoft Office, with advanced skills in Excel and PowerPoint
  • Experience with statistical software programs, including SPSS, SAS, or R
  • Strong analytical and problem-solving skills
  • Excellent written and verbal communication skills

Preferred Skills and Qualifications

  • Master’s degree in marketing, business, economics, or related field
  • 4-6 years of relevant work experience in marketing, market research, or data analysis
  • Experience with Tableau, SQL, or other data visualization tools
  • Familiarity with web analytics tools, such as Google Analytics
  • Knowledge of HTML, CSS, and other coding languages

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