Those who work in Marketing Analytics are, at heart, data and analytics specialists with a broad range of technical and commercial skills that can add massive value to their employers. They are responsible for pulling data, analysing and evaluating it, then generating actionable insight that can then be used to drive growth, revenue and optimisations.

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Strong communication skills are heavily sought after in this profession, in order for findings to pass from analysts to less technically skilled people within the wider team in an effective and easily digestible way.

Marketing Analysts may have broad remits across the entire marketing function or sometimes specialise in specific channels. Some of the channels Marketing Analysts often specialise in include: Search Engine Optimisation (SEO), Paid Search/Acquisition (PPC), Paid and Organic Social Media, Content, CRM and Email Marketing. As such, it is pivotal that these candidates have at least a basic understanding of the inner-workings of marketing channels, and at best, hands-on experience in implementing campaigns.

Outside of marketing channel analytics, other areas of focus include; building, refining and automating reporting systems, identifying opportunities to improve existing processes, web and app analytics, tag management, attribution and marketing measurement, online-to-offline integration, data warehousing, visualisation, reporting automation, and ad hoc analysis to suit business requirements.

Tools and software’s used by Marketing Analysts vary depending on their specialisation, but will be made up of: Google Ads, Bing Ads, Facebook Ads, Google Analytics and Google Tag Manager, SQL, Excel, VBA, Supermetrics, Power BI, Data Grabber, Tealium, OpenTag, Signal, BigQuery, Adalyser, TVSquared, Tableau, Datorama, and Birst.

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