The job of a Marketing Analyst provides an insight into the marketing campaigns that a company undertakes and helps make recommendations for the strategy moving forward. Looking at all of the marketing events that are triggered by the activity, it uses data to build a picture of its effectiveness. Since the boom in digital marketing, data has become core to the decisions made by marketing strategists and the demand for analysis and insight has grown significantly.
The role is quite technical, with experience in SQL normally advantageous. Those within this role will be keen to use the latest software to analyse the data and overlap with marketing objectives to make recommendations. Having access to these is key for these employees and they will likely move elsewhere to work on the latest IT and software packages. Other reasons for moving include the desire to work on larger campaigns, across different sectors, move agency or client side, or as their recommendations begin to add commercial value, negotiate a remuneration package that reflects their impact. A good Marketing Analyst may move onto becoming a data scientist and lead a team of analysts as manager.