Marketing Analyst Job Description: Top Duties and Qualifications

A Marketing Analyst, or Marketing Data Analyst, is responsible for collecting and interpreting research about a company’s consumers and their buying habits. Their duties include identifying target audiences, gathering web analytics and preparing scenarios about the potential success of a marketing campaign and its impact on sales.

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Marketing Analyst Duties and Responsibilities

A Marketing Analyst conducts market research, which boils down to a lot of responsibilities—some large and some small. For example,Marketing Analyst rarely work alone. They’re usually part of a team, which means conducting research independently but sharing their findings with a whole team, which will include project managers, marketing managers, creative directors and even executives. This means a Marketing Analyst is partly responsible for ensuring a company makes wise marketing decisions. Other duties and responsibilities include:

  • Knowing why some marketing campaigns work and some don’t
  • Making marketing recommendations based on the data you’ve collected
  • Explaining why a certain marketing decision is best from a financial standpoint
  • Understanding consumer behavior
  • Tracking and forecasting market trends

What Does a Marketing Analyst Do?

Marketing Analysts can work at marketing agencies or marketing departments at large companies to conduct market research and identify significant patterns in the data. They use their research to identify opportunities for growth, branding and client acquisition. Marketing Analysts track different kinds of data to influence their reports, including advertising costs, sales, time spent on company web pages, abandoned shopping carts on e-commerce sites, social media shares and more. Marketing Analysts identify core sales funnels and point out inefficiencies where the company could potentially achieve more conversions. They research marketing tools and make suggestions about which systems best support operations.

Marketing Analyst Skills and Qualifications

Marketing Analysts need a vast amount of marketing knowledge since they must know not only how to launch a campaign but why and how that campaign will succeed. Arguably the most important skill, though, is the ability to analyze data. Other important skills and qualifications include:

  • Analytic skills
  • Teamwork skills
  • Communication skills
  • Budgeting skills
  • Consumer research skills
  • Problem-solving and decision-making skills
  • Data visualization skills

Marketing Analyst Salary Expectations

The average salary for a Marketing Analyst is $59,729 per year. Pay varies greatly depending on factors like the candidate’s prior experience level and the responsibilities you expect of them. 

The pay is even higher for a Senior Marketing Analyst. The average salary for a Senior Marketing Analyst is $83,150 per year.

Marketing Analyst Education and Training Requirements

Most Marketing Analyst jobs require a bachelor’s degree in marketing or a related field. You may consider candidates who have a mix of university hours and real-world experience. Most marketing analysts do not receive on-the-job training; rather, they develop the skills they need through formal education and internships.

Marketing Analyst Experience Requirements

Marketing Analysts can start as entry-level workers getting their first jobs out of college. However, you’re likely to come across applicants from similar positions, like Marketing Assistants. Marketing Analysts need experience with the different types of marketing campaigns a company can perform, such as pay-per-click marketing and cause marketing. This knowledge enables Analysts to recommend the most effective marketing techniques to use.

Job Description Samples for Similar Positions

Marketing Analysts are responsible for an important but small part of a business’s overall marketing plan. So, if you’re not finding what you’re looking for here, don’t stop your search. Continue with our other description and samples to ensure every requirement you want to include is covered in your job posting:

Frequently asked questions about Marketing Analysts

 

What is the difference between a Marketing Analyst and a Business Analyst?

Marketing Analysts and Business Analysts both work closely with large sets of data, but they analyze different kinds of metrics. Marketing Analysts specifically analyze data with the purpose of developing a strong suite of marketing tools and strategies. Marketing Analysts tend to work more closely with the marketing team while Business Analysts may interact with company leadership and stakeholders to help them make large-scale strategic decisions about overall business operations. Marketing Analysts focus their research on consumer interactions, while Business Analysts may work with data related to IT, logistics and finance in addition to sales information.

 

What are the daily duties of a Marketing Analyst?

Marketing Analysts conduct their work in an office environment and spend most of their time researching, preparing and presenting reports about marketing opportunities. They are responsible for monitoring how the marketing department spends the budget and paying attention to how spending impacts their metrics, so they communicate regularly with other marketing and sales staff about their projects. They analyze information from email campaigns, advertisements and social media posts and predict how strategic changes could influence audience engagement. Marketing Analysts transform their data into visual charts and graphs to make compelling presentations to their leadership team about their findings.

 

What are the qualities of a good Marketing Analyst?

Good Marketing Analysts must have extensive expertise in the elements of digital marketing, including what key performance indicators to track and how to use common digital marketing analytics tools. They should understand basic math and statistics to better identify trends in their work. Successful Marketing Analysts are clear communicators who can explain complex cause and effect relationships and identify the impact of different creative marketing elements on a campaign’s success. They are consistent in their behavior and stick to their goals, enabling them to get results from long-term market research projects and wait for a clear outcome when performing tests.

 

What should you look for on a Marketing Analyst's resume?

When reviewing resumes for a Marketing Analyst position, look for evidence of hard data in their experience section. Strong candidates will clearly list how their analysis impacted a past employer’s KPIs, even if they had a different type of role. This includes referencing success rates, the volume of data they worked with and any significant sales increases. Their resume should also indicate a clear command of written communication with a strong objective statement and clear, grammatically correct bullet points describing their relevant experience.

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