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Marketing analyst skills for your resume and career

Q: What are focus groups in marketing?

A focus group is a form of qualitative research where a group of people discusses specific topics, usually related to a product or service, to gain insight into consumer behavior and opinions.

Q: What is growth marketing?

Growth marketing is a strategy focusing on a company's rapid growth through innovation, data, and some cost-effective methods. The main objective of growth marketing is to determine strategies that can encourage scalable growth and sustain that growth over a long period.

Q: What is performance marketing?

Performance marketing is a form of online marketing in which advertisers pay for interactions with specific content, such as customer leads, clicks, sales, or downloads. The main goal of performance marketing is to drive gaugable results that positively impact an organization's overall sales and profit.

Q: What is product marketing?

Product marketing is a sub-field of marketing that focuses on promoting a specific product or line of products. Product marketing differs from brand marketing, which focuses on promoting a brand as a whole.

Q: Why is a marketing plan important?

A marketing plan is important because it can help you identify your target market and how your product or service can benefit. An effective marketing plan should have a clear direction and focus outline on how a company should approach its marketing efforts.

Updated January 8, 2025

6 min read

Quoted experts

Lauren Easom M.Ed, GCDF,

Dr. Alexander Rose

Below we've compiled a list of the most critical marketing analyst skills. We ranked the top skills for marketing analysts based on the percentage of resumes they appeared on. For example, 7.9% of marketing analyst resumes contained digital marketing as a skill. Continue reading to find out what skills a marketing analyst needs to be successful in the workplace.

15 marketing analyst skills for your resume and career

1. Digital Marketing

Here's how marketing analysts use digital marketing:

Build digital marketing strategy for user acquisition funnel for conversions to maximize results on brand collaborations.
Applied digital marketing and differentiation strategies while taking into consideration their strict budget.

2. SQL

Here's how marketing analysts use sql:

Utilized SQL to analyze retail sales and optimize retail category selection based on geographical location.
Develop customer segmentation and classification based on different market characteristics using Access & SQL.

3. Google Analytics

Here's how marketing analysts use google analytics:

Used Google Analytics to measure the effectiveness of online marketing to maximize market penetration and product/service branding.
Provided strategic recommendations on content strategy and website performance using Google Analytics.

4. Marketing Campaigns

Here's how marketing analysts use marketing campaigns:

Work closely with Distributors and Representatives in Latin America to conduct marketing strategies to increase sales and outweigh competitors marketing campaigns.
Analyzed marketing campaigns and prepared extensive reporting and PowerPoint presentations to update the leadership team on the performance of marketing initiatives.

5. PowerPoint

Here's how marketing analysts use powerpoint:

Worked in Risk Management utilizing Microsoft Project and PowerPoint for various projects.
Assisted in preparing PowerPoint presentations for C-level executives for quarterly board meeting.

6. CRM

CRM stands for Customer relationship management and it is a complete process through which a business or organization monitors and administers its interactions with the customers. A process in which large amounts of data are collected through marketing via a company's website, polls, surveys, and other social media applications. The basic goal of CRM is to target the right audience for their product, and then fulfill their needs, to increase the sales and revenue of the company.

Here's how marketing analysts use crm:

Developed targeted offers using an internal CRM system to specifically market to customers with a higher propensity to purchase specific products.
Conducted 6-month CRM review of female BMW owners delivering comprehensive results and recommendations to successfully targeting by gender.

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7. Analyze Data

Analyze data or data analysis refers to the practice of studying, organizing, and transforming data to make it more useful. It also includes the cleansing of non-useful information which helps in better decision making regarding any particular matter. Analyze data is a practice that is used widely in the field of business, social sciences, and science.

Here's how marketing analysts use analyze data:

Created detailed reports to enable personnel at multiple locations to analyze data and efficiently configure territories within the Sales organization.
Gathered and obtained information to effectively analyze data and identify credits with significant issues/deterioration that required re-underwriting.

8. Visualization

Here's how marketing analysts use visualization:

Designed and developed dynamic and interactive data visualization dashboards using various data sources via Tableau.
Led a Tableau proof-of-concept initiative which resulted in Foundation-wide data visualization adoption.

9. Data Analysis

Here's how marketing analysts use data analysis:

Worked on data analysis and data quality; collaborated with marketing and production leadership to develop growth objectives for campaigns.
Compiled, and presented Customer Relationship Management findings from data analysis I completed with Helpful Hardware Club preferred member database.

10. Project Management

Here's how marketing analysts use project management:

Uploaded data into product and project management databases and ensured completion of specific tasks before entering following phases.
Created a Google Drive calendar and project management tool to keep all Partner items organized and communicated accurately.

11. Power Bi

Here's how marketing analysts use power bi:

Visualize trends on interactive dashboards using Power BI and Data Studio along with compiling written highlights.

12. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how marketing analysts use market research:

Provided secondary market research and quantitative/qualitative analysis.
Conducted market research and provide management with traffic reports specifying competitors marketing tactics, and analyzed effectiveness of different marketing tools.

13. Salesforce

Salesforce is an American cloud-based software company based in San Francisco, California. This company provides customer relationship management services that enable the customers to be closer to the company. It gives the company detailed information about each customer, including marketing, sales, commerce, and services. Salesforce also helps market a product to attract more buyers, and helps win more customers by targeting the right audience.

Here's how marketing analysts use salesforce:

Transitioned company to SilverPop to ease corporate integration to SalesForce.
Investigated questionable sales leads within SalesForce.com.

14. B Testing

Here's how marketing analysts use b testing:

Defined parameters for A/B Testing within email marketing to boost open, click-through & conversion rates across the board.
Performed A/B testing to determine the most effective email subject lines, HTML content, and call to actions.

15. Marketing Analytics

Here's how marketing analysts use marketing analytics:

Utilize the marketing analytics tool to develop recommendations for lotteries to increase sales and overall profitability.
Implemented company's first live reporting and documentation system for marketing analytics.

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What skills help Marketing Analysts find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on marketing analyst resumes?

Lauren Easom M.Ed, GCDF

Director, Georgia College

Two skills that employers are always looking for on a resume is an individual's ability to problem solve and work well in a team.

What type of skills will young marketing analysts need?

Dr. Alexander Rose

Assistant Professor of Marketing, Idaho State University

The pandemic is accelerating the general trend of digitalization. By far our most in-demand graduates are those with social media and digital marketing knowledge. Remote work, e-commerce, and internet-enabled services will be growth areas during the recovery from the pandemic's recession.

What soft skills should all marketing analysts possess?

Stephanie Mangus Ph.D.

Sales Faculty and Coach, Center for Professional Selling, Assistant Professor of Marketing, Baylor University

Strong written and verbal communication skills aid employees in serving both constituents inside and outside the organization. Assessing when action is needed, planning a response, and having a positive attitude go a long way in developing a professional reputation.

What hard/technical skills are most important for marketing analysts?

Stephanie Mangus Ph.D.

Sales Faculty and Coach, Center for Professional Selling, Assistant Professor of Marketing, Baylor University

In any business role, employees that can analyze data and craft strategy are really important. In a coordinator role, those skills may not be as necessary but will certainly make them stand out and gain attention for additional roles and responsibilities.

What marketing analyst skills would you recommend for someone trying to advance their career?

Thomas Campbell Ph.D.

Vice Chair, Associate Professor (Playwriting/Dramaturgy), University of Wisconsin - Green Bay

If a graduate needs to take a gap year, what skills would you recommend to enhance, and how should they go about doing it? - Again, I think this depends on your area of expertise; the industry is always evolving and growing, and you need to be evolving and growing with it. So if you're taking a gap year, try to stay involved or engaged in some way. Ideally, you'd be involved in the production and exercising your skills. Still, if that can't happen, you can stay engaged in other ways - help do props for your local community theatre or even volunteer as an usher. If nothing else, you should always be reading about what's happening in the field. Not just Broadway either - what plays and what work is being done in regional cities. Get your hands on and read the new plays coming out, watch the videos released (full productions, interviews, promotional and dramaturgical videos, too), and read the available reviews. Keep your head in the game, even if you're unable to work the way you want to be doing.

What technical skills for a marketing analyst stand out to employers?

Dave Baer

Associate Professor, Lynn University

That all depends on the available position. For animation, they want someone with a strong understanding of how to bring an inanimate object to life and how to apply the twelve principles of animation. For VFX, an understanding of physics, how things work, and they would fall apart. And for games, one must know the game engine a company is using. They should have a set of well-rounded skills in the foundations of modeling, texturing, lighting, and effects. And they should be familiar with and be able to adapt to a company's style.

Do you want to know more?

List of marketing analyst skills to add to your resume

The most important skills for a marketing analyst resume and required skills for a marketing analyst to have include:

Digital Marketing
SQL
Google Analytics
Marketing Campaigns
PowerPoint
CRM
Analyze Data
Visualization
Data Analysis
Project Management
Power Bi
Market Research
Salesforce
B Testing
Marketing Analytics
A/B
Email Marketing

KPIs
Customer Service
Strong Analytical
Conversion Rates
SEO
ROI
SAS
Facebook
Email Campaigns
Pivot Tables
Campaign Performance
Market Trends
Statistical Analysis
Financial Analysis
SEM
Twitter
Channel Marketing

Google Adwords
Business Development
Campaign Results
HTML
Sales Data
Linkedin
Competitive Analysis
Funnels
Customer Segmentation
R
SPSS
Develop Insights
Product Development
Search Engine
PPC

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Marketing Analyst skills FAQs

What are focus groups in marketing?

What is growth marketing?

What is performance marketing?

What is product marketing?

Why is a marketing plan important?

Have more questions? See all answers to common business and financial questions.

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Updated January 8, 2025

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