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Job outlook for marketing analysts in the United States
Marketing analyst job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected marketing analyst job growth rate is 19% from 2018-2028.
About 150,300 new jobs for marketing analysts are projected over the next decade.
Marketing analyst salaries have increased 5% for marketing analysts in the last 5 years.
There are over 144,691 marketing analysts currently employed in the United States.
There are 95,650 active marketing analyst job openings in the US.
The average marketing analyst salary is $59,380.
Are marketing analyst jobs in demand?
Marketing analyst job and salary trends over time
Marketing analyst jobs over time
Marketing analyst job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 144,691 | 0.04% |
| 2020 | 137,303 | 0.04% |
| 2019 | 134,968 | 0.04% |
| 2018 | 126,891 | 0.04% |
| 2017 | 118,545 | 0.04% |
Average marketing analyst salary over time
Marketing analyst salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $59,380 | $28.55 | +3.2% |
| 2025 | $57,557 | $27.67 | +1.1% |
| 2024 | $56,953 | $27.38 | --0.2% |
| 2023 | $57,052 | $27.43 | +1.1% |
| 2022 | $56,448 | $27.14 | +0.7% |
Marketing analyst jobs by state
Most common states for marketing analysts
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 266 | 38% |
| 2 | Delaware | 961,939 | 234 | 24% |
| 3 | Vermont | 623,657 | 148 | 24% |
| 4 | New Hampshire | 1,342,795 | 281 | 21% |
| 5 | Rhode Island | 1,059,639 | 201 | 19% |
| 6 | Minnesota | 5,576,606 | 978 | 18% |
| 7 | North Dakota | 755,393 | 138 | 18% |
| 8 | Wyoming | 579,315 | 107 | 18% |
| 9 | Massachusetts | 6,859,819 | 1,161 | 17% |
| 10 | South Dakota | 869,666 | 147 | 17% |
| 11 | Virginia | 8,470,020 | 1,392 | 16% |
| 12 | Colorado | 5,607,154 | 874 | 16% |
| 13 | Alaska | 739,795 | 119 | 16% |
| 14 | Connecticut | 3,588,184 | 534 | 15% |
| 15 | Nebraska | 1,920,076 | 285 | 15% |
| 16 | Maine | 1,335,907 | 195 | 15% |
| 17 | Maryland | 6,052,177 | 825 | 14% |
| 18 | Utah | 3,101,833 | 443 | 14% |
| 19 | Montana | 1,050,493 | 151 | 14% |
| 20 | Oregon | 4,142,776 | 552 | 13% |
Most common cities for marketing analysts
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Burlington | 2 | 8% | $60,372 |
| 2 | Carol Stream | 2 | 5% | $61,027 |
| 3 | Broomfield | 2 | 3% | $64,809 |
| 4 | Burbank | 2 | 2% | $59,849 |
| 5 | Hartford | 2 | 2% | $67,014 |
| 6 | Boston | 8 | 1% | $60,533 |
| 7 | Atlanta | 6 | 1% | $51,168 |
| 8 | Denver | 6 | 1% | $64,667 |
| 9 | Miami | 6 | 1% | $43,489 |
| 10 | San Francisco | 6 | 1% | $69,854 |
| 11 | Birmingham | 2 | 1% | $48,269 |
| 12 | New York | 9 | 0% | $67,157 |
| 13 | Los Angeles | 7 | 0% | $59,644 |
| 14 | Dallas | 6 | 0% | $56,581 |
| 15 | Chicago | 4 | 0% | $61,091 |
| 16 | Austin | 3 | 0% | $55,365 |
| 17 | Washington | 3 | 0% | $69,674 |
| 18 | Baltimore | 2 | 0% | $61,615 |
| 19 | Houston | 2 | 0% | $54,897 |
Marketing Analyst job outlook: Expert opinions
Our panel of marketing analyst experts
UMass Lowell
University of Louisiana at Monroe
Merrimack College
Susquehanna University
University of Cincinnati Clermont College
University of Washington
University of Southern Maine
Western Kentucky University
John Jay College of Criminal Justice of the City University of New York
University of California, Santa Cruz
Montana State University - Billings
Arizona State University
Ottawa University at Overland Park
Michael Ciuchta Ph.D.
Associate Professor, Program Coordinator, Masters of Science in EntrepreneurshipUMass Lowell
Department of Marketing, Entrepreneurship & Innovation
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Michael Ciuchta Ph.D.: Obviously we are seeing a tremendous increase in AI and other digital technologies. These will become a more crucial skill set for many careers going forward. But I wouldn't downplay the role of what are traditionally seen as soft skills like empathy, communications, and judgment. Not only can these distinguish you from robots but from your human competitors as well.
What will help Marketing Analysts increase their earning potential?
Michael Ciuchta Ph.D.: If all you want is the highest potential starting salary, then you should aim for careers that offer them. But that is a shortsighted way to view things. For example, many careers that have tournament-like pay structures (think entertainment) often have very low starting salaries but the so-called winners enjoy outsized financial gains. If you are thinking about a more traditional career, I think it's important to make sure you are more valuable to your employer than they are to you. This means you have to market yourself, both to your current employer as well as to potential ones. Of course, this approach may not be for everyone and maximizing your salary potential is only one thing you should be considering when assessing job and career opportunities.
What general advice would you give to a Marketing Analyst?
Reshad Osmani PhD: As a new graduate starting your career, I recommend staying curious, being open to learning from others, seeking feedback, building networks, and being proactive in tackling challenges. Keep developing your analytical skills, stay adaptable, and remember that mistakes are opportunities for growth. Learning by doing should be your number one priority.
What will help Marketing Analysts increase their earning potential?
Reshad Osmani PhD: In the next 3-5 years, skills like data analysis, digital literacy, adaptability, emotional intelligence, critical thinking, and problem-solving skills are likely to become even more important across various fields due to the increasing influence of technology, automation, and remote work trends. Additionally, skills related to cybersecurity, artificial intelligence, and sustainability may also gain prominence.
Renee Robinson Ph.D.
Professor of CommunicationWhat Marketing Analyst skills would you recommend for someone trying to advance their career?
Renee Robinson Ph.D.: What skills do you think will become more important and prevalent in the field in the next 3-5 years?
What will help Marketing Analysts increase their earning potential?
Rebecca Bird MAS, BS MT(ASCP): As a new graduate, remember why you decided on this career. Was it because you liked to help people? Then remember your results are improving the quality of life for another person. Is it because you like detective work? Then view each sample as a puzzle to work through. Is it because you want to further your education? Then never stop learning.
What will help Marketing Analysts increase their earning potential?
Marilyn Krogh: Have a strong undergraduate portfolio, do an internship before graduation, and be willing to 'go an extra mile' for your employer.
Chrissy Daeschner OTD, MS, OTR/L
Capstone CoordinatorWhat general advice would you give to a Marketing Analyst?
Chrissy Daeschner OTD, MS, OTR/L: By saying "Yes". Most companies have standard salaries or small scale for adjusting salary. Per Diem jobs, research interventionist, additional weekend on call, adjunct jobs, and other opportunities gives you the ability to increase salary and opportunities.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Chrissy Daeschner OTD, MS, OTR/L: Research skills will be extremely important as the use of evidence-based research in practice and value-based services are imperative. Leadership and entrepreneurship skills will also be important as we promote programming and services in community-based settings.
What general advice would you give to a Marketing Analyst?
Amy Mehaffey: A Marketing Specialist's daily tasks include developing and implementing marketing campaigns, analyzing market trends, and creating content for various platforms. They also coordinate with other departments at any given company to ensure brand consistency and monitor the effectiveness of marketing efforts through data analysis. Oftentimes, a marketing specialist may be the only person at a company who has an understanding of the importance of outreach, communication, marketing, and telling the business's story. Therefore, this person often becomes somewhat of an internal advocate for the purpose of marketing itself and acts as an educator to their peers on various marketing concepts and tactics. Day-to-day duties are highly dependent on the number of marketing people on the team, ranging from ad buying, writing, public relations, content creation, and more. Larger firms may have marketing specialists with specific emphasis areas like email marketing, social media, analytics, etc.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Amy Mehaffey: There is an increasing reliance on digital marketing and data analytics in the field of marketing. Businesses understand the importance of digital technologies, online platforms, and targeted marketing, creating a high demand for skilled professionals in this dynamic and evolving field. Understanding the strategy behind marketing and the connection between data, psychology, and human behavior is crucial. Marketing offers creativity, strategic thinking, and the opportunity to see tangible results from efforts, making it a rewarding career.
What will help Marketing Analysts increase their earning potential?
Amy Mehaffey: People like being a Marketing Specialist because it offers creativity, strategic thinking, and the opportunity to see tangible results from their efforts. It can be fulfilling to help a business grow. However, individuals in this field may dislike the fast-paced environment, tight deadlines, and the constant need to stay updated with rapidly changing marketing trends and technologies. It requires risk-taking, trusting instincts, and a commitment to lifelong learning to succeed in the marketing field.
What general advice would you give to a Marketing Analyst?
Zachary Moore Ph.D., M.B.A.: Marketing is a very diverse field, and salaries can vary considerably depending on the types of jobs young marketers pursue. But generally, taking a bet on oneself by pursuing jobs with a commission-based compensation plan can lead to higher earnings in the long term. In marketing, these positions tend to be in sales. Being willing to take risks and betting on yourself to succeed are important determinants of your career earnings potential.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Zachary Moore Ph.D., M.B.A.: Marketing is a dynamic, rapidly evolving field. It always has been, and it always will be. Marketing tactics are driven by the popular culture of the societies companies serve. This said, aspiring marketers must realize that as things change, they must be willing to adapt their tactics to meet the consumer where they are. However, just as things change, there are enduring truths that shape marketing practice. Consumers want to be valued and heard. By keeping these touchstones in mind and staying up to date with modern trends, marketers can develop long-lasting careers and maintain relevancy as society evolves. My biggest advice is to be a successful marketer, you must do three things: 1. Keep your customers at the heart of what you do. 2. Meet your customers where they are. 3. Create value for your customers, company, and self. If a marketer can accomplish these three things, they can develop a career that will withstand the forces of change.
What will help Marketing Analysts increase their earning potential?
Zachary Moore Ph.D., M.B.A.: Over the next few years, Artificial Intelligence (AI) will continue to evolve and become more important in marketing practice. Learning to work with AI will be a very important skill for marketers. AI skills are broad and encompass many different uses of the technology. While there are some skills that are specific to certain facets of the marketing industry, all aspiring marketers should be familiar with AI tools for content creation (written, graphic, and audio/video), data visualization, text scraping, and marketing research. While AI will certainly shape the marketing field in the coming years, marketers must still be excellent storytellers and communicators. Marketers who can tell compelling stories to various stakeholder groups using traditional tools with the assistance of artificial intelligence will have a potent skill set that will allow them to succeed in their endeavors.
What general advice would you give to a Marketing Analyst?
Melissa Zimdars: To remember that you're going to learn a lot on the job and that failure is part of the learning process. It's okay to ask questions and to not know things, but you must be willing to take feedback, adjust, and grow.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Melissa Zimdars: - The ability to communicate effectively is an evergreen skill that only seems to be getting more important as the number of ways we communicate with each other, our supervisors, and with clients or outside stakeholders keeps expanding. - The ability to adapt to and learn how to navigate new technologies and platforms.
What general advice would you give to a Marketing Analyst?
Dr. Hualu Zheng PhD: Be data-driven – be able to draw conclusions based on meaningful data analysis is key to the success of a marketing leader. Continuously honing your skills in collecting, visualizing, and analyzing marketing data will pave the way for better knowledge of your company, the competition, and the industry. Be curious and stay updated – marketing is dynamic; it demands the professionals to continue to learn the new trends, news, policy changes, and technology innovations, to keep up with the evolvements and remain competitive. Network – build and expand your connections with other professionals in the field – Stay open-minded; people from other categories can offer invaluable insights that can be inspiring. These connections not only provide fresh perspectives but also open doors to potential future opportunities.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Dr. Hualu Zheng PhD: Given the importance of data-driven decision making in the field of marketing, mastering data analysis is critical for the success of young marketing professionals. Additionally, the ability to utilize AI tools for analyzing market trends and data is equally essential.
What will help Marketing Analysts increase their earning potential?
Dr. Hualu Zheng PhD: Invest in Your Skills: Continuously investing in acquiring new skills and qualifications is critical. It can be especially beneficial to pursue sequential qualifications in one specialty, such as digital marketing or marketing analytics. For example, if a young professional is interested in the field of digital marketing, diving into the details of this sub-field and enhancing as many relevant skills as possible will significantly enhance the professional's competitiveness, their value to the organization, and therefore their salary potential. This might involve learning various facets like content creation, PR, digital posting, social media scheduling, graphic design, and digital analytics, etc.
Fawen Zhang PhD
Professor of AudiologyUniversity of Cincinnati Clermont College
Communication Disorders Sciences And Services
What will help Marketing Analysts increase their earning potential?
Fawen Zhang PhD: This is perfect! Thank you so much. We will be sure to feature your response in the article and send a draft over for your review before we promote it.
What general advice would you give to a Marketing Analyst?
Victor Menaldo: Learn, learn and learn some more. Adopt a growth mindset where you never stop learning. Gain economic literacy and financial literacy and historical literacy and statistical literacy. This will allow you to complement AI: ask it good questions, contextualize and evaluate its answers, and ask good follow up questions.
What will help Marketing Analysts increase their earning potential?
Victor Menaldo: Develop oral communication skills that allow you to speak in an articulate manner and organize your thoughts to signal your competence, knowledge, work ethic, and willingness to keep learning and improving.
What general advice would you give to a Marketing Analyst?
Dr. Travis Simkins: Likes: Creativity, Analytical and Quantitative Aspects, Variety, Impact, Collaboration. Dislikes: Pressure and Deadlines, Uncertainty, Measurement and Accountability, Constant Change
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Dr. Travis Simkins: There are a lot of great reasons to enter the field of marketing now. The demand for digital marketing skills is high, marketing blends creativity and strategy, marketing is about building relationships and understanding consumers, marketing is dynamic and constantly evolving.
What will help Marketing Analysts increase their earning potential?
Dr. Travis Simkins: Here are some activities that a marketing specialist might engage in on a day-to-day basis: Market Research, Campaign Planning and Execution, Content Creation, Digital Marketing, Brand Management, Relationship Building, Analytics and Reporting, Project Management, Continuous Learning
Tove Rasmussen
LecturerUniversity of Southern Maine
Specialized Sales, Merchandising And Marketing Operations
What general advice would you give to a Marketing Analyst?
Tove Rasmussen: Tove Rasmussen advises graduates beginning their career in the field to...
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Tove Rasmussen: Tove Rasmussen believes that the skills that will become more important and prevalent in the field in the next 3-5 years are...
What general advice would you give to a Marketing Analyst?
Timothy Rich PhD: Social science research skills, including research design and quantitative analysis, have broad applications (e.g. local government, think tanks, campaigns, non-profits, business) and students need to be comfortable with data. Writing skills aren't being replaced by ChatGPT, and students need to learn how to write for different audiences and not just for the typical final paper. That means being able to explain complex events or data and synthesize information to someone who has little knowledge about the topic. Students tend to distrust group projects, but learning to work in groups is also a transferable skill and an important one even if working remotely.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Timothy Rich PhD: Think about the types of jobs that interest you and the skills necessary for those jobs early. So many students start thinking about post-graduation life spring their senior year, when it should be an incremental process much earlier. Another pieces of advice would be to talk to faculty and alum about your interests, find internship or research opportunities when possible, and try to figure out early your strengths and weaknesses. It's easy for students, especially high performing ones, to not fully consider what their weaknesses are. I encourage students to jot down what they see as their skills too and to share them with others. It helps them to identify what's a common skill versus something that might make them stick out.
What will help Marketing Analysts increase their earning potential?
Timothy Rich PhD: In social science fields, many of the highest paid jobs straight out are government related or data analysis related. Without developing research, writing, and in some cases foreign language skills, this will be a limitation. Depending on the desired job, a graduate degree may be required and students should be maximizing their exposure to graduate-style experiences as undergrads to not only get into prestigious law schools, master's programs, etc., but to take advantage of the internship and research opportunities that first year entrants are rarely equipped to handle.
Professor Shonna Trinch Ph.D.
ProfessorJohn Jay College of Criminal Justice of the City University of New York
Ethnic, Cultural Minority, Gender, And Group Studies
What general advice would you give to a Marketing Analyst?
Professor Shonna Trinch Ph.D.: Being able to negotiate a salary is also a skill that students need to learn and one that is rarely taught in college. Students need to be able to ask for more than they are offered, but also take jobs at entry levels, prove themselves and then ask for an increase in pay six months into the job after they have shown that they are doing the work and achieving their goals.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Professor Shonna Trinch Ph.D.: Analysis and critical thinking, writing and making strong arguments are indispensable job market skills. Concepts such as 'ethnicity,' 'gender' and 'minority' are constructed in social and historical spaces and times, and students with college degrees can help de-naturalize these categories to make others understand how policy, programming and marketing might not be achieving their stated goals.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Stephanie Lain Ph.D.: I would advise graduates to be open to considering jobs in lots of different fields. The skills acquired through their major- such as problem-solving, critical thinking, and writing- are ones that transfer well to a variety of situations.
What will help Marketing Analysts increase their earning potential?
Stephanie Lain Ph.D.: The most important skills in my view are flexibility in thinking- the ability to apply knowledge to new situations- and the so-called "soft skills", being able to work with people face-to-face. This is a skill that has somewhat been lost with the advent of Zoom and rise of AI technologies but it is very important in building human connection.
What general advice would you give to a Marketing Analyst?
Dr. Sarah Keller: Visualize your dream job, search online to find examples of organizations and positions doing what you want to do, find the individuals doing those jobs and schedule an informational interview with them. Find out how they got there, what steps they followed.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Dr. Sarah Keller: Be curious, be eager, hard working, and be kind. Build relationships with everyone in your network, not just those who you think will be useful to you. You never know how a relationship will benefit you down the line.
What will help Marketing Analysts increase their earning potential?
Dr. Sarah Keller: Digital strategies of persuasion; finding out what works to build engagement and action online; research evaluating social media strategies.
What general advice would you give to a Marketing Analyst?
Ms. Katie Malles: The author is Katie Malles, marketing career consultant at the W. P. Carey Career Services Center.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Ms. Katie Malles: The author is Katie Malles, marketing career consultant at the W. P. Carey Career Services Center.
What will help Marketing Analysts increase their earning potential?
Ms. Katie Malles: The author is Katie Malles, marketing career consultant at the W. P. Carey Career Services Center.
What general advice would you give to a Marketing Analyst?
Russ McCullough PhD: Business Economics is a degree that can open many doors for careers. You can feel confident applying to positions that are open to many business degrees because economics gives you a quantitative edge over many other degrees. Therefore, I recommend that you create a vision of the type of job you see yourself at in 10 years and apply to positions now that help you build the skill set to get there. For example, if you are a good communicator, look for some more sales oriented positions. If you are more of a number cruncher, then look for more analyst oriented positions. Smaller companies will likely have more cross-training experiences available while large corporations will likely focus your skills in on a particular area.
What Marketing Analyst skills would you recommend for someone trying to advance their career?
Russ McCullough PhD: Critical thinking about data and telling a good story will be valuable skills in the near future as AI continues to evolve. The more you can bring innovative solutions to your company, the more valuable you will become. Chat GPT and other AI solutions will allow you to assemble information quickly, but you will need to fill in the important details that make it unique to a company.