What does a marketing analyst do?
A marketing analyst specializes in researching market conditions to develop strategies to boost sales and revenues. They are primarily responsible for analyzing competition and trends, identifying the organization's strengths and weaknesses, and determining potential opportunities. There may also be instances where they must train and lead staff, set goals and budgets, and produce presentations and reports. Furthermore, as a marketing analyst, they must share their expertise for the company's benefit while adhering to its vision and mission.
Marketing analyst responsibilities
Here are examples of responsibilities from real marketing analyst resumes:
- Train users; manage change requests/defects, UAT, and provide post production support.
- Manage and guide online and offline marketing campaign set-up and A/B testing process to drive campaign success and increase revenue.
- Serve in a consultative role to clients working with their webmasters to discuss the use of HTML to achieve total compliance.
- Manage company PPC accounts for a variety of divisions including keyword research and analysis, bid adjustment, and ad testing.
- Investigate questionable sales leads within SalesForce.com.
- Manage multiple SQL databases and deliver data analysis and business reports.
- Utilize telemarketing, direct mail & email campaigns, trade shows, events, webinars, and landing pages.
- Develop SAS solution to measure and report acquisition campaign performance using statistical tests of proportions.
- Use customer-centric data analysis, data visualization, segmentation and predictive modeling methods to find opportunities and drive decision-making.
- Leverage knowledge of products, marketing, and current trends to customize selling solutions to unique requirements.
- Secure key speakers, leverage extensive network of vendor relationships, and negotiate terms for major events.
- Market Lilly products via alternative delivery channels, including online conversations, webcasts, and web page development.
- Provide weekly analysis and recommendations to Redcats brand BrylaneHome base on behavior patterns of subscriber segments and a/b test results.
- Create customer satisfaction surveys using Qualtrics.
- Utilize Qualtrics to access statistical variables.
Marketing analyst skills and personality traits
We calculated that 8% of Marketing Analysts are proficient in Digital Marketing, SQL, and Google Analytics. They’re also known for soft skills such as Analytical skills, Communication skills, and Detail oriented.
We break down the percentage of Marketing Analysts that have these skills listed on their resume here:
- Digital Marketing, 8%
Build digital marketing strategy for user acquisition funnel for conversions to maximize results on brand collaborations.
- SQL, 5%
Utilized SQL to analyze retail sales and optimize retail category selection based on geographical location.
- Google Analytics, 5%
Used Google Analytics to measure the effectiveness of online marketing to maximize market penetration and product/service branding.
- Marketing Campaigns, 5%
Work closely with Distributors and Representatives in Latin America to conduct marketing strategies to increase sales and outweigh competitors marketing campaigns.
- PowerPoint, 4%
Worked in Risk Management utilizing Microsoft Project and PowerPoint for various projects.
- CRM, 4%
Developed targeted offers using an internal CRM system to specifically market to customers with a higher propensity to purchase specific products.
Common skills that a marketing analyst uses to do their job include "digital marketing," "sql," and "google analytics." You can find details on the most important marketing analyst responsibilities below.
Analytical skills. To carry out their duties, the most important skill for a marketing analyst to have is analytical skills. Their role and responsibilities require that "market research analysts must evaluate large amounts of data and information related to market conditions." Marketing analysts often use analytical skills in their day-to-day job, as shown by this real resume: "developed and analyzed a/b testing plans, implementing best practices to improve email metrics. "
Communication skills. Another soft skill that's essential for fulfilling marketing analyst duties is communication skills. The role rewards competence in this skill because "market research analysts must be able to clearly convey information when gathering material, interpreting data, and presenting results to clients." According to a marketing analyst resume, here's how marketing analysts can utilize communication skills in their job responsibilities: "managed vendor communication: paypal integration marketing strategy, direct marketing (loyalty and crm). "
Detail oriented. This is an important skill for marketing analysts to perform their duties. For an example of how marketing analyst responsibilities depend on this skill, consider that "market research analysts must pay attention to minutiae to evaluate data." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a marketing analyst: "manipulated pivot tables to create detailed presentations targeting thousands of companies. ".
The three companies that hire the most marketing analysts are:
- Meta64 marketing analysts jobs
- Uline56 marketing analysts jobs
- Ryder System47 marketing analysts jobs
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Compare different marketing analysts
Marketing analyst vs. Marketing communications coordinator
Marketing communications coordinators play an administrative role in supporting the communications department in the execution and monitoring of communications strategies. The coordinators establish public relations and marketing materials and implement advertising and marketing campaigns. They plan and organize promotional presentations and update calendars. Among the necessary skills for this job are interpersonal skills, computer skills, communication skills, and marketing techniques. They should also have a degree in communications or marketing.
These skill sets are where the common ground ends though. The responsibilities of a marketing analyst are more likely to require skills like "sql," "analyze data," "visualization," and "data analysis." On the other hand, a job as a marketing communications coordinator requires skills like "graphic design," "proofreading," "instagram," and "adobe creative suite." As you can see, what employees do in each career varies considerably.
Marketing communications coordinators tend to make the most money working in the manufacturing industry, where they earn an average salary of $58,199. In contrast, marketing analysts make the biggest average salary, $73,807, in the finance industry.On average, marketing communications coordinators reach lower levels of education than marketing analysts. Marketing communications coordinators are 6.4% less likely to earn a Master's Degree and 0.3% less likely to graduate with a Doctoral Degree.Marketing analyst vs. Marketing research internship
A marketing research intern assists a company with its marketing and advertising efforts. They are responsible for collecting data on consumers and competitors, consolidating information into an actionable report, designing the data collection methods to find out customer preferences, managing a company's social media accounts, writing content for marketing material, and offer administrative support to members of the marketing team through tasks like drafting memos.
Each career also uses different skills, according to real marketing analyst resumes. While marketing analyst responsibilities can utilize skills like "digital marketing," "marketing campaigns," "crm," and "visualization," marketing research interns use skills like "instagram," "research projects," "indesign," and "research data."
In general, marketing research interns achieve similar levels of education than marketing analysts. They're 3.8% less likely to obtain a Master's Degree while being 0.3% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for marketing analysts in the next 3-5 years?
Linda Goulet
Interim Associate Dean/Department Chair, Marketing, Davenport University
Marketing analyst vs. Marketing & events coordinator
A marketing and events coordinator is responsible for planning, producing, and supervising the execution of communications and marketing plan activities such as promotions, collateral materials, and media. You are expected to create materials to deliver the company's messages to the media and the public. You will perform other tasks that may include overseeing and coordinating conferences, seminars, and meetings, planning the communications calendar to ensure the program is executed on time, and participating in budget management and development. You are also expected to ensure information accuracy through proofreading.
The required skills of the two careers differ considerably. For example, marketing analysts are more likely to have skills like "digital marketing," "sql," "crm," and "analyze data." But a marketing & events coordinator is more likely to have skills like "event planning," "event coordination," "event logistics," and "event management."
Marketing & events coordinators earn the highest salary when working in the start-up industry, where they receive an average salary of $45,389. Comparatively, marketing analysts have the highest earning potential in the finance industry, with an average salary of $73,807.marketing & events coordinators typically earn lower educational levels compared to marketing analysts. Specifically, they're 10.0% less likely to graduate with a Master's Degree, and 0.3% less likely to earn a Doctoral Degree.Marketing analyst vs. Marketing communications specialist
A marketing communications specialist is an individual who is responsible for creating all the marketing materials that are distributed to customers to increase brand awareness for the company's products or services. To create these materials, marketing communications specialists must collaborate with graphic design teams. They are required to track their marketing performance so that they can identify ways to improve their marketing strategies. Marketing communications specialists must also set up interviews and press conferences as part of their marketing campaign.
Even though a few skill sets overlap between marketing analysts and marketing communications specialists, there are some differences that are important to note. For one, a marketing analyst might have more use for skills like "sql," "analyze data," "visualization," and "data analysis." Meanwhile, some responsibilities of marketing communications specialists require skills like "graphic design," "web content," "marketing collateral," and "content management. "
Marketing communications specialists enjoy the best pay in the technology industry, with an average salary of $70,324. For comparison, marketing analysts earn the highest salary in the finance industry.The average resume of marketing communications specialists showed that they earn lower levels of education compared to marketing analysts. So much so that theyacirc;euro;trade;re 5.5% less likely to earn a Master's Degree and less likely to earn a Doctoral Degree by 0.2%.Types of marketing analyst
Updated January 8, 2025
