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Become A Marketing Analytics Manager

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Working As A Marketing Analytics Manager

  • Communicating with Supervisors, Peers, or Subordinates
  • Establishing and Maintaining Interpersonal Relationships
  • Interacting With Computers
  • Organizing, Planning, and Prioritizing Work
  • Making Decisions and Solving Problems
  • Mostly Sitting

  • Stressful

  • $109,419

    Average Salary

What Does A Marketing Analytics Manager Do

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers of a firm
  • Meet with clients to provide marketing or technical advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs. 

Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.

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How To Become A Marketing Analytics Manager

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for digital advertisements and promotions. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotional, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. 

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

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Marketing Analytics Manager Jobs

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Average Length of Employment
Marketing Manager 2.9 years
Analytical Manager 2.4 years
Marketing Lead 2.3 years
Head Of Marketing 2.3 years
Top Employers Before
Consultant 7.9%
Manager 4.0%
Analyst 3.5%
Internship 3.1%
Top Employers After
Manager 4.1%
Lecturer 2.8%
Director 2.8%

Do you work as a Marketing Analytics Manager?

Marketing Analytics Manager Demographics

Gender

Male

58.0%

Female

37.8%

Unknown

4.2%
Ethnicity

White

50.5%

Asian

21.8%

Hispanic or Latino

13.3%

Black or African American

9.4%

Unknown

5.0%
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Languages Spoken

Spanish

43.5%

Chinese

8.7%

Italian

8.7%

Russian

4.3%

Portuguese

4.3%

Vietnamese

4.3%

German

4.3%

Albanian

4.3%

Cantonese

4.3%

Japanese

4.3%

Greek

4.3%

Mandarin

4.3%
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Marketing Analytics Manager Education

Schools

Texas A&M University

9.5%

Northwestern University

6.8%

University of Florida

5.4%

New York University

5.4%

California State University - Fullerton

5.4%

DePaul University

5.4%

University of Cincinnati

5.4%

Purdue University

5.4%

University of Texas at Austin

5.4%

University of Delaware

5.4%

University of Connecticut

4.1%

San Jose State University

4.1%

University of Rochester

4.1%

Ashworth College

4.1%

University of Chicago

4.1%

University of Illinois at Chicago

4.1%

Georgia State University

4.1%

University of Texas at Dallas

4.1%

University of Phoenix

4.1%

University of Iowa

4.1%
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Majors

Business

26.8%

Marketing

17.4%

Finance

8.3%

Statistics

6.4%

Economics

6.4%

Management

5.3%

Chemistry

4.2%

Computer Science

3.0%

Communication

3.0%

Computer Information Systems

3.0%

Management Science

2.6%

Mathematics

2.6%

Management Information Systems

1.9%

Accounting

1.9%

Psychology

1.5%

Information Technology

1.5%

Industrial Engineering

1.5%

Operations Research

1.1%

International Business

0.8%

Political Science

0.8%
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Degrees

Masters

53.9%

Bachelors

31.7%

Other

8.2%

Doctorate

3.4%

Certificate

1.3%

Associate

1.3%

License

0.3%
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Real Marketing Analytics Manager Salaries

Job Title Company Location Start Date Salary
Senior Marketing Analytics Manager Mulesoft Inc. San Francisco, CA Apr 01, 2012 $160,000
Channel Marketing Analytics Manager Facebook, Inc. Menlo Park, CA Jan 02, 2016 $155,000
Marketing Analytics Product Manager Groupon, Inc. Seattle, WA May 20, 2016 $153,000 -
$220,000
Manager of Marketing Analytics Chegg, Inc. Santa Clara, CA Dec 10, 2012 $150,000
Marketing Analytics Manager Dropbox, Inc. San Francisco, CA Mar 24, 2016 $145,000
Marketing Analytics Manager Dropbox, Inc. San Francisco, CA Sep 08, 2014 $145,000
Analytics, Growth Marketing Dropbox, Inc. San Francisco, CA Oct 28, 2016 $140,000
User Analytics Manager, Services Marketing Adobe Systems Incorporated San Francisco, CA Apr 13, 2015 $135,000
Senior Marketing Analytics Manager Barclays Bank PLC Islandia, NY Mar 28, 2013 $135,000 -
$155,000
Channel Marketing Analytics Manager, SMB Facebook, Inc. Menlo Park, CA Nov 18, 2013 $132,000
Marketing Analytics/Operations Manager Hewlett-Packard Company Palo Alto, CA May 26, 2014 $130,374 -
$140,205
Marketing Analytics Manager Paypal, Inc. San Jose, CA Dec 17, 2014 $130,374
Analytics and Marketing Manager II Zulily, Inc. Seattle, WA May 05, 2014 $130,000
Manager, Marketing Finance & Analytics Sears Holdings Management Corporation Hoffman Estates, IL Jul 02, 2015 $116,875
Manager, Payor Marketing Research and Analytics Abbvie Inc. North Chicago, IL Aug 05, 2013 $115,000
Marketing Analytics Manager Lexisnexis Risk Solutions, Inc. Alpharetta, GA Jul 25, 2016 $115,000 -
$117,000
Manager, Vertical Marketing Analytics EBAY Inc. San Jose, CA Mar 05, 2012 $115,000
Manager, Marketing Analytics Saks Direct LLC New York, NY Aug 13, 2014 $113,878
Analytics Manager, Marketing Science Genentech USA, Inc. South San Francisco, CA Aug 08, 2016 $113,006 -
$180,000
Marketing Science Advanced Analytics Manager Astrazeneca LP Wilmington, DE Jan 08, 2016 $113,000 -
$158,000
Marketing Manager, Advanced Analytics Dish Network LLC Englewood, CO Nov 14, 2016 $112,000
Marketing Analytics Manager Stamps.Com Inc. El Segundo, CA Aug 06, 2016 $97,199
Airline Partner Marketing Analytics Manager United Airlines, Inc. Chicago, IL Apr 13, 2011 $92,724
Manager-Marketing Analytics Affinity Solutions Inc. New York, NY Jan 12, 2015 $92,500
Marketing Analytics Manager Paypal, Inc. San Jose, CA Jul 22, 2011 $92,000
Manager, Marketing Analytics Ocwen Loan Servicing LLC West Palm Beach, FL Jul 15, 2013 $90,100
Marketing Analytics Manager Ditto Technologies, Inc. San Francisco, CA May 30, 2016 $90,000
Marketing Analytics Manager GMMB Inc. Washington, DC Jul 23, 2014 $90,000
Marketing Analytics Manager Adharmonics, Inc. Cambridge, MA Nov 05, 2012 $90,000

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Top Skills for A Marketing Analytics Manager

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  1. Campaign Performance
  2. Conversion Rate
  3. ROI
You can check out examples of real life uses of top skills on resumes here:
  • Measure campaign performance and effectively communicate results and recommendations to inform future initiatives.
  • Implemented segmentation and propensity to buy models that increased conversion rates for direct mails.
  • Led analysis of marketing programs including ROI calculations and identification of success factors which could be applied for continuous improvements.
  • Extract, transform, and load data to maintain single source of truth in customer data mart.
  • Created and delivered reports for various marketing and business stakeholders using SiteCatalyst, Google Analytics and Tea Leaf.

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