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Marketing analytics manager skills for your resume and career

Updated January 8, 2025

3 min read

Quoted experts

Abhijit Roy,

Abhijit Roy

Below we've compiled a list of the most critical marketing analytics manager skills. We ranked the top skills for marketing analytics managers based on the percentage of resumes they appeared on. For example, 11.2% of marketing analytics manager resumes contained digital marketing as a skill. Continue reading to find out what skills a marketing analytics manager needs to be successful in the workplace.

15 marketing analytics manager skills for your resume and career

1. Digital Marketing

Here's how marketing analytics managers use digital marketing:

Integrated traditional and digital marketing channels.
Work with internal cross functional teams on tagging, tracking, and data validation to enhance digital marketing reporting accuracy.

2. Marketing Analytics

Here's how marketing analytics managers use marketing analytics:

Established a new team to perform marketing analytics and consumer research at Chicago-based start-up.
Lead marketing analytics for attribution modeling cross channel marketing.

3. Tableau

Here's how marketing analytics managers use tableau:

Determined which requests required deep-dive or predictive analytic responses and which were best handled through BI capabilities in Tableau.
Magnified access to data for plan leadership by 28% through establishing live KPI dashboards in Tableau.

4. Google Analytics

Here's how marketing analytics managers use google analytics:

Created and delivered reports for various marketing and business stakeholders using SiteCatalyst, Google Analytics and Tea Leaf.
Created and managed Google Analytics accounts for most brands and set up goal conversions for all brands.

5. Visualization

Here's how marketing analytics managers use visualization:

Provided oversight of production monitoring of data quality and facilitated issue resolution with data producers of data visualization tools, i.e.
Invented and implemented a multitude of dash-boarding and visualization techniques used to convey campaign and marketing success of digital client initiatives.

6. PowerPoint

Here's how marketing analytics managers use powerpoint:

Implemented offer testing to optimize product discounting Skills Used - Access, Excel, PowerPoint, SPSS
Created sales-related tools including PowerPoint presentations, one-sheets and research/ad study information.

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7. SAS

SAS stands for Statistical Analysis System which is a Statistical Software designed by SAS institute. This software enables users to perform advanced analytics and queries related to data analytics and predictive analysis. It can retrieve data from different sources and perform statistical analysis on it.

Here's how marketing analytics managers use sas:

Developed propensity statistical models, like logistic regression and multiple linear regressions to drive data insights by SAS Enterprise Guide.
Performed Market Basket analysis using SAS to identify product bundles for each segment to boost sales.

8. KPIs

Here's how marketing analytics managers use kpis:

Analyzed marketing reach, program effectiveness, and lead pipeline by assembling KPIs and benchmark dashboards.
Created and published reports on KPIs, marketing program ROI, pipeline, and database health.

9. Project Management

Here's how marketing analytics managers use project management:

Designed and established Model Management System which is used as a standard tool in project management globally.
Project management and planning across all consumer facing touch points.

10. 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 analytics managers use crm:

Sole marketing contact for the integration of Pivotal CRM in 2011 and 2012.
Managed and maintained the customer relationship and campaign data (CRM).

11. Marketing Campaigns

Here's how marketing analytics managers use marketing campaigns:

Lead and analyze marketing campaigns and develop solutions to increase customer satisfaction, profitability and top-line metrics.
Published and presented to executive management results on retail marketing campaigns encompassing Direct Marketing and Media Advertisement.

12. Data Analysis

Here's how marketing analytics managers use data analysis:

Performed ongoing segmentation data analysis based on behavioral and demographic data to assist in personalized messaging development.
Provided data analysis of business and site performance.

13. ROI

Here's how marketing analytics managers use roi:

Led analysis of marketing programs including ROI calculations and identification of success factors which could be applied for continuous improvements.
Created all mail and email segmented lists that were used for direct marketing and email campaigns; consistently achieved high ROI.

14. 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 analytics managers use salesforce:

Utilized SalesForce daily to update and follow up on the sales team's leads and clients.
Maintain health of implementation progress and account revenue by creating reports and dashboards in SalesForce.

15. BI

Here's how marketing analytics managers use bi:

Revamped campaign taxonomy in Oracle Discoverer, a BI tool that tracks media channel performance.

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What skills help Marketing Analytics Managers find jobs?

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

What skills stand out on marketing analytics manager resumes?

Abhijit Roy

Professor of Marketing, University of Scranton

In general, companies will look to see whether or not the candidate can overall market the company's products. Given the depth and breadth of marketing jobs, the specific skill requirements will vary. For example, a sales manager position will require individuals with high interpersonal skills, advertising positions will look for individuals with creativity, while marketing research positions will demand strong analytical skills. Overall, most companies today are looking for individuals with strong digital marketing and social media skills.

Job market candidates must look for the job descriptions in the ads and ensure they have relevant matching skills that they can include in their resumes.

What soft skills should all marketing analytics managers possess?

Abhijit Roy

Professor of Marketing, University of Scranton

These are very important, yet harder to quantify skills, not only for marketing professionals but for business graduates in general. They include the ability to make sound decisions under pressure, having a high emotional intelligence quotient (EQ) as embodied by having empathy towards coworkers and subordinates, delegating appropriately, mentoring, communicating, time management, maintaining positivity despite setbacks and adapting to unforeseen challenges, being flexible, being persuasive and assertive at appropriate moments, yet being collaborative, seeking feedback, and the ability to negotiate and resolve conflicts when needed, amongst others.

Soft skills are typically more instrumental in enabling candidates to fit into an organization's culture and be strong candidates for promotion. Most marketing jobs involve candidates representing their brand initiatives and building strong client relationships, so interpersonal, and other soft skills are often valued more than hard skills. The strongest case for having excellent soft skills is that they are more easily transferable across various jobs and industries.

What hard/technical skills are most important for marketing analytics managers?

Abhijit Roy

Professor of Marketing, University of Scranton

The Marketing field has undergone a major paradigmatic shift with the growth of digitization. Hence, hard/technical skills in performing data-driven marketing, social media and data analytics, data visualization, Search Engine Optimization (SEO)/Search Engine Marketing (SEM), content creation and storytelling, and omnichannel communication are critical hard skills that are in great demand today.

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

Ahmad Asady

Assistant Professor of Management Faculty Scholar, Challey Institute for Global Innovation and Growth, North Dakota State University

Now is an exciting time to enter the field of marketing. The digital age has transformed how brands connect with consumers, opening up a plethora of channels and tools for innovative engagement strategies. This digital expansion, coupled with the shift towards a more consumer-centric marketing approach, has made the role of a Marketing professional more crucial and impactful than ever. Professionals in this field enjoy the privilege of working at the intersection of creativity and analytics, where they can make significant contributions to a brand's growth and adapt to new challenges and technologies, ensuring a career that is both stable and filled with opportunities for continuous learning.

What type of skills will young marketing analytics managers need?

Dr. Donald Siegel

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

Do you want to know more?

List of marketing analytics manager skills to add to your resume

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

Digital Marketing
Marketing Analytics
Tableau
Google Analytics
Visualization
PowerPoint
SAS
KPIs
Project Management
CRM
Marketing Campaigns
Data Analysis
ROI
Salesforce
BI
Campaign Performance

B Testing
Marketing Mix
Statistical Analysis
SEO
Customer Insights
Market Research
Customer Behavior
Email Marketing
Customer Acquisition
Customer Segmentation
SEM
Channel Marketing
Facebook
Consumer Insights
Regression
Paid Search

Vendor Relationships
Lead Generation
Direct Reports
Analytical Tools
SQL Server
Competitive Analysis
Integrated Marketing
Content Marketing
Campaign Effectiveness
Customer Data
External Vendors
Test Design
Conversion Rates
Teradata
Profiling
Extraction

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.

Updated January 8, 2025

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