What does a marketing analytics manager do?
A marketing analytics manager is responsible for analyzing the effectiveness of marketing campaigns based on performance indicators, following the market trends statistics to develop strategic procedures to improve the company's brand image. Marketing analytics managers identify business opportunities through researching current customer demands to boost revenues and increase the business' profitability. They also develop cost-reduction techniques, negotiating with trusted suppliers and third-party vendors with high-quality resources and materials for production. A marketing analytics manager must have excellent communication and organizational skills, especially on monitoring sales data and implementing techniques to maximize productivity and efficiency of staff.
Marketing analytics manager responsibilities
Here are examples of responsibilities from real marketing analytics manager resumes:
- Manage and maintain the customer relationship and campaign data (CRM).
- Utilize marketing automation and CRM tools to manage data and communicate with lead database.
- Lead analysis of marketing programs including ROI calculations and identification of success factors which can be apply for continuous improvements.
- Create and publish reports on KPIs, marketing program ROI, pipeline, and database health.
- Perform exploratory data analysis, data cleansing, and data visualization using data mining tools.
- Launch paid marketing and retargeting on Facebook using offers and promote posts.
- Automate processes using advance macros in both SAS and VBA to provide comprehensive reporting.
- Create SAS programs to accurately validate business logic used for new marketing program launches.
- Conduct vendor reviews for paid search bid management and A/B and multivariate testing tools.
- Analyze marketing reach, program effectiveness, and lead pipeline by assembling KPIs and benchmark dashboards.
- Start msnNOW facebook fan page and grow it to 50k fans within 4 weeks of launch.
- Analyze behavior and conversion funnels to uncover new opportunities for engagement.
- Used industry standard analysis techniques such as financial ROI modeling to prioritize business initiatives.
- Execute B2C email campaigns to upgrade services and generate additional business from existing customers.
- Lead analysis of marketing programs including ROI calculations and identification of success factors which can be apply for continuous improvements.
Marketing analytics manager skills and personality traits
We calculated that 11% of Marketing Analytics Managers are proficient in Digital Marketing, Marketing Analytics, and Tableau. They’re also known for soft skills such as Creativity, Organizational skills, and Analytical skills.
We break down the percentage of Marketing Analytics Managers that have these skills listed on their resume here:
- Digital Marketing, 11%
Integrated traditional and digital marketing channels.
- Marketing Analytics, 10%
Established a new team to perform marketing analytics and consumer research at Chicago-based start-up.
- Tableau, 9%
Determined which requests required deep-dive or predictive analytic responses and which were best handled through BI capabilities in Tableau.
- Google Analytics, 6%
Created and delivered reports for various marketing and business stakeholders using SiteCatalyst, Google Analytics and Tea Leaf.
- Visualization, 5%
Provided oversight of production monitoring of data quality and facilitated issue resolution with data producers of data visualization tools, i.e.
- PowerPoint, 4%
Implemented offer testing to optimize product discounting Skills Used - Access, Excel, PowerPoint, SPSS
"digital marketing," "marketing analytics," and "tableau" are among the most common skills that marketing analytics managers use at work. You can find even more marketing analytics manager responsibilities below, including:
Creativity. To carry out their duties, the most important skill for a marketing analytics manager to have is creativity. Their role and responsibilities require that "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." Marketing analytics managers often use creativity in their day-to-day job, as shown by this real resume: "invented ways to report full channel marketing insights using multifaceted tableau dashboards. "
Organizational skills. Another essential skill to perform marketing analytics manager duties is organizational skills. Marketing analytics managers responsibilities require that "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." Marketing analytics managers also use organizational skills in their role according to a real resume snippet: "created and designed powerpoint presentations/organizational charts for teachers. "
Analytical skills. Another skill that relates to the job responsibilities of marketing analytics managers is analytical skills. This skill is critical to many everyday marketing analytics manager duties, as "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." This example from a resume shows how this skill is used: "performed exploratory data analysis, data cleansing, and data visualization using data mining tools. "
Communication skills. A big part of what marketing analytics managers do relies on "communication skills." You can see how essential it is to marketing analytics manager responsibilities because "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." Here's an example of how this skill is used from a resume that represents typical marketing analytics manager tasks: "mentored two direct reports in analytic methods and techniques, communication and presentation styles. "
The three companies that hire the most marketing analytics managers are:
- Ernst & Young61 marketing analytics managers jobs
- Thermo Fisher Scientific16 marketing analytics managers jobs
- Google10 marketing analytics managers jobs
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Compare different marketing analytics managers
Marketing analytics manager vs. Senior manager of marketing
A senior manager of marketing is responsible for monitoring the organization's marketing staff, reviewing and approving marketing campaigns, and identifying strategies to improve services that would generate more revenues and increase its profitability. The senior manager of marketing evaluates the current market trends to meet consumers' demands and organizes techniques to sell products and services to the target audience. They lead the development of promotional offers and brand awareness, interpret sales data, and monitor the marketing processes' progress.
While similarities exist, there are also some differences between marketing analytics managers and senior manager of marketing. For instance, marketing analytics manager responsibilities require skills such as "tableau," "powerpoint," "sas," and "data analysis." Whereas a senior manager of marketing is skilled in "sr," "patients," "b2b marketing," and "strong project management." This is part of what separates the two careers.
Senior managers of marketing earn the highest salaries when working in the technology industry, with an average yearly salary of $126,981. On the other hand, marketing analytics managers are paid more in the pharmaceutical industry with an average salary of $117,233.On average, senior managers of marketing reach lower levels of education than marketing analytics managers. Senior managers of marketing are 7.3% less likely to earn a Master's Degree and 1.0% less likely to graduate with a Doctoral Degree.Marketing analytics manager vs. Manager, field marketing
A field marketing manager oversees a company's field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company's policies and regulations.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that marketing analytics manager responsibilities requires skills like "tableau," "google analytics," "visualization," and "powerpoint." But a manager, field marketing might use other skills in their typical duties, such as, "b2b marketing," "demand generation," "grass," and "trade shows."
Managers, field marketing earn a lower average salary than marketing analytics managers. But managers, field marketing earn the highest pay in the technology industry, with an average salary of $100,565. Additionally, marketing analytics managers earn the highest salaries in the pharmaceutical with average pay of $117,233 annually.In general, managers, field marketing achieve lower levels of education than marketing analytics managers. They're 17.0% less likely to obtain a Master's Degree while being 1.0% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for marketing analytics managers in the next 3-5 years?
William Sholl
Assistant Professor of Marketing, Defiance College
Applications of mobile technology are also a growing area in marketing. The techniques of "geo-conquesting" and "geo-fencing" through mobile technology allow firms to distribute time-sensitive, location-based marketing offerings to potential customers. For example, a coffee shop can text a special offer for a discounted latte to a potential customer as they drive down the street, headed to the shop's location.
Marketing analytics manager vs. Business development and marketing manager
The business development and marketing manager is in charge of overseeing a company's marketing programs and projects. They primarily manage and coordinate teams, set goals and guidelines, organize budgets and timelines, conceptualize plans, and develop strategies to optimize operations. They may also liaise with clients and suppliers, streamline marketing materials, and train staff. Furthermore, as a manager, it is essential to lead and encourage the workforce to reach goals, all while enforcing the company's policies and regulations.
The required skills of the two careers differ considerably. For example, marketing analytics managers are more likely to have skills like "marketing analytics," "tableau," "visualization," and "sas." But a business development and marketing manager is more likely to have skills like "product development," "strategic partnerships," "trade shows," and "business development efforts."
Business development and marketing managers make a very good living in the finance industry with an average annual salary of $88,175. On the other hand, marketing analytics managers are paid the highest salary in the pharmaceutical industry, with average annual pay of $117,233.When it comes to education, business development and marketing managers tend to earn lower degree levels compared to marketing analytics managers. In fact, they're 10.5% less likely to earn a Master's Degree, and 0.5% less likely to graduate with a Doctoral Degree.Marketing analytics manager vs. Marketing supervisor
Marketing Supervisors oversee the performance of employees in the marketing department. They ensure that the employees in the department adhere to company standards, policies, and guidelines. They create marketing campaigns, cascade these campaigns' mechanics to employees, and manage the follow-through. They also delegate tasks to their team members to ensure the achievement of the marketing goals. Marketing Supervisors should be creative, personable, and strategic. They should understand the company's context, market positioning, and branding to create campaigns that are in line with the company's identity.
Even though a few skill sets overlap between marketing analytics managers and marketing supervisors, there are some differences that are important to note. For one, a marketing analytics manager might have more use for skills like "tableau," "google analytics," "visualization," and "sas." Meanwhile, some responsibilities of marketing supervisors require skills like "customer satisfaction," "customer service," "excellent interpersonal," and "payroll. "
Marketing supervisors enjoy the best pay in the retail industry, with an average salary of $77,363. For comparison, marketing analytics managers earn the highest salary in the pharmaceutical industry.marketing supervisors reach lower levels of education compared to marketing analytics managers, in general. The difference is that they're 17.1% more likely to earn a Master's Degree, and 1.4% less likely to graduate with a Doctoral Degree.Types of marketing analytics manager
Updated January 8, 2025
