How To Become A Marketing/Business Analyst: What It Is and Career Path

What is a marketing/business analyst and how to become one

Updated January 8, 2025

4 min read

Quoted experts

Linda Goulet,

Dr. Anne Paulet Ph.D.

A marketing/business analyst analyses sales funnels and customer intent. They measure the performance of online and offline campaigns. They also report on marketing KPIs like leads, conversion rates, website traffic, and social media engagement.

Marketing/business analysts develop marketing plans for companies by gathering data and analyzing market trends. Essential job duties include creating surveys, determining consumer preferences, evaluating feedback, generating reports, detecting profitable markets, and proposing solutions to increase profit.

The ideal candidate should demonstrate analytical thinking, research skills, report writing expertise, time management, teamwork, and effective communication. Employers usually select resumes displaying a degree in marketing or business and previous experience in consulting services.

Although the position may seem hectic, burdening you with a lot of responsibilities, it compensates for them generously. The average hourly salary for the position is $26.28, which amounts to $54,656 annually. Not just that, the career is expected to grow another 20% in the coming years, which will result in over 139,000 job opportunities being created all across the United States.

What general advice would you give to a marketing/business analyst?

Linda Goulet

Interim Associate Dean/Department Chair, Marketing, Davenport University

Stay as updated as you can. If you are looking for a job, join your local AMA chapter to network. Find a mentor who works in marketing and meet regularly (virtual now). There are also dozens of free certifications out there that you may take to hone your skills or create awareness around the content you don't have a lot of knowledge about (Hub Spot and Google both offer many free certification opportunities).

ScoreMarketing/Business AnalystUS Average

Salary

5.0

Avg. Salary $63,744

Avg. Salary $59,228

Stability level

4.9

Growth rate 19%

Growth rate 0.3%

Diversity

3.0

Race

American Indian and Alaska Native 0.13%

Asian 14.27%

Black or African American 4.74%

Hispanic or Latino 11.28%

Unknown 4.89%

White 64.69%

Gender

female 47.75%

male 52.25%

Age - 34

Race

American Indian and Alaska Native 3.00%

Asian 7.00%

Black or African American 14.00%

Hispanic or Latino 19.00%

White 57.00%

Gender

female 47.00%

male 53.00%

Age - 34

Stress level

4.9

Stress level is manageable

7.1 - high

Complexity level

8.2

Complexity level is challenging

7 - challenging

Work life balance

4.6

Work life balance is fair

6.4 - fair

Key steps to become a marketing/business analyst

Explore marketing/business analyst education requirements

Most common marketing/business analyst degrees

Bachelor's

69.8 %

Master's

18.5 %

Associate

6.2 %

Start to develop specific marketing/business analyst skills

Skills	Percentages
Digital Marketing	8.40%
Tableau	7.44%
Salesforce	5.53%
SQL	4.95%
Data Analysis	4.63%

Complete relevant marketing/business analyst training and internships

Accountants spend an average of 1-3 months on post-employment, on-the-job training. New marketing/business analysts learn the skills and techniques required for their job and employer during this time. The chart below shows how long it takes to gain competency as a marketing/business analyst based on U.S. Bureau of Labor Statistics data and data from real marketing/business analyst resumes.

Research marketing/business analyst duties and responsibilities

Manage cross-sell efforts including optimizing and identifying placements and utilizing Omniture to create performance reports.
Work with management to establish ROI analysis on distribution marketing funds
Conduct complex financial ROI valuation, business and operations analysis to provide final approvals.
Coordinate with business and technology teams to refine requirements and translate business goals and KPIs into technical specifications and reporting requirements.

Prepare your marketing/business analyst resume

When your background is strong enough, you can start writing your marketing/business analyst resume.

You can use Zippia's AI resume builder to make the resume writing process easier while also making sure that you include key information that hiring managers expect to see on a marketing/business analyst resume. You'll find resume tips and examples of skills, responsibilities, and summaries, all provided by Zippi, your career sidekick.

Choose from 10+ customizable marketing/business analyst resume templates

Build a professional marketing/business analyst resume in minutes. Browse through our resume examples to identify the best way to word your resume. Then choose from 10+ resume templates to create your marketing/business analyst resume.