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Job outlook for marketing/business analysts in the United States
Marketing/business analyst job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected marketing/business analyst job growth rate is 19% from 2018-2028.
About 150,300 new jobs for marketing/business analysts are projected over the next decade.
Marketing/business analyst salaries have increased 5% for marketing/business analysts in the last 5 years.
There are over 21,840 marketing/business analysts currently employed in the United States.
There are 175,904 active marketing/business analyst job openings in the US.
The average marketing/business analyst salary is $63,744.
Are marketing/business analyst jobs in demand?
Marketing/business analyst job and salary trends over time
Marketing/business analyst jobs over time
Marketing/business analyst job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 21,840 | 0.01% |
| 2020 | 20,752 | 0.01% |
| 2019 | 20,321 | 0.01% |
| 2018 | 19,229 | 0.01% |
| 2017 | 18,104 | 0.01% |
Average marketing/business analyst salary over time
Marketing/business analyst salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $63,744 | $30.65 | +3.2% |
| 2025 | $61,787 | $29.71 | +1.1% |
| 2024 | $61,138 | $29.39 | --0.2% |
| 2023 | $61,245 | $29.44 | +1.1% |
| 2022 | $60,596 | $29.13 | +0.7% |
Marketing/business analyst jobs by state
Most common states for marketing/business analysts
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 538 | 78% |
| 2 | Delaware | 961,939 | 392 | 41% |
| 3 | Nebraska | 1,920,076 | 652 | 34% |
| 4 | Alaska | 739,795 | 253 | 34% |
| 5 | New Hampshire | 1,342,795 | 444 | 33% |
| 6 | South Dakota | 869,666 | 291 | 33% |
| 7 | Vermont | 623,657 | 206 | 33% |
| 8 | North Dakota | 755,393 | 225 | 30% |
| 9 | Wyoming | 579,315 | 174 | 30% |
| 10 | Virginia | 8,470,020 | 2,488 | 29% |
| 11 | Montana | 1,050,493 | 309 | 29% |
| 12 | Minnesota | 5,576,606 | 1,562 | 28% |
| 13 | Kansas | 2,913,123 | 830 | 28% |
| 14 | Massachusetts | 6,859,819 | 1,830 | 27% |
| 15 | Maryland | 6,052,177 | 1,551 | 26% |
| 16 | Rhode Island | 1,059,639 | 277 | 26% |
| 17 | Washington | 7,405,743 | 1,876 | 25% |
| 18 | Colorado | 5,607,154 | 1,416 | 25% |
| 19 | Iowa | 3,145,711 | 796 | 25% |
| 20 | Arkansas | 3,004,279 | 746 | 25% |
Most common cities for marketing/business analysts
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Frankfort | 1 | 4% | $47,290 |
| 2 | Annapolis | 1 | 3% | $60,693 |
| 3 | Dover | 1 | 3% | $84,833 |
| 4 | Grove City | 1 | 3% | $58,681 |
| 5 | Juneau | 1 | 3% | $66,215 |
| 6 | Alpharetta | 1 | 2% | $55,776 |
| 7 | Boston | 4 | 1% | $68,484 |
| 8 | Jersey City | 2 | 1% | $73,780 |
| 9 | Carmel | 1 | 1% | $66,104 |
| 10 | Davie | 1 | 1% | $41,679 |
| 11 | Hartford | 1 | 1% | $69,457 |
| 12 | Lansing | 1 | 1% | $55,659 |
| 13 | Atlanta | 1 | 0% | $55,396 |
| 14 | Baton Rouge | 1 | 0% | $54,319 |
| 15 | Denver | 1 | 0% | $71,797 |
| 16 | Des Moines | 1 | 0% | $53,395 |
| 17 | Indianapolis | 1 | 0% | $65,844 |
Marketing/Business Analyst job outlook: Expert opinions
Our panel of marketing/business analyst experts
UMass Lowell
Worcester Polytechnic Institute
Susquehanna University
University of North Dakota
University of Washington
Kent State University
Widener University
University of Southern Maine
Xavier University
Sullivan University
Western Kentucky University
Prairie View A & M University
Michael Ciuchta Ph.D.
Associate Professor, Program Coordinator, Masters of Science in EntrepreneurshipUMass Lowell
Department of Marketing, Entrepreneurship & Innovation
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Michael Ciuchta Ph.D.: Obviously we are seeing a tremendous increase in AI and other digital technologies. These will become a more crucial skill set for many careers going forward. But I wouldn't downplay the role of what are traditionally seen as soft skills like empathy, communications, and judgment. Not only can these distinguish you from robots but from your human competitors as well.
What will help Marketing/Business Analysts increase their earning potential?
Michael Ciuchta Ph.D.: If all you want is the highest potential starting salary, then you should aim for careers that offer them. But that is a shortsighted way to view things. For example, many careers that have tournament-like pay structures (think entertainment) often have very low starting salaries but the so-called winners enjoy outsized financial gains. If you are thinking about a more traditional career, I think it's important to make sure you are more valuable to your employer than they are to you. This means you have to market yourself, both to your current employer as well as to potential ones. Of course, this approach may not be for everyone and maximizing your salary potential is only one thing you should be considering when assessing job and career opportunities.
What will help Marketing/Business Analysts increase their earning potential?
Dr. Swagata Banerjee PhD: Network extensively: Build relationships with professionals in your field, attend industry events, and join relevant professional organizations. Continuously learn and adapt: Stay updated on industry trends, new technologies, and best practices through courses, workshops, and online resources. Seek mentorship: Find experienced professionals who can offer guidance and advice as you navigate your career path. Be proactive and resourceful: Take initiative, seek out opportunities for growth, and don't be afraid to step outside your comfort zone.
Renee Robinson Ph.D.
Professor of CommunicationWhat will help Marketing/Business Analysts increase their earning potential?
Renee Robinson Ph.D.: That would be awesome! We were hoping you could answer the following questions: 1. What general advice would you give to a graduate beginning their career in the field?
What general advice would you give to a Marketing/Business Analyst?
Marilyn Krogh: Statistical and communication skills are always in demand, and familiarity with a little AI would be a bonus.
What will help Marketing/Business Analysts increase their earning potential?
Marilyn Krogh: Have a strong undergraduate portfolio, do an internship before graduation, and be willing to 'go an extra mile' for your employer.
What general advice would you give to a Marketing/Business Analyst?
Dr. Laura Gonzalez Ph.D.: Technology, and in particular Artificial Intelligence, are becoming ubiquitous in all professions. New positions are being created and those who know how to use Artificial Intelligence will not be replaced by AI. This requires minimum programming knowledge, and it is useful to have some data analytics knowledge as well.
What general advice would you give to a Marketing/Business Analyst?
Jennifer Barr PhD: All of the skills noted in my response to Q1. However, as business professionals advance in their respective careers, they must have a keen understanding about the impact of technology on every aspect of an organization. It is also essential to stay abreast of emerging technologies and understand their implications for business practice.
Professional development should be an ongoing priority. Attend conferences and seminars, complete certificate programs, etc. Build your personal brand and value at every level.
Hone leadership skills for middle management positions including collaboration, thinking and acting systemically, resiliency and learning agility. Never forget the importance of humanity when interacting with subordinates. Lead by example always.
Recognizing the role of data capture, analytics and technology in advancing organizations, creating competitive advantage and delivering exceptional user experiences is paramount.
Hire well. Employees are considered the most valuable asset of every organization. Abilities, knowledge and experience matter but the soft skills in terms of how someone works and interacts with others should be top priorities.
What will help Marketing/Business Analysts increase their earning potential?
David Hart: This field has become more valuable ever since the supply chain interruption due to Covid. The analyst is challenged every day with supply chain issues and deployment of the right resources to their prospective areas. Every day can be a new challenge so the work is rarely mundane.
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Adam Roth: I recommend that students start by identifying a specific skill in demand within your field, such as data analysis or social media marketing, and focus on developing expertise in that area. Research salary ranges and living costs in particular areas where you’re interested in working to ensure your compensation aligns with the local market. Always negotiate a salary and consider other aspects of the offer, such as funds for continuing education, technology and more. Continuing to network and establish demand for your services is essential; attend industry events, join professional associations, and engage with professionals in your field. Never miss an opportunity to reach out to and check in with your professional contacts. Pursue additional learning opportunities and education, such as certifications or advanced degrees, to provide a competitive advantage and increase your earning potential over time.
What general advice would you give to a Marketing/Business Analyst?
Bradley Andrew Ph.D.: So-called soft skills are still in demand by employers, based on recent surveys, because a smaller percentage of graduates possess them. These include:
Showing up and on time;
Having a strong work ethic;
Critical thinking skills
Social skills, including the ability to get along well with people, motivate and encourage them, and leadership skills. Also be able to schmooze with clients over dinner or drinks, or just in your office. A personal touch and connection is something software can’t provide.
Creativity—Apple products, for example, appeal to many people because of their combination of form and function.
The ability to work AI in order to increase one’s productivity will become more important over the next 5 years.
What will help Marketing/Business Analysts increase their earning potential?
Bradley Andrew Ph.D.: Once you have your first job, ask about or determine the 20% of your supervisor’s job that they hate and start doing that for them. They will love you for it and it will quickly get you recognition. You’ll also be well on your way to learning your boss’s job. Continue doing this as you progress in your career (Kudos to Theo Epstein, former GM for the Red Sox, for this recommendation)
No matter the task you’re given, do it to the absolute best of your abilities. In the professional world, you may often be given menial tasks or tasks that you don’t believe are part of your job description. Doing those tasks to the absolute best of your ability leads to increased trust, recognition and responsibility and will put you “above class.” If asked, the coffee you bring should be the best your boss has ever had. You never know who’s watching.
Don’t expect credit and don’t ask for credit when things go right; give the credit to others.
What will help Marketing/Business Analysts increase their earning potential?
Zhu Mao: Find yourself a good platform and demonstrate your irreplaceability. New challenges always coming out from the interdisciplinary area and continuous learning will not only enhance the capability, but also demonstrate the commitment to professional growth and engagement to the field.
What general advice would you give to a Marketing/Business Analyst?
Dr. Hualu Zheng PhD: Be data-driven – be able to draw conclusions based on meaningful data analysis is key to the success of a marketing leader. Continuously honing your skills in collecting, visualizing, and analyzing marketing data will pave the way for better knowledge of your company, the competition, and the industry. Be curious and stay updated – marketing is dynamic; it demands the professionals to continue to learn the new trends, news, policy changes, and technology innovations, to keep up with the evolvements and remain competitive. Network – build and expand your connections with other professionals in the field – Stay open-minded; people from other categories can offer invaluable insights that can be inspiring. These connections not only provide fresh perspectives but also open doors to potential future opportunities.
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Dr. Hualu Zheng PhD: Given the importance of data-driven decision making in the field of marketing, mastering data analysis is critical for the success of young marketing professionals. Additionally, the ability to utilize AI tools for analyzing market trends and data is equally essential.
What will help Marketing/Business Analysts increase their earning potential?
Dr. Hualu Zheng PhD: Invest in Your Skills: Continuously investing in acquiring new skills and qualifications is critical. It can be especially beneficial to pursue sequential qualifications in one specialty, such as digital marketing or marketing analytics. For example, if a young professional is interested in the field of digital marketing, diving into the details of this sub-field and enhancing as many relevant skills as possible will significantly enhance the professional's competitiveness, their value to the organization, and therefore their salary potential. This might involve learning various facets like content creation, PR, digital posting, social media scheduling, graphic design, and digital analytics, etc.
Yvette Koepke
Associate Dean for Academic SuccessUniversity of North Dakota
Ethnic, Cultural Minority, Gender, And Group Studies
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Yvette Koepke: Salary: Preparation is key. Prepare by taking advantage of opportunities and experiences through projects, jobs, internships, organizations, or volunteering. Prepare by doing homework about the field and the position, and research showing the value of diversity. And prepare by practicing how best to make the case for what you can contribute.
What general advice would you give to a Marketing/Business Analyst?
Victor Menaldo: Learn, learn and learn some more. Adopt a growth mindset where you never stop learning. Gain economic literacy and financial literacy and historical literacy and statistical literacy. This will allow you to complement AI: ask it good questions, contextualize and evaluate its answers, and ask good follow up questions.
What will help Marketing/Business Analysts increase their earning potential?
Victor Menaldo: Develop oral communication skills that allow you to speak in an articulate manner and organize your thoughts to signal your competence, knowledge, work ethic, and willingness to keep learning and improving.
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Dr. Vaneet Kaur: There are two sets of skills I will highly encourage graduates to proactively start building. Firstly, business graduates need to develop higher-order skills and capabilities like knowledge-based dynamic capabilities. These will help them to (a) constantly collect knowledge about emerging opportunities (and threats) in the industry, (b) mobilize themselves and their resources to bring identified opportunities into fruition, and (c) constantly renew their skills to effectively respond to the changes in the environment. Developing such knowledge-based dynamic capabilities will automatically prepare them for the different waves of skill set requirements that will keep arising in the job market. Secondly, it is no secret that we are living in the times of artificial intelligence and automation. So, in this day and age, it is extremely important that graduates learn to ride the wave of automation rather than being discouraged by it. Business graduates are set to contribute to the world with their business acumen and expertise, what they can do to complement it is to develop low-code, no-code skills. Such skills will help graduates to automate routine processes so that their time and energies can be strategically channelized towards those activities and processes that can add significant value to their organizations.
Tongyang Yang Ph.D.
Assistant Professor of Economics and Business AnalyticsWidener University
Business/Commerce
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Tongyang Yang Ph.D.: The rise of AI has brought many opportunities for the professions like business analysts in terms of AI integration. Businesses will need analysts who can bridge the gap between AI and human needs and focus on more strategic areas like identifying ethical considerations of AI implementation, developing plans to mitigate AI bias, and designing human-AI collaboration workflows. For people who are interested in entering this profession, I would suggest adapting your skillset to include AI understanding, data storytelling, and strategic thinking to be well-positioned in the future.
Tove Rasmussen
LecturerUniversity of Southern Maine
Specialized Sales, Merchandising And Marketing Operations
What general advice would you give to a Marketing/Business Analyst?
Tove Rasmussen: Tove Rasmussen advises graduates beginning their career in the field to...
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Tove Rasmussen: Tove Rasmussen believes that the skills that will become more important and prevalent in the field in the next 3-5 years are...
What will help Marketing/Business Analysts increase their earning potential?
Dr. DAWN TOLONEN MBA: For the near future concentrate on three areas, soft skills, critical thinking, and artificial intelligence (AI). Your technical skills helped you land the job, but it’s your soft skills that lead to promotion.
What will help Marketing/Business Analysts increase their earning potential?
Thomas Smith PhD: Soft skills (people skills) and critical thinking are both skills that will serve you well throughout your career, and unfortunately, they are areas that receive little focus in most education today. Remember the 'Golden Rule' and learn from your mistakes.
What Marketing/Business Analyst skills would you recommend for someone trying to advance their career?
Timothy Rich PhD: Think about the types of jobs that interest you and the skills necessary for those jobs early. So many students start thinking about post-graduation life spring their senior year, when it should be an incremental process much earlier. Another pieces of advice would be to talk to faculty and alum about your interests, find internship or research opportunities when possible, and try to figure out early your strengths and weaknesses. It's easy for students, especially high performing ones, to not fully consider what their weaknesses are. I encourage students to jot down what they see as their skills too and to share them with others. It helps them to identify what's a common skill versus something that might make them stick out.
What general advice would you give to a Marketing/Business Analyst?
Terésa Dowell-Vest Ph.D., M.F.A.: The greatest thing I learned starting my adult life was the power of determining a goal and creating a budget for it: Rent for a year, seeing a favorite artist in concert, producing a short film, traveling the world…create a budget and a plan of action, you can do anything you desire.
What will help Marketing/Business Analysts increase their earning potential?
Terésa Dowell-Vest Ph.D., M.F.A.: First, I would celebrate them getting to that point. Everything after is going to be challenging and, in some cases…in most cases, difficult to navigate, so boosting their confidence and morale are key to ensuring they see themselves as worthy of success. Second, network! For young people beginning their careers, it is vital to meet other people with similar passions and pursuits. Find your tribe and climb together. Finally, craft a plan. A dream is not a plan. You need to create a BUSINESS PLAN for your life. Establish what your goals are, pare them down to one or two SMART goals, determine who will likely be supporters of your goal, create a brand for yourself (social media, business cards, a personal motto) and determine the resources you’ll need to achieve your goal.