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Job outlook for marketing data analysts in the United States
Marketing data analyst job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected marketing data analyst job growth rate is 19% from 2018-2028.
About 150,300 new jobs for marketing data analysts are projected over the next decade.
Marketing data analyst salaries have increased 5% for marketing data analysts in the last 5 years.
There are over 75,113 marketing data analysts currently employed in the United States.
There are 160,600 active marketing data analyst job openings in the US.
The average marketing data analyst salary is $73,938.
Are marketing data analyst jobs in demand?
Marketing data analyst job and salary trends over time
Marketing data analyst jobs over time
Marketing data analyst job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 75,113 | 0.02% |
| 2020 | 71,603 | 0.02% |
| 2019 | 69,572 | 0.02% |
| 2018 | 66,609 | 0.02% |
| 2017 | 63,604 | 0.02% |
Average marketing data analyst salary over time
Marketing data analyst salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $73,938 | $35.55 | +3.2% |
| 2024 | $71,668 | $34.46 | +1.1% |
| 2023 | $70,915 | $34.09 | --0.2% |
| 2022 | $71,039 | $34.15 | +1.1% |
| 2021 | $70,286 | $33.79 | +0.7% |
Marketing data analyst jobs by state
Most common states for marketing data analysts
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 383 | 55% |
| 2 | New Hampshire | 1,342,795 | 475 | 35% |
| 3 | Utah | 3,101,833 | 1,020 | 33% |
| 4 | North Dakota | 755,393 | 238 | 32% |
| 5 | Massachusetts | 6,859,819 | 2,098 | 31% |
| 6 | Alaska | 739,795 | 223 | 30% |
| 7 | Maryland | 6,052,177 | 1,785 | 29% |
| 8 | Minnesota | 5,576,606 | 1,642 | 29% |
| 9 | Connecticut | 3,588,184 | 996 | 28% |
| 10 | Colorado | 5,607,154 | 1,535 | 27% |
| 11 | South Dakota | 869,666 | 237 | 27% |
| 12 | Nebraska | 1,920,076 | 493 | 26% |
| 13 | North Carolina | 10,273,419 | 2,424 | 24% |
| 14 | Maine | 1,335,907 | 321 | 24% |
| 15 | Delaware | 961,939 | 231 | 24% |
| 16 | Montana | 1,050,493 | 244 | 23% |
| 17 | Georgia | 10,429,379 | 2,309 | 22% |
| 18 | Virginia | 8,470,020 | 1,771 | 21% |
| 19 | Kansas | 2,913,123 | 622 | 21% |
| 20 | Washington | 7,405,743 | 1,467 | 20% |
Most common cities for marketing data analysts
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Amherst | 1 | 3% | $73,821 |
| 2 | Annapolis | 1 | 3% | $71,305 |
| 3 | Alpharetta | 1 | 2% | $66,715 |
| 4 | Minneapolis | 3 | 1% | $81,829 |
| 5 | Orlando | 3 | 1% | $56,289 |
| 6 | Tampa | 2 | 1% | $56,484 |
| 7 | Chicago | 4 | 0% | $68,731 |
| 8 | Los Angeles | 4 | 0% | $93,188 |
| 9 | Charlotte | 3 | 0% | $75,478 |
| 10 | New York | 3 | 0% | $77,539 |
| 11 | Washington | 3 | 0% | $77,094 |
| 12 | Atlanta | 2 | 0% | $66,458 |
| 13 | Austin | 2 | 0% | $67,511 |
| 14 | Boston | 2 | 0% | $73,957 |
| 15 | Dallas | 2 | 0% | $68,281 |
| 16 | Phoenix | 2 | 0% | $65,204 |
| 17 | San Francisco | 2 | 0% | $113,089 |
| 18 | Seattle | 2 | 0% | $105,974 |
| 19 | Virginia Beach | 2 | 0% | $61,789 |
| 20 | Anaheim | 1 | 0% | $91,547 |
Marketing Data Analyst job outlook: Expert opinions
Our panel of marketing data analyst experts
UMass Lowell
University of Louisiana at Monroe
Merrimack College
Susquehanna University
University of Cincinnati Clermont College
University of Washington
Mississippi College
University of Southern Maine
Western Kentucky University
John Jay College of Criminal Justice of the City University of New York
University of California, Santa Cruz
Michael Ciuchta Ph.D.
Associate Professor, Program Coordinator, Masters of Science in EntrepreneurshipUMass Lowell
Department of Marketing, Entrepreneurship & Innovation
What Marketing Data 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 Data 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 general advice would you give to a Marketing Data Analyst?
Yipeng Yang: Logic and critical thinking, mathematical modeling, computer programming, data analytics, and communication.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Yipeng Yang: Get to know clearly the job duties quickly. Make good connections with colleagues and listen to their advices.
What will help Marketing Data Analysts increase their earning potential?
Yipeng Yang: Enhance problem-solving ability. Keep learning and improving new skills in your field.
What general advice would you give to a Marketing Data Analyst?
Joseph Spivey: I’d start by becoming as knowledgeable as possible about the salaries of people in jobs you are interested in. Compare salaries for open positions; you may be able to use your knowledge as leverage to ask for more money. When you interview, ask not just about starting salary but about how raises and promotions are handled. I wish that I had learned some basic negotiation principles when I started my career. I’d recommend the book Getting to Yes: Negotiating Agreement Without Giving In.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Joseph Spivey: I think technology, especially artificial intelligence, provide increasingly important tools. Mathematics graduates will need to understand how to use technology in all kinds of new ways to improve their output and efficiency. Math graduates will need to be able to identify the best technological tools for a given task and critically interpret the output. As with most technological tools, people will be best served by using technology to augment, rather than replace, their efforts.
What will help Marketing Data Analysts increase their earning potential?
Joseph Spivey: My first piece of advice is to recognize that you have achieved something hard and worthwhile by completing a mathematics major. There are not many people on this planet who have the knowledge and skills that you have developed! By completing a math major, you have proven that you have excellent critical thinking and problem-solving skills, and these abilities and confidence in your abilities will pay off. I also think it’s worthwhile to identify a mentor early on who can help guide you to be successful.
What general advice would you give to a Marketing Data Analyst?
Reshad Osmani PhD: As a new graduate starting your career, I recommend staying curious, being open to learning from others, seeking feedback, building networks, and being proactive in tackling challenges. Keep developing your analytical skills, stay adaptable, and remember that mistakes are opportunities for growth. Learning by doing should be your number one priority.
What will help Marketing Data Analysts increase their earning potential?
Reshad Osmani PhD: In the next 3-5 years, skills like data analysis, digital literacy, adaptability, emotional intelligence, critical thinking, and problem-solving skills are likely to become even more important across various fields due to the increasing influence of technology, automation, and remote work trends. Additionally, skills related to cybersecurity, artificial intelligence, and sustainability may also gain prominence.
Renee Robinson Ph.D.
Professor of CommunicationWhat general advice would you give to a Marketing Data Analyst?
Renee Robinson Ph.D.: How can you maximize your salary potential when starting your career in your field?
What will help Marketing Data Analysts increase their earning potential?
Rebecca Bird MAS, BS MT(ASCP): As a new graduate, remember why you decided on this career. Was it because you liked to help people? Then remember your results are improving the quality of life for another person. Is it because you like detective work? Then view each sample as a puzzle to work through. Is it because you want to further your education? Then never stop learning.
What will help Marketing Data 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 Data Analyst?
Dr. Michael Zhang: In the coming years, turning data into insights and driving business innovation and success is the new compass.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Dr. Michael Zhang: Don’t worry about your job title. Regardless of what you do, prepare yourself with data and modeling skills and hands-on experience in applying knowledge for developing, evaluating, refining and implementing analytics solutions to your career.
What will help Marketing Data Analysts increase their earning potential?
Dr. Michael Zhang: All your study at University is a solid foundation of the bridge between theory and practice. Don’t be afraid of failure, be open-minded, keep learning and adapting to new challenges.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Zachary Moore Ph.D., M.B.A.: Marketing is a dynamic, rapidly evolving field. It always has been, and it always will be. Marketing tactics are driven by the popular culture of the societies companies serve. This said, aspiring marketers must realize that as things change, they must be willing to adapt their tactics to meet the consumer where they are. However, just as things change, there are enduring truths that shape marketing practice. Consumers want to be valued and heard. By keeping these touchstones in mind and staying up to date with modern trends, marketers can develop long-lasting careers and maintain relevancy as society evolves. My biggest advice is to be a successful marketer, you must do three things: 1. Keep your customers at the heart of what you do. 2. Meet your customers where they are. 3. Create value for your customers, company, and self. If a marketer can accomplish these three things, they can develop a career that will withstand the forces of change.
What general advice would you give to a Marketing Data Analyst?
Melissa Zimdars: To remember that you're going to learn a lot on the job and that failure is part of the learning process. It's okay to ask questions and to not know things, but you must be willing to take feedback, adjust, and grow.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Melissa Zimdars: - The ability to communicate effectively is an evergreen skill that only seems to be getting more important as the number of ways we communicate with each other, our supervisors, and with clients or outside stakeholders keeps expanding. - The ability to adapt to and learn how to navigate new technologies and platforms.
What will help Marketing Data Analysts increase their earning potential?
Melissa Zimdars: Recognize that your first career opportunity won't be your last. If the job you land after college does not have opportunities for growth or advancement, it's imperative that you keep an eye out for them elsewhere as you continue to gain experience in your field.
What general advice would you give to a Marketing Data 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 Data 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 Data 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.
Fawen Zhang PhD
Professor of AudiologyUniversity of Cincinnati Clermont College
Communication Disorders Sciences And Services
What will help Marketing Data Analysts increase their earning potential?
Fawen Zhang PhD: This is perfect! Thank you so much. We will be sure to feature your response in the article and send a draft over for your review before we promote it.
What general advice would you give to a Marketing Data 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 Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Victor Menaldo: Interacting with AI and knowing how to best exploit it to get the most out of it: increase productivity and value added in whatever field one is in.
What will help Marketing Data 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 Data Analyst skills would you recommend for someone trying to advance their career?
Dr. Travis Simkins: There are a lot of great reasons to enter the field of marketing now. The demand for digital marketing skills is high, marketing blends creativity and strategy, marketing is about building relationships and understanding consumers, marketing is dynamic and constantly evolving.
What general advice would you give to a Marketing Data Analyst?
Taylor Poe Ph.D.: Remember to problem solve creatively just as you did in your coursework. The critical thinking and problem-solving skills you learned will be continually tested in whatever field you go into from your math degree. Also remember the benefits of collaborating with colleagues both in the field and in other disciplines.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Taylor Poe Ph.D.: Data analysis is certainly a growing field, and we cannot deny the benefits of having some programming skills. The ability to communicate and work with others will open doors to bigger projects.
What will help Marketing Data Analysts increase their earning potential?
Taylor Poe Ph.D.: Sell the strengths that set you apart and be willing to continue learning new skills and areas.
Tove Rasmussen
LecturerUniversity of Southern Maine
Specialized Sales, Merchandising And Marketing Operations
What general advice would you give to a Marketing Data Analyst?
Tove Rasmussen: Tove Rasmussen advises graduates beginning their career in the field to...
What Marketing Data 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 Data Analysts increase their earning potential?
Tove Rasmussen: Tove Rasmussen suggests that to maximize salary potential when starting a career in the field, individuals should...
Tim Scales
Director of Center for Entrepreneurship – Director Center for Economic Education and Senior Lecturer in Business and EconomicsWhat general advice would you give to a Marketing Data Analyst?
Tim Scales: I would advise a graduate beginning their career in the field to focus on building a strong network, continuously learning and adapting to new technologies and trends, and seeking mentorship from experienced professionals in the industry.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Tim Scales: To maximize salary potential when starting a career in the field, it's important to negotiate effectively, demonstrate value through performance, seek out opportunities for advancement and additional responsibilities, and continuously invest in improving skills and knowledge relevant to the industry.
What will help Marketing Data Analysts increase their earning potential?
Tim Scales: In the next 3-5 years, I believe skills such as data analysis, digital marketing, and adaptability to changing market conditions will become increasingly important and prevalent in the field.
What general advice would you give to a Marketing Data Analyst?
Timothy Rich PhD: Social science research skills, including research design and quantitative analysis, have broad applications (e.g. local government, think tanks, campaigns, non-profits, business) and students need to be comfortable with data. Writing skills aren't being replaced by ChatGPT, and students need to learn how to write for different audiences and not just for the typical final paper. That means being able to explain complex events or data and synthesize information to someone who has little knowledge about the topic. Students tend to distrust group projects, but learning to work in groups is also a transferable skill and an important one even if working remotely.
What Marketing Data 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.
Professor Shonna Trinch Ph.D.
ProfessorJohn Jay College of Criminal Justice of the City University of New York
Ethnic, Cultural Minority, Gender, And Group Studies
What general advice would you give to a Marketing Data Analyst?
Professor Shonna Trinch Ph.D.: Being able to negotiate a salary is also a skill that students need to learn and one that is rarely taught in college. Students need to be able to ask for more than they are offered, but also take jobs at entry levels, prove themselves and then ask for an increase in pay six months into the job after they have shown that they are doing the work and achieving their goals.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Professor Shonna Trinch Ph.D.: Analysis and critical thinking, writing and making strong arguments are indispensable job market skills. Concepts such as 'ethnicity,' 'gender' and 'minority' are constructed in social and historical spaces and times, and students with college degrees can help de-naturalize these categories to make others understand how policy, programming and marketing might not be achieving their stated goals.
What Marketing Data Analyst skills would you recommend for someone trying to advance their career?
Stephanie Lain Ph.D.: I would advise graduates to be open to considering jobs in lots of different fields. The skills acquired through their major- such as problem-solving, critical thinking, and writing- are ones that transfer well to a variety of situations.
What will help Marketing Data Analysts increase their earning potential?
Stephanie Lain Ph.D.: The most important skills in my view are flexibility in thinking- the ability to apply knowledge to new situations- and the so-called "soft skills", being able to work with people face-to-face. This is a skill that has somewhat been lost with the advent of Zoom and rise of AI technologies but it is very important in building human connection.