What does a marketing data analyst do?
A marketing data analyst is primarily in charge of performing research and analysis on the performances of various campaigns, determining and interpreting the numbers behind them. They are also responsible for monitoring campaign metrics, producing reports, simplifying data by building graphs and illustrations, identifying trends and opportunities, devising sales strategies, and recommending improvements on various campaigns. Furthermore, a marketing data analyst must have an in-depth understanding of the marketing conditions, consumers, and the company's vision, mission, and goals.
Marketing data analyst responsibilities
Here are examples of responsibilities from real marketing data analyst resumes:
- Lead strategy sessions to define conversion points and KPIs as well as process for developing and monitoring against benchmarks.
- Manage cross-sell efforts including optimizing and identifying placements and utilizing Omniture to create performance reports.
- Manage weapon system project websites via SharePoint, including troubleshooting technical issues and developing guidelines for public/private information and user permissions.
- Conduct peer review of campaigns and simplify campaign designs for improve performance in Unica.
- Leverage CRM database (Hera) for retention and acquisition within the small business segment.
- Provide turnkey delivery of key monthly data in support of ETL processes for database platforms.
- Create slide decks using Powerpoint to provide a millennial's perspective on the process of buying wine.
- Assist with multiple user acceptance testing projects prior to release for company websites to CRM database changes.
- Pull customer lists in Unica with a list size ranging anywhere from a few thousand to several million.
- Analyze requirements, design, develop - apply complex business logic in ETL, and communicate with business team for approval.
- Produce reports and dashboards from Salesforce database for company executives.
- Maintain and update SAS processes relate to inventory management objectives.
- Validate response analysis t-tests and confidence intervals using SAS statistical procedures.
- Collaborate with client and internal stakeholders to identify KPIs define by business goals and objectives.
- Develop high level dashboards, enabling visualization and tracking of key performance indicators of fundamental marketing performance
Marketing data analyst skills and personality traits
We calculated that 11% of Marketing Data Analysts are proficient in Digital Marketing, Power Bi, and Data Analysis. They’re also known for soft skills such as Detail oriented, Analytical skills, and Communication skills.
We break down the percentage of Marketing Data Analysts that have these skills listed on their resume here:
- Digital Marketing, 11%
Spearheaded digital marketing campaign for an early-stage e-commerce company to accelerate customer acquisition and drive user engagement.
- Power Bi, 7%
Created multiple data visualization solution for initial Power BI business preview.
- Data Analysis, 6%
Managed all data analysis for the Marketing and Sales department of a specialized refractory company.
- Visualization, 5%
Gained exposure to data visualization tools like Tableau.
- Python, 5%
Designed a model in Python and SQL to group similar products based on online customer performance data for product recommendation system.
- Google Analytics, 5%
Analyzed customer data and prepared custom dashboards using Google Analytics.
"digital marketing," "power bi," and "data analysis" are among the most common skills that marketing data analysts use at work. You can find even more marketing data analyst responsibilities below, including:
Detail oriented. One of the key soft skills for a marketing data analyst to have is detail oriented. You can see how this relates to what marketing data analysts do because "market research analysts must pay attention to minutiae to evaluate data." Additionally, a marketing data analyst resume shows how marketing data analysts use detail oriented: "detail-oriented professional responsible for consistently ensuring data quality and developing reports necessary for executing effective marketing strategies. "
Analytical skills. Another essential skill to perform marketing data analyst duties is analytical skills. Marketing data analysts responsibilities require that "market research analysts must evaluate large amounts of data and information related to market conditions." Marketing data analysts also use analytical skills in their role according to a real resume snippet: "analyzed a/b testing in e-mail and creative to improve creative design and strategy going forward. "
Communication skills. This is an important skill for marketing data analysts to perform their duties. For an example of how marketing data analyst responsibilities depend on this skill, consider that "market research analysts must be able to clearly convey information when gathering material, interpreting data, and presenting results to clients." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a marketing data analyst: "partnered with internal groups to ensure data integrity and adherence to strict communication schedules. ".
The three companies that hire the most marketing data analysts are:
- Infoblox33 marketing data analysts jobs
- McKinsey & Company Inc21 marketing data analysts jobs
- Microsoft18 marketing data analysts jobs
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Compare different marketing data analysts
Marketing data analyst vs. Analyst sales
Analyst sales, or a sales analyst, is an individual who is responsible for increasing sales and revenue of a company by running competitive analysis and making recommendations on how the marketing and sales team should move forward. Sales analysts must assist in the review of monthly financial statements and prepare complex financial statements for retail and service businesses. They develop and provide market intelligence data solutions for the sales team to maximize territory sales efforts. Sales analysts must also maintain a business relationship with key account top management to deliver outstanding customer service and assistance.
There are some key differences in the responsibilities of each position. For example, marketing data analyst responsibilities require skills like "digital marketing," "power bi," "python," and "google analytics." Meanwhile a typical analyst sales has skills in areas such as "customer service," "sql," "pos," and "financial analysis." This difference in skills reveals the differences in what each career does.
Analyst sales tend to make the most money working in the finance industry, where they earn an average salary of $80,458. In contrast, marketing data analysts make the biggest average salary, $92,154, in the technology industry.analyst sales tend to reach lower levels of education than marketing data analysts. In fact, analyst sales are 7.5% less likely to graduate with a Master's Degree and 0.8% less likely to have a Doctoral Degree.Marketing data analyst vs. Marketing and sales associate
A marketing and sales associate specializes in devising strategies to reach sales targets while building strong relationships with clients. Their responsibilities typically revolve around reaching out to clients through calls and correspondence, producing sales reports and forecasts, coordinating with various marketing personnel, and analyzing the current marketing trends and conditions to identify new opportunities. It is also essential to maintain records of all transactions and monitor the performance of marketing campaigns to be aware of areas that need improvement. Furthermore, it is vital to prioritize customer satisfaction and brand awareness, all while adhering to the company's policies and regulations.
Each career also uses different skills, according to real marketing data analyst resumes. While marketing data analyst responsibilities can utilize skills like "power bi," "data analysis," "visualization," and "python," marketing and sales associates use skills like "customer satisfaction," "customer service," "brand management," and "trade shows."
Marketing and sales associates may earn a lower salary than marketing data analysts, but marketing and sales associates earn the most pay in the technology industry with an average salary of $47,973. On the other hand, marketing data analysts receive higher pay in the technology industry, where they earn an average salary of $92,154.In general, marketing and sales associates achieve lower levels of education than marketing data analysts. They're 11.8% less likely to obtain a Master's Degree while being 0.8% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for marketing data analysts in the next 3-5 years?
Linda Goulet
Interim Associate Dean/Department Chair, Marketing, Davenport University
Marketing data analyst vs. Analyst
Analysts are employees or individual contributors with a vast experience in a particular field that help the organization address challenges. They help the organization improve processes, policies, and other operations protocol by studying the current processes in place and determining the effectiveness of those processes. They also research industry trends and data to make sound inferences and recommendations on what the company should do to improve their numbers. Analysts recommend business solutions and often help the organization roll out these solutions. They ensure that the proposed action plans are effective and produce the desired results.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a marketing data analyst is likely to be skilled in "digital marketing," "power bi," "visualization," and "python," while a typical analyst is skilled in "customer service," "troubleshoot," "management system," and "project management."
Analysts make a very good living in the technology industry with an average annual salary of $79,330. On the other hand, marketing data analysts are paid the highest salary in the technology industry, with average annual pay of $92,154.Most analysts achieve a lower degree level compared to marketing data analysts. For example, they're 5.7% less likely to graduate with a Master's Degree, and 0.1% less likely to earn a Doctoral Degree.Marketing data analyst vs. Data analyst internship
A data analyst internship involves a trainee who wants to gain working experience in the field of information technology (IT) by assisting data analyst professionals. Data analyst interns should examine information using data analysis tools so that they can help their employers make important decisions by identifying various facts and trends. They write reports and present them to the management to provide new insights about new trends and areas for improvement. Data analyst interns can find work in areas such as banks, specialist software development companies, and consultancies.
Types of marketing data analyst
Updated January 8, 2025
