What Does a Marketing Analyst Do?
Marketing analysts collect and analyze data related to marketing campaigns and consumer behavior in order to provide insights and recommendations for improving marketing strategies. To accomplish this, market research is conducted, data analytics and statistical tools are used to analyze the data, and insights and recommendations are developed for improving marketing strategies. By working closely with marketing teams and other stakeholders, marketing analysts ensure that marketing strategies drive revenue and growth and are aligned with business goals.
Businesses rely on marketing analysts to make data-driven decisions to improve their marketing performance. By analyzing data and understanding customer behavior, they can develop new marketing campaigns or adjust current campaigns to improve customer engagement. As a whole, marketing analysts provide valuable insights and recommendations that help businesses stay competitive and achieve their marketing goals.
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National Average Salary
Marketing analyst salaries vary by experience, industry, organization size, and geography. To explore salary ranges by local market, please visit our sister site zengig.com.
The average U.S. salary for a Marketing Analyst is:
$61,700
Marketing Analyst Job Descriptions
Crafting the perfect job description may be the key to finding an exceptional marketing analyst. To help you with your recruiting search, our team has put together some examples from past openings.
Example 1
If you are a marketing analyst looking for an opportunity to grow, [Your Company Name] has an exciting opportunity for you! You will be responsible for providing actionable insights that drive marketing strategies. You will collaborate across multiple groups and share findings with technical and non-technical stakeholders at all levels of the company. As an ideal candidate, you have proven experience researching and identifying ways to build brands and acquire new clients, including tracking advertising costs, researching consumer behavior, and exploring market trends and opportunities.
Typical duties and responsibilities
- Performs market research analysis
- Utilizes online market research and catalogs findings in databases
- Develops and assesses the value of data collection methods such as surveys, questionnaires, and opinion polls
- Presents marketing plans to senior management or clients
- Interprets market data and makes marketing recommendations
- Collects and analyzes data on customer preferences, demographics, and buying habits using modern and traditional methods
- Prepares reports on findings
- Gathers and analyzes data on competitors
- Tracks and forecasts trends in sales and marketing
Education and experience
- Bachelor’s degree in marketing or a related field
- 5+ years experience in marketing or related field
Required skills and qualifications
- In-depth knowledge of search engines, web analytics, and business research tools
- Good working knowledge of statistical packages, databases, and MS Office
- Excellent communication and presentation skills
- Significant knowledge of data warehousing and mining
- Familiar with various data collection methods, including polls, focus groups, and surveys
- Working knowledge with CRM programs
- Strong analytical and critical thinking skills
Preferred qualifications
- Previous experience in market research
- Knowledge of software applications including SAS and SPSS
- 2+ years of market analysis experience
- Experience with data collection methods
Example 2
ABC Company is actively seeking a Marketing Data Analyst for a fully remote opportunity with a large client of ours. Candidates must have a strong background working with Excel and experience with SQL- any PowerBI knowledge or exposure would be a big plus. If interested in learning more about this role, please apply below!
Position: Marketing Data Analyst
Location: Fully remote
Skill area
- Experience in writing and developing SQL queries and analyzing data in Excel (lookups, pivots, visualization, conditional logic, etc.)
- Effective written and verbal communication skills, with the ability to interact with all levels of management and across business and IT groups
- Good understanding of analytical techniques, statistical analysis, and data management
- Ability to conceive and internally develop concepts and ideas
- Excellent analytical, problem solving, and collaborative skills
- Knowledge of query writing using SQL with the ability to join multiple tables, summarizing, grouping, data manipulation, performing analytical functions, etc.
Responsibilities
- Design, build, and deliver customized Dashboards and reports through MS Excel/PowerPoint and/or Power BI to Executive leadership on key strategic initiatives. Fulfills ad hoc reporting requests from management leaders
- Ensures data accuracy, performing, and reporting on periodic audits and data integrity checks
- Participate in the acquisition, summarizing, cleaning, validation, connection, and analysis of data stored in various systems, databases, and tools
Example 3
Position purpose
As part of the Customer Intelligence/Analytics team, the Marketing Analyst analyzes and interprets data to inform go-forward business and marketing strategy. This position monitors and evaluates performance of marketing initiatives that are piloted in-market. This position analyzes marketing performance aligned with business strategy by developing and refining techniques used to measure engagement, conversion and trends for marketing. Additionally, the Marketing Analyst evaluates the multichannel impact of marketing activities on engagement, sales, and ROI.
Responsibilities and tasks
- Applies critical thinking and creativity when evaluating data to build strategic insight-led initiatives
- Monitors and evaluates performance of marketing initiatives that are piloted in-market
- Works across internal teams to pull in relevant insourced reporting
- Maintains a comprehensive measurement system and exhibits flexibility to adapt and refine the system over time
- Creatively problem solves when resolving insights gaps. Is able to articulate and solve problems or answer questions with data
- Builds relationships with business partners to achieve a greater understanding of different business functions’ goals and how they inform marketing strategy
- Analyzes marketing performance aligned to business strategy by developing and refining techniques used to measure engagement, conversion and trends for marketing
- Evaluates the multichannel impact of marketing activities on engagement, sales, and ROI
- Develops ad hoc analysis on request
Qualifications
Minimum Qualifications:
- Bachelor’s degree in related field required
- 3-5 years of experience serving as a business, marketing or reporting analyst
- Healthcare experience preferred
- Advanced Excel skills (pivots, tables, and functions)
- Experience in data aggregations and visualization tools (Tableau, Qlikview, and Qliksense)
- Possesses knowledge and experience with infrastructure and tools required for data collection, management, and transformation
Example 4
We have an opening for a strategically focused Marketing Analyst, a key position within the Marketing Team with primary responsibility to gather and synthesize end market and customer data to drive marketing and business strategy and identify opportunities for growth.
Everyone in the business is actively encouraged to embrace their inner entrepreneur to drive actions, focus on what matters, and share ideas so that every individual can have an impact on the business. In return they are well rewarded, supported in your development and given the opportunities to grow within a large multinational organization.
Job responsibilities
- Develops and leverages internal and external resources to gain market intelligence and gain expertise on market areas of interest, with primary focus on key sectors such as aerospace, automotive, and oil and gas
- Gathers and evaluates relevant market and competitor information to review market position and determine opportunities for growth
- Provides analytic marketing research in support of marketing and business planning
- Collaborate with product management, sales, and marketing to supports development of value propositions for new and existing products
- Collects, accesses, verifies, and organizes market trend, competitive intelligence, and sales data
- Measures the effectiveness of marketing and product strategies via marketing tools, Salesforce CRM and research
- Formulates compelling stories with data to drive marketing and innovation strategy
- Perform other duties and special projects as assigned
Qualifications
- BA/BS degree in Marketing, Business, or related field
- Minimum 3-5 years experience in marketing analytics, preferably in a business-to-business environment
- Experience gathering customer and end user insights and leveraging those insights to support recommendations to marketing strategy
- Experience in supporting new product launch strategies, including value proposition development
- Strong attention to detail and organizational skills with the ability to manage multiple priorities independently
- High learning agility, willingness, and ability to quickly learn about new technologies and trends
- Must possess excellent communication, interpersonal and leadership skills
- Proficient in MS Word, Excel, PPT. Experience with Salesforce preferred
Working conditions
- Brilliant business culture with world class facilities, daily interactions with a dynamic, enthusiastic, and diverse team
- Ability to travel up to 20% both domestically and internationally. Additional travel may be required depending on business requirements
- Hybrid working model, 3 days office and 2 from home
Candidate Certifications to Look For
- Professional Researcher Certification (PRC). Offered by the Marketing Research Association, the PRC designation requires candidates to have at least three years of market research experience, belong to a professional marketing or research organization, and pass a certification exam. The PRC credential proves a candidate’s awareness of the highest ethics and standards, their commitment to remaining up-to-date on new techniques and technologies, and measures their knowledge and proficiency in researching. The PRC must be renewed every two years and continuing education is required.
- Certified ANA Marketing Professional (CAMP). The CAMP certification, composed of a rigorous, 35-hour online program, covers the entire marketing process from brand strategy and brand activation to marketing implementation across digital and analytic applications. The program is administered by the Association of National Advertisers (ANA) and combines comprehensive brand marketing strategy with customer-centric techniques, as well as providing digital, data, and analytics training. Certification is good for 1 year. To maintain a candidate’s certified status, they must earn 10 Continuing Education Units (CEUs) within 12 months of their certification date from the ANA by attending ANA conferences, training programs, and webinars, as well as downloading content from their marketing knowledge center.
- Certified Marketing Analyst (CMA). The American Academy of Project Management offers the CMA certification to candidates wanting to increase their marketing strategy and technology skills. The course teaches practical marketing techniques in areas such as the competitive environment, the role of marketing, customer behavior, and pricing strategies. By earning the CMA credential, candidates will better comprehend the changing marketing environment, understand the integral role of marketing in developing new products and services, know how to deal with increased competitive pressure, and better understand customer behavior, segmentation, and specific market and pricing strategies.
How to Hire a Marketing Analyst
When hiring a marketing analyst, first consider the following:
- Recruiting: Do you have the knowledge, tools, and resources to attract and screen candidates?
- Complexity: Do you need a senior professional, or will mid or junior-level skills and experience suffice?
- Duration: Is this a one-time project or an ongoing need?
- Management: Do you have the time and expertise to direct the work effectively?
- Urgency: How soon does the work need to be completed?
- Headcount: Do you have the budget and approval for an internal employee, or should you consider alternate options?
Answering these questions will help determine the best course of action for your current hiring need. Fortunately, great options exist for every scenario. These are our recommendations:
1. Use 4 Corner Resources (or another professional recruiting firm)
The heavy lifting is done for you when working with a top-tier staffing company like 4 Corner Resources. We source, screen, recruit, and deliver only the most qualified candidate(s), saving you significant time and effort throughout the hiring process while you remain focused on your core business. Understanding your needs and ensuring the right candidate for the position is the key to our success.
This is the best route to take when:
- You need to fill the position quickly
- You want access to a vast talent pool of high-quality, prescreened candidates
- Your position is suited for temporary hiring services, contract staffing, or contract-to-hire recruiting, and you intend to direct the work activity.
- You are hiring an employee as a direct placement but aren’t able to recruit effectively or efficiently with your internal staff.
- You aren’t familiar with current salary rates, market trends, and available skill sets
2. Advertise your opening on a top job board
Your best option may be to advertise your opening on a proven job board. There are many widely used job sites out there that draw visits from qualified candidates. If you have someone internally who can dedicate the time and energy to sort through applications and screen individuals effectively, this can be a great choice.
We recommend using a job board when:
- Your internal recruiting team has the knowledge and experience to assess candidate qualifications
- You are hiring a direct employee and have time to manage the entire recruiting effort
- You have a process for receiving, screening, and tracking all resumes and applications
- You are prepared to respond to all applicants
We recommend CareerBuilder when hiring a marketing analyst:
CareerBuilder
CareerBuilder has been a trusted source for hiring since 1995. Reach 80+ million unique, diverse U.S. job seekers annually by posting your jobs through their talent acquisition channels. Through CareerBuilder, you can engage candidates and drive them into your sourcing pipeline. We recommend using CareerBuilder for hiring when you have the internal resources and processes to review, screen, and reply to all applicants.
3. Leverage your internal resources
You can utilize your own website, social media, and employees to assist in your search for top candidates.
A company website posting should be the first step in notifying prospective candidates that you are hiring. Social media can also be a powerful tool for spreading the word about your new opening. As far as exposure is concerned, this option can be as good as some job boards when you have a large enough following across various platforms, like LinkedIn, Instagram, Facebook, TikTok, and Twitter.
Current employees are every organization’s greatest asset. Encourage your internal team to promote job openings to their network by offering cash and other incentives.
We recommend these options when:
- Your brand has great name recognition
- You can consistently monitor and respond to candidate activity through your website and social media accounts
- You have a process in place to quickly and broadly communicate job openings and requirements
- You have an effective employee referral program in place
If you aren’t sure which path is best, schedule a discovery call today with our seasoned recruiting professionals. The 4 Corner team is on standby to help you find the best option for your unique hiring need.
Sample Interview Questions
- How would you build a predictive model?
- Which analytics tools are you familiar with, and what is your level of proficiency in each?
- What data visualization tools have you used?
- How would you go about analyzing our competitors?
- How would you use social media to improve our marketing endeavors?
- What is market research?
- What would you do if you noticed a discrepancy in your data?
- What are the most important metrics to look at in a marketing campaign?
- How would you define “Big Data”?
- What would you do if a client rejected your data-based recommendations?
- Which reporting software tools have you worked with?
- What was your most successful digital marketing campaign?
- What is the process of forecasting the sales of a new product?
- What’s the difference between qualitative and quantitative market research?
- What are your top data collection methods?
- How do you make important decisions with limited information?
