Marketing Analyst job description

What does a Marketing Analyst do?

The Analyst plays a key role in the digital marketing team. Their responsibility is to provide marketers with the data-driven insights required to drive marketing and business growth.

Key responsibilities

While the job description might vary in different businesses, the main duties stay the same. Here's what the average day might look like for a Digital Marketing Analyst:

• Build and maintain dashboards: Work with Data Analysts across the business to maintain dashboards. The Marketing Analyst will also design and build new dashboards to monitor campaign performance.
• Analyse consumer behaviour: Ensure optimised targeting by analysing customer data.
• Optimise the marketing strategy: Regularly analyse the performance of digital marketing campaigns. Use this information to proactively deliver recommendations for the digital marketing, content and marketing automation teams.
• Present research: Present data analysis and research to key stakeholders across a variety of teams.
• Data support: Lead ad-hoc projects where required.
• Stay up to date with market trends: Stay aware of the latest developments, ensuring the business is always compliant with data regulations.

Skills and requirements

When hiring for Marketing Analyst positions, employers should look for the following details:

• Experience using analytics to drive strategic business decisions, ideally with a focus on marketing
• Understanding of marketing channels and what makes a successful campaign
• Strong quantitative skills, with the ability to conduct detailed data analysis
• Hands-on experience with business intelligence (BI) and visualisation tools, such as Tableau, DOMO, Looker
• Excellent communication skills, with the ability to break down complicated information for a variety of stakeholders
• Curious, eager to learn, self-motivated and detail oriented
• Excellent project management skills