Marketing analysts work at the intersection of two fields. We explain what tasks such specialists perform, what skills they need, and how much they can earn.
Who Is A Marketing Analyst And What Do They Do?
A marketing analyst, or, as it would be more correct to call them, a marketing analyst, is a specialist who collects, processes and interprets marketing data (usually online). For example, this could be traffic and user behaviour on landing pages, advertising channels, and audience segments.
Such a specialist analyses the sales funnel and the effectiveness of attracting customers, and then links this data to unit economics and key product metrics — LTV and profitability. A marketing analyst also interprets the data obtained and forms hypotheses and recommendations for marketing as a whole.
For example, after an advertising campaign, a specialist collects all the data on it and analyses how effective it was, what went well and what went wrong, and how it can be optimised in the next iteration to get the best result.
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A marketing analyst can also answer the question of how many touches with the user are necessary during an advertising campaign for the most effective communication, in order to simultaneously increase the likelihood of encouraging them to make a purchase and at the same time not burn them out with banner blindness.
The Difference Between An Internet Marketer And A Marketing Analyst
Internet marketers and marketing analysts work at the intersection of each other’s areas of responsibility, periodically ‘stepping’ into each other’s territory and sphere of influence. The reason for this overlap is simple: one specialist cannot handle all the functions from preparing and launching advertising campaigns to their comprehensive analysis in terms of channels, funnels, and other basic things.
The internet marketer is responsible for the operational launch, while the analyst is responsible for in-depth analysis, but both specialists work with basic metrics. We have compiled a table of the main differences between the two specialists.
Faq: Answers To Frequently Asked Questions
How do you become a marketing analyst?
There are several options:
- get a fundamental education in mathematics or economics;
- take a course in analytics, then in the basics of marketing, and combine the two areas;
- switch to the profession from a related field, such as internet marketing.
Is it possible to become a marketing analyst without experience in marketing?
Yes, but you will have to spend time learning the basics — for example, through online courses that last 7–10 months.
Is it possible to work as a marketing analyst remotely?
Yes, such specialists can work remotely, which allows them to take up positions in regions with higher salaries.
