Coordinating between all your different marketing platforms, running the numbers, proving the value of your latest campaign and forecasting the success of the ones to come – just another day in the life of a marketing analyst.
What Does a Marketing Analyst Do?
In essence, marketing analysts function as in-house mathematicians for brands. They quantify returns on investments, consumer perceptions and opportunities to expand product or service offerings, then relate all this information back to the left-brain creatives to produce work with greater odds of influencing customers.
Core responsibilities of a marketing analyst include:
Identify Possible Profitability
Marketing analysts know a good thing when they see it in their industry, but that’s never enough. It’s their responsibility to back up their hunches with hard numbers. Whether they’re finding a new target demographic or an emergent distribution channel, these professionals are always on the lookout for new ways to grow their businesses.
Customer surveys, exhaustive market research, building databases of pertinent information, watching competitors – a marketing analyst’s work is never done. They do whatever it takes to eliminate risk and ensure beneficial marketing campaigns for their clients or their employers. Those without organizational skills need not apply.
Marketing analysts must be fluent in both left-brain and right-brain communication. On the one hand, they have to express creative decisions with dispassionate statistical facts. On the other hand, they must also collaborate with creatives on how to turn spreadsheet minutiae into a campaign that resonates with everyday people.
What Skills Should a Marketing Analyst Have?
Degree: A bachelor’s degree in marketing is best. Some marketing analysts, however, have found successes with degrees related to the industry in which they want to work.
Experience: Internships involving data analysis, collection or reporting will give marketing analyst hopefuls a leg up on the competition.
Top-tier marketing analyst candidates have deep knowledge of the following:
- Google Analytics
- Adobe Analytics
Strong Background in Statistics: Although marketing analysts are present in a diversity of industries, they all have one thing in common: numbers.
Industry Knowledge: Of all the positions in a marketing department, the analyst must know the most about the industry, its challenges, its trends and its major players.
Attention to Detail: Great opportunities are almost always hidden beneath the surface. Market analysts aren’t afraid to get into the weeds and dig around if it means unearthing something incredible.
Excellent Communication: Marketing analysts are as adept in front of a laptop monitor as they are in front of a room filled with expectant listeners.
Interview Questions for Marketing Analyst Jobs
- Have you ever built a predictive model? If so, please describe the process you underwent creating it.
- What are the differences between quantitative and qualitative market research?
- In what ways do you analyze competitors and clients differently? Or do you analyze them in the same ways?
Profiles Marketing Analyst Jobs
Are you looking to contract or hire a marketing analyst? Talk to the marketing analytics recruitment strategists at Profiles today to discover how we pair employers with high-quality talent like no other.