By Abigail Kaiss

A Guide to a Career as a Marketing Analyst

Marketing analysts study industry research and current market conditions to provide marketing insights for their organizations. If you are interested in pursuing a career in marketing analytics, this article discusses the marketing analyst job description, the everyday marketing analyst job duties in the office, the path required to becoming a marketing analyst, as well as marketing analyst job requirements and skills. If these jobs interest you, we will provide you with ways to make your application and resume stand out for a marketing analyst job.

What Does a Marketing Analyst Do? (Marketing Analyst Job Description)

Marketing analysts complete research on market conditions and consumer behavior. This research helps businesses can make better strategic decisions and have an improved understanding of what products to develop, the market for those products, and the ideal price for that product (U.S. Bureau of Labor Statistics).

Marketing Analyst Job Duties

In the day-to-day, the duties of a marketing analyst include analyzing data from marketing research. That data may have been obtained by conducting interviews and focus groups, creating and implementing surveys and/or primary company data or secondary data to get a better perspective on consumer buying intentions (U.S. Bureau of Labor Statistics). Additionally, marketing analysts conduct competitive analysis to get a better understanding of their competition and external market conditions impacting the firm. Marketing analysts use this information to provide recommendations to marketing managers on sales strategies or promotional ideas (U.S. Bureau of Labor Statistics).
More specific elements of the marketing analyst job duties and responsibilities including (U.S. Bureau of Labor Statistics):

Using existing market conditions to forecast future sales and market trends.
Analyze current market strategies to determine the effectiveness of approaches.
Create and complete data collection research measures.
Compile data on market conditions and existing competition.
Complete statistical analysis and compile data in visualized formats for reports
Present findings to internal teams and clients

Path to Becoming a Marketing Analyst

The typical career path of an aspiring data analyst is as follows (Discover Data Science):

Typical Career Path of an Aspiring Data Analyst

Marketing Analyst Job Requirements – Degrees, Qualifications, and Skills

To become a marketing analyst, the job requirements for applicants outlined are typically as follows:

Education: For a marketing analyst job, a bachelor’s degree in business, communications, statistics, social sciences, or a related field is required (Discover Data Science).
Qualifications: To receive a job, 1-2 years of field experience working or interning with a firm on data analysis is preferred. Additionally, it is essential to know statistics software, such as R, SAS, SPSS, and programming languages like SQL (Discover Data Science). Applicants must be proficient in Microsoft Office programs to receive a position. Further, a knowledge of industry surveillance programs and analysis tools, such as Google Analytics, Microsoft BI, and Adobe Analytics, are required for entering these positions (Discover Data Science).
Skills: To be a marketing analyst, a good candidate must have:
- Strong written and oral communication skills to be able to describe complex information to clients and other company teams.
- Analytical and critical thinkers with the ability to analyze large amounts of data that can be used to generate company strategy (Discover Data Science)

How to Set Yourself Apart - Marketing Analyst Resume

Due to the increasing strength of data in driving business exchanges, the profession of marketing analysis continues to grow across industries. In applying for a marketing analyst position, here are three ways to set yourself apart from other applications and have a more competitive application (Master’s in Data Science):

Pursue additional marketing analytics certifications

Pursuing marketing analytics certifications will allow you to develop and strengthen essential job skills. By pursuing a nonrequired certification, you will display a commitment to your job and communication competencies on your resume (Master’s in Data Science). Certifications to consider are programs, such as the Insights Professions Certification or the Certified Market Research Analyst program offered by the International Institute of Market Research and Analytics (Master’s in Data Science).

Study for an advanced degree or masters

Pursuing an advanced or master’s degree is required for moving up to a leadership role or more advanced position within your company (Master’s in Data Science). By pursuing an MBA, you will be able to explore your interests while meeting your career goals. Explore MBA programs that specialized in data analytics, such as the featured program Loyola Sellinger School of Business: MBA Specialization in Data Analytics and Digital Technologies.

Display experience through internships or unique courses that provide real-world insight into the field of data analysis

Having experience upon entrance to the industry shows companies that you are ready to work on projects and demonstrate what you have learned. It shows that you have been developing your skills and can develop them further at their company (Master’s in Data Science). One featured course that provides an interesting experience is the Tech Trek: Ireland Study Tour, which through visiting international tech companies allows students to see how their data analytics skills are applicable globally.

Marketing Analysts in the Industry

To get a better perspective on the career of a marketing analyst, we interviewed Liz Helmig (’18), Analytics Lead at Rightpoint, a digital consultancy firm. During the interview, Liz provided career insights and discussed the current evolution of the field.

Insight into Marketing Analytics

Liz defines marketing analytics as “a means or language to conduct business strategy”. The goal is to use data to answer “what happened, why it happened, what we should do about it, and how it connects to your goal”. Liz chose a career in marketing analytics because she has always described herself as a “math-focused person with a numbers mindset”. Additionally, she enjoys market analysis because of the ability to apply her interests to her job. Due to the use of data analysis across industries, there are a wide range of opportunities available to potential applicants.

Before working at Rightpoint, she worked at a MediaCom moving from the role of Senior Analyst to a Senior Manager of Analytics. There, she provided metrics on the engagement of clients’ paid media campaigns for a variety of brands and companies. This allowed her to explore the applications of marketing analytics in different industries.

After doing marketing analytics for agencies for several years, Liz decided she wanted to shift her focus from marketing analytics to overall “thought processes and business practices”. At Rightpoint, she can explore this side of data analytics. Through data analysis, Rightpoint aims to improve customer and client experience. Liz describes her job responsibilities as “translating clients’ needs from data, identifying client problems, and being able to talk them through how to solve, optimize, and measure it”.

Essential Skills for Marketing Analysts

Due to the emergence of artificial intelligence, major changes are occurring within the marketing analytics field. Due to the increased automation of data, there is a shift in the field from data science to strategic business decision-making. This shift has caused recruiters to begin looking for additional skills from applicants. Liz outlines these skills to include:

Data Governance: Focuses on managing large amounts of data and identifying key insights.
Data Due Diligence & Ambiguity: Understand features of reliable data to identify consistencies.
Data Literacy: Ability to effectively analyze and communicate data insights.
Cross-Functional Team Collaboration: Understanding strategic vision by understanding the work of other teams.
Insight Synthesis and Communication: Form data findings into comprehensible conclusions for decision-makers

Request Information

If you are interested in learning more about the marketing analytics field or have specific questions you still would like answered, connect with us to learn more about specific programs, advanced certifications, and opportunities to develop career essential skills.

I. References

2U, Inc. . “How to Become a Marketing Analyst in 2022.” Master's in Data Science with EdX, 2U, Inc., 21 July 2022

“ADLS Adobe Qualified Credential Program.” Adobe

Blue Planet Studio. “Stock Photo S1986638624.” Shuttershock

“Certified Market Research Analyst.” IIMRA

“Exploring Is 360: Management of Global IT.” Loyola University Maryland, Loyola University Maryland Sellinger School of Business and Management

“Google Analytics Academy Courses.” Google Analytics Academy, Google

Helmig, Liz. Career Experience Class Interview. 18 April 2023“How to

Become Marketing Analyst - A Complete Career Guide.” Discover Data Science, Wiley University Services, 10 Feb. 2023

“Insights Profession Certification.” Insights Association

“MBA Specialization in Data Analytics and Digital Technologies.” MBA Specialization in Data Analytics and Digital Technologies - Loyola University Maryland, Loyola University Maryland Sellinger School of Business and Management

“Microsoft Certified: Power BI Data Analyst Associate.” Microsoft Learn, Microsoft 2023

“Occupational Outlook Handbook: Market Research Analyst.” U.S. Bureau of Labor Statistics, U.S. Bureau of Labor Statistics, 6 Feb. 2023