Digital marketing analysts leverage powerful reporting and analytics tools to analyze marketing performance. They research new opportunities and provide reports for stakeholders, making crucial plans for growth.
In this post, we’ll analyze the responsibilities and tasks of a digital marketing analyst and explore the opportunities available in this career path for professionals.
Read on to learn how you can start a lucrative career in digital marketing analytics.
What is a Digital Marketing Analyst?
Digital marketing analysts are experts in online marketing, with an excellent understanding of analytical and reporting techniques.
Using various tools, from Google Ads reports to social media statistics and Google Analytics, Digital Marketing analysts gather critical data for campaigns. They help businesses to understand the performance of each campaign and provide insights into how each strategy can be enhanced and optimized.
Digital marketing analysts will sometimes conduct specific research tasks for business leaders, helping them to produce powerful user personas and customer profiles. They monitor the latest digital marketing trends, track the reputation of a business online, and help develop campaigns.
With the help of a digital marketing analyst, businesses can ensure they’re optimizing their return on investment from every promotional strategy and minimize unnecessary losses.
Read our comprehensive review of the Google Data Analytics Certificate to find out if this is the right career path and certification for you.
What Does a Digital Marketing Analyst Do?
The responsibilities of a Digital Marketing analyst can vary, depending on the nature of their role. Most of the key tasks revolve around reporting and analytical tools, which offer insights into the performance metrics of campaigns.
Digital marketing analysts will establish KPIs (Key Performance Indicators) for businesses based on their unique goals. Then, using state-of-the-art technology, they’ll test campaign performance, run A/B tests, and provide overviews of each campaign’s performance.
In some cases, digital marketing analysts may also assist with market and customer research, the creation of user personas, and the development of new optimized marketing strategies. Common responsibilities in this role include:
Research and analysis: The core focus of a digital marketing analyst usually involves researching crucial industry trends, analyzing marketing campaigns, and producing reports. They’ll use industry-leading tools to monitor customers' sentiments, track brand reputation, and determine which marketing strategies produce the best results.
Report creation: To convey crucial marketing information to business leaders and stakeholders, digital marketing analysts will use graphic and visual tools to create graphs and insightful reports. They may also design presentations that can be taken to a board of directors or presented to the rest of the marketing team.
Campaign development: Based on the insights gathered through analytics and research, digital marketing analysts will guide how to optimize campaigns. They may assist with developing new marketing plans and work alongside other promotional team members to determine the best ways of reaching KPI goals.
Market research: To stay on top of the latest marketing trends and technologies, digital marketing analysts conduct in-depth market research. They learn about all of the latest tools in the market, examine new growth opportunities, and may also use surveys, interviews, and focus groups to expand their research.
Customer research: Digital marketing analysts may also assist business leaders with developing user personas and profiles to guide marketing decisions. They’ll collect information about the motivations, pain points, and demographics of each user group. These reports can be shared with other marketing experts for campaign development.
Testing: Many digital marketing analysts will spend a significant amount of time conducting tests to track the performance of campaigns. They may use A/B testing and split testing to see which campaign version drives the best results.
Digital Marketing Analyst Skills and Education
Most digital marketing analysts will have a degree in marketing or business management. Some hold certifications specifically for certain analytical solutions, such as Google Ads.
While a degree isn’t always necessary to become a digital marketing analyst, most employers will prefer their teams to have the right training.
Those without a marketing degree can still explore this career plan by attending a relevant marketing boot camp, using an online learning program, or gaining a digital marketing certification.
In some cases, hands-on experience is particularly important to employers, which means professionals will need to demonstrate their background in analytics and promotional strategies.
Digital marketing analysts will need to be proficient in using marketing technologies and tools across the digital landscape, from email automation platforms to social media management tools.
Other skills often required of a digital marketing analyst include the following:
- Analytical and research skills: Digital marketing analysts spend a lot of time evaluating marketing campaigns. They should be comfortable using critical thinking skills and analytical techniques to produce useful insights into promotional performance.
- Digital marketing skills: For digital marketing analysts to provide guidance and support to other marketing teams, they need to know how different platforms and methodologies work. Most employers look for SEO, email, social media, and similar skills.
- Communication skills: Digital marketing analysts often work alongside other promotional professionals and business leaders. They need to convert data into actionable insights and communicate findings in a way everyone can understand.
- Mathematical knowledge: Basic numerical skills are essential for marketing analysts to create in-depth reports with statistics. You should be able to work with calculations and formulas to produce metric guidance for business leaders.
- Technical skills: Digital marketing analysts are often required to use various software solutions and tools in their job. You may need to be familiar with solutions like Excel, Google Analytics, Tableau, and other analytical resources. The exact programs you use may vary.
- Detail orientation: As a marketing analyst, you’ll need to be meticulous about checking data and running numbers. Accuracy is key in any digital marketing role. Ensure you’re confident double-checking numbers and running multiple tests.
- Organizational skills: Most digital marketing analysts will need to monitor and manage multiple campaigns at all times. This requires these professionals to have excellent organizational and time management skills, particularly for time-sensitive projects.
- Strategic skills: Digital marketing analysts need to be able to look at the bigger picture and help businesses create strategies for promotion that achieve specific goals. They should be able to think outside of the box, problem-solve, and offer consistent guidance.
Additionally, as the digital marketing landscape continues to evolve, it’s helpful for digital marketing analysts to demonstrate a commitment to lifelong learning. You’ll need to nurture your curiosity in the marketing landscape and consistently experiment with new tools and strategies. This could mean investing in ongoing education through courses and online programs.
How to Become a Digital Marketing Analyst
There are various paths professionals can explore to become a digital marketing analysts. Some will require you to consider a university degree or something similar. Others will involve taking numerous courses online to expand your skill sets.
Here are some of the key steps involved in becoming a digital marketing analyst.
- Step 1: Consider a University Degree
- Step 2: Learn the Basics of Data Analysis
- Step 3: Expand your Education with Courses
- Step 4: Build your Professional Brand
- Step 5: Apply for Entry-Level Roles and Internships
- Step 6: Stay Up to Date
Step 1: Consider a University Degree
While university education isn’t always necessary for digital marketing analysts, it can be a helpful first step for many professionals. A degree demonstrates a high level of knowledge in your field and provides you with various opportunities to expand different analytical and marketing skills.
Students can consider degrees specifically connected to marketing or explore business, analytics, and similar degrees. A university degree will allow you to expand your horizons from an educational perspective and potentially apply for higher-paying roles.
During your studies, you should be able to learn more about not just digital marketing, but working with teams, creating presentations, and building reports. Research skills are also developed through assignments and writing projects.
Step 2: Learn the Basics of Data Analysis
Whether you choose to take a digital marketing degree or not, you’ll need to develop a basic knowledge of data analytics. Learning about the theory and methodologies used in data analysis will ensure you understand data and create narratives to guide business leaders.
You may consider using data analytics certifications to develop your understanding of some of the most useful software in the industry. For instance, you can become certified using Google Ads, Excel, Google Analytics, and Tableau.
It’s also a good idea to read up on key marketing fundamentals, from how to conduct SWOT analysis to creating a unique value proposition and segmenting audience data. Learning about the available platforms companies use for digital marketing will also be helpful.
Step 3: Expand your Education with Courses
Even with a digital marketing degree, it can be helpful for analysts to expand their understanding of the marketing landscape with carefully-designed digital marketing online courses. Structured online programs further your education, deliver hands-on experience dealing with different tools, and expand your skills.
Courses are available for everything from mastering Tableau to creating presentations and reports. There’s also the option to focus on a specific aspect of the digital marketing landscape, such as social media, email marketing, Search Engine Optimization, and affiliate marketing.
Alongside courses and programs, some digital marketing analysts may consider seeking professional support from a mentor. A mentor can help you build your confidence in your industry and plan your career in the advertising space.
Step 4: Build your Professional Brand
Most companies looking for a digital marketing analysts will research their background and look for evidence of their experience. With this in mind, it’s worth working on a portfolio website where you can showcase projects and highlight case studies or testimonials.
Research digital marketing analytics job postings connected to your interests and ensure you’re developing the key skills employers are looking for. Update your resume focusing on the marketing and analytics landscape, and develop your profile on LinkedIn for online recruiters.
Joining forums and community groups connected to the digital marketing ecosystem can also be helpful, as it will help you to expand your network and form new relationships. Networking can be valuable to building your professional brand and unlocking new opportunities.
Alongside connections on social media sites, you can also attend digital marketing events, seminars, and conferences to find new potential partners and peers.
Step 5: Apply for Entry-Level Roles and Internships
Most senior digital marketing analyst jobs will require professionals to have extensive experience in their field. You may need to start small, with entry-level roles connected to analysis and digital marketing.
For instance, you could consider getting an internship as a digital marketing professional or think about shadowing an analyst in your field.
When applying for internships and entry-level roles, it’s worth ensuring your positions allow you to understand how marketing works. Any marketing job will often help you to develop the skills you need to thrive in this career. However, you can also consider data analysis internships which develop your knowledge of numbers and reports.
As you continue to develop your experience, you’ll be able to consider lateral job moves, allowing you to experiment more deeply with your analytical and marketing abilities. Apply for a range of roles that suit your skill set.
Step 6: Stay Up to Date
As mentioned above, the marketing landscape is dynamic and rapidly changing. New trends, tools, and strategies are emerging all the time. This means you’ll need to be committed to constantly expanding your education.
Follow industry news and events, so you can keep track of the important changes in your industry and experiment with new technology whenever possible.
Attend industry conferences and events to learn from thought leaders and collaborate with your peers. At the same time, it may be worth investing in additional digital marketing courses and programs over time so that you can hone your skills in specific areas.
Depending on the marketing style you’re going to be focusing on, it may be worth earning certifications from well-known marketing and analysis companies, such as Google, Salesforce, and IBM.
How Much Do Digital Marketing Analysts Make?
The average salary of a digital marketing analyst in the United States is between $54K and $66K per year.
The salary of a digital marketing analyst can vary depending on several factors. Your experience level and skill set will determine the kind of role you can apply for. Entry-level positions are likely to pay slightly less than more senior jobs. Your earnings can also be affected by your location and the kind of company you choose to work for. Some analysts even explore freelancing roles.
According to Salary.com, the base salary for a digital marketing analyst can range from $54,504 to $66,715 per year, with an average of $60,269. PayScale suggests the average salary in the US is around $57,522 per year.
Digital marketing is a relatively lucrative career option, and demand for professionals with these skill sets is currently expanding as businesses continue to look for ways to reach customers online.
Is a Digital Marketing Analyst a Good Career?
A role as a digital marketing analyst may be an excellent fit for you if you’re looking for a lucrative, versatile career that allows you to work on multiple projects and campaigns.
If you have an affinity for numbers and know your way around the marketing landscape, this role will allow you to use both your creative and analytical skills in equal measure.
As the digital landscape continues to grow, there’s also significant demand for marketing experts capable of using powerful reporting and analytical tools to examine the performance of each potential campaign.
A career as a digital marketing analyst will allow you to work alongside a range of brands and potentially branch out into your freelance venture.
The best candidates for this role will:
- Feel comfortable presenting to people and sharing reports
- Have a curious and analytical mindset with a passion for numbers
- Understand the marketing and promotional landscape, and the campaigns commonly used
- Enjoy evaluating data, working with spreadsheets, and leveraging new technology
- Want to pursue a high-paying role in the marketing ecosystem
- Have excellent organizational and time management skills
- Maintain a passion for consistent learning and growth
Conclusion
Digital marketing analysts provide business leaders with the insights they need to make intelligent decisions about promotion and growth. They work with numbers and campaigns to determine which strategies will generate the best ROI and brand reputation for their employers.
As a digital marketing analyst, you’ll be able to work with a host of brands, assisting them with creating powerful and impactful promotional strategies. You’ll need to be comfortable with data and analytics and have a creative and curious mindset. If you’re committed to expanding your education and staying on top of the trends, you could have a lucrative career in this field.
