How to Become a Marketing Analyst - YouTube

Hello everyone, and welcome to our 365 Data Science special dedicated to an exciting business

career - the marketing analyst profession. In this video, we’ll learn who the marketing

analyst is, what they do, how much they make, and what skills and degree you need to become

one. But before we begin, we just want to remind

you that there are plenty of amazing career paths you can explore within the field of

data science and data analytics, such as: • Machine Learning Engineer;

• Data Analyst; • Research Analyst…

We’ll do a video just like this for each of these career opportunities and many more,

so be sure to subscribe to our channel and check them out too!

Alright! Now, let’s start with the marketing analyst profile.

Who are they and why are they so important for business success?

Marketing is the fuel that provides power to the motor of a company - sales. Without

substantial marketing efforts, organizations will have a hard time selling their products.

There are various roles within marketing and each one fulfills a particular function to

keep the business going at full speed. Marketing analysts tend to be some of the most hands-on

professionals in a company and their role is truly versatile, encompassing a wide range

of activities: • digital marketing

• traditional/offline marketing • brand marketing

• market research • marketing communications

• retail marketing • B2B marketing, and so on..

The possibilities are endless! But having said that, we need to remember that a marketer's

primary goal, regardless of the channel - be it digital, traditional, or business-to-business,

is to introduce a company's products and showcase their value to customers. And in today's data-rich

environment, the success of a marketer is measured by their ability to leverage multiple

sources of data to make informed decisions based on quantitative evidence.

A marketing analyst works closely with product owners and can be assigned to a particular

product or, alternatively, to a specific channel. For example, digital marketing analysts are

usually responsible for a company's social media accounts, as well as the communication

with agencies to discuss ad spend, upcoming campaigns, and amount of promotional budget

that can be allocated. A marketing analyst also collaborates frequently with the sales

team and provides them with valuable insight when it comes to forecasting and resources

that can be spent at a given time. That’s the compact presentation of this

exciting job role. But to get a better idea of what it means to be a marketing analyst,

we need to take a closer look at their typical responsibilities.

So, what do marketing analysts do? Well, for one thing, their list of day-to-day

tasks is super versatile and seemingly infinite. Some typical marketing analyst tasks involve

providing feedback on copy and images prepared by agencies or in-house talent and making

sure that brand guidelines have been followed. They are the ones responsible for running

campaigns, as well as interacting with agencies reps and communicating results to marketing

managers. Quite often, a marketing analyst in a company oversees a single product or

channel. This not only gives them true perspective on how the product or channel works but also

reveals the dynamics that allow for more sales and an improved brand awareness among the

target audience. Does this sound like something you’d like

to do? Well, you’ll probably get even more excited about the job, once you discover that

it can be rewarding in terms of income, as well.

How much do marketing analysts earn? According to Glassdoor, a marketing analyst

makes $54,155 on average. So, if you’re just starting your marketing analyst career,

expect a median salary of $39k a year. Of course, with experience, your annual pay can

grow up to $76k! Okay! Now that you know what it’s like to

be a marketing analyst, let’s explore the possible career path if this is your profession.

A Marketing analyst is a great career to explore on its own but also as an entry-level position

that could open the door to a Marketing Manager position… and, if you’re determined enough,

you can rise through the ranks and become a Chief Marketing Officer!

When it comes to job availability and demand, the marketing analyst job outlook is undisputedly

strong, as companies of all sizes need dedicated marketing professionals. Usually, in a smaller

firm, marketing analysts have more responsibilities which allows them to gain a holistic view

of all activities. In a larger organization, where marketing budgets are generally larger,

they tend to specialize in a particular aspect and work on it extensively. Either way, there

are plenty of opportunities across all fields, including the Consumer, FMCG, and Telecom

industries. So, what are the key skills you need to apply

for a marketing analyst job? We researched many job ads to discover the

most in-demand tools and skills marketing analyst candidates must have.

Here’s what the data says: • 41% of job offers emphasized on communication

• 71% mentioned Excel • 27% required PowerPoint

• 25% cited SQL • 19% requested Tableau

• 8% - Power BI • And 6% - Machine learning techniques

Among the other notable mentions are technologies like ERP, SPSS, Google Analytics Qlik Sense,

Stata, and SAS. Let’s elaborate on this. The numbers are

very clear on one thing - every marketing practitioner needs analytics to make sense

of the different figures coming from various channels, client types, and product configurations.

They have to understand Hypothesis testing and A/B testing, especially if they work online,

which nowadays is a must for almost everyone. Being able to manipulate data in a spreadsheet

format or with a statistical package is fundamental for this profession, too. What’s more, today,

marketing professionals also need to leverage dashboard software like Tableau and Power

BI to self-serve their analysis needs and make adjustments in real-time.

And we’ve got you covered. We developed the ‘3-6-5 Data Science Program’ to help

people of all backgrounds enter the field of data science and data analytics. We have

trained more than 500,000 people around the world and are committed to continue doing

so. If you are interested to learn more, you can find a link in the description that will

also give you a special offer on all of our plans.

Our program offers tremendous value for someone who wants to grow as a marketing practitioner

as it teaches them the foundations they need to know, and this would allow them to grow

professionally faster than their peers. Being able to make queries and extract data from

the firm's database with SQL, knowing how to organize this data in pivot tables in Excel,

or how to create a dashboard in Tableau, is a powerful testament to a marketer’s potential

in front of management. But analyzing quantitative input is far from

the only requirement of the job. Marketing analysts should exude both proactivity

and passion for the brand. Besides, as the research clearly points out, they must be

excellent communicators, too. What about academic background?

In terms of academic degree, a Bachelor’s degree was quoted in 66% of the job offers,

while a Master’s – in a mere 6%. And the good news for those of you who hold undergraduate

degrees and lack professional experience doesn’t stop here.

When it comes to years on the job, the average expectation of employers is 3.6 years. However,

a whole 39% of jobs didn’t require any experience at all! So, that certainly gives you a good

chance to land a marketing analyst job straight after college graduation.

Alright! Now you’re aware of the most important aspects of the marketing analyst position,

what to expect from the job, and what skills to acquire to become one.

Nevertheless, if you feel like you still need additional career advice and a more detailed

analysis of the career opportunities in data science – we wrote a super-comprehensive

guide about this, and the link is in the description, if you want to learn more.

In the meantime, thanks for watching, and good luck on your data science journey!