What does a marketing analyst do?

A marketing analyst is typically employed either by a marketing agency or as part of the marketing department of a large company, with the primary objective of helping companies improve marketing efforts by analysing data and making strategic recommendations based on their findings. Their job generally involves collecting information related to customer behaviour, web analytics, sales trends, advertising expenditure and effectiveness, market trends and competitor activity to gain deep insight into how the company can meet the needs of different markets at a local or international level. Based on this data, their recommendations often relate to making marketing campaigns more effective, improving advertising and attracting new customers to boost sales and grow the company. They may also offer advice on reducing marketing costs or spending the department’s budget more wisely.

Marketing analyst skills and qualifications

In order to work as a marketing analyst, significant experience and knowledge in the field of marketing is required. This high-level role forms the foundation for the marketing department’s strategic direction, informing everything from campaign launches to UX design on the company’s website. Marketing analysts provide the insights that guide decision-making, making their expertise critical for the department’s success. Candidates are typically required to have at least a bachelor’s degree, ideally in marketing. The cornerstone of an effective marketing analyst is a well-developed ability to analyse data in all its forms. Other key skills include:

• Familiarity with various software, digital tools and analytics platforms: marketing analysts must be adept at using tools such as Google Analytics, Excel and specialised marketing software to gather and assess data
• Understanding of statistical methods: a solid understanding of statistical techniques is important for interpreting data accurately and identifying market trends
• Effective communication: analysts must be able to convey complex data findings clearly and concisely, helping other departments or stakeholders understand the implications of their analysis
• Attention to detail: accuracy is important when working with data to ensure that analyses are correct and actionable
• Critical thinking skills: analysts need to evaluate data objectively, drawing insights that drive marketing strategies and business decisions
• Teamwork skills: marketing analysts often collaborate with cross-functional teams, requiring a good predisposition to work with others
• Basic knowledge of finance and budgeting: understanding financial principles enables marketing analysts to make cost-effective recommendations and advise on how to optimise the department’s budget
• Research skills: the ability to conduct thorough research helps analysts identify trends, gather competitor data and keep updated on market developments
• Problem-solving skills: marketing analysts must be good at identifying challenges and providing data-driven solutions to improve marketing effectiveness

Marketing analyst experience requirements

Due to the specific demands of the job, marketing analysts generally need several years of related experience. This might be in marketing research, data analysis or other marketing-related positions. A career history including different roles in the marketing sector can be very beneficial, even if the work did not specifically involve research or working with statistical data. Broad knowledge of different forms of marketing and campaign types are other interesting factors to look for when recruiting a marketing analyst to work alongside a marketing manager.

Marketing analyst education and training requirements

A marketing analyst is typically expected to hold at least a bachelor’s degree, which may be in marketing or a related field such as business, economics, statistics or data science. Additional qualifications, such as a CIM (Chartered Institute of Marketing) certification, digital marketing credentials or Google Analytics certification, may give candidates a competitive edge. Familiarity with relevant software, including customer relationship management (CRM) systems and marketing automation platforms is also advantageous. Internships provide valuable on-the-job training and practical experience too.

Marketing analyst salary expectations

According to Indeed Salaries, a marketing analyst in the UK earns an average salary of £32,878 per year. The salary may depend on several factors, such as a candidate’s experience, education and geographical location.

Job description samples for similar positions

If the role of a marketing analyst does not quite seem like what your business needs, here are some job descriptions for several related roles:

• Marketing executive 
• Marketing coordinator
• Marketing specialist

Marketing analyst job description FAQs

What are the day-to-day duties of a marketing analyst?

A marketing analyst’s typical workday involves collecting and analysing data from various sources, such as website traffic, social media platforms and sales reports. They may also conduct market research and work closely with other members of the marketing team, offering recommendations for adjustments and consulting on strategy. In some roles, daily tracking of key performance indicators (KPIs) is also a regular responsibility.

What should you look for in a marketing analyst CV?

When recruiting for a marketing analyst, we recommend that you prioritise candidates with a robust background in marketing and/or in data analysis and who hold relevant qualifications. You may also look for experience with specific analytical tools and marketing software. Practical experience in market research, campaign analysis and reporting are also highly beneficial. When it comes to soft skills, strong communicators with proven problem-solving skills are likely to be an asset to your business.

How can you make your marketing analyst job description stand out?

To make your job description stand out, it’s important to clearly outline your expectations – this helps ensure that applicants meet the specific requirements of the position you are recruiting for and align with your business needs. Equally, you will want to make the position appealing to attract top candidates. For a marketing analyst role, highlight unique opportunities your company offers, such as the chance to work with cutting-edge data analytics tools and platforms. Emphasise career progression, the types of projects the candidate will be involved in and details about your company culture, benefits, flexible working options and training opportunities. These elements can make your job listing more attractive to potential talent.

Salary figures reflect data listed on Indeed Salaries at the time of writing. Salaries may vary depending on the hiring organisation and a candidate’s experience, academic background and location.