What Is a Marketing Analyst? And How to Become One
A marketing analyst is a professional that analyzes data to support a company’s marketing efforts. The marketing analyst might use the insights they find to help a company make better business decisions—like increasing revenue or optimizing marketing campaigns.
What does a marketing analyst do?
A marketing analyst works with data to unearth new marketing insights for a company. But what does this actually mean?
Analyze marketing data
A large part of being a marketing analyst includes cleaning, sorting, and interpreting data. More specifically this can mean:
- Gathering, cleaning, and sorting data through methods like surveys or website analysis
- Reviewing marketing campaign results (like revenue increase, reach, or engagement) to improve campaigns
- Using tools to understand current customers and find new ones
- Researching competitors
By synthesizing findings, marketing analysts can recommend how a business should proceed with its marketing efforts. This can entail putting together reports, presentations, and other materials.
Marketing analyst vs. other roles
Marketing analysts have much in common with other types of analysts—namely, they all deal with analyzing and understanding data. Here’s a look at what other similar roles do:
Market research analyst: Though sometimes used interchangeably with marketing analyst, many companies consider market research analyst a distinct role. Market research analysts have a more narrow focus than marketing analysts, concentrating specifically (and perhaps unsurprisingly) on market research. This might mean understanding trends in specific markets, or predicting prices, wages, and other economic indicators. Market research analysts can support marketing teams, product teams, and other business-oriented teams.
Data analyst: Data analysts have a broader focus than marketing analysts, and can work in many fields outside of marketing. They might work in finance, manufacturing, science, government, and many other fields. The exact content of what they analyze will depend on the field and position. Because data analysts are less specialized than marketing analysts, data analyst positions often require less experience.
Business analyst: Business analysts use data to evaluate an organization’s business and IT processes. They can make recommendations to reduce inefficiencies and costs, and identify ways to improve the business structure. They generally don’t work exclusively with marketing data, as marketing analysts may do.
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