Top 10 In-Demand Marketing Analytics Careers and How You Can Land One

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Marketing analytics is a game-changing field that leverages big data (extremely large data sets that reveal human behavioral patterns, trends, and associations) to evaluate, analyze, and manage marketing efforts. The availability of big data has been growing for some time, and if used correctly, is an extremely useful marketing tool. A 2018 McKinsey report calls data and analytics the “heartbeat of modern marketing.”  Marketing analytics and the use of big data involves not only being able to capture viable data, but subsequently analyzing the data and translating it into meaningful business solutions that directly affect the bottom line and maximize a company’s return on investment.

The benefits of using big data are endless. When a company utilizes marketing analytics principles to evaluate the success of a marketing campaign, big data is used to determine which specific marketing efforts need improvement, how they can be improved, and when the improvements can be implemented. In an effort to retain loyal customers, businesses are focusing marketing efforts on improving the customer experience. Marketing analytics allows a company to reach existing and potential customers at a more personal level by providing insight on their likes and dislikes, and how likely they are to engage in your products or services.

Marketing analytics career opportunities introduced

The field of marketing analytics provides a variety of options based on your interests and pursuits. While employers’ desired qualities for most positions maintain similar knowledge, skills, and abilities, the marketing analytics field encompasses a variety of career alternatives so you can focus on the area that interests you most. If you are drawn to strengthening your marketing analytics breadth (possibly to enhance your chances for a future in executive management) you may choose to transition to different positions in the earlier stages of your career, depending on the prevailing trends driving marketing analytics.

Chris Rorie, industry leader in strategy and analytics, indicates that his experience has demonstrated a pretty clear promotional path in marketing analytics. He mentions four key stages: spend approximately 3 years as an Analyst/Senior Analyst; move on to a Manager/Associate Director for about 4 years, followed by an additional 4 years as a Director/Vice President; and eventually promote to a Senior Vice President.

While every person’s career path is unique, this provides some insight on what you may expect or strive for in your marketing analytics career. Your promotional growth and career timeline will depend on whether you are coming from a marketing or analytics background or making a career change. Switching careers may result in more time spent as an entry-level analyst, while having a marketing or analytics background may allow you to land a senior-level analyst position from the start.

Top 10 in-demand marketing analytics careers

Below is a breakdown of marketing analytics careers that are currently in-demand. While there are other highly successful roles in the field of marketing analytics, such as a marketing forecast analyst or consumer insights analyst, the careers listed below indicated the most immediate need. These findings were collected by researching various recruitment and compensation platforms and organized into three levels: analyst, management, and executive management. The results were organized based on a combination of the number of jobs currently posted and an analysis of the salary growth over a five-year period.

In-Demand Marketing Analytics Careers

Role Average Annual Salary 5-Year Salary Growth Jobs Posted Top Cities Hiring

Social Media Analyst

$55,690

13%

3,482

New York, NY
Washington, DC
San Francisco, CA

Market Research Analyst

$60,429

8%

10,832

New York, NY
Chicago, IL
San Francisco, CA

Sales Operations Analyst

$61,059

11%

9,156

New York, NY
San Francisco, CA
Chicago, IL

Digital Marketing Analyst

$67,230

-11%

4,825

New York, NY
Chicago, IL
San Francisco, CA

Web Analytics Manager

$110,232

-11%

9,804

New York, NY
San Francisco, CA
Seattle, WA

Marketing Analytics Manager

$110,232

6%

19,711

New York, NY
San Francisco, CA
Chicago, IL

Associate Director of Marketing Analytics

$139,386

16%

1,529

New York, NY
Chicago, IL
Boston, MA

Director of Marketing Analytics

$144,754

-15%

9,025

New York, NY
San Francisco, CA
Chicago, IL

Vice President of Marketing Analytics

$164,998

3%

1,257

New York, NY
Chicago, IL
San Francisco, CA

Chief Marketing Officer

$189,521

10%

603

New York, NY
San Francisco, CA
Chicago, IL

Research of the above marketing analytics careers manifested evidence of some job description uniformity. For example, with the ever-developing marketing rules and strategies, all positions require that you are able to work in a fast-paced environment with changing priorities. You must have an analytical perspective, and also exhibit excellent verbal and written communication, both across project stakeholders and with executive decision-makers. Lastly, marketing analytics professionals must be motivated self-starters, able to produce organized and meaningful products, with knowledge of project and content management tools. Below is a detailed list of employers’ desired skills and typical job responsibilities for each role.

Marketing Analytics Desired Skills and Typical Responsibilities

Role Detailed Skills Responsibilities

Social Media Analyst

  • Hands-on experience with social media platforms and digital marketing campaigns
  • Experience with social media management tools, e.g. Buffer and Hootsuite
  • Understanding of SEO, keyword research, and Google Analytics

As a social media analyst, your primary responsibilities are to report on web traffic for all social media, and analyze user engagement. After further career development, a social media analyst can also pursue search engine optimization strategies by implementing keywords into social media campaigns.

Digital Marketing Analyst

  • Experience with direct marketing, email marketing tools, and content management systems
  • Experience working across multiple stakeholders, managing and enhancing workflows
  • Ability to think critically, analyze data, and generate insightful reports for making effective business decisions

A digital marketing analyst plays a part across multiple marketing functions, including digital marketing, website management, email marketing, analytics, and social media. A digital marketing analyst will plan and execute marketing and promotional campaigns, blogs and microsites, and company websites, and is the key overseer of workflow across multiple stakeholders.

Sales Operations Analyst

  • Familiarity with customer relationship management (CRM) tools
  • Experience analyzing complex data in spreadsheets and using business intelligence tools
  • Knowledge of structured query language (SQL)

As a sales operations analyst, your primary role is to provide support to the sales operations team. This includes collecting and analyzing data related to sales performance. The sales operations analyst will also provide key data and insight into sales operations challenges to management. The sales operations analyst will also manage sales compliance and identify opportunities for improvement.

Market Research Analyst

  • Ability to manipulate and interpret large amounts of data
  • Excellent knowledge of statistical packages (e.g. SPSS or SAS) and databases
  • Familiarity with customer relationship management (CRM) tools and knowledge of warehousing, modeling, and mining

A market research analyst collects and organizes consumer, competitor, and marketplace data into consolidated action items that can be reported and presented to management. Market research analysts must have an understanding of business objectives and be able to design customer preference surveys.

Web Analytics Manager

  • 3-4 years' experience of hands-on marketing analytics experience
  • Experience with campaign management and advanced analytics
  • An entrepreneurial mindset

A web analytics manager acts as a company's primary resource for marketing analytics and manages regular reporting on marketing operations. Web analytics managers are also expected to collaborate across departments to develop metrics, dashboards, and reports. A web analytics manager also manages vendor relationships and collaborates on testing and optimization efforts.

Marketing Analytics Manager

  • 4+ years' experience in a related field with a thorough understanding of traffic to lead to revenue demand funnels and reporting
  • Strong background in statistical data analysis and quantitative thinking
  • Experience with data visualization tools, Google Analytics or similar, and customer relationship management (CRM)

A marketing analytics manager builds the most complex and advanced marketing analytic capabilities to improve campaign efficiency and effectiveness across all marketing efforts. All staff should be able to go to the marketing analytics manager as the go-to person for the sales and marketing teams. A marketing analytics manager will also provide input to sales leadership to drive desired results, mine lead data and provide guidance to executive staff, and design and produce dashboards to measure progress.

Associate Director of Marketing Analytics

  • 7+ years' experience in marketing analytics and a background in a quantitative field
  • Experience with regression and multivariate techniques and segmentation and predictive modeling
  • Knowledge of the following: statistics, A/B testing, SAS or SPSS, and web analytics tools

The associate director of marketing analytics takes the lead on all marketing analytics engagements. This includes coordinating, analyzing, and presenting results. The associate director of marketing analytics establishes benchmarks and campaign objectives, and provides strategic recommendations for optimization. The associate director of marketing analytics acts as a mentor for junior staff.

Director of Marketing Analytics

  • Extensive experience with analytic techniques, web analytics, and statistical modeling
  • Ability to extract supportive and insightful information from data and make recommendations for improvement based on data results
  • Expert in web analytics tools

The director of marketing analytics is responsible for initiating and overseeing all marketing analytics strategies. The director of marketing is ultimately responsible for identifying and directing staff to appropriately track and measure the most prominent key performance indicators amongst multiple channels. The director of marketing analytics also services as the training officer for all new and existing marketing analytics strategies.

Vice President of Marketing Analytics

  • 10+ years' experience in a relevant field
  • Ability to influence change across a wide group of stakeholders and lead and develop change within a team
  • Possess relationship management skills, along with a strong business and commercial acumen

The vice president of marketing analytics will develop and implement a strategic plan for generating deep and actionable customer understanding to drive the return on ad spend (ROAS), brand equity, and marketing business contribution. The vice president of marketing analytics will create and measure a brand strategy and identify how the marketing team can best leverage marketing efforts.

Chief Marketing Officer

  • Deep and independent understanding of marketing principles, changing market dynamics, product and service management, and brand
  • Outstanding communication and interpersonal skills, as well as a demonstrated ability to lead and inspire groups of people
  • Excellent analytical skills and passionate customer advocacy

The chief marketing officer oversees the planning, development, and execution of marketing initiatives. The ultimate goal of a chief marketing officer is to increase sales through successful marketing strategies, which will generate revenue. The chief marketing officer achieves this by using various tools, such as market research, pricing, product marketing, marketing communications, public relations, and advertising.

Pursue a career in marketing analytics

Does this sound like you? You enjoy solving puzzles, but also have an entrepreneurial-driven interest in marketing development, business operations, and decision-making. You are independently driven but thrive on motivating groups to meet a common goal. A career in the field of marketing analytics may be a great fit for you, and with the projected growth in workforce demand, you have the potential for a very prosperous future.

Learn more about Claremont Graduate University’s Master’s in Marketing Analytics program.

Sources:

Average annual salaries as of May 2018 from Glassdoor.com.
5-year salary growth extracted from Payscale.com.
Number of jobs posted as of May 2018 from Indeed.com.