What Does a Marketing Analyst Do?
A marketing analyst evaluates data from campaigns, customer interactions, and market trends to help businesses make informed marketing decisions. By translating complex data into actionable insights, marketing analysts enable organizations to optimize spending, improve customer targeting, and measure the effectiveness of marketing strategies. They play a vital role in shaping both short-term tactics and long-term planning by identifying patterns and forecasting future demand.
Marketing analysts work closely with marketing, sales, and product teams to track KPIs such as ROI, conversion rates, click-throughs, and customer acquisition costs. They gather and clean data from various sources (CRM systems, web analytics, email platforms, and social media tools) and present their findings through dashboards and reports. Their work supports smarter content development, audience segmentation, budget allocation, and testing strategies across digital and traditional channels.
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Marketing Analyst Core Responsibilities
- Collect and analyze marketing data from digital, CRM, and sales platforms
- Track performance metrics for campaigns, including ROI, CAC, and conversion rates
- Conduct market research to support positioning, pricing, and customer segmentation
- Create dashboards and visual reports using BI tools (e.g., Tableau, Power BI)
- Collaborate with marketing, sales, and product teams to identify opportunities
- Evaluate A/B tests and interpret results for optimization recommendations
- Assist in forecasting trends and predicting campaign outcomes
- Present insights and recommendations to stakeholders and leadership
Required Skills and Qualifications
Hard skills
- Proficiency in Microsoft Excel, SQL, and Google Analytics
- Experience with data visualization tools (e.g., Tableau, Power BI, Looker)
- Familiarity with CRM platforms (e.g., HubSpot, Salesforce) and marketing automation tools
- Understanding of key marketing metrics and digital attribution models
- Knowledge of A/B testing, segmentation, and customer journey analysis
Soft skills
- Strong analytical and critical thinking skills
- Ability to communicate technical insights to non-technical stakeholders
- Attention to detail and curiosity to uncover trends
- Effective time management in fast-paced environments
Education
- Bachelor’s degree in marketing, business analytics, statistics, economics, or related field
Certifications
- Not required
- Preferred: Google Analytics Certification, HubSpot Inbound Marketing Certification, SQL for Data Analysis (e.g., Mode, Coursera, or similar)
Preferred Qualifications
- 1–3 years of experience in marketing analytics, digital marketing, or business intelligence
- Familiarity with SEO/SEM metrics, email campaign tracking, and customer lifecycle data
- Experience working with large datasets and cross-functional teams
National Average Salary
Marketing analyst salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Marketing Analyst is:
$69,652
Sample Job Description Templates for Marketing Analysts
Entry-Level Marketing Analyst
Position Overview
We are looking for an Entry-Level Marketing Analyst to support campaign tracking, data reporting, and performance analysis across various digital and traditional marketing channels. This is a great opportunity for a recent graduate eager to launch a career in data-driven marketing.
Responsibilities
- Collect and clean data from marketing platforms such as Google Analytics, email tools, and CRM systems
- Generate weekly and monthly performance reports on campaign KPIs
- Assist in setting up tracking parameters and UTM links
- Conduct basic competitor research and market trend analysis
- Support senior analysts with A/B test reporting and dashboard updates
Requirements
Hard skills
- Basic proficiency in Excel and Google Analytics
- Familiarity with data visualization tools like Tableau or Looker
- Understanding of key marketing concepts and digital platforms
Soft skills
- Strong attention to detail and organizational skills
- Eagerness to learn and take initiative
- Ability to communicate data in clear, actionable terms
Education
- Bachelor’s degree in marketing, business analytics, or related field
Certifications
- None required
- Preferred: Google Analytics or HubSpot Marketing Software Certification
Preferred Qualifications
- Internship or coursework related to marketing or business analytics
Mid-Level Marketing Analyst
Position Overview
We are seeking a Mid-Level Marketing Analyst to analyze marketing performance, evaluate customer behavior, and generate insights that drive campaign and content strategy. This role supports the marketing and sales teams by providing accurate data and actionable recommendations.
Responsibilities
- Monitor and analyze digital marketing metrics across SEO, paid media, email, and web traffic
- Create dashboards and visualizations for marketing and leadership teams
- Perform segmentation analysis to support targeting and personalization efforts
- Interpret A/B test results and offer strategic recommendations
- Assist with forecasting and ROI modeling for upcoming campaigns
Requirements
Hard skills
- Proficiency in SQL, Google Analytics, and marketing automation platforms
- Experience with Tableau, Power BI, or similar data visualization tools
- Solid understanding of digital funnel metrics and attribution models
Soft skills
- Analytical mindset with strong business acumen
- Ability to manage multiple projects and deadlines
- Confident communication and data storytelling skills
Education
- Bachelor’s degree in marketing, business, statistics, or data science
Certifications
- Google Analytics Certification required
- HubSpot, Salesforce, or SQL course completion preferred
Preferred Qualifications
- 2–4 years of marketing analytics experience
Senior Marketing Analyst
Position Overview
We are hiring a Senior Marketing Analyst to lead data-driven strategy, guide campaign measurement frameworks, and deliver high-impact insights to stakeholders across marketing, product, and sales teams. This role acts as a subject matter expert in marketing performance optimization.
Responsibilities
- Lead analysis of campaign effectiveness, customer acquisition costs, and ROI across all channels
- Own reporting infrastructure and ensure data accuracy across marketing systems
- Build predictive models and forecasts to inform budgeting and resource allocation
- Translate complex data into executive-level presentations and recommendations
- Mentor junior analysts and guide best practices in marketing analytics
Requirements
Hard skills
- Advanced SQL and proficiency in BI tools like Power BI, Tableau, or Looker
- Deep understanding of multi-touch attribution, cohort analysis, and lifetime value modeling
- Experience working with marketing and sales tech stacks (e.g., Salesforce, Marketo, Google Ads)
Soft skills
- Strategic thinking and executive communication
- Leadership in cross-functional collaboration
- Strong storytelling and presentation skills
Education
- Bachelor’s required; master’s preferred in analytics, statistics, or marketing
Certifications
- Google Analytics, Looker/Power BI, and SQL certifications strongly preferred
Preferred Qualifications
- 5+ years of experience in marketing or business intelligence roles
CRM & Email Marketing Analyst
Position Overview
We are looking for a CRM & Email Marketing Analyst to track, measure, and optimize CRM-driven campaigns. This role is essential to understanding customer engagement, retention, and conversion within the sales and email funnel.
Responsibilities
- Monitor CRM and email performance metrics including open rate, CTR, and unsubscribe rate
- Analyze customer journey data to optimize retention and re-engagement campaigns
- Support audience segmentation and list hygiene processes
- Collaborate with email marketing managers on A/B testing and targeting strategies
- Produce performance reports and recommend improvements
Requirements
Hard skills
- Proficiency with CRM platforms (e.g., Salesforce, HubSpot, Klaviyo)
- Experience with email analytics, tagging, and segmentation tools
- Familiarity with deliverability tracking and compliance best practices
Soft skills
- Detail-oriented and metrics-driven
- Strong collaborator with content and marketing ops teams
- Analytical and adaptable to shifting campaign needs
Education
- Bachelor’s degree in marketing, communications, or business analytics
Certifications
- HubSpot or Salesforce Marketing Cloud Certification preferred
Preferred Qualifications
- 2+ years of CRM/email campaign performance analysis
SEO/SEM Analyst
Position Overview
We are hiring an SEO/SEM Analyst to support search engine optimization and paid search strategy by analyzing performance data, keyword trends, and on-page opportunities. This role plays a key part in driving traffic, visibility, and conversions across digital properties.
Responsibilities
- Monitor keyword performance and site ranking metrics
- Conduct SEO audits and recommend technical or content improvements
- Analyze Google Ads and Bing Ads campaign data
- Report on paid vs. organic performance and ROI
- Assist with testing ad copy, landing pages, and bidding strategies
Requirements
Hard skills
- Experience with Google Analytics, Google Search Console, SEMrush, and Google Ads
- Understanding of keyword research, metadata optimization, and link analysis
- Familiarity with PPC metrics such as CPC, CTR, and Quality Score
Soft skills
- Critical thinker with a passion for performance marketing
- Strong attention to detail and ability to interpret search trends
- Collaborative mindset with SEO, content, and paid teams
Education
- Bachelor’s degree in digital marketing, analytics, or a related field
Certifications
- Google Ads Certification required
- Google Analytics and SEO tool certifications preferred
Preferred Qualifications
- 2+ years in a search-focused marketing or analytics role
Marketing Analytics Team Lead
Position Overview
We are hiring a Marketing Analytics Team Lead to oversee a small team of analysts and own end-to-end reporting, insight generation, and marketing performance strategy. This is a leadership role responsible for aligning analytics with business objectives.
Responsibilities
- Manage and mentor a team of marketing analysts
- Define KPIs and ensure reporting consistency across departments
- Build executive dashboards and present data-driven recommendations
- Own campaign attribution, budget performance, and forecasting models
- Collaborate with marketing leadership on strategy and planning
Requirements
Hard skills
- Advanced knowledge of SQL, BI platforms (Power BI, Tableau), and marketing automation
- Experience building scalable reporting systems and dashboards
- Strong command of marketing performance measurement across paid, organic, and lifecycle channels
Soft skills
- Leadership and team development skills
- Strategic communication and influence with senior stakeholders
- Ability to balance big-picture thinking with technical detail
Education
- Bachelor’s degree required; master’s preferred in data analytics, marketing, or business
Certifications
- Google Analytics and BI certifications strongly preferred
- PMP or Agile certifications are a plus for project ownership
Preferred Qualifications
- 6+ years of marketing analytics experience, including 2+ in a leadership role