What Does a Digital Marketing Analyst Do?
Digital marketing analysts track marketing trends, analyze marketing statistics, and monitor campaign performance to develop strategies that will enhance digital advertising. They need solid technical skills, and good communication, and presentation skills as they create data visualizations and present insights to stakeholders. They should have a keen eye for analyzing data and a strong ability to use that insight to improve performance.
They are behind the ads we see, carefully crafting them based on trends and market analysis to have the highest impact on consumers. They must be familiar with a variety of data tools and be able to summarize the data for colleagues, management, and clients.
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National Average Salary
Digital marketing analyst salaries vary by experience, industry, organization size, and geography. To explore salary ranges by local market, please visit our sister site zengig.com.
The average U.S. salary for a Digital Marketing Analyst is:
Digital Marketing Analyst Job Descriptions
The first step when hiring a great digital marketing analyst is a well-crafted job description. Below are real-world examples to help give you the best chance of success on your recruiting journey.
In a world where every company is vying for the attention of their customers, getting noticed can be a challenging task. When companies need the best, they turn to us. We’re the leading market insight agency, and we want to keep it that way! That’s why we need experts to tap into market trends and produce the kind of insight that gets attention.
We’re looking for a candidate that can see the patterns in the data and turn those patterns into a marketing strategy that makes us the envy of our competitors. If you think you’ve got what it takes to work in a team environment and have a strong analytical view of the world, we’d love to hear from you!
Typical duties and responsibilities
- Collecting and reviewing marketing data, including customer and larger web behavioral data
- Monitor and review current campaigns, analyzing metrics, and identifying opportunities to increase performance
- Develop and oversee digital campaigns and measurement strategies for future improvements
- Create dashboards, campaign and website performance reports, along with data visualizations for presentations
- Monitoring and studying trends in digital media and marketing
- Present and communicate this information to senior management, clients, shareholders, and colleagues
- Remain adaptive to market changes and improve future campaign performance
Education and experience
- Bachelor’s degree in marketing, digital marketing, eCommerce, or related field
- 3+ years of related experience
Required skills and qualifications
- Strong presentation skills
- Excellent written verbal and communication skills
- Good at working in a collaborative environment
- Proficiency using Microsoft Office Suite, Google Analytics, Adobe Analytics, social media, and social media metric software
- Proficiency in handling paid social campaigns
- Excellent multitasking and organization skills
- 5+ years experience in related position
- Experience working in an agency
- High drive to handle campaigns from start to finish
- Knowledge of FTP technology
- Technical troubleshooting knowledge and being able to problem-solve
- Ability to automate processes
- Working knowledge of multi-channel, customer-centric marketing techniques
The Digital Media Coordinator/Marketing Analyst will manage website content, back-end support, and target marketing to significantly increase website and LinkedIn traffic, as well as customer portal usage, to stimulate demand. Will assist with the development and distribution of news releases, digital campaigns, and product flyers, and maintain the company’s representation on vendor and industry directories. Responsible for mining and analyzing data from the company’s ERP system and providing recommendations for increased profit opportunities.
- Create a Digital Marketing Strategy
- Manage the company website by updating, writing, and editing product and market content, while maintaining a consistent and appealing appearance throughout the web pages and documents
- Recommend enhancements to improve user experience and tactics to increase traffic, collaborating with technical support
- Provide bi-annual web analytics reporting and compare the site features with industry peers and global bests, coupled with proposals for site improvements
- Monitor e-commerce segment; interact with relevant departments to ensure products and pricing details are up to date
- Improve SEO organically and through selective Strategic Google AdWords campaigns; managed internally or with an outside consultant
- Work with cross-departmental teams to maintain current product line content, news releases, promotional campaigns, e-blasts, and web projects
- Manage the company’s global online presence on all vendor sites, industry directories, Google Business listings, and establish a systematic LinkedIn posting plan with Sales & Service Manager input
- Assist with the development and maintenance of printed and/or digital Selling Aids and Flyers used by the company’s Salespeople and Managers around the world
- Mine and analyze data from the ERP system to identify and create targeted Prospect Lists to be furnished to the company’s Inside and Outside salespeople
- Ability to research business opportunities and present ideas and findings to company management
Qualifications and skills
- Bachelor’s Degree in Business with a major in Marketing with relevant coursework in Website design/management and analytics
- 3+ Years of experience in a similar role in a commercial business environment
- 3+ Years of experience with web content management software (Word Press), LinkedIn, and technical writing skills
- Creative thinking (visual & messaging); digital design skills are a significant plus
- Keen attention to detail is critical for web database management and product sales analysis
Currently seeking a Digital Marketing Analyst to join our marketing team. The primary responsibility of the role is to initiate and enhance digital campaigns across multiple digital marketing platforms and outside vendors. This position will also be responsible for providing reporting and analysis of each channel’s performance, as well as assisting in strategy and planning. The ideal candidate is data-driven and has experience manipulating data and designing reports that tell a clear story.
- Growth, management, and optimization of digital channels for new customer acquisition. Comfortable negotiating agreements and managing outside vendors
- Manages data necessary for reporting, analytics, and trend tools including Google Analytics 4 and internal databases
- Constant testing of audiences, placements, solutions, and creativity, including structured A/B tests. Familiar with UTM parameters that allow for accurate tracking and measurement
- Own relationships with assigned third-party solutions and make decisions based on their performance
- Manage performance across a variety of marketing channels: search, programmatic display, paid social, affiliate, prospecting email, and rich media
- Plan and communicate new campaigns and marketing opportunities
- Stay up-to-date on digital marketing trends, technologies, and approaches
- Develop reports and analytics to monitor digital performance and progress of campaigns
- 3+ years of total experience specifically in direct response marketing with direct experience with programmatic media buying, setting up campaigns, tracking performance, and optimization
- Hands-on experience running media buys across buying platforms: Facebook/Instagram, Twitter, Snapchat, Pinterest, LinkedIn, TikTok, Google, and YouTube
- Demonstrates knowledge of marketing solutions, strategy, and tools to be able to run advertising campaigns effectively
- Advanced Excel skills in pivot tables, vlookup, formulas, and manipulating data to identify trends
- Sound time management skills, high integrity to work independently as well as superior interpersonal skills to collaborate and work well with other team members
- Exemplifies sound judgment and the ability to maintain strict confidentiality, and work efficiently to operate in a fast-paced, environment
- Can work effectively under pressure with a sense of urgency with deadlines
- Bachelor’s degree in marketing, business analytics, statistics, or applied economics desired
- 1+ years of experience programming and managing data in a SQL environment
- Proven collaborator and relationship-builder with experience in negotiating new agreements with diverse partners
The Marketing Analyst role is responsible for the execution of reporting and analysis needs for a rapidly growing marketing team. As a Marketing Analyst, you will work closely with internal marketing team members as well as members of other departments to develop and analyze metrics that will be used to hit performance targets for a multimillion-dollar annual marketing budget, including both operational and financial measures. This is a data-driven role in which the analysis will drive company decisions, and provide the opportunity to have an immediate impact on the business’ performance.
- Day-to-day reporting of marketing efforts for spend, impressions, clicks, leads, and down funnel performance to marry this data to sales and revenue (actual and projections)
- Develop detailed, quantitative analysis while developing meaningful insights into business performance for marketing campaigns
- Provide variance and impact analyses of lead generation, cost, revenue, and contribution margin
- Manage daily and monthly reporting for media buyers and divisional leadership on marketing efforts, performance, and testing
- Work with senior leadership to develop executive reports and insights
- Continually evaluate and recommend possible marketing changes and point out insights to the marketing team that could positively impact the overall marketing/lead generation/optimization strategy
- Generate and analyze daily and monthly marketing reports as well as provide recommendations on strategies to optimize and improve performance
- Participate as a thought leader by sharing knowledge and best practices with the entire marketing team, leadership and business unit teams
Knowledge, skills, and abilities
- Strong understanding of unit economics and profitability measures
- Strong organizational and time management skills
- Strong attention to detail
- Intellectual curiosity toward research
- Superior analytical and business judgment
- Strong business acumen
- Able to derive insights from data and make recommendations for adjustments based on insights
- Highly motivated, resourceful, and self-directed with the ability to deliver under pressure
- Understanding of digital marketing metrics and measurement
- Fast learner who is career minded and seeks additional responsibility as earned
- Excellent oral and written communication skills
Training and experience
- Bachelor’s Degree in Finance, Marketing, or Business Administration
- Skilled with Microsoft Office, including PowerPoint
- Advanced Proficiency in Microsoft Excel
- Proficient in SQL or aptitude to become proficient quickly with training
- Familiar with lead generation metrics preferred
- Google Analytics experience and certification preferred
Candidate Certifications to Look For
- Google Ads Certification. Google Ads is one of the most powerful forces in the digital space, so it’s no wonder that advertising is more than just slapping a banner on a page and calling it a day. This certification shows that a candidate’s competent in using Google Adwords and shows their clients they’ll get a return on their investment.
- Google Analytics Certification. Google Analytics is both a simple and incredibly powerful metrics tool to measure the growth and traffic of websites. Becoming certified in this vital tool showcases not only a candidate’s foundational analytic skills but also their ability to take full advantage of this comprehensive tool.
- Hubspot Content Marketing Certification. Developing an effective marketing strategy in the online space requires good content. And if a candidate’s trying to run a campaign based on content, creating engaging content with a solid and repeatable framework is vital. This certification proves they’ve learned how to do exactly that.
How to Hire a Digital Marketing Analyst
When hiring a digital marketing analyst, first consider the following:
- Recruiting: Do you have the knowledge, tools, and resources to attract and screen candidates?
- Complexity: Do you need a senior professional, or will mid or junior-level skills and experience suffice?
- Duration: Is this a one-time project or an ongoing need?
- Management: Do you have the time and expertise to direct the work effectively?
- Urgency: How soon does the work need to be completed?
- Headcount: Do you have the budget and approval for an internal employee, or should you consider alternate options?
Answering these questions will help determine the best course of action for your current hiring need. Fortunately, great options exist for every scenario. These are our recommendations:
1. Use 4 Corner Resources (or another professional recruiting firm)
The heavy lifting is done for you when working with a top-tier staffing company like 4 Corner Resources. We source, screen, recruit, and deliver only the most qualified candidate(s), saving you significant time and effort throughout the hiring process while you remain focused on your core business. Understanding your needs and ensuring the right candidate for the position is the key to our success.
This is the best route to take when:
- You need to fill the position quickly
- You want access to a vast talent pool of high-quality, prescreened candidates
- Your position is suited for temporary hiring services, contract staffing, or contract-to-hire recruiting, and you intend to direct the work activity.
- You are hiring an employee as a direct placement but aren’t able to recruit effectively or efficiently with your internal staff.
- You aren’t familiar with current salary rates, market trends, and available skill sets
2. Hire an experienced freelancer
The freelance, or gig, economy continues to grow, with more talent available daily. Freelancers provide high-quality work without a long-term commitment. They can offer you a fresh perspective, more flexibility, and increase efficiency. While the freelance market isn’t ideal for every position, digital marketing analysts are often a great fit.
We recommend this option when:
- Your need is project-based
- The work can be performed remotely
- You do not intend to direct the daily work activity
- You are hiring for expertise your internal team does not possess
- You do not require an employee to work onsite or follow a specific schedule
When hiring a digital marketing analyst, we recommend using Upwork.
Upwork is a freelance talent network that helps individuals connect with experts in a variety of fields to accomplish project-based needs. When you have a specific, well-defined goal in mind, this can be a great path to hiring an experienced digital marketing analyst. If you are satisfied with the outcome you can continue to book the same freelancer through Upwork’s easy-to-use project interface.
3. Advertise your opening on a top job board
Your best option may be to advertise your opening on a proven job board. There are many widely used job sites out there that draw visits from qualified candidates. If you have someone internally who can dedicate the time and energy to sort through applications and screen individuals effectively, this can be a great choice.
We recommend using a job board when:
- Your internal recruiting team has the knowledge and experience to assess candidate qualifications
- You are hiring a direct employee and have time to manage the entire recruiting effort
- You have a process for receiving, screening, and tracking all resumes and applications
- You are prepared to respond to all applicants
We recommend using CareerBuilder when hiring a digital marketing analyst:
CareerBuilder has been a trusted source for hiring since 1995. Reach 80+ million unique, diverse U.S. job seekers annually by posting your jobs through their talent acquisition channels. Through CareerBuilder, you can engage candidates and drive them into your sourcing pipeline. We recommend using CareerBuilder for hiring when you have the internal resources and processes to review, screen, and reply to all applicants.
4. Leverage your internal resources
You can utilize your own website, social media, and employees to assist in your search for top candidates.
A company website posting should be the first step in notifying prospective candidates that you are hiring. Social media can also be a powerful tool for spreading the word about your new opening. As far as exposure is concerned, this option can be as good as some job boards when you have a large enough following across various platforms, like LinkedIn, Instagram, Facebook, TikTok, and Twitter.
Current employees are every organization’s greatest asset. Encourage your internal team to promote job openings to their network by offering cash and other incentives.
We recommend these options when:
- Your brand has great name recognition
- You can consistently monitor and respond to candidate activity through your website and social media accounts
- You have a process in place to quickly and broadly communicate job openings and requirements
- You have an effective employee referral program in place
If you aren’t sure which path is best, schedule a discovery call today with our seasoned recruiting professionals. The 4 Corner team is on standby to help you find the best option for your unique hiring need.
Sample Interview Questions
- What marketing platforms and software have you used?
- What do you like most about digital marketing?
- What’s your personal philosophy on digital marketing?
- What was your greatest success in digital marketing?
- Tell me about a time a project you were working on failed or didn’t live up to expectations.
- What do you consider to be the biggest challenge in digital marketing?
- What are the most important qualities of digital marketing?
- Do you focus more on inbound or outbound marketing?
- Can you describe an effective sales funnel you built?
- What’s your approach to SEO?
- Do you have any experience with marketing automation?
- How do you handle negative feedback regarding your clients?
- Have you led any digital marketing campaigns?
- How do you determine when a campaign is unsuccessful?
- What do you think the next major trend is in social media?