The following article discusses the career path of Marketing Analyst. Learn about how to become one, education requirements, job duties, traits and qualities, national salary outlook as well as top national employers of Marketing Analysts.
Marketing analysts are responsible for helping an organization gain greater insight into their products and how successful they can be from the perspective of marketing. Each client of the marketing analysts has their own marketing goal, and the marketing analysts are responsible for creating plans based on data they have available, projecting possible outcomes and solutions to any marketing problems. They have various tools at their disposal to achieve this, including market data, demographic data of the target audience, and independent research and study results. They produce information for their clients that ensure they can better understand their current and potential customer base, and also its current price structures, and the competition they face for their services or products. The marketing analyst’s reports are designed to ensure clients can create strategies that are appropriate to their products.
Other job duties of a marketing analyst include:
- Creating new marketing programs for clients, using data analysis, customer profiling, and predictive statistics
- Working together with departments in their client organization so that they can prepare findings to present to the board
- Identifying where new initiatives can be started in order to generate new sales, and to make recommendations based on these
- Creating new strategies and metrics, testing them, and using the results to improve performance
Where We Work
According to the U.S. Bureau of Labor Statistics, there were 31,300 advertising, promotions, and marketing managers in 2016. The largest employers of these professionals were:
- Advertising, public relations, and related services: 34%
- Information: 12%
- Management of companies and enterprises: 7%
- Wholesale trade: 6%
- Retail trade: 6%
How to Become
A marketing analyst must have a business intelligence background and be experienced using reporting software. Most also have a bachelor’s degree in marketing, business, or public relations.
A bachelor’s degree is generally the minimum requirement for a marketing analyst, as is proven experience in sales, promotions, marketing, and/or advertising. It is generally expected that a marketing analyst has also completed courses in areas such as statistics, mathematics, computer science, finance, economics, management, and business law. This ensures that they are able to stay abreast of modern technological developments and how these influence the way in which marketing efforts have to be delivered. Using social media and online forms of communication, for instance, is a key element of this.
Work experience is equally important but most marketing analysts come from a background in marketing, promotions, or advertising. They may also have been sales representatives, public relations specialist, purchasing agents, or buyers.
Traits & Qualities
The most effective marketing analysts have the following traits to some degree or other:
- Strong analytical skills
- Excellent communication skills, both verbal and written
- Good presentation skills
- Decision making skills
- Excellent interpersonal skills
- Great organizational skills
- Most Reported
Salary by State
The following section lists Marketing Analyst salaries in each state around the country. The figures are based on the total number of job postings through Indeed.com. For example, Delaware had the largest quoted salary of $72,361 while Montana had the smallest quoted salary of $34,560.
Top 20 National Employers
According to Indeed.com, the following states had employers looking to hire a Marketing Analyst. The quoted salary figure represents the average salary from all job postings by this employer.
|Employer Name||Location||Average Salary|
|Cerftec, Inc. Marketing Analyst||California||$150,000|
|Green Key Resources Marketing Analyst||New York||$121,197|
|Facebook Marketing Analyst||California||$109,794|
|Harnham Marketing Analyst||New York||$105,313|
|All-In Analytics Marketing Analyst||Texas||$102,166|
|Robert Half The Creative Group Marketing Analyst||Georgia||$98,533|
|Bay Shore Staffing Marketing Analyst||Massachusetts||$90,515|
|The Creative Group Marketing Analyst||Maryland||$90,219|
|CyberCoders Marketing Analyst||Virginia||$89,450|
|Clifton Johnson Associates, Inc. Marketing Analyst||Massachusetts||$87,872|
|Creative Circle Marketing Analyst||Illinois||$86,802|
|Analytic Recruiting Marketing Analyst||New York||$83,950|
|Global Employment Solutions Marketing Analyst||Virginia||$81,887|
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|Career Name||Average Salary|