7 Skills every Marketing Analyst should master

By Cam Velasco

CEO & Co-Founder
Published: Mar 18, 2024
To excel in the dynamic field of digital marketing, marketing analysts must hone a diverse set of skills. This guide outlines seven crucial abilities they should master to effectively navigate the constantly evolving digital landscape.
A marketing analyst is deeply focused on analyzing data across multiple computer monitors displaying colorful charts, graphs, and world maps.

To excel in the dynamic field of digital marketing, marketing analysts must hone a diverse set of skills. This guide outlines seven crucial abilities:

  • Advanced Data Analytics – Mastery in statistical analysis, data visualization, predictive modeling, AB testing, attribution modeling, and web analytics.
  • Attribution Modeling – Understanding which marketing efforts lead to sales or customer acquisition.
  • Forecasting – Predicting future trends and sales through statistical models and informed judgment.
  • Project Management and Reporting – Efficiently managing projects and effectively communicating insights.
  • Market Research – Gaining deep insights into customer preferences and market trends.
  • Handling Marketing Technologies (MARTECH) – Proficiency in analytics, advertising, email, and social media marketing platforms.
  • Soft Skills – Including communication, storytelling, creativity, collaboration, agility, and critical thinking.

Mastering these skills enables marketing analysts to provide valuable insights, drive strategic decisions, and stay ahead in the fast-evolving digital marketing landscape.

1. Advanced Data Analytics

Understanding lots of data is super important for marketing analysts. These days, there’s a ton of information out there, and it’s the analyst’s job to dig through it and find the useful bits.

Here are some key skills to get good at:

  • Statistical analysis: This means using math to make sense of data. Knowing how to use programs like R and Python to do this is really helpful.
  • Data visualization: Turning data into charts and graphs so it’s easier to understand what it’s telling us. Being good with tools like Tableau, Power BI, or Excel can make a big difference.
  • Predictive modeling: This is about guessing what might happen in the future based on what we know now. It involves using machine learning (a type of computer science) and tools like Python and R.
  • AB testing: Trying two different things out and seeing which one works better. It’s important to know how to measure the results correctly.
  • Attribution modeling: Figuring out which parts of your marketing are actually getting people to buy things or take action. This involves looking at all the different ways someone might have heard about your product.
  • Web analytics: Being a pro at using Google Analytics to track who’s visiting your website and what they’re doing there. This helps in making your online marketing better.

Getting really good at analyzing data helps marketing analysts make smart decisions and improve how things are done. Keeping up with the latest in technology and data analysis is key.

2. Attribution Modeling

Attribution modeling is a key skill for marketing analysts. It’s about figuring out which marketing actions (like ads or emails) really help in making a sale or getting a customer. Think of it as tracing back the steps a customer took before buying something.

For instance, attribution modeling can help see the effect of:

  • Blog posts or articles
  • Online ads
  • Emails
  • Social media posts

There are different ways to do attribution modeling, and each has its own method of giving credit to marketing actions:

  • First Interaction: This method says the first thing the customer interacted with gets all the credit.
  • Last Interaction: Here, the last thing before the customer bought something gets the credit.
  • Linear: This one shares the credit equally among all the things the customer interacted with.
  • Time Decay: Gives more credit to the interactions closer to when the customer made a purchase.

Starting off, it’s a good idea to try different methods to see what works best for your business. As you get more experienced, you can even make your own custom models.

Here are some simple steps to get better at attribution modeling:

  • Use tools like Google Analytics to gather data from different marketing channels.
  • Draw simple flow charts to see where customers might be getting stuck.
  • Test different paths to see which ones lead to more sales.
  • Share what you learn with other teams so everyone can use the insights.
  • Keep updating your models to include new marketing activities.

With so many ways to reach customers these days, knowing which ones are actually working is super important. Getting good at attribution modeling helps you show how valuable your work is.

3. Forecasting

Being good at forecasting means you can predict what might happen in the future based on what you know now. This is super important for planning ahead and making smart choices. Here’s how to get better at it:

Use statistical models

Start with basic math models to guess future sales or trends. Look for patterns like how sales go up or down during certain times of the year. Using tools and tech for this can really help.

Supplement with judgment

Don’t just rely on numbers. Think about what’s happening in the world or in your business that could change things. If you’re launching a new product or if there’s a big sale coming, adjust your predictions.

Start simple

It’s okay to start with easy methods and get more detailed as you learn more. Trying to make things too complicated from the start can make mistakes more likely.

Evaluate regularly

Check how your predictions did compared to what actually happened. Learn from any mistakes and use what you learn to do better next time. This is how you improve.

Communicate insights

When you share your forecasts, use simple charts and explain your thinking clearly. This helps everyone understand and make better decisions together.

Getting good at forecasting doesn’t happen overnight. It takes practice and patience. But it’s a key skill for staying ahead in marketing and planning for the future of marketing.

4. Project Management and Reporting

Being good at managing projects and sharing your findings is key for a marketing analyst. Here’s how to do it in simple steps:

Set Clear Goals and Milestones

Break big marketing plans into smaller parts with clear goals, results you want to see, deadlines, and important steps. This makes it easier to see how you’re doing. Use tools like Asana, Trello, and Jira to keep everything organized.

Communicate Regularly

Have meetings or send updates every week to share how things are going, what’s working, and what’s next. Talking clearly and often builds trust.

Learn Data Visualization Best Practices

Make your data easy to understand by turning it into simple pictures like graphs and charts. Pay attention to using colors, layout, and making everything easy to read.

Build Interactive Dashboards

Use tools like Tableau, Power BI, or Google Data Studio to make dashboards that update on their own with the latest data. This gives a quick look at important numbers.

Automate Reporting

Setting up automatic reports saves time and keeps things consistent. Tools like Google Analytics, Adobe Analytics, and Mixpanel can help send out reports on a schedule.

Present Insights Effectively

When you share what you’ve found, focus on the main points that matter to your audience. Use pictures and data to back up your ideas. Be ready to talk about what to do next. Clear sharing makes people confident in your work.

Getting better at managing projects and reporting makes you a more important part of the team. With the right approach, you can help everyone make decisions based on data.

5. Market Research

Understanding your market through research is super important for marketing analysts. It’s all about collecting info to figure out what your customers like and want. Here’s how to get better at it:

Know what you’re looking for

  • Start by asking: What do I need to find out? Make sure you know what you’re aiming for before you dive in.

Find your info sources

  • Use both new info you gather yourself through surveys or chats, and existing info from reports or industry studies.

Look at numbers and stories

  • Get your hands on data that tells you how many or how much. But also listen to people’s stories to understand why they do what they do.

Divide your audience into groups

  • Split your customers into categories based on things like age, what they buy, or what they need. This helps you spot trends and make better decisions.

Tell the story clearly

  • Once you’ve got your findings, put them together in a way that’s easy for everyone to understand. Think charts or simple summaries.

Keep an eye on changes

  • People change their minds; what they like today might be different tomorrow. So, keep checking to stay up to date.

With good research skills, analysts can spot trends, see how they’re doing compared to others, understand how big their market is, and really get what customers are looking for. It’s a mix of knowing the facts and understanding the story behind them.

6. Handling Marketing Technologies (MARTECH)

MARTECH, short for Marketing Technologies, is all about the tools and software that help marketers do their job more efficiently. If you’re a marketing analyst, knowing your way around these tools is super important. Here’s a breakdown of what you should focus on:

Analytics and Reporting

  • Get to know platforms like Google Analytics, Adobe Analytics, and Mixpanel really well. Learn how to track goals, set up dashboards, and make reports that update automatically.
  • Become great at looking at website traffic, figuring out what visitors are doing, making improvements, and sharing your findings in a clear way.

Advertising and Personalization

  • Dive into ad platforms like Google Ads, Facebook Ads, and learn about buying ads automatically. Learn how to adjust your ads based on how they’re doing.
  • Try out tools like Optimizely and Evergage to change your website for different visitors to help get more sales.

Email and Social Media Marketing

  • Use platforms like MailChimp, Constant Contact, Hootsuite, and Buffer. Set up emails and social media posts to send on their own, keep an eye on how people are responding, and tweak things to get better results.

Emerging Technologies

  • Stay curious about new stuff like machine learning, augmented reality, and talking to devices. Look for new tools to try in your marketing.

Data Integrations

  • Learn how to link different tools together so they can share information. This makes it easier to understand everything better. Use tools like Stitch and Fivetran for this.

By getting good at MARTECH, you’ll be able to help your team make decisions based on data and really take advantage of all the technology out there.

7. Soft Skills

Soft skills are really important for marketing analysts, just like knowing all the technical stuff. Here are some soft skills you should work on:

Communication Skills

  • Make sure you can explain tricky data and what you’ve found out in a simple way that everyone can understand.
  • Change how you talk and present information depending on who you’re talking to.
  • Turn what the data shows into clear steps people can take.

Storytelling

  • Use numbers and findings to tell a story that makes people want to take action.
  • Understand who you’re talking to and what they care about.
  • Organize your story so it sticks in people’s minds and encourages them to do something.

Creativity and Innovation

  • Come up with new ways to look at problems and find answers.
  • Create eye-catching charts and visuals that make data easy to understand.
  • Think of creative ways to use data and technology to get better results.

Collaboration

  • Work well with other teams like sales, product development, and tech.
  • Be open to hearing different points of view and adding them into your work.
  • Get everyone on board with decisions based on what the data shows.

Agility and Adaptability

  • Be ready to change your plans if the business needs change.
  • Keep learning new tools and methods to stay on top of your game.
  • Use the latest data to help your team make quick, informed changes.

Critical Thinking

  • Always ask questions to really understand what’s going on in the business.
  • Spot any problems or chances to do things better.
  • Stay objective and don’t let personal feelings mess with your analysis.

Working on these soft skills will help you turn numbers into clear insights that can really help the business. Getting better at these skills can make you stand out as an analyst.

Conclusion

The world of digital marketing is always changing, and marketing analysts need to keep up and get better at what they do. By getting really good at the seven key skills we talked about—like understanding data deeply, figuring out which marketing efforts are working, predicting future trends, managing projects well, doing thorough market research, using marketing technologies smartly, and having strong people skills—analysts can make a big difference. But, it’s not just about these skills. Staying on top of your game means always learning and being ready for what’s next.

Here’s how marketing analysts can stay ahead:

  • Keep learning: Take courses, go to events, and get comfortable with new tools and ways of doing things.
  • Think ahead: Instead of just looking at what the data says after the fact, use it to make smart guesses and suggest what to do next.
  • Make things smoother: Find ways to make your work flow better, like using tools to automatically send out reports or making it easier to look at performance data.
  • Work together: Help different groups within your company work together better by using data to solve problems and reach goals.
  • Try new tech: Don’t be shy about using new technology. Things like AI and learning about the future of marketing can give you new insights and help you see where things are heading.

By getting better in these areas, marketing analysts can do more than just crunch numbers—they can help guide their companies to make smart moves and stay ahead of the competition. The key is to always be curious, find ways to improve, work well with others, and keep exploring new ideas.

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Cam Velasco

CEO & Co-Founder

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