What Does a Marketing Analyst Do?
As the art of modern marketing continually evolves, its success is fueled more and more by the rapidly changing science underlying the creativity, strategy, and storytelling. It is no surprise, then, that marketing analysts are in steep demand.
Marketing Analysts in Today’s Marketplace
Marketing analysts are vital to the success of today’s organizations in achieving goals for sales, growth, and efficiency. Variations of the job title may include “market analyst,” “market research analyst,” or “marketing analytics specialist.”
According to Glassdoor’s job description, a market analyst is a problem solver who facilitates a competitive position through the analysis of market data, trends, and other information.
The Bureau of Labor Statistics (BLS) identifies the contributions of marketing research analysts commensurate with today's increased usage of big data and varied forms of market research. Market research analysts advance organizational objectives by:
- Discerning the needs and interests of customers
- Evaluating the effectiveness of marketing strategies
- Analyzing the components of market demand
Marketing analysts are skilled in descriptive, predictive, and campaign measurement analytics. With expertise in leading-edge digital tools, analysts fuel the work of insight-driven marketing strategies. The contemporary marketing analyst understands not only the complexities of the data, but also knows how to apply that data in actionable steps.
The Growing Significance of Marketing Analytics
The old adage is too often true: “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” However, contemporary marketing analytics offers robust solutions to this challenge. Today’s digital tools have the capability to process tremendous amounts of data and give smart direction to marketing leaders in how and where to invest marketing budgets.
A marketing analyst works with research and data to offer innovative strategies in areas such as:
- Segmentation solutions
- Targeted promotions
- Customer retention
- Campaign analysis
Utilizing marketing analytics amplifies an organization’s storytelling efforts by identifying what motivates customers and the best ways to communicate a message.
Examples of Marketing Analytics at Work
Seacoast Bank, a century-old community bank in Florida, has found business-shaping insights through the use of marketing analytics. Employing SAS programming, Seacoast gains useful information about their customers’ needs and the most effective ways to connect with customers and prospects. Jeff Lee, chief marketing officer for Seacoast, says, “We can fine-tune our customer treatment strategies as well as our customer acquisition efforts to generate very high returns.”
As one of the leaders in consumer intelligence and social media management, Brandwatch tools have made an impact and transformed how many businesses use data, including Land O’Lakes, Inc. This farmer-owned cooperative, best known for its popular consumer dairy products, is the fourth largest cooperative in the nation. Using Brandwatch, the Land O’Lakes marketing analytics team tracks key conversations from target consumer groups and quality monitoring to stay alert on any product issues that may arise. It has saved the company thousands and helped to understand consumer behaviors after the initial impact of COVID-19. Bradley Boldenow, Marketing Data Scientist at Land O’Lakes, says, “we were able to use Brandwatch to get specific insights on what this audience was interested in and what they needed support with, so we could cater experiences on our digital channels to meet their needs.”
What Is the Outlook for Marketing Analytics Careers?
Like many high-tech jobs, marketing analytics is one of today’s fastest-growing professional fields. The Bureau of Labor Statistics reports that the demand for market research analysts is expected to increase “much faster than average” compared to other jobs—at a rate of 19%—from 2021 to 2031.
Marketing and business analytics professionals are highly valued by companies, as indicated by median annual salaries in leading industries reported by the BLS:
- Management of companies and enterprises $79,640
- Publishing industries (except Internet) $79,450
- Finance and insurance $76,650
U.S. News & World Report ranks the job of market research analyst as number four in its list of “Best Business Jobs.” One important factor reflected in this ranking is the profession’s high degree of upward mobility and future growth.
Jobs Related to Marketing Analytics
As companies continually discover new ways to utilize analytics and employ digital capabilities, the possibilities for marketing analysts are rapidly expanding, too. Here are a few examples of digital advertising and marketing roles and the corresponding national annually salary midpoint, based on information from Robert Half Talent Solutions:
- Digital Strategist $92,250
- Digital Project Manager $89,000
- Digital Marketing Manager $88,500
- Web/Mobile Analytics Specialist $79,250
Upward Progression in Digital Marketing Careers
Salary reports from Robert Half also show that career advancement in marketing pays substantially. For example, the national midpoint annual salary for a digital marketing specialist is $61,250, and the midpoint for a digital marketing manager is $88,500. For managers with exceptional performance and value to an organization, typical salaries exceed $100,000.
Further, most employers are actively seeking highly qualified candidates. According to the Robert Half Talent data, 94% of marketing and creative managers have challenges finding skilled professionals in marketing and digital marketing. Earning a specialized degree equips you with the skills and credentials needed to fill these employment gaps and move forward in your career.
How Do I Become a Marketing Analyst?
Marketing experience and in-demand skills are essential for a successful career in marketing analytics. According to Glassdoor, qualifications for a market analyst include:
- Expertise in statistical software, search engines, and web analytics
- Knowledge of customer relationship management programs
- Extensive understanding of data analysis
- Critical thinking, problem-solving, and communication skills
Pursuing a master’s in marketing analytics or a marketing master’s online can provide skills needed in this field. According to the Bureau of Labor Statistics, earning certifications in marketing research and analytics shows “professional competency” for job seekers. A master’s degree in marketing or a related field, the BLS notes, opens doors to higher-level positions and technical roles.
Earning a graduate-level marketing certificate or marketing master’s online is a flexible way to advance your education while continuing to work full-time. In a program that offers experiential learning, you develop real-time skills through actual workplace application.
A master’s in marketing is a pathway to many of today’s leading careers in marketing. Read more here about the outlook for management roles in marketing, advertising, promotions, public relations, and fundraising: What Can I Do with a Master’s in Marketing?
What Is Included in a Marketing Master’s Online Program?
The Master of Arts in Marketing (MAM) at Emerson College combines the art of storytelling with the science of marketing analytics. Compared to an online master’s in marketing analytics, the MAM strategically connects the creativity of marketing with data-driven insight.
Students in the program earn certifications in leading digital tools such as Google Analytics, Brandwatch, and Hubspot. The MAM program is built on five foundational digital marketing courses, plus one of the three specializations. The specializations and the digital core courses are also offered as stand-alone graduate certificate programs.
Those specializations/graduate certificates are:
- Content Strategy: Develop and deploy effective, strategically crafted content that resonates and empathizes with diverse audiences.
- Marketing Analytics: Employ descriptive, predictive, and campaign measurement analytics for a range of strategic applications.
- Social Media & Digital PR: Amplify PR and social media efforts through in-depth understanding and application of communication and media theories, modern tools, and technologies.
Emerson’s core curriculum in digital marketing is designed to develop innovative acumen that competitively positions graduates in current and emerging job markets. These are some examples of the vital skills developed in the program:
- Digital best practices—With digital-centric approaches, courses such as Digital Marketing and Campaigns cultivate expertise in comprehensive strategic planning.
- Storytelling—Because digital contexts call for specialized skills in how marketing messages are communicated, courses such as Digital Storytelling and Branding equip modern marketers for changing market dynamics.
- Data analysis—Courses such as Web Analytics and Social Media and VOC Analytics use hands-on assignments with digital tools to master data collection and conversion techniques.
The Marketing Analytics Online Certificate is available starting with the Fall 2023 term, and includes four courses that cover descriptive and predictive analytics, segmentation, and marketing measurements. Courses are 14 weeks each.
Emerson’s MA in Marketing and each of the certificate programs are 100% online and strategically designed for digital marketing careers. No GMAT or GRE is required for either the graduate certificates or the MAM degree.
How Does the Program Equip Me for the Modern Workforce?
Content in the Emerson MAM program is developed and taught by industry professionals. Coursework gives practical application using relevant tools for today’s complex business scenarios. As a leading media and communications college, Emerson’s forward-thinking approach is grounded in human-focused, inclusive community values.
For Emerson student Vanessa Pena, pursuing her marketing master’s online has given her real-world experience that has already helped her advance professionally. “I’m learning things that I use in my career daily,” she says.
Through her studies, Vanessa says she stays up-to-date on trends in marketing. Learning from professors who have worked in big companies is a “huge advantage” of the Emerson program, she says. “It's really nice to be able to ask them real-world questions and hear their experiences.”
Take the Next Step in Your Marketing Career
Emerson graduates are accomplished digital professionals who are shaping the landscape of modern business. Advancing your education moves you forward as a leader for the future of marketing. Learn more about Emerson’s online Master of Arts in Marketing and imagine the possibilities for your career.