Marketing Analyst

Contents

• Who is a Marketing Analyst?
• Key Responsibilities of a Marketing Analyst
• Key Skills
• Demand for the Profession
• How to Become a Marketing Analyst

Who is a Marketing Analyst?

A marketing analyst is a professional engaged in the collection and analysis of data about the market, competitors, and consumers with the aim of enhancing the effectiveness of marketing strategies. In most organizations, these tasks are performed by a marketer or marketing director; however, in large companies, separate departments are created for data analysis, and sometimes special employees are appointed—marketing analysts. These specialists work with large volumes of information and use modern tools for data visualization, such as dashboards, which provide up-to-date information in real-time.

Key Responsibilities of a Marketing Analyst

The main task of a marketing analyst is to study both the external and internal environments of the company. Their responsibilities include analyzing the following aspects:

• Market—demand levels, segments, and trends;
• Competitors—pricing policies, product range, and advertising activities;
• Target audience—motivation, needs, and behavior;
• Metrics of marketing activities—sales, profitability, and effectiveness;
• Product—assortment, lines, and product perception.

The specialist performs a range of functions, including data collection and processing, analyzing information to identify patterns, and preparing reports. They also develop recommendations for optimizing marketing strategies and forecasting market indicators. In the absence of a business analytics system in the company, the marketing analyst develops and implements necessary methods and tools to solve analytical tasks.

Key Skills

To effectively perform their functions, a marketing analyst must possess a range of professional (hard skills) and universal (soft skills) skills:

Professional Skills (Hard Skills)

• Knowledge of marketing fundamentals and metrics such as ROI, CPA, CPO, LTV;
• Proficiency in data analysis methods, including statistical methods and machine learning;
• Experience with analytical services such as Google Analytics, Yandex Metrica, and others;
• Ability to work with DBMS, such as MySQL and PostgreSQL;
• Knowledge of data visualization tools, such as Power BI and Jupyter Notebook;
• Programming skills, especially in SQL and Python.

Universal Skills (Soft Skills)

• Analytical thinking and the ability to identify cause-and-effect relationships;
• Attention to detail to avoid errors in data;
• Concentration and the ability to work with large volumes of information;
• Desire to continuously learn and develop in a rapidly changing field;
• Knowledge of English at an Intermediate level or higher.

Demand for the Profession

The profession of marketing analyst is becoming increasingly in demand across various industries. The salary for such specialists ranges from 50,000 to 90,000 rubles per month, but can significantly exceed these amounts for experienced analysts with additional knowledge in mathematics and programming. Most job vacancies are concentrated in large cities, where companies offer comfortable working conditions, including a five-day work week in the office. In small businesses, marketing analysis is often handled by marketers or directors themselves, but in IT startups, separate positions for analysts may be allocated.

With the increasing availability of services for data collection and analysis, the demand for specialists capable of interpreting this data to optimize business processes is growing. Analytics in marketing opens up numerous opportunities for career growth, including transitioning to the position of marketing director or head of the analytics department.

How to Become a Marketing Analyst

To become a marketing analyst, one can obtain an education in information analytics, applied mathematics, or business statistics. It is also possible to learn the profession independently or through specialized courses. Many analysts come from the marketing field, where they already possess the necessary knowledge and skills, such as A/B testing and market analysis.

It is advisable to start by studying the fundamentals of internet marketing, as well as developing Excel skills for analyzing large data sets. It is equally important to stay updated on industry news and trends, which will help deepen knowledge and improve analytical abilities.