What does a marketing analyst do?
A marketing analyst collects data about customers, competitors and campaigns, then turns it into reports that show what's working and what isn't. The US Bureau of Labor Statistics, which groups this work under "market research analysts", lists measuring the effectiveness of marketing programmes among the core duties.
ShoaibUpdated 3 min read
What are the main duties?
According to the BLS Occupational Outlook Handbook, market research analysts typically:
| Duty | In plain words |
|---|---|
| Monitor and forecast marketing and sales trends | Spot what's going up or down |
| Measure the effectiveness of marketing programs and strategies | Check if campaigns paid off |
| Devise and evaluate methods for collecting data, such as surveys | Decide how to get the data |
| Gather data on consumers, competitors and market conditions | Collect the facts |
| Analyze data using statistical software | Find the pattern |
| Convert findings into tables, graphs and written reports | Make it readable |
| Present results to clients and management | Explain what to do next |
What does that look like in digital marketing?
Illustrative example: an analyst for a Kuwait online store checks each week which ads, posts and pages led to orders, compares cost per order across Instagram and Google, and recommends where to move budget.
The tools for this are mostly free. UTM links tell you which link brought a visitor, and Google Tag Manager helps you track actions like purchases and form fills on your website.
Why does a business need this?
Without analysis, you're guessing where your money goes. For the bigger picture, read what marketing analytics is and why it matters.
What education do they usually have?
The BLS says these analysts typically need a bachelor's degree, often in market research or a related field such as business, communications or social science. Note that this describes the US.
Want clear numbers behind your digital marketing without hiring an analyst? See our growth consulting service.