Main Responsibilities and Required Skills for Digital Marketing Analyst
A Digital Marketing Analyst is responsible for transforming marketing data into meaningful insights and providing analysis. They perform marketing campaigns optimization and measure and report performance. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Digital Marketing Analysts.
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Main Responsibilities of Digital Marketing Analyst
The following list describes the typical responsibilities of a Digital Marketing Analyst:
Analyze
Analyze and report regularly on key metrics and provide actionable insights based off the results.
Analyze data and information to provide subject-matter insights and recommendations.
Analyze data and trends to assess the success of initiatives.
Analyze data to support client reporting deliverables.
Analyze online user behavior and optimize the customer journey to increase conversion rates.
Analyze web traffic metrics and suggest solutions to boost digital web presence.
Analyze web traffic using Adobe Analytics and Google Analytics.
Apply
Apply user session tracking for improved User Experience (UX) insights.
Assist
Assist COO and Operations team when requested.
Assist in creating new ad copy and imagery for paid and organic social media posts.
Assist in strategy and content creation.
Assist in the build, launch and maintenance of the microsites and WordPress blogs.
Assist in the formulation of strategies to build a lasting digital connection with consumers.
Assist team members with complex tracking setups and troubleshooting projects.
Assist validating and troubleshooting implementation issues.
Assist with on-boarding and growing affiliate.
Assure
Assure marketing data integrity and proactively identifies data risks.
Audit
Audit web pages for accessibility and SEO issues and makes updates to ensure usability.
Brainstorm
Brainstorm search ideas and refine search results.
Build
Build actionable visualizations of marketing KPIs in Tableau.
Build and analyse KPI reports regarding all marketing initiatives.
Build and maintains SEO strategy and collaborates with Business Partner, Web Development to deploy.
Build calculators, tools, and analysis sheets in Excel using advanced formulas.
Build effective relationships with internal / external stakeholders.
Build forecasting tools for Director of Growth Marketing to help plan budgets.
Co-lead
Co-lead the compilation of quarterly and annual aggregate reports.
Collaborate with
Collaborate with digital agency to improve user experience.
Collaborate with internal and external stakeholders in order to deliver on business objectives.
Collaborate with sales team to gather client feedback and optimize marketing messaging.
Collaborate with technical partners to drive leads and opportunities.
Communicate
Communicate analytic findings and actionable recommendations.
Communicate campaigns and marketing activities results, both in global and local scope.
Communicate requests for new data-sources to data engineers.
Complete
Complete the migration of reporting to Google Cloud / Big Query and Google Analytics.
Conduct
Conduct and participate in design reviews and code reviews.
Contribute to
Contribute to strategic data automation projects that enable scalability and improve efficiency.
Contribute to the consistent development of our aggregate reporting database.
Contribute to the delivery of benchmarks, trends, and other insights from reporting database.
Coordinate
Coordinate proper tagging and maintain KPI metrics for client campaigns.
Create
Create, implement, track, analyze, and optimize marketing campaigns across different channels.
Create live dashboards on Brandwatch which will offer key insights for the client company.
Create, maintain, troubleshoot, and improve analytics installations.
Create marketing campaign reports.
Create reports and track relevant KPIs and ROIs for all digital marketing and trackable campaigns.
Create reports and transform marketing data to into meaningful customer insights.
Create Reports from social media campaigns based on the criteria defined by the client.
Create well-written web copy that is on-brand and in adherence to web best practices.
Define
Define, monitor & optimize SEO and SEM performance metrics.
Define / set Campaign KPI, and transalte results into reporting to determine performance.
Deliver
Deliver quarterly and annual aggregate reports.
Deliver standardized reporting against benchmarks on all campaigns.
Develop
Develop and implement structured media plans that will deliver against advertising goals and budgets.
Develop and maintain documentation relating to your role and team function.
Develop a strong client relationship and is viewed as an Analytic SME.
Develop a total understanding of online target audience and mindset.
Develop Communication Strategy between individuals and teams.
Develop effective KPIs for affiliate and influencer campaigns.
Develop measurement plans and execute analysis based on requirements within the plan.
Develop new metrics to better illustrate the efficacy of our programs.
Develop paid social strategies and targets.
Develop pro-active ideas and solutions to meet business objectives.
Develop, test, implement, and evaluate email campaigns.
Document
Document steps and practices for future references, as well as for back-up purposes.
Drive
Drive process improvement and quality control for key deliverables.
Drive research and development to consistently evolve how we analyze and report on our programs.
Ensure
Ensure alignment of metrics across the organization.
Ensure all content posted to the Firm's websites adheres to Firm standards.
Ensure effective communication with all necessary stakeholders, presents results to executives.
Ensure effective project tracking and status reporting using Workfront project management software.
Ensure onsite SEO is maximized.
Evaluate
Evaluate the impact of online incentives.
Evangelize
Evangelize a measurement culture and contribute to analytics documentation.
Examine
Examine complex data sets and identify the root cause of challenges & discrepancies.
Execute
Execute marketing automation campaigns via tools such as Marketo.
Execute projects to drive growth within budget.
Explore
Explore and test new marketing channels, platforms and networks.
Extract
Extract, clean, manipulate, validate, and present key trends and patterns in complex data sets.
Formulate
Formulate hypotheses that can be tested, measured, and reported on to a larger audience.
Gather
Gather website analytics using Google analytics.
Handle
Handle details accurately and in a timely manner.
Handle multiple priorities simultaneously in a fast paced, agile environment.
Help
Help manage key vendors, including QA and new feature development and implementation.
Help media buyers structure lift experiments and analyze results.
Identify
Identify areas of opportunity for the team to improve quality and drive efficiencies.
Identify new digital trends.
Initiate
Initiate drive by staying up to date in current industry trends.
Introduce
Introduce new practices and cross-functional processes.
Lead
Lead exploratory conversations with new advertising and technology partners.
Lead the analysis of data to support client reporting deliverables.
Leverage
Leverage predictive analytics and other modelling techniques.
Maintain
Maintain aggregate reporting database.
Make
Make changes in the Adobe Search & Promote UI in order to improve search.
Manage
Manage a diverse portfolio of business activities / reporting.
Manage and support day-to-day Traffic Acquisition operations across various marketing channels.
Manage communication at senior and executive level.
Manage optimization of campaigns to ensure performance targets are hit.
Manage relationships within internal stakeholders, as well as with external vendors and agencies.
Manage supplier relationships, when direct.
Manage the quality of inbound and outbound traffic and optimize toward business targets daily.
Manage the social media calendar.
Manage vendors – QA and new feature development and implementation.
Measure
Measure and report on all key metrics associated with owned digital marketing campaigns.
Measure and report performance and assess against goals (ROI and KPIs).
Monitor
Monitor account performance daily and report to internal teams and our clients regularly.
Monitor and analyze ad performance across multiple digital marketing platforms.
Monitor daily and intraday vital signs of accounts and ensure performance tracks to expectations.
Optimize
Optimize copy and content creation for campaigns.
Optimize the internal search on various web properties to improve search quality.
Optimize the landing page and funnel experiences to improve traction and conversion.
Oversee
Oversee and drive tagging processes and data governance to improve data collection and optimization.
Oversee campaign set-up and maintenance using our suite of data collection and management tools.
Own
Own and manage the production and distribution of relevant departmental reports as instructed.
Own relevant sales and marketing system administration.
Own testing and measurement analysis for concept tests.
Participate
Participate as the Digital delegate in cross-functional data conversations.
Perform
Perform daily data health checks on all vital marketing reports.
Perform digital marketing analysis and work with dashboards on a daily basis.
Plan
Plan and monitor the ongoing company presence on social media (Twitter, Facebook etc.).
Plan, execute and measure website experiments and conversion tests.
Prepare
Prepare clickable prototype, from UI wireframes using ReactJS with mock data.
Prepare slides and other visualizations to communicate key data points.
Prepare slides and other visualizations to illustrate key data points.
Produce
Produce performance report for email communications, providing analysis and recommendations.
Provide
Provide ad hoc operational support across other Traffic Acquisition channels when needed.
Provide campaign performance reporting and analysis.
Provide creative ideas for content marketing and update website.
Provide data-driven insights.
Provide detailed explanation and interpretation of factual and conceptual information and ideas.
Provide ongoing enhancements based on team feedback.
Provide thought leadership on how analytics can help resolve business opportunities.
Publish
Publish data trends, industry insights, and other thought leadership pieces.
Report
Report on, provide analysis, and implement ongoing optimization of marketing channels.
Respond to
Respond to requests across all the regions within the specified timelines.
Review
Review Metadata, filtering, rewrite rules & SEO strategies.
Setup
Setup and maintain campaign tracking using our suite of data collection and management tools.
Setup figma designs with UI functionality, therefore it needs coding ability.
Share
Share, provide findings with a team, engage in discussions and ideation activities.
Stay abreast of
Stay abreast of the competitive landscape and develop new initiatives.
Stay current on current industry trends, developments in methodologies and technologies.
Suggest
Suggest media optimizations to drive a lower cost per acquisition.
Support
Support and technically troubleshoot bugs / issues in order to optimize and promote the results.
Support data collection, integration, and retention requirements for both data and customers.
Support department-wide ROI reporting and analyses when needed.
Support documentation needs and training of analysts that are more junior.
Support internal projects and tasks aligned to campaigns and pipeline development.
Support multiple digital makreting platforms.
Support reporting and analytical needs that drive high-level decision-making.
Support the management / nourishment of strong relationships with media vendors.
Support the team across Web, Email, App and Product usage analytics and insights.
Synthesize
Synthesize data and analysis into impactful, action-orientated reports for internal stakeholders.
Take
Take complete ownership of assigned tasks and projects.
Test
Test, analyze, and optimize campaigns on Facebook, Twitter, Instagram, and others.
Thrive
Thrive under rapid, creative and copy iterations to maximize ad performance.
Track
Track, analyze, and report on A / B and multivariate tests while identifying data anomalies.
Track and analyze website analytics, performance of current search strategies.
Track KPIs and establish benchmarks to measure impact of marketing activities and ROI of efforts.
Train
Train media buyers on Lull-Analytics best practices and methods.
Understand
Understand business KPIs, and relevant drivers and factors that can help reach business objectives.
Understand how ads are bought and served on each platform.
Understand what it takes to take a complex structure and create a simplified solution.
Use
Use A / B testing and the "build, measure, learn” methodologies to test solutions in a Lean fashion.
Use data to improve our understanding of cross-device behavior and multi-touch visitor journeys.
Use learnings to identify new opportunities for said campaigns.
Utilize
Utilize data mining techniques and queries to gather business intelligence.
Validate
Validate data integrity in all analyses performed.
Work with
Work closely with account management colleagues to develop paid social strategies and targets.
Work closely with business partners to promote a data-driven culture.
Work closely with senior leadership on significant projects.
Work collaboratively, yet with a strong drive toward personal accountability.
Work to automated campaign journey pathing and timing based on analytics.
Work with Advanced Analytics team to enable predictive and prescriptive analytics.
Work with colleagues and peers in a professional and collaborative style.
Work with the marketing and data team to develop attribution models.
Most In-demand Hard Skills
The following list describes the most required technical skills of a Digital Marketing Analyst:
Data Analysis
Business
Mathematics
R
Most In-demand Soft Skills
The following list describes the most required soft skills of a Digital Marketing Analyst:
Written and oral communication skills
Problem-solving attitude
Attention to detail
Organizational capacity
Analytical ability
Leadership
Self-starter
Critical thinker
Adaptable to changes
Attention to detail, financial responsibility
Presenting analytical findings in a clear, concise manner
Proactive
Resourceful
Collaborative
Organized
