Main Responsibilities and Required Skills for Marketing Analyst
A Marketing Analyst is a professional who is responsible for analyzing and interpreting marketing data to provide insights that inform marketing strategies and decision-making. They identify patterns, trends, and insights in order to help organizations understand their target audience, market trends, and consumer behavior. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Marketing Analysts.
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Main Responsibilities of Marketing Analyst
The following list describes the typical responsibilities of a Marketing Analyst:
Analyze
Analyze and monitor front-end and back-end A / B testing initiatives.
Analyze data and information to provide subject-matter insights and recommendations.
Analyze data to help the department identify opportunities in the business.
Analyze, develop and execute marketing processes to support marketing strategies.
Analyze weekly results across the dealer channel with a focus on providing actionable insights.
Apply
Apply consumer insights to a brand strategy.
Apply user session tracking for improved User Experience (UX) insights.
Approve
Approve partner payment based on contract terms and conversion data.
Assist in
Assist in creating new ad copy and imagery for paid and organic social media posts.
Assist in strategy and content creation.
Assist Media team with any Adobe Analytics questions, dashboarding, annual training, and access.
Assist team members with complex tracking setups and troubleshooting projects.
Assist validating and troubleshooting implementation issues.
Assist with analysis and development of expenditure proposals.
Assist with new construction projects and storage acquisitions.
Assist with preparation of off cycle / ad hoc requests for advisor data / insights / reporting.
Assist with the marketing efforts of IMA.
Assist with the setup of marketing automation as needed.
Build
Build and analyse KPI reports regarding all marketing initiatives.
Build and maintain respectful relationships with Marketing team.
Build and maintains SEO strategy and collaborates with Business Partner, Web Development to deploy.
Build Attribution Models and optimise offline and online Marketing Mix to drive growth.
Build calculators, tools, and analysis sheets in Excel using advanced formulas.
Build / maintain reports tracking marketing measurement using Adobe Analytics or other tools.
Collaborate
Collaborate with technical partners to drive leads and opportunities.
Collect
Collect, process and analyze competitive data.
Communicate
Communicate analytic findings and actionable recommendations.
Communicate campaigns and marketing activities results, both in global and local scope.
Communicate Marketing forecasts to Sales and Operations Leadership to guide staffing decisions.
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 online marketing, E-commerce and Website promotions.
Conduct secondary research on target markets, competitors, accounts and prospects.
Conduct segmentation analysis to identify areas of opportunity.
Contribute to
Contribute as an expert to strategic projects alongside Marketing, Brand Marketing, and Talent teams.
Contribute to our Marketing event schema and CRM development.
Contribute to / provide feedback on school strategic plans.
Contribute to team effort by accomplishing related results as needed.
Coordinate
Coordinate proper tagging and maintain KPI metrics for client campaigns.
Coordinate weekly sales review meetings.
Create
Create reports and transform marketing data to into meaningful customer insights.
Create segment and account specific marketing programs to drive demand.
Create / Tailor reporting across the team for customer facing presentations.
Define
Define audience attributes, build and maintain segmentation definitions.
Deliver
Deliver quarterly and annual aggregate reports.
Deliver standardized reporting against benchmarks on all campaigns.
Design
Design optimal product discontinuation / substitution plans therefore maximising financial returns.
Develop
Develop and clearly articulate test hypothesis, success metrics and testing requirements.
Develop and manages a behavioral based email marketing automation.
Develop feasibility studies.
Develop measurement plans and execute analysis based on requirements within the plan.
Develop portfolio of marketing materials.
Develop scorecards to track volume and conversion trends.
Develop target aspirational audiences across platforms.
Develop your analytics toolkit and learn.
Drive
Drive process improvement and quality control for key deliverables.
Ensure
Ensure all content posted to the Firm's websites adheres to Firm standards.
Ensure all marketing activities support client's brand purpose and adhere to the brand guidelines.
Ensure all storage locations are in compliance with U-Haul self-storage policies and procedures.
Ensure consistency across all marketing reports within the team.
Ensure KCNA delivers quality content that boosts organic traffic.
Ensure the confidentiality and integrity of the information being accessed.
Ensure trade deal actualization process.
Establish
Establish and maintain reports and dashboards that visualize and effectively communicate.
Evaluate
Evaluate and modify promotion or advertising programs based on effectiveness metrics.
Evaluate methodologies, makes recommendations.
Evangelize
Evangelize a measurement culture and contribute to analytics documentation.
Examine
Examine complex data sets and identify the root cause of challenges & discrepancies.
Extract
Extract, clean, manipulate, validate, and present key trends and patterns in complex data sets.
Extract, validate, transform, and summarize data generated from database and reporting tools.
Find
Find opportunities for improvement in reporting standards.
Gather
Gather feedback and implement optimization efforts.
Gather market data for analysis, proposal activities and business development initiatives.
Handle
Handle all vendor relationships with print, fulfillment and our creative agencies / partners.
Handle multiple priorities simultaneously in a fast paced, agile environment.
Help
Help develop testing strategies, help implement the strategy and evaluate the success of the test.
Help manage key vendors, including QA and new feature development and implementation.
Help media buyers structure lift experiments and analyze results.
Help test and maintain quality assurance within marketing capability platforms.
Identify
Identify and act on opportunities to build business and maximize profit.
Identify trends by analyzing product movement, pricing and promotional impact.
Identify, analyze, and interpret trends or patterns in complex data sets.
Identify and execute process improvements and maintain accurate documentation of processes.
Identify business needs and come up with answers that support the company goals.
Identify keyword opportunities.
Identify opportunities in the project plan to amplify marketing impact.
Identify optimization and growth opportunities across digital marketing campaigns.
Initiate
Initiate drive by staying up to date in current industry trends.
Input
Input expected shopper spend for each promo into trade management system.
Interpret
Interpret data and analyze results using statistical techniques and provide ongoing reports.
Interpret the results of any experiments conducted to determine what, if any, action should be taken.
Lead
Lead competitive analysis and manage competitive benchmarking.
Lead project management efforts for promotions, key events and other marketing activities.
Learn
Learn about business insurance and the products we provide.
Learn and apply complex excel formulas to manipulate contact data sets.
Leverage
Leverage Google Analytics to deliver web performance reports to the appropriate departments / teams.
Liaise with
Liaise with the Design and Editorial team in creating and optimizing creative assets.
Love
Love data and know how to slice & dice and dissect complex issues and patterns.
Maintain
Maintain and improve upon existing quality control standards.
Maintain and monitor the CRM database to ensure data integrity.
Maintain and update accurate data and information used in materials, websites and databases.
Manage
Manage and optimize ad campaigns to reduce ACoS (advertising cost of sales).
Manage invoice management and processing for the Marketing team.
Manage vendors – QA and new feature development and implementation.
Manipulate
Manipulate and analyse large, complex data sets turning them into actionable business insights.
Measure
Measure ROI of online and offline marketing campaigns.
Measure the effectiveness of advertising, marketing and communications programs.
Monitor
Monitor and analyze ad performance across multiple digital marketing platforms.
Monitor and develop key reporting of industry trends and competitive insights.
Monitor and manage performance through regular updates to key stakeholders as necessary.
Monitor KOLs movement and build relationship with KOLs.
Monitor programme performance to ensure RIO.
Optimize
Optimize copy and content creation for campaigns.
Optimize the conversion rates for each stage of the caller's journey.
Oversee
Oversee campaign set-up and maintenance using our suite of data collection and management tools.
Own
Own relevant sales and marketing system administration.
Own all aspects of market research, including both qualitative and quantitative.
Own the Marketing Performance Management.
Perform
Perform basic research and collation of data and create presentations of data.
Perform daily account management of pay per click accounts.
Perform SEO analyses and optimize content for organic search results.
Prepare
Prepare analysis for financial commentary.
Prepare marketing solution presentations using specified parameters.
Prepare monthly AR reports.
Prepare reports, research papers, educational texts or articles.
Promote
Promote data, statistics, and experimentation best practices across the organization.
Propose
Propose enhancements to audit and streamline strategy development, reporting and analysis processes.
Provide
Provide analyses based on customer and product segmentation, using large data sets.
Provide Analyst guidance and support.
Provide assistance and guidance to other Sitecore users.
Provide backup support for shopper plan one-off changes when needed.
Provide consulting services to government and other organizations.
Provide creative insights beyond the scope of supporting reactive requests.
Provide customer level data analysis to aid in sales strategies and forecasting efforts.
Provide daily recaps of graphic performance to senior leadership.
Provide data-driven recommendations to scale campaigns, efficiently.
Provide data visualizations and reports to marketing team and management.
Provide detailed explanation and interpretation of factual and conceptual information and ideas.
Provide detailed explanations or reports as required.
Provide field sales the tools and materials they need to achieve sales objectives.
Provide management with planning and control information by assembling and analyzing financial data.
Provide peer training for analysts.
Provide training and educational support for other teams on SEO / M best practices.
Put
Put together market analysis for benchmarking studies, white papers, social media, etc..
Recommend
Recommend website and campaign optimizations.
Record
Record, track and maintain all prospects and interaction in Sales Force CRM.
Represent
Represent the business for all the categories that Danone covers.
Research
Research consumer demographics, preferences, needs, trends and media habits.
Research trends using data mining and statistical analysis techniques.
Respond to
Respond to enquiries from members of the business community concerning development opportunities.
Review
Review and analyze key metrics coming from all events, and help hone our strategy.
Review and evaluate commercial or industrial development proposals.
Run
Run all logistics related to product launch events.
Run e-commerce sales reports in support of performance and contract management.
Set up
Set up, run and analyse email marketing A / B experiments.
Share
Share insight and school feedback with marketing program managers.
Share, provide findings with a team, engage in discussions and ideation activities.
Support
Support and technically troubleshoot bugs / issues in order to optimize and promote the results.
Support Customer Analytics group through ownership of specific personalization goals.
Support marketing leadership by providing analytical and strategic recommendations.
Support meetings and manage project plans.
Support Shopper Marketing team with administrative tasks and program management.
Support targeting and segmentation strategy.
Support the management / nourishment of strong relationships with media vendors.
Support the management of program budgets.
Support the team across Web, Email, App and Product usage analytics and insights.
Take
Take complete ownership of assigned tasks and projects.
Track
Track sales / gross profit performance and compares them to budget / forecasts.
Troubleshoot
Troubleshoot technical connection issues that affect ad tracking or reporting.
Understand
Understand current data availability and capabilities.
Understand the business' OKRs and Marketing's current progress towards them.
Understand what the tools do and how to use them to achieve goals.
Use
Use conceptual and innovative thinking to develop solutions.
Use creative thinking to understand user behaviour and intentions.
Use findings to produce training material for the sales force and other team members.
Use project management software (Asana) autonomously and expertly.
Utilize
Utilize data mining techniques and queries to gather business intelligence.
Work with
Work across disciplines to deliver an exceptional experience.
Work across teams to help develop tracking tags / pixel placements as they relate to media goals.
Work closely with account management colleagues to develop paid social strategies and targets.
Work closely with sales and marketing team members to achieve organizational goals.
Work closely with senior leadership on significant projects.
Work with explosives - None.
Work with external partners to transition campaigns in-house.
Work with our engineering team to build data management solutions.
Write
Write, edit, produce and create new datasheets & videos.
Write SQL scripts to query our data lake, further analyzing data in tableau or excel.
Write things down, document your process, and maintain records.
Most In-demand Hard Skills
The following list describes the most required technical skills of a Marketing Analyst:
Business
Mathematics
Analytics
Marketing Analytics
R
Data Analysis
Business Intelligence
SAS
SEO
Digital Marketing
Power BI
Most In-demand Soft Skills
The following list describes the most required soft skills of a Marketing Analyst:
Written and oral communication skills
Analytical ability
Attention to detail
Problem-solving attitude
Organizational capacity
Interpersonal skills
Self-starter
Leadership
Collaborative
Presentation
Time-management
Creative
Multi-task
Critical thinker
Self-motivated
