What Is a Marketing Analyst? And How to Become One

A marketing analyst analyzes data to support a company’s marketing efforts. The marketing analyst might use the insights they find to help a company make better business decisions, like increasing revenue or optimizing marketing campaigns.

What does a marketing analyst do?

A marketing analyst works with data to unearth new marketing insights for a company. But what does this mean?

Analyze marketing data

A large part of being a marketing analyst includes cleaning, sorting, and interpreting data. More specifically, this can mean:

• Gathering, cleaning, and sorting data through methods like surveys or website analysis

• Reviewing marketing campaign results (like revenue increase, reach, or engagement) to improve campaigns

• Using tools to understand current customers and find new ones

• Researching competitors

Make recommendations

By synthesizing findings, marketing analysts can recommend how a business should proceed with its marketing efforts. This can entail putting together reports, presentations, and other materials.

Marketing analyst vs. other roles

Marketing analysts have much in common with other types of analysts. Namely, they all deal with analyzing and understanding data. Here’s a look at what other similar roles do:

• Market research analyst: Though sometimes used interchangeably with marketing analyst, many companies consider market research analyst a distinct role. Market research analysts have a narrower focus than marketing analysts, as they concentrate on market research. This might mean understanding specific market trends or predicting prices, wages, and other economic indicators. Market research analysts can support various business-oriented teams, such as marketing, product, and more.

• Data analyst: Data analysts have a broader focus than marketing analysts and can work in many fields outside of marketing. They might work in finance, manufacturing, science, government, and many other fields. The exact content they analyze depends on their field and position. Because data analysts are less specialized than marketing analysts, data analyst positions often require less experience.

• Business analyst: Business analysts use data to evaluate an organization’s business and IT processes. They can make recommendations to reduce inefficiencies and costs and identify ways to improve the business structure. They generally don’t work exclusively with marketing data, as marketing analysts may do.

Learn more about different marketing and marketing analytics careers from Anke Audenaert, a marketing professional at Meta.

Job outlook

According to the Government of Canada Job Bank, marketing analyst jobs are expected to grow moderately in most provinces and territories between 2022 and 2024. Employment growth and retirements will contribute to the availability of new positions [1]. 

Salary

According to Glassdoor, the average salary for a marketing analyst in Canada is $72,763 [2]. Keep in mind salary may be influenced by factors like education level, industry, and years of experience.

How to become a marketing analyst

You’ll need to take specific steps to become a marketing analyst. Here’s the typical path you can expect to take to land a career as a marketing analyst. 

1. Develop the skills you need

Here are the three main categories of skills you’ll need to have to become a marketing analyst.

• Data analysis: Data analysis likely means using SQL—a common programming language used to communicate with database systems. You might also need to learn other languages like Python or R. Make sure to know the basics of cleaning, sorting, and visualizing data.

• Marketing: Marketing is a broad subject that can include pricing strategy, social media management, sales analysis, and economic analysis. Knowing your way around marketing strategies will be beneficial.

• Project management: Marketing analysts can lead complex efforts to work with data, sometimes across different teams. You won’t need to know the ins and outs of project management, but some experience with starting and leading projects can be helpful.

2. Gain related experience.

You can gain experience in a variety of different ways.

• Find an entry-level position. Many marketing analyst positions require you to have several years of experience. Though you won’t always have to meet these “requirements” exactly to get an interview, working in a related position can help. Try looking for entry-level data analysis or marketing positions that will help you learn more skills needed to become a marketing analyst. Titles might include data analyst, marketing associate, sales associate, or social media associate.

• Incorporate the skills you need in your current position. There’s a chance you can fold in opportunities to learn new skills—and gain experience—in your current job. Whether you’re working in retail or at a tech company, look for opportunities to use data or learn about marketing. If it makes sense, you can inform your manager you’re interested in learning new skills to see if they can connect you to relevant tasks.

• Take coursework or earn a professional certificate. Completing coursework or professional certificates in skills you need can show employers you know how to do certain aspects of the job. Try to take courses that allow you to complete hands-on projects so you have something to point to in your resume or interview.

Need a place to start? Here are some projects you can complete in two hours or less:

• Introduction to Relational Database and SQL

• Python for Data Analysis: Pandas & NumPy

• Analyze Digital Marketing Spend in Tableau

• Create a Business Marketing Brand Kit Using Canva

• Create a 1-Page Marketing Plan with Google Docs

3. Obtain a degree.

Many marketing analyst positions ask that you have a bachelor’s degree and may prefer candidates with at least a master’s degree. Some companies are willing to waive degree requirements if you have enough relevant experience, but a degree can boost your competitiveness. Plus, getting a degree can allow you to learn data analysis and other important skills for the job. Consider the following fields for a degree:

• Mathematics

• Data analytics

• Marketing

• Computer science

• Psychology

• Business 

Getting started in marketing analysis

Whether you’re in a related position and hoping to make the switch to marketing analysis or just getting started in your career, gain the technical skills you'll need with the Meta Marketing Analytics Professional Certificate. Learn from industry leaders and practice with industry-relevant projects, all at your own pace.