Skills and Qualifications You Need for a Career in Marketing Analytics 

Marketing analytics is the practice of assessing and evaluating data and metrics to determine the effect of marketing activities. Once a marketing campaign is complete, it’s your duty to analyze consumer behavior and identify patterns that can help maximize ROI (return on investment) and ensure future campaigns are just as successful.

If a career in marketing analytics sounds like the right career path to take, there are certain attributes and credentials you must possess in order to perform at your best. To give you a better insight, here is everything you need to get started.

Source: Medium

Excellent Communication

One of the most important skills you will need to work in marketing analytics is excellent communication skills. Like with most fields of marketing, you may need to work as part of a team or present your findings to clients and consumers. Therefore, understanding the importance of effective communication is critical for flourishing in a marketing analytics role.

Effective communication is vital for establishing and strengthening relationships between you and clients, gaining trust, and staying on top of your game. One of the main duties of a marketing analyst is to report on marketing KPIs such as conversion rates, leads, social media engagement, and website traffic, which is why you need to be clear with your findings and be confident communicating with people from different sectors.

Attention to Detail

In a nutshell, marketing analytics is all about studying and analyzing how effective a marketing campaign has been. If you love working with data and numbers, there is more to the role than meets the eye. You must have excellent attention to detail when monitoring data, otherwise, you may miss something when relaying your findings to clients. Marketing data analytics has become incredibly important for company success in recent years, with most businesses turning to marketing analysts for help.

When dealing with numbers, data, and statistics, you must have the experience and expertise to identify patterns and bring a methodical approach to your work. If you notice anything unusual with a marketing campaign, it’s your job to identify problems and understand how things changed in the first place.


Work Well Under Pressure

No matter what area of marketing analytics interests you the most, the marketing world can be highly stressful to work in. And with many deadlines to adhere to, you may struggle to work well under pressure. Whether you work as a marketing manager, market research analyst, or statistician, you must learn how to keep your stress levels at bay in order to perform at your best.

Anyone working in marketing analytics can benefit from practicing relaxation techniques like meditation, which will reduce stress levels, clear your mindset, and help you focus on your work better. And if you want to climb the ranks and enter managerial positions, showing that you’re capable of working in any kind of stressful environment will make employers take notice and increase your chances of securing your dream role.

Problem Solving

When working in marketing analytics, there are all sorts of problems and obstacles that come your way. It’s your job to work through challenges and find solutions quickly to ensure everything runs smoothly. Problem-solving skills are essential for those who are seeking senior-level positions, as you will show that you’re a trusted and valuable asset to a team.

If you oversee managing others in marketing, co-workers will work more efficiently once they learn problem-solving skills too. There are many questions you will be asked on a day-to-day basis, no matter what marketing analytics career you step into, which is why you must be able to think on your feet and reach solutions as quickly as possible.


Software Knowledge

In many marketing analytics careers, there is specific software you must use to perform your role correctly. Microsoft Excel in particular is a tool that you must have a solid grasp of, otherwise, you may struggle with your day-to-day duties and responsibilities. If you decide to venture into a marketing management role, you will need to use particular systems to run marketing campaigns too. This means you need to have excellent knowledge of which keywords are needed for SEO strategies, develop sufficient social media strategies, and use analytic software to track the progress and success of a key campaign.


Whether you’re interested in becoming an operations research analyst, or you would prefer to work as a marketing manager, these kinds of roles require you to obtain relevant qualifications beforehand. For employers to take notice and to increase your career prospects, studying a master’s degree in data analytics will equip you with everything you need to know to qualify for such roles.

As we are currently facing the COVID-19 pandemic, there is the opportunity to earn your degree online which provides more flexibility and freedom. Not only will you not have to worry about the daily commute, but you can also learn from an environment that suits you best, such as your living room. Once you obtain your data analytics degree, you can click here and learn more about the most in-demand marketing analytics careers.


Gain Skills

In addition to earning qualifications in marketing analytics, there are many other things you can do to perfect your craft, such as by watching TED Talks on marketing analytics that focus on data, listening to podcasts, as well as joining specific marketing analytic groups on platforms like LinkedIn. In day-to-day life, we communicate via data, so if you want to enhance your skills and get better at managing and analyzing data, there are lots of resources you can look into alongside studying.

Over the last ten years, the need for marking analysts has grown significantly. And with all businesses having access to huge sums of customer data, analysts are needed to identify and evaluate the success of their marketing campaigns, as well as what changes can be made in the future to ensure the same mistakes aren’t made.

If a career in marketing analytics sounds right for you and you enjoy working with numbers and data, all the attributes above are what employers look for in candidates.