Discover the role of the digital marketing analyst in companies, how much they earn, and what it takes to become one
With digital presence becoming increasingly crucial for businesses, the role of the marketing analyst stands out as fundamental for those seeking success and increased sales.
After all, this professional is much more than just a social media or advertising expert. They are a highly skilled strategist, responsible for coordinating a series of activities to ensure a brand’s visibility and success on the internet.
Therefore, in this article, we will explore in detail what a digital marketing analyst does, the skills necessary for the job, and how to prepare to pursue a position in the field. Stay tuned!
What does a digital marketing analyst do?
Whether within companies or at agencies, the marketing analyst plays a multifaceted and strategic role in an organization’s digital landscape. Thus, their responsibilities can vary but generally include:
- Data analysis
As the name implies, the digital marketing analyst must, above all, collect and analyze data related to campaign performance to understand the scenario the company is in and strategize to achieve its marketing objectives.
This involves website traffic metrics, conversion rates, social media engagement, and ROI (Return on Investment) – depending on the channels used in the project. Indeed, this analysis must be done from the beginning and recurrently, to help keep the business always one step ahead in the digital medium.
- Strategy definition
Based on the data analysis and diagnoses obtained, the marketing analyst can develop and adjust digital strategies for their clients. This includes different stages, such as setting clear goals, identifying the target audience, selecting appropriate marketing channels, and creating relevant content.
- Campaign management
Besides planning the strategy as a whole, the analyst is also responsible for implementing and managing digital marketing campaigns across various channels, like social media, email marketing, SEO (Search Engine Optimization), paid traffic on Google, among others.
Depending on the project’s scope, this can involve creating ads, developing content, and monitoring campaign performance in real-time.
- Conversion optimization
Furthermore, monitoring campaign performance leads to the implementation of improvements, aiming to increase the conversion rate at all stages of the sales funnel.
In other words, based on the data, the analyst can optimize landing pages, conduct A/B tests to understand what works best for a client, personalize content, and work on remarketing strategies.
- Monitoring and Reporting
Finally, it’s worth noting that the digital marketing analyst closely follows the performance of campaigns, generating periodic reports to evaluate progress concerning the defined objectives. These reports help make informed decisions and adjust strategies as necessary.
Therefore, in general, a digital marketing analyst is a versatile and analytical professional, capable of combining technical knowledge with creativity to achieve the best online results for a company or brand.
What does it take to be a marketing analyst?
To become a marketing analyst, especially in the digital arena, you need a mix of technical skills, specific knowledge, and personal traits. Here are some important requirements and tips for becoming a qualified professional:
Education
While not always mandatory, many employers prefer candidates with academic backgrounds in Marketing, Communication, Advertising, Business Administration, or related fields. Some positions may require a bachelor’s degree, while others may value specific certifications or even ongoing education.
Knowledge in Digital Marketing
A deep understanding of digital marketing principles is crucial for an analyst. This includes knowledge in SEM, SEO, social media, email marketing, content marketing, data analysis, and more. In other words, staying up-to-date with online trends and changes is essential.
Analytical Skills
A proficient marketing analyst needs to be able to interpret data and metrics to assess the performance of campaigns and strategies. That is, they must have the ability to use analytical and reporting tools, as well as interpret results to make more informed decisions.
Technical Skills
Along with this, familiarity with digital tools and platforms is fundamental. This may include using marketing automation software, data analysis tools – such as Reportei –, social media management platforms, among others.
Creativity
But it’s not all about technique and analysis for a marketing analyst. Being able to think creatively and innovatively is important for developing effective digital strategies, creating engaging content, and finding solutions to specific challenges.
Excellent Communication Skills
A good analyst needs to communicate ideas clearly and persuasively, both verbally and in writing. This is essential for collaborating with team members, presenting reports to decision-makers, and, of course, maintaining a good relationship with clients – if working in an agency, for example.
Project Management Ability
Often, marketing analysts are involved in multiple projects at the same time. Therefore, having the skill to manage time, prioritize tasks, and allocate tasks among team members is crucial for maintaining efficient workflow and achieving set goals.
Adaptability and Continuous Learning
The digital marketing landscape is constantly evolving, with new technologies, platforms, and strategies emerging regularly.
Therefore, it’s important for a marketing analyst to be willing to continuously learn and adapt to industry changes. Certifications are an important part of the process, and there are many comprehensive free courses available in the market.
