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How to Become a Digital Marketing Analyst

If you have strong technical skills, an eye for analyzing data to improve performance, a knack for plucking relevant data out of the noise, and coming up with metrics to measure and increase performance, then a job as a digital marketing analyst might be a perfect fit!

Digital marketing analysts use their range of tools to monitor and gather marketing and web data, and turn that into insight and recommendations, which then becomes actionable strategies to enhance digital advertising.

They work behind the scenes, but the results of their work are everywhere. All the ads we see, and the way that we see them, are crafted by analysts reviewing metrics and trends to make their clients stand out amongst the crowd and get noticed.

Digital marketing analysts use all sorts of data tools to gather and identify key opportunities and visualize this data for colleagues, management, and clients.

Sample job description

In a world where every company is vying for the attention of their customers, getting noticed can be a challenging task. When companies need the best, they turn to us. We’re the leading market insight agency, and we want to keep it that way! That’s why we need experts to tap into market trends and produce the kind of insight that gets attention. 

We’re looking for a candidate that can see the patterns in the data and turn those patterns into a marketing strategy that makes us the envy of our competitors. If you think you’ve got what it takes to work in a team environment and have a strong analytical view of the world, we’d love to hear from you!

Typical duties and responsibilities

  • Collecting and reviewing marketing data, including customer and larger web behavioral data
  • Monitor and review current campaigns, analyzing metrics, and identifying opportunities to increase performance
  • Develop and oversee digital campaigns and measurement strategies for future improvements
  • Create dashboards, campaign and website performance reports, along with data visualizations for presentations
  • Monitoring and studying trends in digital media and marketing
  • Present and communicate this information to senior management, clients, shareholders, and colleagues
  • Remain adaptive to market changes and improve future campaign performance

Education and experience

  • Bachelor’s degree in marketing, digital marketing, eCommerce, or related field
  • 3+ years of related experience

Required skills and qualifications

  • Strong presentation skills
  • Excellent written verbal and communication skills
  • Good at working in a collaborative environment
  • Proficiency using Microsoft Office Suite, Google Analytics, Adobe Analytics, social media, and social media metric software
  • Proficiency in handling paid social campaigns
  • Excellent multitasking and organization skills

Preferred qualifications

  • 5+ years experience in related position
  • Experience working in an agency
  • High drive to handle campaigns from start to finish
  • Knowledge of FTP technology
  • Technical troubleshooting knowledge and being able to problem-solve
  • Ability to automate processes
  • Working knowledge of multi-channel, customer-centric marketing techniques

Typical work environment

Digital marketing analysts will generally find themselves in an office environment working with a team. For some analysts, they may work remotely. Although travel may be required to present meetings in alternative locations, such as offices or conference rooms, it’s not travel-heavy or common.

Typical hours

A digital marketing analyst will generally be expected to work the standard 8-hour day, Monday through Friday, 9 AM to 5 PM. Due to the unique nature of digital marketing, and your specific circumstances, you may find yourself operating in different timezones, or on tighter deadlines.

Available certifications

Digital marketing analysts work using very complex and comprehensive tools. As such, there are certifications for these specific applications:

  • Google Ads Certification. Google Ads is one of the most powerful forces in the digital space, so it’s no wonder that advertising is more than just slapping a banner on a page and calling it a day. This certification shows that you’re competent using Google Adwords and show your clients you’ll get them a return on their investment.
  • Google Analytics Certification. Google Analytics is both a simple and incredibly powerful metrics tool to measure the growth and traffic of websites. Becoming certified in this vital tool showcases not only your foundational analytic skills but also your ability to take full advantage of this comprehensive tool.
  • Hubspot Content Marketing Certification. Developing an effective marketing strategy in the online space requires good content. And if you’re trying to run a campaign based on content, creating engaging content with a solid and repeatable framework is vital. This certification proves you’ve learned how to do exactly that.

Career path

The journey to becoming a digital marketing analyst begins with obtaining a bachelor’s degree in digital marketing, marketing, analytics, or other related fields. Obtaining experience in the position and obtaining as many certifications as possible will bolster your resume, and being able to showcase successful campaigns and marketing strategies is always a plus.

US, Bureau of Labor Statistics’ job outlook

SOC Code: 13-1161

2020 Employment740,900
Projected Employment in 2030904,500
Projected 2020-2030 Percentage Shift 22% increase
Projected 2020-2030 Numeric Shift163,600 increase

The world is becoming increasingly interconnected. And we’re spending more time online through our phones, tablets, PCs, and any other device you can think of. As you can imagine, companies are eager to develop effective marketing strategies in this space to sell products and services. Experts are needed to look at these massive amounts of data and derive some patterns from the chaos, and there are more companies and people coming online every day! Because of that, this job is expected to continue to explode over the next decade as companies move to fill that gap.