Torchora
Back to Home

Key Responsibilities and Required Skills for a Marketing Data Analyst

💰 $75,000 - $115,000

Data & AnalyticsMarketing

🎯 Role Definition

The Marketing Data Analyst serves as the analytical backbone of the Marketing department. This individual is responsible for a deep-dive analysis of marketing initiatives, customer behavior, and market trends. By leveraging data from various sources, they provide the quantitative evidence needed to guide campaign strategy, optimize budget allocation, and enhance customer engagement. This role bridges the gap between raw data and strategic marketing execution, ensuring all efforts are data-informed and results-oriented.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Data Analyst
  • Marketing Coordinator (with a strong analytical aptitude)
  • Business Analyst

Advancement To:

  • Senior Marketing Data Analyst
  • Marketing Analytics Manager
  • Business Intelligence Manager

Lateral Moves:

  • Product Analyst
  • Business Intelligence Analyst

Core Responsibilities

Primary Functions

  • Design, develop, and maintain robust marketing dashboards and reports to track key performance indicators (KPIs) across all channels, providing actionable insights to marketing leadership.
  • Conduct in-depth analysis of multi-channel marketing campaigns (including paid search, SEO, social media, email, and content marketing) to measure effectiveness and return on investment (ROI).
  • Translate complex datasets into clear, compelling narratives and visualizations for stakeholders at all levels, from marketing specialists to the executive team.
  • Perform deep-dive customer segmentation analysis to identify high-value customer segments, understand their behaviors, and inform personalized marketing strategies.
  • Analyze customer lifecycle data to calculate and monitor key metrics such as Customer Lifetime Value (CLV), churn rate, and acquisition cost (CAC).
  • Develop and manage attribution models (e.g., multi-touch, time decay) to accurately assign credit to various marketing touchpoints in the customer journey.
  • Plan, execute, and analyze A/B and multivariate tests for websites, landing pages, and email campaigns to drive continuous improvement in conversion rates and user experience.
  • Utilize web analytics tools like Google Analytics 4 to monitor website traffic, user engagement, and conversion funnels, identifying areas for optimization.
  • Write and optimize complex SQL queries to extract, clean, and aggregate data from multiple sources, including CRM, marketing automation platforms, and internal databases.
  • Build and automate reporting processes to improve efficiency and ensure timely delivery of critical marketing intelligence to the team.
  • Collaborate with the marketing team to establish goals and forecasting models for lead generation, customer acquisition, and other key business outcomes.
  • Monitor marketing spend and budget allocation, providing data-driven recommendations for optimizing resource distribution across channels and campaigns.
  • Analyze market trends and conduct competitor analysis to identify new opportunities, benchmark performance, and maintain a competitive edge.
  • Partner with product and sales teams to create a holistic view of the customer journey and ensure alignment between marketing efforts and business objectives.
  • Develop predictive models to forecast customer behavior, such as propensity to buy or risk of churn, using statistical methods or machine learning techniques.
  • Ensure the integrity and accuracy of all marketing data by establishing and enforcing data governance standards and validation processes.
  • Manage and integrate data from various marketing technology platforms, including CRM (e.g., Salesforce), marketing automation (e.g., Marketo, HubSpot), and advertising platforms (e.g., Google Ads, Meta Ads).
  • Create detailed post-campaign analysis reports that go beyond surface-level metrics to explain the "why" behind the results and provide strategic recommendations for future initiatives.
  • Support the development of audience targeting strategies by providing data-driven insights on demographic, firmographic, and behavioral characteristics.
  • Investigate and troubleshoot data discrepancies between different platforms and systems to ensure a single source of truth for marketing analytics.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis from various business stakeholders.
  • Contribute to the organization's data strategy and roadmap, particularly concerning marketing data infrastructure.
  • Collaborate with business units to translate data needs into clear engineering requirements for the data team.
  • Participate in sprint planning and agile ceremonies within the broader data and analytics team.

Required Skills & Competencies

Hard Skills (Technical)

  • SQL Proficiency: Advanced ability to write complex queries for data extraction, transformation, and aggregation from large relational databases.
  • Data Visualization: Expertise in creating intuitive and impactful dashboards using tools like Tableau, Power BI, or Looker to communicate insights effectively.
  • Web Analytics: Deep knowledge of Google Analytics (GA4), including event tracking, custom reporting, and funnel analysis.
  • Spreadsheet Mastery: Advanced skills in Microsoft Excel or Google Sheets, including pivot tables, complex formulas, and data modeling.
  • Statistical Programming: Proficiency in a statistical programming language like Python (with libraries such as Pandas, NumPy, Scikit-learn) or R for advanced analysis and modeling.
  • CRM & Marketing Platforms: Hands-on experience with data from CRM (e.g., Salesforce) and marketing automation systems (e.g., HubSpot, Marketo, Pardot).
  • A/B Testing Methodologies: Strong understanding of experimental design, statistical significance, and the tools used to conduct A/B and multivariate tests.
  • Data Modeling Concepts: Familiarity with data modeling principles and experience working with data warehouses like BigQuery, Redshift, or Snowflake.

Soft Skills

  • Data Storytelling: The ability to translate complex data findings into a clear, compelling narrative that is accessible to non-technical stakeholders.
  • Critical Thinking: A natural curiosity and a structured approach to problem-solving, consistently asking "why" to uncover root causes and opportunities.
  • Attention to Detail: Meticulous approach to data validation and analysis to ensure accuracy and reliability of insights.
  • Business Acumen: A strong understanding of marketing principles and business operations, enabling the connection of data insights to strategic goals.
  • Collaborative Spirit: Excellent interpersonal and communication skills to work effectively with cross-functional teams, including marketing, sales, and product.
  • Proactive & Self-Directed: Ability to manage multiple projects, prioritize tasks, and drive initiatives forward with minimal supervision.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s Degree in a quantitative or business-related field.

Preferred Education:

  • Master's Degree in a relevant field.

Relevant Fields of Study:

  • Marketing or Business Analytics
  • Statistics or Economics
  • Computer Science or Information Systems

Experience Requirements

Typical Experience Range: 3-5 years of hands-on experience in a data analysis, business intelligence, or dedicated marketing analytics role.

Preferred: Experience in a fast-paced B2C, e-commerce, or SaaS environment is highly desirable. A proven track record of using data to influence marketing strategy is essential.

Explore More Careers