Marketing Analyst - Insights and Analytics Job Description: Complete Guide for 2025
What Does a Marketing Analyst - Insights and Analytics Do?
A Marketing Analyst specializing in Insights and Analytics is a critical role that bridges the gap between raw data and actionable marketing strategies. These professionals transform complex datasets into clear, strategic recommendations that drive business growth, optimize marketing campaigns, and enhance customer engagement.
In today’s data-driven marketing landscape, these analysts serve as the backbone of evidence-based decision-making, helping organizations understand customer behavior, measure campaign effectiveness, and identify new market opportunities.
Core Responsibilities
Data Analysis and Reporting
- Campaign Performance Analysis: Evaluate the effectiveness of marketing campaigns across multiple channels (digital, social media, email, traditional media)
- Customer Segmentation: Analyze customer data to identify distinct audience segments and create targeted marketing strategies
- Trend Identification: Monitor market trends, consumer behavior patterns, and competitive landscape changes
- Dashboard Creation: Develop and maintain interactive dashboards and reports for stakeholders at various organizational levels
- ROI Measurement: Calculate and report on marketing return on investment across different initiatives
Research and Insights Generation
- Market Research: Design and execute primary research studies, including surveys, focus groups, and customer interviews
- Survey Design and Analysis: Leverage advanced survey research tools like Conjointly to conduct conjoint analysis, MaxDiff studies, and other sophisticated research methodologies
- Competitive Intelligence: Monitor competitor activities, pricing strategies, and market positioning
- Consumer Insights: Translate data findings into actionable consumer insights that inform marketing strategy
- Predictive Analytics: Use statistical modeling to forecast future trends and customer behaviors
Strategic Support
- Stakeholder Collaboration: Work closely with marketing managers, product teams, and C-suite executives to align analytics with business objectives
- Presentation Development: Create compelling presentations that communicate complex findings to non-technical audiences
- Recommendation Formulation: Provide data-driven recommendations for marketing strategy optimization
- A/B Testing: Design, implement, and analyze marketing experiments to improve campaign performance
Required Skills and Qualifications
Technical Skills
- Analytics Platforms: Proficiency in Google Analytics, Adobe Analytics, or similar web analytics tools
- Data Visualization: Experience with Tableau, Power BI, Looker, or similar visualization software
- Statistical Software: Knowledge of R, Python, SPSS, or SAS for advanced statistical analysis
- Database Management: SQL skills for querying and manipulating large datasets
- Marketing Automation: Familiarity with platforms like HubSpot, Marketo, or Salesforce Marketing Cloud
- Excel/Spreadsheets: Advanced proficiency in Excel for data manipulation and analysis
Analytical Skills
- Strong quantitative and statistical analysis capabilities
- Critical thinking and problem-solving abilities
- Attention to detail and data accuracy
- Ability to identify patterns and trends in complex datasets
- Understanding of research methodologies and experimental design
Soft Skills
- Communication: Ability to translate technical findings into business language
- Presentation: Confident presenting insights to senior stakeholders
- Collaboration: Strong team player who works well across departments
- Time Management: Capability to manage multiple projects simultaneously
- Business Acumen: Understanding of marketing principles and business strategy
Educational Background
Most Marketing Analyst - Insights and Analytics positions require:
- Bachelor’s degree in Marketing, Statistics, Economics, Business Analytics, Data Science, or related field
- Master’s degree (preferred for senior roles) in Marketing Analytics, Business Analytics, or Data Science
- Certifications in Google Analytics, digital marketing, or data analytics can strengthen candidacy
Salary Expectations by Market and Seniority
Salary ranges vary significantly based on location, experience level, and industry. Here’s a comprehensive overview:
| Market | Junior Level (0-2 years) | Mid Level (3-5 years) | Senior Level (6+ years) |
|---|---|---|---|
| Singapore (SGD) | 45,000 - 65,000 | 65,000 - 95,000 | 95,000 - 140,000 |
| United States (USD) | 55,000 - 75,000 | 75,000 - 105,000 | 105,000 - 150,000 |
| Canada (CAD) | 50,000 - 70,000 | 70,000 - 95,000 | 95,000 - 130,000 |
| Australia (AUD) | 60,000 - 80,000 | 80,000 - 110,000 | 110,000 - 150,000 |
| Philippines (PHP) | 400,000 - 600,000 | 600,000 - 900,000 | 900,000 - 1,400,000 |
| Thailand (THB) | 480,000 - 720,000 | 720,000 - 1,080,000 | 1,080,000 - 1,560,000 |
| United Kingdom (GBP) | 28,000 - 40,000 | 40,000 - 55,000 | 55,000 - 80,000 |
| Germany (EUR) | 40,000 - 55,000 | 55,000 - 75,000 | 75,000 - 105,000 |
| France (EUR) | 35,000 - 50,000 | 50,000 - 68,000 | 68,000 - 95,000 |
| Netherlands (EUR) | 38,000 - 52,000 | 52,000 - 72,000 | 72,000 - 100,000 |
Note: Salaries are annual figures and may vary based on company size, industry, and specific job requirements.
Career Progression Path
The Marketing Analyst - Insights and Analytics role offers clear advancement opportunities:
- Junior Marketing Analyst → Focus on data collection and basic reporting
- Marketing Analyst → Independent analysis and insights generation
- Senior Marketing Analyst → Strategic recommendations and team mentorship
- Marketing Analytics Manager → Team leadership and strategic planning
- Director of Marketing Analytics → Department oversight and executive strategy
- VP of Marketing Analytics/Chief Marketing Officer → Organization-wide marketing leadership
Industry Demand and Future Outlook
The demand for Marketing Analysts specializing in Insights and Analytics continues to grow rapidly across all markets. With increasing emphasis on data-driven decision-making, privacy regulations, and customer experience optimization, professionals in this field are well-positioned for long-term career success.
Key growth drivers include:
- Digital transformation initiatives across industries
- Expansion of e-commerce and digital marketing channels
- Growing importance of customer data platforms (CDPs)
- Increased investment in marketing technology stacks
- Rising need for privacy-compliant analytics solutions
Tips for Job Seekers
Building Your Profile
- Develop a portfolio: Showcase analytics projects, case studies, and insights you’ve generated
- Gain certifications: Pursue Google Analytics, HubSpot, or data analytics certifications
- Learn programming: Python and R skills significantly enhance your marketability
- Stay current: Follow industry blogs, attend webinars, and join professional analytics communities
During the Interview
- Prepare to discuss specific analytics projects and their business impact
- Be ready to explain complex analytical concepts in simple terms
- Demonstrate your understanding of both technical tools and marketing strategy
- Ask questions about the company’s data infrastructure and analytics maturity
Conclusion
The Marketing Analyst - Insights and Analytics role is an exciting career path for professionals who enjoy combining analytical rigor with creative marketing strategy. With competitive salaries, strong job growth, and opportunities for advancement, this position offers excellent prospects for those with the right blend of technical skills, business acumen, and communication abilities.
Whether you’re just starting your career or looking to transition into marketing analytics, investing in the right skills and staying current with industry trends will position you for success in this dynamic and rewarding field.