Digital marketing analysts play a key role in ensuring a business succeeds online. As pointed out by USA Today, Digital marketing analysts are responsible for analyzing statistics and looking for ways that the company can improve its online marketing efforts. These efforts include things like email marketing campaigns, social media campaigns, PPC campaigns, and online branding efforts.
What does a Digital Marketing Analyst do, typically?
Strategy and implementation
Digital Marketing analysts provide the strategy behind a marketing campaign, analyze the results, and relay results, successes/failures/surprises, and ultimately, the ROI to leadership (CMO for example). Digital marketing analysts also research digital marketing trends (PPC advertising, email marketing best practices, for example), and how they can relate to company goals.
Then, they develop strategies for growth, assess new campaign/client targets and build out demand generation programs with the goal of generating campaign success, increasing online presence, and driving ROI. Digital marketing analysts must stay on top of industry trends, and use a wide variety of programs and technologies to test/develop/implement new ideas and strategies to generate digital marketing success.
Use a variety of programs to create/deliver campaigns
Digital marketing analysts are encouraged to learn several programs/skills, and apply that knowledge to the everyday job. New technologies always emerge and will continue to emerge. Top digital marketing analysts can have skills in developing PPC campaigns, have a strong knowledge of SEO, and are certified or experts in using programs like Google Analytics, Google AdWords, Google Tag Manager, email marketing tools, and more.
Communication/speaking skills
Top digital marketing analysts must be able to analyze campaign data and educate marketers or sales staff on how to use these results to generate leads/sales. They must be strategic, analytical, and have strong communication skills, and be able to relay technical information/data/results to non-technical team members. Digital marketing analysts may also work closely with outside vendors or contractors and must be able to watch product demos and assess which tools/technologies fit best for an organization.
Marketing Analyst vs Data Scientist
Both Data Scientists and Marketing Analysts create data visualizations, research data queries, derive insights, and tell stories using data. However, Marketing Analysts have strong experience with marketing analytics metrics and tools. Data scientists have skills that derive from business intelligence and data sources that may be unstructured.
Important metrics for a Digital Marketing Analyst
Acquisition
- Paid media
- Earned media
- Owned media
Outcomes
- Downloads
- Calls
- Newsletter sign-ups
- Lead form
Behavior
- Traffic
- Bounce rates
- Time on site
- Number of pages visited
