How To Get Into Marketing Analytics In 6 Steps (2023)

Two Marketing Analytics Career Paths

Marketing analytics is a dynamic field that offers exciting opportunities for those interested in data analysis, consumer behavior, and market trends. With the increasing importance of data-driven decision-making in business, the demand for skilled marketing analytics professionals is growing rapidly. 

Keep reading to learn how to get into marketing analytics and build a successful career.

What Is Marketing Analytics

Marketing analytics measures, manages, analyzes, and interprets data from a company’s marketing efforts. This data can include information about customer behavior, market trends, campaign performance, and other metrics used to inform marketing strategies and decisions. 

Marketing analytics helps companies better understand their customers and market, improve their marketing campaigns, and drive sales and growth. This field uses a range of tools, techniques, and technologies, including data visualization, predictive analytics, and machine learning, to extract insights from large and complex data sets.

Why Marketing Analytics Is Important

Marketing analytics is crucial for businesses of all sizes because it provides valuable insights into consumer behavior, trends, and preferences. Companies can better understand their target audience and adjust their strategies by analyzing consumer data and tracking marketing efforts. 

Through these insights, businesses can make data-driven decisions and optimize their marketing efforts to increase sales and brand awareness.

One of the major benefits of marketing analytics is improved ROI (return on investment). By tracking the success of marketing campaigns and determining which strategies are most effective, businesses can allocate their marketing budget more efficiently. This allows them to focus on the highest ROI areas, increasing revenue and profit margins. 

Marketing analytics can also help identify areas where marketing efforts are falling short, allowing companies to improve and avoid wasting valuable resources. By leveraging marketing analytics, businesses can gain a competitive edge and drive success in a constantly evolving digital landscape.

Career Outlook for Marketing Analytics

The job outlook for management analysts, which includes marketing analysts, looks quite promising, with an anticipated increase of 11% between 2021 and 2031. This growth rate is substantially faster than for all other occupations, which makes this field an attractive option for those interested in pursuing a career in marketing analytics. That’s why it’s important to learn how to get into marketing analytics.

One of the driving forces behind this increase in demand is the growing role of automation and machine learning in data analysis. As these technologies advance, their ability to extract insights from vast amounts of data will become even more valuable, making professionals with marketing analytics backgrounds highly sought after.

How To Get Into Marketing Analytics

1. Develop Your Marketing Analytics Skills

To succeed in marketing analytics, you’ll need a strong foundation in data analysis, statistics, and software tools. While a degree in marketing, statistics, or data analysis is helpful, it’s not always necessary. There are many online courses, training programs, and certifications available that can help you develop these skills.

Some popular marketing analytics courses and certifications include:

  1. Marketing Analytics – Offered by the Darden School of Business
  2. Marketing Analytics Foundation – Offered by Meta
  3. Customer Analytics – Offered by Wharton Business School
  4. Digital Marketing Analytics in Practice – Offered by the University of Illinois at Urbana-Champaign
  5. Assess for Success: Marketing Analytics and Measurement – Offered by Google

2. Stay Updated on Industry Trends

Marketing analytics is a fast-evolving field. You’ll have to work with new technologies and techniques emerging all the time. To stay competitive, it’s crucial to stay up-to-date with the latest trends and developments in the industry. 

Attending industry events, reading industry publications, and following thought leaders on social media are all excellent ways to stay informed.

3. Gain Practical Marketing Analytics Experience

Experience is crucial in marketing analytics. Many companies prefer candidates with real-world experience in data analysis or marketing. 

Internships, part-time jobs, or freelance work are all great ways to gain practical experience in marketing analytics.

4. Choose A Marketing Analytics Specialization

Marketing analytics is a vast field, and there are many different areas you can specialize in. Some popular specializations include:

  • Web analytics
  • Social media analytics
  • Customer behavior analysis
  • Predictive analytics
  • Marketing automation

Specializing in a specific area can help you stand out in a crowded job market and increase your earning potential.

5. Build Your Network

Networking is essential in any field, including marketing analytics. Attend industry events, join relevant online groups, and connect with professionals in your field on LinkedIn. 

Building relationships with others in the industry can help you stay up-to-date with industry trends, learn about job opportunities, and potentially lead to job offers.

6. Choose A Marketing Analytics Career Path

Depending on your interests and goals, you can take many different career paths in marketing analytics. Here are two of the most common paths:

Corporate Path: This path typically involves starting in an entry-level position, such as a junior data analyst or marketing analyst, and working your way up to more senior roles. As you gain experience, you can specialize in a specific area or move into a leadership role.

Consulting Path: Marketing analytics consulting involves working with companies to analyze their marketing data and develop data-driven strategies. Consulting niches include web analytics, social media analytics, customer behavior analysis, predictive analytics, and marketing automation. Click here to learn more about how to become a marketing consultant.

My Recommendation For Your Marketing Analytics Career

AI technology has revolutionized the world of marketing analytics, and if you’re looking to dive into this exciting field, there are some key things you should consider:

First, get familiar with machine learning. This subset of AI involves teaching algorithms to make predictions or decisions based on data. It can help you identify customer behavior patterns and predict future trends. To begin, consider taking online courses or tutorials that cover the basics of data science, programming, and machine learning algorithms.

Next, learn about natural language processing (NLP). This type of AI involves teaching computers to understand human language, which makes it particularly useful for analyzing customer feedback, social media sentiment, and other unstructured data sources. 

Take courses or tutorials that teach the basics of NLP algorithms and techniques to understand better how to leverage this powerful technology in your work.

Another important area to explore is deep learning. This type of machine learning is used to recognize patterns in large, complex data sets, such as images or videos. This can be hugely beneficial for analyzing visuals on social media or creating personalized content for customers. To get started with deep learning, consider taking courses or tutorials that cover the basics of deep learning algorithms and techniques.

Lastly, consider pursuing courses or certifications to integrate marketing analytics and AI. These programs can provide practical knowledge and skills in AI to enhance your marketing analytics capabilities. 

So far, there aren’t many good courses combining AI + marketing. You kind of need to create your own journey. However, Coursera has a highly reviewed course:

Artificial Intelligence in Marketing offered by the University of Virginia.

Conclusion: How to Get Into Marketing Analytics

Marketing analytics is a field that offers exciting opportunities for those interested in data analysis, consumer behavior, and market trends. 

You can build a successful career in this rapidly growing field by developing your skills, staying up-to-date with industry trends, gaining practical experience, choosing a specialization, building your network, and considering a career path.

Stewart Swayze
Stewart Swayze
Stewart Swayze is the Founder and Chief Editor of The Weekly Consult. He's a B2B Marketing Consultant that supports large companies and private equity firms. He conducts market research, collects VOC, and creates go-to-market strategies. Stewart also conducts commercial due diligence projects for private equity firms. He's lived, traveled, and worked all over the world. In his spare time, he enjoys trail running, walking his dog, dinners with his family, and woodworking.

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