Marketing Analytics

A marketing analyst is a professional who uses data analysis techniques to measure, evaluate, and optimize marketing campaigns and strategies. They work closely with marketing teams to help make data-driven decisions and improve the effectiveness of marketing initiatives. 

General Business/Corporate Skills 

All Data Analysis Skills

Statistics: Develop a strong foundation in statistics as it forms the basis of data analysis. Understand concepts like probability, hypothesis testing, regression, and data modeling. 

Marketing Analytics Tools: Gain proficiency in marketing analytics tools such as Google Analytics & Adobe Analytics. Understand how to set up tracking, measure key performance indicators (KPIs), and generate reports to evaluate marketing campaign effectiveness. 

Digital Marketing: Develop a solid understanding of digital marketing concepts, including search engine optimization (SEO), search engine marketing (SEM), social media marketing, email marketing, and content marketing. This knowledge will help you analyze digital marketing campaigns effectively. 

Market Research: Familiarize yourself with market research methodologies, such as surveys, focus groups, and customer interviews. Learn how to design and conduct market research studies to gather insights and inform marketing strategies. 

A/B Testing: Learn how to design and conduct A/B tests and experiments to evaluate marketing strategies. Understand statistical significance, sample size determination, and how to interpret and act upon test results. 

Web Analytics: Web analytics involves the measurement, collection, and analysis of data related to website performance and user behavior. It tracks key metrics such as website traffic, page views, bounce rate, conversion rate, and average session duration to evaluate website effectiveness. 

Marketing Mix Modelling: The Marketing Mix Model (MMM) is a statistical analysis technique used to measure and evaluate the impact of various marketing elements, such as product, price, promotion, and distribution, on business performance. It helps businesses understand which marketing activities are driving sales and profitability, allowing them to optimize their marketing strategies and resource allocation. By analyzing historical data and identifying cause-and-effect relationships, the MMM enables data-driven decision making, improves marketing effectiveness, and maximizes return on investment (ROI). 

Multi Touch Attribution: Multi-Touch Attribution (MTA) is an analytical approach used to assign credit to multiple marketing touchpoints along the customer journey, acknowledging their contribution to conversions or desired outcomes. Unlike traditional single-touch models, MTA considers all customer interactions, such as clicks, views, or engagements across various channels and devices. It provides a more comprehensive understanding of marketing effectiveness, allowing businesses to evaluate the impact of each touchpoint and optimize marketing strategies accordingly. MTA helps inform data-driven decision making, improve campaign targeting and budget allocation, and gain insights into customer behavior throughout the conversion process.