A digital marketing analyst’s role is to evaluate the effectiveness of the company’s marketing campaign and recommend workable tactics to boost results. He or she should have a data-driven mindset and be adept at deciphering data to produce insights.
Reading this article will help you gain a better idea of what it involves and how to start if you want to start a career in digital marketing.
What does a Digital Marketing Analyst do?
The role of a digital marketing analyst is to analyse statistics, develop plans for digital marketing campaigns, and monitor the effectiveness of those initiatives. They gather campaign data, make data visualisations, before providing solutions.
Why should I become a Digital Marketing Analyst?
A career as a digital marketing analyst can be something to take into consideration if you have a passion for data and are a great speaker. This sought-after role is growing more and more important as businesses continue to pour money into digital marketing (over $450 billion in 2021).
Although traditional marketing is still effective, digital marketing is quickly replacing it since it is more accessible and has better data.
Now, marketing managers can see exactly where visitors are coming from, what they’re doing on the website, and which strategies provide the best returns on investment. Professionals may more easily demonstrate their value thanks to this data-driven methodology, and leaders can more easily determine which tactics work best.
During the course of a typical day, a digital analyst might meet with clients and members of their digital marketing team. They may communicate via email, collaborate with their team using a project management tool. This includes planning projects, analysing data and updating dashboards. Finally, providing insights to clients and team members via email or report. They might also research new developments in the industry and apply them to their work. If this interests you, you should consider starting a career as a digital marketing analyst.
Skills for Digital Marketing Analyst
Being a digital marketing analyst would require both hard and soft skills. Some of these skills include:
Critical Thinking and Analysis
It shouldn’t be surprising that digital marketing analysts need to be analytical as they spend a lot of time assessing marketing efforts. Well, the role requires critical thinking abilities! You must have a pattern-seeking mentality that will drive you to search for campaign trends. This aids in gathering insights that will improve performance.
Additionally, you’ll have to evaluate outcomes that might not be clear-cut. Perhaps compared to other campaigns, one has a lower cost per click (CPC), but a higher cost per acquisition (CPA). Contrast that with a promotion that consistently brings in new customers but falls short of the volume required for that channel. You’ll need to judge the results harshly and be able to articulate how you came to each conclusion.
A significant portion of a digital marketing analyst’s job involves presenting reports and recommendations to stakeholders. You must feel at ease presenting your findings in a way that anyone can comprehend. Be prepared to support any judgments with concrete evidence and precise figures.
Enjoy Working with Numbers
You’ll spend a lot of time looking at data and recording campaign results. To figure out things like year-over-year/month-over-month percentage changes, client lifetime value, cost per acquisition, average order value, etc., this entails doing numerous mathematical computations. To measure success and establish fair targets, the marketing team will need to calculate the return on investment or return on ad spend for each campaign. You’ll find Microsoft Excel to be your best buddy, so you should feel confident utilising all of its capabilities.
Knowledge on the Basics of Marketing
Even if you are the best data analyst in the world, your skills as a digital marketing analyst will suffer if you don’t comprehend fundamental marketing concepts. For this position, it is crucial to have a solid understanding of key marketing concepts like market segmentation, client acquisition, customer journey, etc. This information will enable you to choose better methods for achieving your business objectives.
Over the past few years, digital marketing platforms have proliferated. You will now need to be knowledgeable with email, SMS, social media, and more in addition to organic and sponsored search.
Attention to Detail
Being detail-oriented and organised go hand in hand, and these are essential traits for a digital marketing analyst. The marketing team will put recommendations that result from the insights you’ve gathered into action, therefore the figures you’re using as a foundation must be accurate! It can be helpful to double-check your numbers to prevent embarrassing and possibly costly errors.
Tools for Digital Marketing Analysis
There are a myriad of tools which digital marketing analysts use. These include:
- Google Analytics: This is a straightforward website analytics tool that Google offers for free. You can use it to monitor website traffic, find out where visitors are coming from, how they found your website, how long they spent there, and other information.
- Funnel.io: A marketing analytics platform that works to interface with all of the advertising and marketing tools that marketers employ.
- HubSpot: Places more emphasis on search marketing and content marketing. It is essential for all marketers since it contains numerous data analysis tools that enable experts to evaluate different touchpoints and produce attribution reports on revenues.
- Semrush: SEMrush enables you to keep tabs on the standing of your top keywords as well as research new keywords to rank for. The tool’s breakdown of keyword suggestions, levels of difficulty, and variations is useful for both coming up with content ideas and figuring out search intent.
Benefits of being a Digital Marketing Analyst
A creative mind and a variety of talents are needed to succeed in the multifaceted industry of marketing. It provides a wide range of other advantages as well. Some of these include:
- Exploring your creativity
Being a marketing analyst is a creative but data-based career. While a large portion of your work will centre on gathering data for marketing efforts, it also necessitates a creative mind capable of discovering customer insights. This job path can be a great fit for those who enjoy fusing math, statistics, and creative thinking.
- It is an in-demand job
Market research is a necessity for most sectors, making it one of the most sought-after positions across many industries. Throughout your career, you can work in a variety of industries or focus on the one that most appeals to you. This encompasses industries like finance, the food sector, the development of consumer products, and many more.
- High Job Satisfaction
Because they work defined hours and get weekends off, many marketing analysts are able to maintain a healthy work-life balance. Due to the fact that most businesses require their services, they also frequently have good job security. As a result, many individuals in marketing research and analysis positions, whether entry-level or higher levels, continue to report feeling generally satisfied with their jobs.
How to Become a Digital Marketing Analyst?
Kickstart your journey as a Digital Marketing Analyst by registering for Vertical Institute’s beginner-friendly Digital Marketing course in Singapore. Learn all about the different online marketing skills from industry experts. Moreover, you can sign up for Vertical Institute’s Data Analytics courses as well, to gain in-demand tech skills. By combining both skills, you are now ready to become a Digital Marketing Analyst!
About Vertical Institute
Vertical Institute prepares individuals for the jobs of tomorrow. We specialise in teaching in-demand skills, building the next generation of changemakers and inventors through our world-class tech courses and certifications. Singaporeans and PRs can receive up to 70% IBF Funding off their course fees with Vertical Institute. The remaining fees can be claimable with SkillsFuture Credits or NTUC UTAP Funding.