Digital marketing data analysts are like anthropologists of the business and marketing world. By collecting and examining evidence of the ways consumers behave online, they’re able to help organizations drive impact and return on investment.
Common Job Titles
Marketing Analyst, Marketing Data Analyst
projected job growth
median annual Salary
*Source: Bureau of Labor Statistics
In this role, you use data to help organizations figure out the right message, moment and method to communicate with customers. You measure the success of marketing campaigns, inform creative and digital strategies with data-driven insights, and set up testing and learning plans. You examine customer data — like website traffic, purchase data, advertising click-through rates and social media — and make recommendations for how to optimize marketing efforts.
“Analytics is all about distilling data down to the pieces that matter to the business decision makers and to the marketers who're going to make decisions about how to optimize change and improve their marketing,” said Ben Brubaker, senior director of data and analytics at Wunderman Seattle and an instructor in our Certificate in Digital Marketing Analytics.
Digital Marketing Analysts Wanted
While companies today have unprecedented amounts of customer data, there’s still a gap in people with the skills to analyze and translate that data into useful information. This gap is fueling strong demand for digital marketing analysts. In the Seattle metropolitan area alone, job postings for digital marketing analysts more than tripled between 2015 and 2018, according to EMSI, a job market analytics company.
“Data and analytics is hot, and it’s hot for a reason,” Brubaker noted. “When you’re able to understand the data, you have power to make an impact, to make the right decisions, instead of just guessing.”
Breaking Into Digital Marketing Analytics
Interested in starting or advancing a career in digital marketing analytics? Check out our Certificate in Digital Marketing Analytics. Or explore one of our other related programs.