What Is a Digital Marketing Analyst? Skills, Tools, and How to Become One

Digital marketing analysts use data and metrics to analyze different digital marketing strategies and determine their effectiveness. With this information, they typically optimize current or future strategies to improve results and help marketing teams reach their goals.

Learn more about what a digital marketing analyst does, the key skills you'll need to succeed in this role, and how you can advance in your career. Afterward, consider building your skills in this area with the Unilever Digital Marketing Analyst Professional Certificate.

What is a digital marketing analyst?

Digital marketing analysts are data-driven professionals who analyze and interpret marketing analytics to improve campaign performance and drive business growth. They work with various analytics tools to track website traffic, social media engagement, conversion rates, and other key metrics while developing comprehensive reports and recommendations for optimization. Their work is crucial in helping companies understand customer behavior, optimize marketing spend, and create more effective digital marketing strategies across all channels.

Digital marketing analyst tasks and responsibilities

As a digital marketing analyst, you'll be crucial in evaluating and optimizing digital marketing efforts through data analysis and strategic insights. The role requires technical expertise and marketing knowledge to track campaign performance, analyze consumer behavior, and provide data-driven recommendations for improving marketing effectiveness.

Working across multiple digital channels, they help organizations make informed decisions about their marketing strategies while ensuring maximum return on investment through careful monitoring and analysis of key performance indicators.

Digital marketing responsibilities can include:

• Monitor and analyze marketing metrics across digital channels (website analytics, social media performance, email campaigns, and paid advertising).

• Create comprehensive reports and dashboards to track KPIs and communicate findings to stakeholders.

• Identify trends and opportunities in marketing data to optimize campaign performance and improve ROI.

• Conduct A/B testing and user behavior analysis to enhance customer experience and conversion rates.

• Develop and maintain tracking systems for marketing campaigns using various analytics tools and platforms.

• Collaborate with marketing teams to provide data-driven insights and recommendations.

Read more: How to Get a Job in Digital Marketing

Key tools for digital marketing analysts

Technical proficiency is a key part of succeeding as a digital marketing analyst. You'll need to know how to use tools that measure performance, track budgets, and understand customer behavior.  

Some of these tools include:

• Analytics software, such as Google Analytics

• Social media platforms, such as TikTok, Instagram, Facebook, or X (formerly Twitter)

• Microsoft programs, such as Word and Excel

• Data visualization tools, such as SAS Studio

• Automation software, such as Hootsuite or HubSpot

• Online marketing tools, such as Google Ads (formerly AdWords), Sitecore, or Microsoft Ads

Digital marketing analyst salary and job outlook

The average annual salary for a digital marketing analyst in the US is $82,948, according to Glassdoor [1]. Keep in mind that your salary may be influenced by location, experience, and education level. Learn more about how those factors impact a digital marketing analyst's salary.

This field is in demand and growing faster than other industries. According to the US Bureau of Labor Statistics (BLS), the job outlook for market research analysts—a position similar to digital marketing analysts—will see 8 percent growth through 2033 [2].

How to become a digital marketing analyst

To start a digital marketing analyst career, you'll need to hone your relevant workplace and technical skills. You'll also typically need some formal education. Employers want to see demonstrated digital marketing experience.

Consider a bachelor's degree.

Having a formal academic degree is often a requirement for this role. According to Zippia, 77 percent of digital marketing analysts have a bachelor’s degree, while 18 percent have a master’s degree [3]. Pursuing a bachelor's degree in business, marketing, or data science can offer an excellent foundation from which to pursue this career.    Learn more: Is a Marketing Degree Worth It?

Build key skills.

As part of your path to becoming a digital marketing analyst, sharpen some of the common technical and workplace skills you'll need to succeed. Review the lists below to get an idea and cross-reference job postings to see what kinds of skills employers are looking for.

Technical skills

• Analytics platforms

• Data analysis and visualization

• SEO tools

• Digital advertising platforms

• CRM

Workplace skills

• Analytical thinking 

• Problem-solving

• Detail-oriented 

• Time management 

• Organization

• Emotional intelligence 

• Creativity 

Gain experience.

An entry-level position as a digital marketing analyst can provide the useful experience needed to grow within the role. If you’re brand-new to the field, you can also find internships that can help you gain hands-on skills as a digital marketing analyst.

Explore certifications and additional learning.

Earning digital marketing certifications or certificates is a great way to stand out from other job candidates, advance into different roles, and show employers that you're committed to your career.

Digital marketing analyst career advancement

As a digital marketing analyst, you may advance into other positions that work within marketing or program management. Some of these titles include digital marketing manager, senior marketing manager, program manager, or eventually a marketing director [2].

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