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Marketing Analyst Career Guide

How to Become a Marketing Analyst

Any great marketing department is driven by data. The success of nearly every marketing action can be measured by performance analytics. Marketers use that data to confirm the effectiveness of their efforts and improve their overall strategy. This is the exact area of expertise where a marketing analyst shines. Marketing analysts gather data and insights on marketing performance for a company and analyze that data to draw conclusions about the effectiveness of a company’s marketing efforts. The marketing department can use these conclusions to make positive changes to their future campaigns, influence their overall marketing strategy, and communicate more effectively with their audience. 

budget analyst crunching numbers

What Is a Marketing Analyst?

Marketing analysts have a keen understanding of customer needs and make recommendations for new or improved products and services. They assist in developing marketing strategies through various media channels. A marketing analyst's strong analytical skills and creative insights make them perfectly suited for this role. If this sounds like something you’d succeed at, keep reading to learn everything you need to know to pursue a career as a marketing analyst.

What Does a Marketing Analyst Do?

Marketing analysts spend the bulk of their time collecting, sorting, and analyzing marketing performance and market data. Their day-to-day responsibilities include:

  • Collecting data on competitors’ marketing tactics, sales prices, and product/service distribution.
  • Gathering and analyzing data related to market conditions and consumer demographics.
  • Researching customers’ opinions, buying habits, preferences, wants, and needs.
  • Creating and evaluating methods for gathering data, including surveys, interviews, questionnaires, and opinion polls.
  • Developing tactics and metrics to assess the effectiveness of existing marketing, advertising, and communications programs.
  • Monitoring and forecasting marketing trends and identifying opportunities for new initiatives and promotions.
  • Converting complex data findings into understandable text, tables, graphs and data visualizations.
  • Working with internal departments (such as customer success) to disseminate reports to clients and management.
  • Collaborating with pollsters, data scientists, statisticians, and other marketing professionals.

How Do I Become a Marketing Analyst?

To pursue this career path, you’ll almost certainly need a degree, as 78% of marketing analysts hold a bachelor’s degree and 15% also have master’s degrees. Here is a step-by-step guide to becoming a marketing analyst:

  1. Earn a bachelor’s degree in marketing: The first step to working as a marketing analyst is seeking a bachelor’s degree in marketing. This is likely the most crucial step in the journey to starting your career. In this degree program, you’ll learn about marketing, business management, and IT fundamentals, and take a litany of courses that will later come in handy when you’re working as a professional marketing analyst.
  2. Develop your skills: To succeed in their field, marketing analysts need strong analytical skills, which you should focus on developing in your first role. You’ll use Excel, R, SAS, SPSS, and other statistical software. You may also find it advantageous in the job market to learn programming languages, especially SQL. It’s likely that you’ll use this tool daily in order to create data reports. Your bachelor’s degree coursework will be directly applicable in your daily work, and you’ll have the opportunity in entry-level jobs to practice and learn more. You don’t need to wait until you graduate to try your hand in a professional setting. Seek summer internships while still in school and start getting job experience even before you’ve finished your degree.
  3. Earn a master’s degree in marketing or a related field: A smart but non-essential step is gaining your master’s degree in marketing or a master’s degree in business administration (MBA). During such a graduate program, you’ll gain an expert knowledge in marketing, management, leadership, economics, finance, and accounting. 

Best Degrees for a Marketing Analyst

Marketing – B.S. Business Administration

For those who want to lead brands and steer consumer markets:...

For those who want to lead brands and steer...

For those who want to lead brands and steer consumer markets:

  • Time: 67% of graduates finish within 36 months.
  • Tuition: $3,575 per 6-month term.

Some careers and jobs this business degree will prepare you for:

  • Marketing and PR manager
  • Director of marketing and communications
  • Director of publications
  • Customer intelligence manager
  • Marketing sales manager

Marketing is a creative and exciting field—and one where an undergraduate degree will open better opportunities.

Marketing – M.S.

Two online marketing master's degree options with a focus on...

Two online marketing master's degree options with...

Two online marketing master's degree options with a focus on either digital marketing or marketing analytics.

  • Time: 70% of grads finish master's programs within 24 months.
  • Tuition: $4,530 per 6-month term.
  • Courses: 11 total courses in this program
  • Specializatin: Students choose from two specializations to focus their marketing studies on digital marketing or marketing analytics.

Sample careers and jobs this business degree will prepare you for:

  • Marketing manager
  • Marketing analyst
  • Marketing director
  • SEO manager
  • SEM manager
  • Email manager

A marketing master's degree will help you prepare for a wide range of exciting marketing careers.

Master of Business Administration

The flexible MBA program you need, focused on business...

The flexible MBA program you need, focused on...

The flexible MBA program you need, focused on business management, strategy, and leading teams:

  • Time: Graduates can finish in 12 months.
  • Tuition: $4,530 per 6-month term.

Sample careers and jobs this business degree will prepare you for:

  • President and CEO
  • Vice president
  • Executive director
  • Chief strategic officer

Our competency-based model gives you an innovative learning experience you won't find anywhere else—and our MBA grads tell us they loved accelerating their program to see a faster ROI.

Next Start Date

Start the 1st of any month—as soon as you complete enrollment!

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Our Online University Degree Programs Start on the First of Every Month, All Year Long

No need to wait for spring or fall semester. It's back-to-school time at WGU year-round. Get started by talking to an Enrollment Counselor today, and you'll be on your way to realizing your dream of a bachelor's or master's degree—sooner than you might think!

Learn about Online College Admissions at WGU.

What Skills Does a Marketing Analyst Need?

Marketing analysts require a variety of hard and soft skills in order to perform their job effectively.

A successful marketing analyst possesses:  

  • Proficiency in marketing research and data analysis.
  • Excellent analytical skills
  • High degree of business acumen.
  • Strong organizational, communication, and presentation skills.
  • Proven ability in handling concurrent projects with attention to detail and accuracy.
male budget analyst

How Much Does a Marketing Analyst Make?


The U.S. Bureau of Labor Statistics (BLS) reports a median annual market research analyst salary of $63,920 per year. This equates to $30.73 an hour. The top 10% of  professionals in this field earn more than $128,320, while the lowest 10% earn less than $37,570.

What Is the Projected Job Outlook?


According to the BLS, between the years of 2021 and 2031, market research analyst jobs are projected to grow by 19%, which is much more than for the average profession.

Where Does a Marketing Analyst Work?


Marketing analysts most commonly work at marketing agencies or within marketing departments at large companies. They can work individually or on teams, collecting, analyzing, and presenting data. Sometimes analysts work with graphic designers to create charts, graphs, and other visual representations of their research and findings. Many industries rely on market research to thrive, so analysts play important roles throughout the economy.

Additional FAQs

Most marketing analysts hold a bachelor’s degree. Some also hold a master’s degree in marketing or a similar field. If you’re interested in pursuing this career path, you’ll need a degree to be considered by employers.

You don’t need a certificate to work as a marketing analyst. However, you do need to hold at least a bachelor's degree in marketing

If you attend a traditional college or university, it could take at least four years to earn your bachelor’s degree and begin your career as a marketing analyst. At WGU, more than 70% of students finish their marketing degree in just 40 months. That means you can start your marketing career in less than two years. Learn more.

Interested in Becoming a Marketing Analyst?

Learn more about degree programs that can prepare you for this exciting career.

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