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Data is critical for effective marketing. Although only 53 percent of marketing decisions in 2022 relied on data, according to survey results from Gartner, experts soon expect data to play a central role in supporting the work of nearly all employees across various industries []. Data use in marketing is pivotal because it can help businesses better understand their customers鈥� needs, potentially driving more effective campaigns and higher profits.听

Data-driven marketing has the potential to inform marketing strategies for improved performance and efficiency. It also helps you reach your target audience and provide them with a better experience with the brand or organization. As such, the demand for data marketing analysts remains strong, providing ample professional opportunities.听

Data marketing analysts have excellent earning potential, making an average of $94,593 yearly, according to Glassdoor []. However, various factors can impact your earnings.听

Learn more about the career of a data marketing analyst and the average wages you can expect based on your education, location, and more.听

What is a data marketing analyst?

A data marketing analyst, sometimes called a marketing manager, business intelligence analyst, or marketing data analyst, applies data analytics to the marketing realm. By gathering data from sources either gleaned directly from an organization鈥檚 users or shared by another company about its users, a data marketing analyst can help a company or enterprise develop marketing strategies, boost the return on investment (ROI) of marketing efforts and campaigns, and ultimately provide a better customer experience.听

Types of data marketing analysts use

Marketing data comes from three possible sources: First-party, second-party, and third-party data. Each has its own value for the work you do as a data marketing analyst.

First-party data comes directly from your users. It is often highly critical to marketing efforts because it gives you insight directly from your existing audience. Some sources of this data include website behavior, surveys, social media, and customer purchases. As a marketing analyst, you鈥檒l use these (and other) channels to learn more about what your customers are thinking, feeling, and experiencing. You can gain valuable feedback, view purchase history, understand engagement, and more to help maintain connections with your customers, personalize the customer experience, and improve customer outreach and targeting.

In contrast, you obtain second-party data from a trustworthy source instead of collecting it yourself. For example, a seller might get first-party data from the online e-commerce platform that lists many of its products. It takes less time to get this data, and you still receive information you can use to create new leads and improve sales and marketing processes. It can also give you insights you may have overlooked in your own first-party data. On the downside, it may be less targeted to your precise customer base or audience and may not be as useful as the data you collect yourself.

Finally, third-party data comes from a source that鈥檚 not connected at all to your organization or your users. Many companies buy the information researchers collect through surveys, feedback requests, and interviews. This type of data provides a broad scope and can give you a wider view of the market. However, it鈥檚 not as specific to your existing customers and may not have as much value for your business. Marketing analysts often use it to supplement their own data and compare how their customers and users behave against the backdrop of the larger marketplace.

Common data marketing analyst responsibilities

As a data marketing analyst, you will research campaigns and analyze their performance. You will also identify marketing trends, use data to gain a better understanding of consumer behavior, and more. Other standard responsibilities include:

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鈥� Gathering and analyzing data to figure out what products and services consumers want, who the target audience will be, and what they may be willing to pay for those goods and services.

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鈥� Monitoring campaigns to determine how they are performing against defined key performance indicators (KPIs).

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鈥� Converting data about market conditions, consumers, and the company鈥檚 competitors into reports and visuals like tables and graphs for stakeholders to easily understand.

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鈥� Strategizing new methods for collecting first-party data, including techniques like surveys and social media polling.

How much do data marketing analysts make?

Data marketing analysts in the US make an average annual salary of $95,000, according to research from Glassdoor []. You may find it helpful to compare that figure to the average from popular job search sites for a more comprehensive view of possible pay. Below, you can see the findings from five sites as of January 2025:

Factors that impact data marketing analyst salary

Average salary information can be helpful in giving you a general figure, but it doesn鈥檛 tell the whole story of what you might expect. Your unique circumstances play a significant role in what you will likely earn. To help you better understand, take a look at some of the primary factors that impact wages, including education, experience, and location.听

Education

Many employers look for candidates with a bachelor鈥檚 degree in market research, business, or communications. Others may look for candidates with a master鈥檚 in business administration or marketing. In addition to broadening your opportunities, your education level can also impact how much you might make. According to Zippia, for example, the following is a breakdown of average annual wages by education level []:

• 叠补肠丑别濒辞谤鈥檚: $60,605

• 惭补蝉迟别谤鈥檚: $68,818

• Doctorate: $69,442

Certification

Although it鈥檚 not a guarantee, getting certified can increase your opportunities by demonstrating your expertise and competencies. Additionally, research suggests that it can boost your earning potential. Some of the certifications you might consider include:

• Certified Brand Manager: This certification from the Association of International Product Marketing and Management (AIPMM) can help you strengthen your skills in brand management and building strong customer relationships.

• AMA Professional Certified Marketer: With this certification from the American Marketing Association (AMA), you can develop advanced marketing skills.

• AMA Digital Marketing Pro: This credential from the AMA and Digital Marketing Institute demonstrates your proficiency in analytics, digital marketing strategy, SEO, website optimization, and more.

Experience

As you gain professional experience, your earning power typically grows. The average annual earnings depending on experience level, according to January 2025 data from Glassdoor, are as follows [闭:听

• 0鈥�1 year: $69,905

• 1鈥�3 years: $76,633

• 4鈥�6 years: $80,657

• 7鈥�9 years: $82,208

• 10鈥�14 years: $83,524

• 15+ years: $85,163

Location

You may notice that a data marketing analyst's salary can vary widely nationwide. For example, if you work in San Francisco, CA, you could earn an annual wage of $80,897 [], while those working in Charleston, West Virginia, make $66,402 [], according to Glassdoor. Some of the top-paying states include these five locations:

• New York: $85,993 []

• California: $83,216 []

• Washington: $80,022 []

• New Jersey: $72,148 []

• Delaware: $70,643 []

Highest-paying cities for data marketing analysts

What are some of the highest-paying urban areas for someone working in this role? Information from Glassdoor indicates that the following are the highest-paying metropolitan areas, which include the cities listed below and those in the immediate vicinity:

• San Jose, CA: $84,000

• San Francisco, CA: $86,500

• Seattle, WA: $79,000

• New York, NY: $77,500

• Los Angeles, CA: $78,000

• Sacramento, CA: $72,500

• Minneapolis-Saint Paul, MN: $75,000

*All annual base salary data is sourced from Glassdoor as of January 2025.

Industry

Two people can work the same exact job and have the same education but still earn different amounts based on the industry in which they work. Considerations like training, clientele, and working conditions factor into the salary you might expect.

Highest-paying industries for data marketing analysts

According to January 2025 data from Glassdoor, industries that pay the most (and their median wages) include []:

• Information technology: $103,895

• Management and consulting: $89,863

• Retail and wholesale: $77,582

Other common industries聽

Opportunities abound across many industries. Essentially, any company that engages in marketing can benefit from digital marketing analytics. Different sectors you may find employment in include:

• Finance

• Hospitality

• Manufacturing

• Professional

• Pharmaceutical

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Data marketing analysts may start in a role such as a business analyst and progress to roles like consultant or marketing director after gaining professional experience and credentials. Exploring jobs related to that of a marketing analyst can help you better envision a possible career path.

Business analyst

Average annual salary (US): $93,419 []

Job outlook (2023 through 2033): 11 percent []

Requirements: Bachelor鈥檚 degree in business, data analytics, or related fields

Because you鈥檙e typically involved in contributing to high-level business decisions, employers usually look for candidates with a bachelor鈥檚 degree at a minimum. Depending on the complexity of the role, you may need a master鈥檚. In addition to analyzing data, you will work in process improvement, manage projects, and help keep teams goal-oriented while overseeing data findings and reporting them to stakeholders.

Digital marketing consultant

Average annual salary (US): $77,946 []

Job outlook (2023 through 2033): 8 percent []

Requirements: Bachelor鈥檚 degree in marketing; professional experience with digital marketing techniques聽

Like any other consultant position, as a digital marketing consultant, you will need a strong background and expertise in the field. Certifications in SEO, social media marketing, and digital marketing may also be helpful. You鈥檒l work with your clients to help them engage in digital marketing, build an online presence, and evaluate their current marketing strategies, as well as help train them in best practices.听

Marketing analytics director

Average annual salary (US): $125,006 []

Job outlook (2023 through 2033): 8 percent []

Requirements: Bachelor鈥檚 degree plus experience at a minimum; master鈥檚 in a field like data science or information technology generally preferred

This senior-level role in marketing analytics requires a solid educational background and years of professional experience in the field. You will take the lead on marketing analytics teams, collaborate with senior leaders, and drive the company鈥檚 efforts forward in accordance with its priorities and goals. You may research strategies to improve marketing analytics and implement new strategies, techniques, and tools accordingly.

Next steps as a digital marketing analyst

Data marketing analysts are instrumental in helping companies understand their customer base and ultimately shaping their marketing approach.

Whether you鈥檙e new to the field, switching professions, or sharpening your skills, taking online courses can help you gain key skills. For example, the Google Data Analytics Professional Certificate on 糖心vlog官网观看 can help you go from beginner to job-ready. You鈥檒l immerse yourself in data analysis best practices, develop analytical skills like data cleaning and visualization, and learn how to present your findings.