A career as a Customer Data Specialist allows one to apply their data analysis skills to real-world, commercial scenarios. Retail, eCommerce and banking are the industries with the largest insight & analytics teams. There are many agencies that specialise in customer analytics, with many traditional marketing agencies now offering this as a service to clients. This now means there is even more choice of in-house and agency side roles.

• Customer Insight Analyst

• Customer Insight Manager

• Customer Data Manager

• Customer Data Specialist

• Customer Data Analyst

• Head of Customer Data

• Data Marketing Manager

• Econometrics Manager

• Econometrics Modelling Analyst

• Econometrics Analyst

• Retail Analytics Manager

• Head of Retail Analytics

• Head of Customer Analysis

• Head of Customer Analytics

• Consumer Data Manager

• Consumer Data Analyst

• Customer Segmentation Analyst

• Customer Segmentation Manager

• Head of Customer Segmentation

• Attribution Modelling Analyst

• Customer Data Strategist

• Customer Data Marketing Manager

• CVM Manager

• Head of CVM

• Insight Analyst – Voice of the Customer

• Customer Reporting Manager

• Customer Reporting Specialist

• Econometric Modeller

• Econometrician

• eCommerce Analytics Lead

• eCommerce Analytics Manager

• Customer Data Consultant

• VOC Specialist

• VOC Analyst

• Voice of the Customer Analyst

• Voice of the Customer Specialist

• VP, Customer and Marketing Analytics

• VP, Customer Data Marketing

• VP, Customer Data and Insight

• Data Scientist – Customer

• Customer Data Scientist

• Consumer Data Scientist

• Lead Customer Data Manager

• Director of Customer and Analytics

• Director of Consumer Analytics

• Customer Analytics Director

• Customer Analytics Manager

• Graduate Insight Analyst
• Junior Insight Analyst
• Insight Analyst
• Senior Insight Analyst

We’ve outlined the latest salary benchmarks for Customer Data roles in the guides below:

Data, Insight and Analytics Salary Guide

Data, Insight and Analytics Day Rate Guide

Data, Insight and Analytics Within Data Engineering Development Salary Guide

Data, Insight and Analytics Within Data Science Salary Guide

The fundamental skills required as an Insight Analyst can be split into two parts: marketing, and the data analysis skills

Marketing skills: Google Analytics | Adobe Analytics | A/B testing | MVT testing | Attribution Modelling | Customer Segmentation | Conversion Rate Optimisation | Personalisation | CRM | NPS | Customer Behaviour Analysis | Trading.

Data skills: SQL | Python | R | SAS | SPSS | FastStats | Tableau | Power BI | Social Listening | Crimson Hexagon | Brandwatch | Sprinklr.

An analytical degree (e.g. statistics, Maths, Chemistry, Physics, Economics) is looked at favourably in the industry. Those who have used programmes such as R, Python, SQL or MATLAB during the undergraduate or post-graduate programmes are sought after. However, it is possible to enter the field of Insight and Analytics with a Marketing degree if you have been exposed to data and analytics in a commercial setting.

Salary: £26k – £35k
What They Do:
Assists in collecting, cleansing, and organising customer data. Builds basic reports and dashboards to support marketing, sales, and service teams.

Skills Needed:

• Strong Excel and SQL skills
• Data visualisation tools (Power BI, Tableau)
• Knowledge of CRM platforms (Salesforce, HubSpot, Dynamics)
• Understanding of data quality and data privacy (GDPR)
• Analytical and problem-solving mindset

Salary: £35k – £45k
What They Do:
Provides insights from customer data to inform marketing campaigns and customer strategies. Maintains customer databases and implements data quality processes.

Skills Needed:

• Advanced SQL and data querying
• Experience with customer data platforms (CDPs)
• Data modelling and segmentation
• Strong statistical analysis skills
• Stakeholder communication

Salary: £45k – £60k
What They Do:
Owns customer data strategy, improves data infrastructure, and collaborates with cross-functional teams to enable better decision-making.

Skills Needed:

• Expertise in CDPs and CRM systems
• Data architecture and governance experience
• Leadership and project management
• Experience building advanced customer segmentation
• Knowledge of data privacy and compliance frameworks

Salary: £60k – £80k
What They Do:
Leads customer data teams, ensures customer data aligns with business goals, and develops a roadmap for advanced analytics and personalisation.

Skills Needed:

• Department-level leadership and strategy
• Customer journey analytics and optimisation
• Experience with large-scale data integration
• Vendor and technology partner management
• Data quality and governance frameworks

Salary: £80k – £110k
What They Do:
Sets enterprise-wide customer data strategy, manages cross-functional data initiatives, and ensures customer data is a key driver of revenue and customer retention.

Skills Needed:

• Enterprise data strategy and execution
• Strong understanding of customer lifecycle and behaviours
• Budget and resource planning
• Experience driving personalisation at scale
• C-suite communication and influence

Salary: £110k – £140k+
What They Do:
Leads the company’s customer data vision, ensuring it drives strategic growth and competitive advantage.

Skills Needed:

• Executive-level leadership
• Building and scaling data-driven organisations
• Expertise in compliance, governance, and security
• Defining and delivering ROI from customer data
• Leading enterprise-level transformation through data