A career as a Digital Analyst allows you to apply your analytical skills to real-world commercial challenges. Retail and eCommerce remain the sectors with some of the largest Insight & Analytics teams, offering strong opportunities for growth and development.

• Digital Marketing Analyst
• Digital Analytics Analyst
• Digital Data Analyst
• Digital Reporting Analyst
• Digital Insight Analyst
• Digital Performance Analyst
• Digital Optimization Analyst
• Digital Conversion Analyst (or Conversion Rate Optimization Analyst / CRO Analyst)
• Web Analytics Analyst
• Web Performance Analyst
• Web Optimization Analyst
• Ecommerce Analyst
• Paid Media Analyst
• PPC Analyst (Pay-Per-Click Analyst)
• Paid Performance Analyst
• Media Analytics Analyst
• Performance Media Analyst
• Social Media Analyst
• Social Analytics Analyst
• Social Listening Analyst
• Marketing Analyst (with digital focus)
• Marketing Data Analyst
• Marketing Campaign Analyst
• Marketing Effectiveness Analyst
• Marketing Performance Analyst
• Digital Analytics Lead
• Digital Analytics Manager
• Marketing Performance Manager
• Marketing Effectiveness Manager
• Technical Digital Analyst
• Online Trading Analyst
• Shopper Insights Analyst

• Junior Digital Analyst
• Digital Marketing Analyst
• Senior Digital Analyst
• Analytics Manager
• Head of Analytics

We’ve outlined the latest salary benchmarks for Digital Analyst 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 essential skills required to succeed as a Digital Analyst fall into two main categories: marketing expertise and data analysis capabilities.

Marketing Skills: Google Analytics | Adobe Analytics | A/B Testing | Multivariate Testing (MVT) | Attribution Modelling | Customer Segmentation | Conversion Rate Optimisation (CRO) | Personalisation | CRM | Net Promoter Score (NPS) | Customer Behaviour Analysis | Online Trading

Data Skills: SQL | Python | R | SAS | SPSS | FastStats | Tableau | Power BI | Social Listening Tools – Crimson Hexagon | Brandwatch | Sprinklr

For a data-driven Digital Analyst role, employers typically look for candidates with a strong foundation in quant, technical or analytical disciplines. Degrees in fields such as Mathematics, Statistics, Computer Science, Data Science, Economics, or Engineering are highly useful.

Experience using data analysis tools is particularly valuable – candidates who have worked with SQL, Python, R, or Excel for data manipulation, and visualisation tools like Tableau or Power BI, will stand out. Familiarity with web analytics platforms such as Google Analytics or Adobe Analytics, and exposure to A/B testing or customer journey analysis, are essential for digital-focused roles – certifications in these areas are useful too!

Salary: £26k – £35k
What They Do:
Collects and analyses website and digital campaign performance data. Supports marketing and product teams with reports and basic insights.

Skills Needed:

• Familiarity with web analytics tools (Google Analytics, Adobe Analytics)
• Basic knowledge of tag management (Google Tag Manager)
• Strong Excel and data visualisation skills
• Understanding of KPIs (traffic, conversion, engagement)
• Communication skills for presenting findings

Salary: £35k – £45k
What They Do:
Monitors and analyses user behaviour across digital platforms, sets up tracking frameworks, and works with stakeholders to inform decisions.

Skills Needed:

• Advanced web analytics and event tracking
• SQL and basic data querying
• Dashboard creation (Data Studio, Power BI, Tableau)
• Conversion rate optimisation techniques
• A/B testing tools (Optimizely, VWO)

Salary: £45k – £60k
What They Do:
Owns digital analytics strategy, designs experiments to improve user experience and conversion rates, and mentors junior analysts.

Skills Needed:

• Deep knowledge of customer journey mapping
• Advanced tag management and event tracking
• Statistical modelling for testing and forecasting
• Collaboration with UX and product teams
• Clear stakeholder reporting and storytelling

Salary: £60k – £75k
What They Do:
Manages analytics teams and projects, ensures tracking frameworks are robust, and drives a culture of data-informed decision-making.

Skills Needed:

• Leadership and project management
• Data governance and compliance (GDPR)
• Cross-platform data integration
• KPI framework design
• Stakeholder management at senior levels

Salary: £75k – £100k
What They Do:
Oversees digital analytics strategy across all business functions, builds analytics capabilities, and ensures insights drive growth.

Skills Needed:

• Department-level leadership and strategy
• Scaling analytics teams and processes
• Enterprise data strategy and collaboration with BI teams
• Budget and resource allocation
• Championing data literacy across the organisation

Salary: £100k – £140k+
What They Do:
Owns the enterprise-wide analytics vision, ensuring digital data and insights shape corporate strategy and customer experience.

Skills Needed:

• Executive-level leadership and influence
• Building global analytics functions
• Expertise in privacy, compliance, and ethical data use
• Strong commercial acumen and board-level reporting
• Driving innovation through digital analytics