The use of data in marketing is increasing exponentially. Businesses want to tap into the massive amounts of data they have from in-store sales, online performance, conversions, returns, and much more. From this, analysts can work closely with digital and marketing teams to make commercial recommendations that can increase sales and profit.

A career as a Marketing Analyst allows one to apply their data analysis skills to real-world, commercial scenarios. Retail, eCommerce are the industries with the largest insight & analytics teams.

You’ll constantly have an eye out for new tools that become available and could be useful for your business or client. This includes tools to gather data as well as those used to filter, analyze, evaluate and visualise.

• Junior Marketing Analyst
• Digital Marketing Analyst
• Senior Marketing Analyst
• Marketing Analytics Manager
• Head of Analytics
• Chief Data Officer

We’ve outlined the latest salary benchmarks for Marketing Analyst roles in the guides below:

B2B Marketing Salary Guide – South West

B2C In-house Marketing Salary Guide – London & South East

B2C In-house Marketing Salary Guide – London & South West

You will naturally be a great communicator as you’ll need to liaise with various teams, highlighting where you see issues and key opportunities to improve performance. You’ll be using a vast range of tools to gather data, from Google Analytics (GA) and SQL queries or perhaps developing models or machine learning algorithms and everything in between.
The fundamental skills required to be a Marketing Analyst can be split into the marketing skills and 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 favorably in the industry. Those who have used programmes such as R, SPSS or MATLAB during the undergraduate or postgraduate 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. A popular route into becoming a Digital Analyst is a digital marketing background (e.g. Digital Marketing Executive) where you have the underpinning understanding of paid media performance, social media, conversion rate optimisation and Google Analytics. This is then built upon with the data analysis skills.

Salary:

£22k – £27k

What They Do:

Supports the collection, organisation, and basic reporting of marketing performance data. Helps maintain dashboards and assists the analytics team with campaign tracking.

Skills Needed:

• Excel and Google Sheets proficiency
• Data entry and organisation
• Basic understanding of marketing channels
• Exposure to Google Analytics or Looker Studio
• Attention to detail and curiosity

Salary:

£28k – £35k

What They Do:

Produces standardised reports on marketing performance, analyses customer and campaign data, and begins contributing to performance insights.

Skills Needed:

• Google Analytics 4 (GA4), Looker Studio, Excel
• Understanding of acquisition and retention metrics
• SQL basics (optional but helpful)
• Data visualisation and storytelling
• Attention to performance trends and anomalies

Salary:

£35k – £50k

What They Do:

Works across marketing teams to provide campaign and customer insights, recommends optimisations, and collaborates with CRM, digital, and paid media teams.

Skills Needed:

• GA4, Adobe Analytics or equivalent
• A/B testing setup and analysis
• Campaign tracking (UTM parameters, tagging)
• Customer segmentation and cohort analysis
• Familiarity with SQL, Python or R

Salary:

£50k – £65k

What They Do:

Delivers deep-dive analysis into customer behaviour, marketing effectiveness, and ROI. Advises on measurement strategies and tests hypotheses with senior stakeholders.

Skills Needed:

• Advanced SQL and BI tools (Tableau, Power BI)
• Attribution modelling and marketing mix modelling
• Hypothesis testing and experimentation
• Data architecture understanding
• Ability to communicate findings to non-technical stakeholders

Salary:

£70k – £90k

What They Do:

Owns the data strategy across marketing. Leads the analytics function, partners with marketing leadership, and ensures alignment with business intelligence and commercial teams.

Skills Needed:

• Data strategy and measurement frameworks
• Team leadership and resource planning
• Cross-department stakeholder alignment
• Dashboard governance and data QA
• Communicating data’s commercial value

Salary:

£90k – £120k+

What They Do:

Shapes the organisation’s overall approach to data-led marketing. Oversees marketing performance strategy, manages data platforms, and partners with C-suite on growth insights.

Skills Needed:

• C-level strategy development
• Data transformation leadership
• Forecasting, modelling, and predictive analytics
• Martech and data stack integration
• High-level business case development and delivery