marketing data analyst

The Life of a Marketing Data Analyst [+ 7 Tools]

There are many ways to improve the growth of your business. Businesses can invest in the latest prevalent technologies, and gain recognition by running large advertisement campaigns and increasing their workforce.

While these methods may boost performance, they are not conventional approaches. It becomes essential to shift your focus to more effective strategies in today’s data-centric world. This is where the need for a marketing data analyst comes to the fore.

Every modern enterprise collects humongous amounts of user data and relies heavily on it to make meaningful future decisions. A marketing data analyst needs to be able to decode this data and find valuable trends which the company can leverage eventually. This method is quite efficient and cost-effective when compared with other traditional methods.

Responsibilities of a Marketing Data Analyst

Many factors influence a consumer’s decisions, especially when they have to decide between a range of products in the market. Consumers are spoiled for options; there are a lot of available brands, each of which offers more or less similar features.

Buyers’ choices can seem random at first glance, but a thorough evaluation of user data highlights many consumer trends that are useful for individual marketing firms. Organizations can further rectify their marketing errors, which are showcased in their consumer data. All of this is done to improve the marketing programs, improve customer satisfaction and gain momentum in marketing strategies.

Marketing data analysts are trained professionals, who can analyze the entire data set and find useful trends from this data. They can find marketing mistakes, find the best opportunities, and constantly improve their customer outreach by analyzing the incoming marketing data.

The duties of a marketing data analyst largely depend on the company, but here are some typical responsibilities that most companies expect from their analysts:

  • Monitoring and predicting the marketing and sales trends for a firm
  • Constantly improve the data collection process by pitching new technologies such as customer surveys, online polls, and questionnaires
  • Analyse the current marketing strategies and calculate their effectiveness
  • Converting extensive data sets into easily understandable representations like graphs, tables and reports
  • Acing data visualisation tools, so that preparing data reports becomes a cinch

How to Become a Marketing Data Analyst

You will have to develop skills in the following three fields to begin your career as a marketing data analyst:

Data Analysis

It is a no-brainer that a marketing data analyst has to analyze large data chunks for their company. Data analysis skills are an essential element for any marketing analyst job.

You will have to find useful trends in the data and devise better ways to collect data for your enterprise. You should also know how to use professional software like statistical analysis tools, computer programming methods, reporting and surveying techniques, and querying databases using database management systems. 

Business and Customer Knowledge

A marketing data analyst needs to understand the industry’s working standards, especially in which they are employed. They are required to understand consumer psychology and interpret trends from it. Business intelligence is a learned technique, which needs to be mastered over a period of time.

Communication

Communication skills are essential for a marketing data analyst, as they have to explain complex data trends that even non-technical audiences can interpret and understand.

7 Best Tools for Marketing Data Analysts

A marketing data analyst works with raw data and uses it to find meaningful patterns from it. It becomes imperative to use the best analytics tools that make the process simple and show meaningful insights.

Here are some of the best tools for marketing data analysts:

1. Kloudio

When one talks about marketing tools, Kloudio’s tools definitely deserve a special mention. Imagine being able to gain valuable insights from a series of data sources, all on one single platform. Connect multiple sources, gain insights from a series of reports, without having any technical knowledge.

Kloudio’s tools are aimed at business intelligence, and they simplify your insights, making them ideal for the larger population.

Each tool is geared towards helping you prepare insightful reports so that you have real-time data ready at your disposal all the time. Schedule reports, or simply automate them to drive insights on set schedules, the choice is yours.

2. MixPanel

MixPanel is a robust platform that contains many useful analytical tools and offers valuable insights into user behavior. It has an interactive user interface that is perfect for a novice and an experienced analyst.

MixPanel is quite useful for non-technical analysts, as it requires no prior programming skills to use this platform. The platform showcases primary consumer data like sales figures and user responses. If you are a fan of detailed information, this platform will prove its versatility by showing you granular details like individual buttons and features simultaneously. 

MixPanel is used by industry leaders like Autodesk, Salesforce, and Twitch. However, its competitive pricing makes it affordable for small and medium sized businesses. MixPanel is free for the first 25,000 data points per month; any usage beyond this threshold will need a subscription, so it’s best to plan your usage accordingly.

3. Google Analytics

Google Analytics is a free web-based analytics platform by Google. The ease of use and its versatility make this platform a popular choice among marketing analysts. This platform effectively showcases fundamental trends like the number of visitors, bounce rate, and session durations.

Google Analytics brings forth all the perks of the Google ecosystem. You can seamlessly connect Google Analytics with other Google products like Google AdWords and Google Data Studio. This connection further enhances the functionalities of your interconnected profiles, making them extremely efficient for end-users.

The basic version of the Google Analytics platform is tailor-made for most small, medium, and even large businesses. You can opt for the premium version that costs $100K annually. The premium version offers advanced data analytics capabilities and 24*7 support from Google.

4. The Ad Performance Grader

Paid searches are a great way to boost the sales of a business, but they have many complex variables attached to them. The AdWords Performance Grader tools, which are offered in collaboration with Google, are a great way to know the effectiveness of your paid searches.

These performance graders evaluate the efficiency of your paid Google Ads in less than a minute. A detailed representation of your ads includes factors like mobile optimization, ad text optimization, and impression shares.

You can use the inherent PPC audit feature to rectify the mistakes in your ads and improve the ad conversion rates for your enterprise.

5. Heap Analytics

Heap Analytics is an easy-to-use tool for web and mobile analytics. It comes with all the necessary functionalities and accurately tracks user activities on your website. You can select a particular event that you want to analyze and further preview it on your dashboard. 

Heap lets you track individual user behavior and categorize them as per their activities. Heap is well-optimized to handle complex web and mobile applications. All the reports shown on Heap are real-time, allowing you to gain valuable, relevant insight.

Heap comes with a free plan that lets you track limited search volumes for a single project, which is quite beneficial for small businesses. Their premium plans offer a series of added benefits and can handle multiple projects in one go.

6. Cyfe

A marketing data analyst needs to use multiple tools to make the most out of their data. Managing information from many sources can sometimes get tricky, especially when you’re dealing with Big Data. Cyfe is an all-in-one dashboard that integrates the report from multiple tools and presents them all on one platform.

With Cyfe, you can integrate data from social media platforms, sales projects, pay-per-click marketing channels, and many others. It comes equipped with widgets that allow you to swiftly connect to Google Analytics, Google AdWords, and SalesForce.

The free version allows two dashboards, making it perfect for small businesses. If you want more features, you can always opt for any of the three premium versions.

7. SEMrush

SEMrush is a popular marketing analytics tool that lets you see what other competitors from your domain are doing and how they are performing. You can see your competitor’s performance alongside your performance and rectify the mistakes in your marketing approach. SEMrush also shows the keywords used by your competitors and how they are implementing those keywords for regular searches.

You can use the platform’s keyword analysis feature to increase the search traffic for your website and get real-time insight into the keyword performance. This analysis tool allows you to gauge the performance of your keywords in different geographies around the globe.

This search feature is rather beneficial, especially if your business aims to target consumers from other parts of the world. These keywords can prove to be a great asset, especially for building better ad campaigns and increasing your ad conversion rate.

SEMrush is a paid software with three monthly plans, and the cheapest one is marketed for $99 a month.

Conclusion

Businesses are constantly inclining towards data-centric approaches to boost their sales and services. There will be a surge in demand for marketing data analysts in the future as more small and medium-scale enterprises start leveraging data for driving better business.

Create your free Kloudio account to better understand the true importance of a data-centric, business intelligence-driven enterprise. 

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