It is one of the first roles you should think of when enlarging your marketing team and one that will certainly be helpful for years to come: a marketing data analyst can be your most reliable knowledge source, help you trace trends and correct biases, and really take your marketing efforts to the next level.
Marketing data analysts are useful for businesses that have just started growing and need a boost in getting to know their customers but also for giants who need some specialized help knowing which paths they have been overlooking and should address ASAP.
The core problem with marketing data analysts, like with many other emerging jobs, is knowing what exactly to look for in terms of skill set. Having dealt with many of these experts as clients throughout the years, we have created our own list of requirements for the cream of the crop of data marketing analysts:
No Analysis Paralysis: it might sound paradoxical when we’re talking about an analytics role, but bear with us on this one: you need someone that can make decisions. Hopefully, your marketing data analyst will always make good decisions, but it’s better to have a few wrong ones every now and then than to have someone who just can’t go further than data analytics itself. Ending up stuck with loads of information and doing nothing with it is not going to do you any good, so make sure you get yourself a problem-solver, not just a spreadsheet aficionado.
Knowledgeable Bridge-Builder: only someone with a deep domain knowledge can actually help decision-makers identify and prioritize the most relevant lines of work. And if this is one of the most important characteristics of any professional working with you, it is of particular interest when this is the person articulating between the complex world of data and those of us who just vaguely grasp the concepts they ramble on about all day. Communication is key in any decision process, but especially when it comes to fields as specialized as this one.
Technical Fluency A Plus: while a PhD in Maths or Software Engineering is certainly not required, it is a big plus to have someone who is technically fluent in – or at least interested enough to have a hands-on approach to – data manipulation, visualization, and analysis tools. The ability to avoid bottlenecks just by knowing enough SQL or Python is one you should not overlook.
Obviously, this is a list of the skills we have seen are the most pragmatically relevant for any marketing data analyst.
But perhaps the most decisive trait of a really top-notch marketing data analyst is its curiosity, the capacity of finding a new interest every single week and pursuing it until there is nothing new to learn from it. You know, the quirky coworker that is as likely to rant about the most recent AI fads as to zone out looking at a threatening Excel sheet or to disarm everyone else in the room by explaining why the most recent must-have technology is probably not the right choice for your business.
If you find such a person, it’s very likely that they could fit your marketing data analyst profile.
More on Marketing Analytics:
- 5 Ways Marketing Analysts Can Ensure Data Integrity
- How To Create An Actionable Marketing Analytics Dashboard
- How Marketers Can Think Like a Data Scientist
- 10 Data Quotes Every Marketer Should Live By