Why Every Marketing Program Needs a Digital Marketing Analyst

(and Analytics Tools)

Whether it’s from social media, search engine marketing or digital ads, a marketing analyst is needed to decipher key marketing data. Analysts help uncover opportunities by employing various data analytics methodologies, tools and best practices to help marketing programs run better. While analysts focus on measuring different key performance indicators (KPIs), they also help in setting strategy and executing initiatives. Digital marketing analysts leverage program data to provide marketing departments with actionable insights that lead to better decision-making.

The Benefits of a Digital Marketing Analyst and Analytics Tools

A few analytics tools analysts typically use in their day-to-day operations include Google Analytics, Adobe Analytics, IBM Digital Analytics, Webtrends, Facebook and Twitter Analytics. These marketing analytics tools help analysts get high-density data regarding key website user behavior, like demographic and geographic data, landing page and product views, conversion trends, buying behavior, among other KPIs. Different analytics packages help a marketing analyst to identify search patterns that statistically correlate with a company’s brand or category based on time or location. For an analyst to evaluate the effectiveness of a marketing program or campaign, there needs to be data in place.

Google Analytics

Google Analytics is a web analytics platform designed to help marketers understand their website stats. It provides details with features like analytics intelligence, comprehensive web reporting and more. Plus, Google Analytics easily integrates with other Google tools, including Google Ads, Data Studio and Optimize.

Adobe Analytics

Adobe Analytics is another web analytics platform similar to Google Analytics. Some of its main product features include multichannel data collection, ad hoc and cohort analysis, predictive analytics, audience analytics and re-marketing triggers, among many others.

IBM Digital Analytics

IBM Digital Analytics includes a complete view for an analyst to understand cross-channel journey and customer behavior analytics. Powered by Watson, IBM provides AI-powered customer and buyer journey analysis, audience segmentation, multi-channel campaign metrics, session replay and other features.

How to Generate Marketing Data

Running campaigns on social media sites or search engines, for example, help companies build data farms and eventually come into use for the analyst. Some examples of key data that can be evaluated include, impressions, clicks, page engagement, cost per click, click-through rate figures, cost per lead and customer acquisition costs. By applying data analysis on these KPIs, analysts can better identify and understand the campaign’s strengths and weaknesses. Developing customer research or satisfaction surveys are another great way to build your data farm. Surveys keep companies informed on how customer perceive products and overall services. They also give a marketing analyst quick responses to questions on consumer attitudes, brand perception and purchase intent. An analyst can use data generated from surveys to help their company make well-informed decisions about their market, products and services offering. They can better interpret and communicate information effectively in presentations, reports or through data visualization software like Tableau and Google Studio.


In conclusion, you’ll definitely have to consider the aforementioned. Along with that and digital marketing tools, it is still true that the marketing analyst is even more valuable and important. What’s even truer is that the marketing analyst has to keep an open mind and the flexibility to go in the same direction the data points after using certain marketing tools. This is how the marketing analyst can serve the consumers better. Without the analyst, the marketing tools will always just be tools. The digital marketing analyst is in the control seat. They will help you visualize the data with the artful use of numbers found in the digital marketing program.

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