As new technologies shake up business processes and transform the way work is done across many disciplines, one of the greatest treasures companies are finding in it all is data — and lots of it. And the creative industry is discovering several strategic ways to take advantage of it.
Creative firms using data to make more informed decisions is just one example of a growing nationwide trend of chief marketing officers finding ways to enhance routine operations through technology, as reported in The Creative Group 2020 Salary Guide.
And as Sam Fortenbery, assistant vice president of The Creative Group in San Diego, puts it, “Everything is data driven and automated, and it’s easy for companies to use data to make decisions.”
Easy, that is, if you have the right people to analyze that data and dig out the actionable insights it provides. Many creative agencies now have or are forming entire teams dedicated to such analytics.
And as a result, professionals with the skills to examine massive datasets and make the numbers talk are in high demand. One particularly hot job that’s coming out of this in the creative realm is the marketing analytics manager.
If you’re looking to advance your marketing career or even make a career change, an in-demand role like this might be right for you. Learn more about the marketing analytics manager position — including the skills you need and what the job pays — to find out if you’re a good fit for the role.
Duties and expectations
Marketing analytics managers lead teams responsible for figuring out the effectiveness of an organization’s marketing campaigns. This involves determining key performance indicators, collecting and analyzing data, and reporting on campaign success.
Fortenbery notes that there tend to be two types of marketing analytics managers: First, there are those who have a wealth of technical knowledge. These managers have the chops to extract data using programming languages such as SQL, R or Python and know how to organize the information they’ve pulled.
Then you have the managers with more marketing savvy. They’re less technical but have outstanding communication and presentation skills. These managers tell the story of the data — gleaning insights on successes and failures from the numbers — and make strategic recommendations based on their findings.
While there are marketing analytics managers who excel in both areas, Fortenbery says they’re currently few and far between. However, this trend is changing as a growing number of companies look for candidates who are skilled in and can handle responsibilities from both sides of the discipline, including:
- Providing insights on marketing campaign performance and return on investment
- Developing and maintaining data and reporting processes
- Overseeing market research studies to understand customer behavior
- Providing guidance on measurement and goals for other teams across the organization
- Creating and monitoring reporting dashboards
- Developing and maintaining client databases
- Collaborating with other teams to implement new systems and tracking
- Analyzing data and presenting trends, insights and strategic recommendations
- Managing teams of analytics professionals
Professional experience and skills
Technical candidates should have a degree in computer science or data engineering. Those more comfortable on the marketing side of the role likely have degrees in digital marketing or communications.
Marketing analytics managers should be comfortable with the processes behind data mining, modeling and management, as well as strategic planning. When it comes to technical experience, employers want candidates with advanced Excel skills — like the ability to use pivot tables and Vlookups — and experience with data visualization tools like Domo and Tableau.
Other qualifications include at least a basic knowledge of SQL. And candidates with advanced skills in SQL, R or Python and expertise using Amazon Web Services can net a higher marketing analytics manager salary.
Employers also seek candidates with polished soft skills, including strong communication, presentation and leadership abilities. And as the job title suggests, marketing analytics managers need to be analytical masters with stellar critical thinking and management skills.
Because these professionals often work across departments, collaborative capabilities are also a must. Marketing analytics managers need to be able to develop and foster professional relationships both within their teams and across the entire company. Employers prize candidates who value these relationships and invest the time necessary to cultivate them.
And as technology continues to evolve, companies will likely be more inclined to hire candidates who are forward-thinking and willing to embrace change.
Likewise, employers are looking for managers who can help them leverage tech solutions available both now and in the future. As such, they appreciate marketing analytics managers who step up to motivate and train their teams on new technologies to improve productivity and long-term cost savings.
Marketing analytics manager salary
The marketing analytics manager salary varies depending on skill set and experience level. Our Salary Guide lists the midpoint starting salary in the United States as $96,000. Fortenbery notes that more technical managers — and those skilled in both sides — have even higher earning potential.
Keep in mind that the job market where you live affects the salary you’re offered. Use our Salary Calculator to get an idea of what a marketing analytics manager makes in your city.