Digital and Traditional Marketing Careers | Digital Marketing Analyst

Digital Marketing Analyst

Career Area: Marketing and Public Relations

Occupation Group: Marketing Specialists

Salary

Percentile wages tell how much a certain percentage of an overall population in a geographic area or within a given industry or field makes. The percentile wage estimate is the value of a wage below which a certain percent of workers fall.

An example would be the 25th percentile, 25 percent of workers employed in that occupation earn less and 75 percent earn more than the estimated wage value. At the 75th percentile, 75 percent of workers employed in that occupation earn less and 25 percent earn more than the estimated wage value.

A typical Digital Marketing Analyst earns the following wages (national and state):

State

The average salary in North Carolina for those pursuing this career is $70,746

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

National

The average salary in the United States for those pursuing this career is $73,745

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

What Does a Professional in this Career Do?

Assists in developing and implementing marketing strategies to attract customers to company website, online presence and promote online products or services. Analyzes online statistics and identifies areas to optimize online marketing performance.

Employment Trends

The job demand and job growth statistics shown here were derived from job posts over the past year. Expected job growth projections are extrapolated from year-over-year job post listing history.

Job demand and job growth is expected at the following rates:

LocationGrowth
North Carolina249+28.8%
Nationwide5949+23.2%

Skills

A professional in this position typically utilizes the following skills in the course of everyday work in this exciting and challenging field:

Baseline Skills

The following are baseline skills every Digital Marketing Analyst is expected to have in order to experience success in this field:

  • Communication Skills: The ability to convey information to another effectively and efficiently.
  • Microsoft Excel: Microsoft Excel is a spreadsheet developed by Microsoft for Windows, macOS, Android and iOS. It features calculation, graphing tools, pivot tables, and a macro programming language called Visual Basic for Applications.
  • Teamwork / Collaboration: Experience working in collaborative efforts with a team to achieve a common goal or to complete a task in the most effective and efficient way.
  • Creativity: Mental characteristic that allows a person to think outside of the box, which results in innovative or different approaches to a particular task.
  • Research: Experience performing creative and systematic work to understand a product, market, or customer, either before building a new solution, or to troubleshoot an existing issue

Specialized Skills

These skills are specific to working in this career:

  • Digital Marketing: Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
  • Google Analytics: Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic.
  • Marketing: Marketing is the study and management of exchange relationships.
  • SQL: SQL ( ESS-kew-EL or SEE-kwl, Structured Query Language) is a domain-specific language used in programming and designed for managing data held in a relational database management system (RDBMS), or for stream processing in a relational data stream management system (RDSMS).
  • Key Performance Indicators (KPIs): Experience of analyzing a project or company and communicating it's success in terms of the measured performance of activities

Distinguishing Skills

Any Digital Marketing Analyst that possesses the following skills will stand out against the competition:

  • Tag Management: Working experience of Tag Management. A tag management system is designed to help manage the lifecycle of e-marketing tags (sometimes referred to as tracking pixels or web beacons), which are used to integrate third-party software into digital properties
  • Search Engine Marketing (SEM): Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
  • Online Marketing: Online marketing is a set of powerful tools and methodologies used for promoting products and services through the internet. Online marketing includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the internet.
  • Digital Advertising: Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.
  • Attribution Modeling: Working experience of Attribution Modeling. An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.

Experience

This position typically requires the following level of experience. The numbers presented in the pie charts below were derived from actual job posts over the past year. Not all job postings list experience requirements.

Experience Required%
0 to 2 years40%
3 to 5 years51%
6 to 8 years6%

Many of the programs offered through NC State are designed for working professionals who need additional credentials to enhance existing work experience.

Students who do not have the expected level of experience may wish to look into internship and employment opportunities.

Common Job Titles

It is possible to find work in this field in positions commonly listed as the following job titles:

  • Digital Marketing Analyst
  • Marketing Analyst
  • Digital Analyst
  • Marketing Data Analyst
  • Product Analyst

Similar Occupations

If you are interested in exploring similar occupations, you may want to research the following job titles: