WHAT DOES A DIGITAL MARKETING ANALYST DO?

Published: Nov 25, 2024 – The Digital Marketing Analyst defines and drives paid search and programmatic campaign strategies to align with business goals, and coordinates with cross-functional teams to optimize results. This position manages the daily operations of campaign planning, execution, and optimization, ensuring KPIs are met and adjustments are made quickly based on insights. The analyst also manages reporting and budget tracking and collaborates with stakeholders and agencies to refine targeting, ad copy, and campaign performance.

A Review of Professional Skills and Functions for Digital Marketing Analyst

1. Digital Marketing Analyst Accountabilities

  • Cross-Channel Analysis: Own cross-channel analysis in digital channels.
  • Opportunity Evaluation: Responsible for evaluating new opportunities and sizing value.
  • GA Reporting: Own GA reporting stack, and key contact for all new product launches.
  • Consistency in Reporting: Responsible for ensuring that all reporting is consistent across all reporting platforms we use - GA, Mixpanel, Tableau, etc.
  • Multi-Channel Reporting: Look at ways to simplify multi-channel reporting, ensuring consistency.
  • Marketing Opportunities: Work with agencies to identify marketing opportunities and share results with the wider team.
  • Digital Media Campaigns: Design digital media campaigns according to business goals.
  • Lead Generation: Generate lead performance on social media and website.
  • Social Media Reporting: Regularly track and take action plans on social media reports.
  • Customer Interaction Management: Manage and control customer interactions on the fan page and the web.
  • Brand Presence: Work to improve brand presence on the web and social media.
  • Content Coordination: Coordinate and manage the creation of all digital content such as websites, blogs, press releases, podcasts, infographics, videos, etc.
  • Digital Trends: Stay up-to-date with digital media technologies and the latest trends.

2. Digital Marketing Analyst Functions

  • Data Tracking and Reporting: Own the proper setup and maintenance of all data tracking systems and the reporting of appropriate data to internal departments.
  • Analytical Ability: Utilize strong analytical ability to evaluate end-to-end results across multiple channels for all clients.
  • Opportunity Identification: Identify opportunities and set actionable strategies that result in increased client results, satisfaction, and retention.
  • Goal Setting: Work with the Sr Digital Marketing Manager to set quarterly objectives and goals that drive improved team and client performance.
  • Team Leadership: Manage, develop, and lead a sub-team of the client performance department, serving as the escalation point for team challenges.
  • Performance Management: Conduct performance processes, tracking, and full-time employee reviews.
  • Technology Evaluation: Remain up to date and evaluate emerging technologies/strategies and present perspective for adoption where appropriate.
  • Digital Strategy Testing: Test and roll out new digital marketing strategies, keeping the team focused on innovation and providing excellent client service.
  • Performance QA: Conduct Performance QA audits/tasks on websites and multiple ad and tracking platforms.
  • Collaboration: Collaborate with sales and marketing to identify case studies and client strategies (what’s not working, what’s new, what’s tried and true).

3. Digital Marketing Analyst Job Description

  • Campaign Management: Manage new campaign and copy creation, based on quarterly product hierarchy and promotional calendar.
  • Campaign Optimization: Continually test/optimize all aspects of campaigns.
  • Stakeholder Liaison: Liaise with brand marketing teams, merchandising teams, vendors, search platform partners, and agencies to obtain information and ensure alignment with internal direction and external best practices.
  • Search Marketing Education: Research, consult and educate various internal audiences on measuring search marketing initiatives and addressing search marketing issues.
  • Search Marketing Strategy: Play an important role in Search Marketing strategy, tactics, and budget as executed by agency partner.
  • Channel Management: Drive changes in channels based on organizational priorities.
  • Asset Delivery: Ensure delivery of product feed and creative assets to an agency partner.
  • Payment Management: Ensure that payments are made to search engine partners.
  • Performance Tracking: Track and analyze channel tactics through the platform and Adobe Analytics data.
  • Insight Reporting: Provide daily, weekly, monthly, and quarterly insights to the organization for the channel and provide strategic direction and guidance on goals.
  • Data Presentation: Present data and strategy to others to gain consensus among the wider team.

4. Digital Marketing Analyst Overview

  • Performance Reporting: Report key performance indicators, analyze website traffic flow, and prepare internal reports.
  • Campaign Optimization: Provide valuable suggestions to optimize digital campaigns. Identify the latest trends and technologies to improve digital marketing performance.
  • Campaign Execution: Coordinate with the digital marketing team to execute digital media campaigns.
  • Marketing Analysis: Distill complex marketing analysis into clear, simple presentations.
  • Initiative Tracking: Track, analyze, and report marketing initiatives.
  • Campaign Monitoring: Monitor running campaigns and submit daily reports.
  • Dashboard Management: Lead global digital dashboard projects and consult markets on dashboard adaptations for paid, owned, and earned media.
  • Digital Data Analysis: Perform digital data analysis and reporting, and conduct market and social media listening.
  • Data Accuracy: Build a hypothesis, derive conclusions, and support to improve the accuracy, quality, and consistency of data.
  • Stakeholder Liaison: Liaise with various stakeholders regarding advanced digital marketing analytics.
  • Test Support: Support Digital Marketing, Content, and UX Teams in conducting tests (e.g., A/B, Multivariate) and analyzing performance data mapped to the growth of platforms and UX studies with Usabilla.
  • User Testing: Assist with application user testing and project coordination.

5. Digital Marketing Analyst Tasks

  • Data-Driven Solutions: Determining requirements, and delivering data-centered solutions that provide insights into performance within aspects of eCommerce and performance marketing.
  • Automation and Data Quality: Partnering with data providers to develop automated solutions plus identify and resolve data quality and reporting issues quickly.
  • Data Analysis: Leading and analyzing aggregated data sets and drawing out high-level insights with recommendations.
  • Business Insights: Performing analysis and data mining of structured and unstructured data sets to uncover key business insights to inform planning, strategy, and decision-making.
  • KPI Dashboard Creation: Creating real-time KPI dashboards for key commerce experiences including awareness, trial, purchase, repeat and churn, and reporting.
  • Revenue and Profitability: Driving improvements in eCommerce revenue and profitability.
  • User Behavior Analysis: Providing insights on user behavior that spans the entire eCommerce funnel.
  • Dashboard Development: Developing and maintaining scalable dashboards that provide reliable tracking views for conversion funnel optimization and marketing channel performance.
  • Customer Data Utilization: Leveraging customer-level data to solve business challenges in support of marketing and communication activities (e.g., paid search, display media, affiliate, paid/organic social, email, SMS, etc.).
  • Campaign Development: Work alongside the account manager to develop concepts and messaging for new campaigns, directing and assisting with the design of creative assets.
  • Campaign Monitoring: Monitor marketing campaign performance, alerting account managers of major developments and making recommendations where needed to ensure that results are in line with stated goals.
  • Performance Reporting: Provide ongoing performance reporting and analytics for use in campaign optimization.
  • Customer Satisfaction: Ensure consumer satisfaction and investment efficiency at digital touchpoints.

6. Digital Marketing Analyst Roles

  • Data Collection and Reporting: Works with internal stakeholders and external digital agency partners to identify, establish, and manage data collection and reporting tools.
  • Reporting Frameworks: Develops and evolves regular reporting frameworks and dashboards to democratize data analysis, provide a basis for a discussion, and assist in building cases for change.
  • KPI Design and Campaign Reporting: Collaborates with Marketing and Communications to design KPIs for direct and digital campaigns, report on campaign success, and provide recommendations for optimization and improvement.
  • Website Performance Analysis: Analyzes performance and user experience of technicalsafetybc.ca and provides recommendations for improvement.
  • Data Integrity: Assures marketing data integrity and proactively identifies data risks.
  • SEO Strategy: Builds and maintains SEO strategy and collaborates with Business Partners and Web Development to deploy.
  • CRM Evolution: Collaborates with IT on the evolution of CRM (Customer Relationship Management).
  • Segmentation and Marketing Automation: Supports segmentation strategy, campaign deployment, marketing automation, and personalization.
  • Internal Communications Support: Supports Internal Communications with basic analytics and reporting.
  • Policy Development: Contributes to the development and evolution of Technical Safety BC’s Web Governance Policy, Data Publishing Governance Policy, and Brand Standards.
  • Content Compliance: Ensures all material published on technicalsafetybc.ca adheres to these standards and legislative requirements.
  • Digital Analytics Education: Educates and supports colleagues and internal partners in their use of digital analytics to answer their business questions.
  • Best Practices Research: Researches and recommends best practices related to personalization, automation, CRM, analytics tools and standards, and communications software, hardware, and training needs to promote continuous improvement.

7. Digital Marketing Analyst Role Purpose

  • Strategy Development: Help define and drive strategy for online experiences based on business and user goals, leveraging skills in web analytics and understanding customer behaviors and customer journeys.
  • SEO Strategy: Develop and lead the overall SEO strategy (on-page elements, keyword analysis, performance audits).
  • PPC Strategy: Guide and partner with the strategic marketing team to deliver an optimal PPC strategy.
  • A/B Testing: Assist with A/B testing on the site to improve conversion paths and optimize the site experience/results.
  • Web Analytics: Provide dashboards and insights from web analytics.
  • Personalization Strategy: Assist with creating on-site personalization strategies and execute those strategies.
  • Design Integration: Consult with others to integrate approved design elements into a variety of web environments.
  • Collaboration: Exchange information with technical team members, creative and brand, system users, vendors, and the wider marketing team to discuss web design concepts, ideas, programming, and implementation timelines.
  • Digital Asset Management: Traffic and management of digital assets in a variety of digital channels, including programmatic managed display, direct buys on social media, email marketing, and SEM.
  • Client Requirements: Work with Client Services staff to evaluate Client requirements and create actionable solutions for clients.
  • Campaign Management: Dynamic management of campaign performance to include creative, audience segments, media buying optimization, and email deployment.
  • Quantitative Thinking: Provide quantitative thinking in a fast-paced environment to achieve the performance standards set by the client.
  • Campaign Analysis: Recognize and identify areas of weakness or poor performance, as well as highlight the strengths of campaigns.
  • Offer and Campaign Analysis: Analyze the success of offers, creative, and overall campaigns, proposing new tests and improvements for future campaigns for Client Services to recommend to the Client.
  • Tracking Setup: Set up tracking pixels for real-time measurement and assist clients with tech integration.

8. Digital Marketing Analyst General Responsibilities

  • Digital Strategy Development: Develop digital strategies to engage prospective clients throughout the sales funnel.
  • B2B Lead Generation: Own the end-to-end optimization of B2B online lead generation advertisements across paid search, paid social, and other digital channels.
  • Inbound Marketing: Shape inbound marketing strategies to engage future and current Suzy clients.
  • Marketing Reporting: Build and analyze marketing reports and spread key learnings.
  • Email Campaign Optimization: Build and optimize email marketing campaigns.
  • User Acquisition: Drive user acquisition and profitability across digital channels, including paid search, social media, and display ads.
  • Campaign Analysis: Analyze key metrics across all digital marketing campaigns to identify trends and opportunities, and make data-driven recommendations to improve performance.
  • Campaign Management: Manage and implement new digital marketing campaigns directly in Google Ads, Facebook Ads, and other platforms.
  • Bidding and Keyword Management: Test and implement new bidding strategies and effective keyword management.
  • Risk Identification: Collaborate with internal and external teams to identify potential risks before deployment of new marketing campaigns or initiatives in the areas of marketing, product launch readiness, service support, legal, risk, compliance, and controls.
  • Customer Experience Testing: Develop and implement testing initiatives alongside product leads to improve the customer experience.

9. Digital Marketing Analyst Key Accountabilities

  • Data Analysis and Reporting: Provide data analysis, develop dashboards, and ad-hoc performance reporting for digital programs, campaigns, and platforms (Tableau, Google Analytics).
  • Project Support: Provide project support for a portfolio of dealer sales tool applications (iOS, React), including application feature updates, design testing, user training, and utilization reporting.
  • Digitalization Projects: Provide project support for truck digitalization projects for updates to brand websites, sales tools, and trade show events.
  • Special Projects Support: Provide support for special projects, product launches, and campaigns.
  • Marketing Automation: Support marketing automation and lead generation platforms (Marketo/Salesforce), including coordination with internal stakeholders and agency partners to coordinate targeted campaigns, reporting and analysis, and platform administration.
  • Training Coordination: Assist and coordinate training within dealer and consumer-facing platforms, including market research surveys, webinars, training modules, etc.
  • Campaign Management: Collaborate with account managers to initiate new client campaigns in an effective and timely manner by defining requirements, learning the specifics of their business model and target audience, and executing marketing campaigns accordingly.
  • Demand Creation: Serve as an integral part of the Demand Creation Team to drive a deep understanding of end users, touchpoint optimization across the consumer journey, and actionable insights to enable data-driven decision-making across the business.
  • Data Integration: Exploit the full potential of the ecosystem by identifying existing data sources, performing gap analysis, integrating sources into a cohesive view, and establishing workflows and best practices to transform the team into a data-driven entity.
  • Marketing Mix and Measurement: Understand the full marketing mix (online and offline), how to best capture/measure customer satisfaction, and how to use data to effectively influence business decisions (media, brand, channel, PD, customer service).
  • Consumer Behavior Analysis: Capture and translate consumer behavior data and requirements from digital touchpoints (ideally, marketing and ecommerce) into recommendations for activation (web, SEO, email, shopper, promotions, etc.).

10. Digital Marketing Analyst Responsibilities and Key Tasks

  • Campaign Strategy: Defines and guides paid search and programmatic campaign objectives and strategies to align with business and marketing team goals, coordinating with cross-functional teams to develop and execute campaigns and maximize results.
  • Agency Coordination: Works with agency partners and consultants to ensure program initiatives remain on schedule and deliver against KPIs.
  • Campaign Operations: Owns day-to-day operations and coordination of campaign planning, asset gathering, campaign builds, approvals, scheduling, Q/A, execution of A/B tests, and campaign launches.
  • Campaign Optimization: Leverages campaign insights, facilitates changes quickly and efficiently, analyzes effectiveness, and optimizes accordingly.
  • Onboarding and Transition: Assists with onboarding new business acquisitions, and transitioning paid search and other paid media accounts.
  • Keyword and Audience Research: Works with stakeholders and external agencies to research and evaluate keywords, audience targeting, ad copy, landing page selections, KPI calculations, and competitive opportunities.
  • Performance Reporting: Manages daily, weekly, and monthly account performance reporting/metrics, effectively and efficiently communicating results and optimizations to marketing and sales leadership and stakeholders.
  • Budget Management: Manages budget and goal tracking/pacing.
  • Approval and Scheduling: Gains buy-in and approvals, as well as schedules all paid search and programmatic initiatives.
  • Media Expertise: Acts as the primary resource for questions concerning paid search and programmatic media, including questions from management and the field regarding competitive paid search results.
  • Collaboration: Engages, collaborates, and partners with team and external partners across all aspects of paid search and programmatic campaign project management.
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