Post by mdsaikwat03 on Feb 15, 2024 5:36:47 GMT -5
We asked our panel of experts what sets the best marketing analysts apart from the amateurs. 1. Advanced data analytics and statistics. “Analyst” is in this role’s name for a reason. An understanding of statistics — and an ability to use data for modeling, forecasting, predictive analytics and significance calculations — is central to this job, Christensen said. Marketing analysts work with data from a variety of channels, and should know which metrics are most important to each one.
They often have a specialty, like: Paid media analytics: This involves Cyprus Phone Number List building proprietary in-house dashboards to get more accurate metrics than you can from Facebook Ads. Earned media analytics: This involves measuring how well your company’s PR efforts pay off. Owned media analytics: This is about measuring engagement with email campaigns, Christensen said, and how well your content serves your larger funnel. To measure the impact of most of these channels, marketing analysts design and assess experiments that explore the difference (or lack thereof) between the control and experimental groups.
True experts move beyond the plug-and-play statistical significance calculators on Google to build formulas on their own that can account for multiple variables and guide decision-makers, Christensen said. “A good marketing analyst should be able to look at data sets and be like, ‘This fits the linear regression, this fits an exponential regression,’” Chen said. Marketing analysts’ work also involves evaluating test results. While your existing team might be able to design and run A/B tests and other marketing experiments in a pinch, they may not interpret the results the way a marketing analyst would.
They often have a specialty, like: Paid media analytics: This involves Cyprus Phone Number List building proprietary in-house dashboards to get more accurate metrics than you can from Facebook Ads. Earned media analytics: This involves measuring how well your company’s PR efforts pay off. Owned media analytics: This is about measuring engagement with email campaigns, Christensen said, and how well your content serves your larger funnel. To measure the impact of most of these channels, marketing analysts design and assess experiments that explore the difference (or lack thereof) between the control and experimental groups.
True experts move beyond the plug-and-play statistical significance calculators on Google to build formulas on their own that can account for multiple variables and guide decision-makers, Christensen said. “A good marketing analyst should be able to look at data sets and be like, ‘This fits the linear regression, this fits an exponential regression,’” Chen said. Marketing analysts’ work also involves evaluating test results. While your existing team might be able to design and run A/B tests and other marketing experiments in a pinch, they may not interpret the results the way a marketing analyst would.