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Skill Sets for Marketing Data Analysts

Skill Sets for Marketing Data Analysts

In this data-driven digital world, we have huge data in different formats is coming from various sources. Every business relies on the customers and to acquire the customers a business has to implement a prudent digital marketing strategy. A good and effective digital marketing strategy is only possible if a business has rich data related to the online behavior of its buyers. A data analyst can extract the insights from this marketing data to help the business in making effective digital marketing and sales related decisions. So, what skill sets are required for a marketing data analyst?

Firstly, a marketing data analyst need to have good knowledge of different metrics related to customer behavior. These days customers are having multiple options where they can make a deliberate and rational comparison between different vendors of the products and services. So, a data analyst also needs to understand the logic behind the consumer’s decision to purchase specific goods or services. For example, an online review of a customer can be a good indicator of sales and customer demographic can be used as a feature to forecast the demand. Are these metrics easily available from real-world customer data? Maybe some time, but in reality, the real world data is often unstructured and contain lots of noise.

A marketing data analyst must know about data collection, transforming and interpreting the data with proper research-based analysis. Rigorous and careful data analysis often results in meaningful patterns and business insights, e.g. creating a complete profile of the customers' transactions and buying habits. Data-driven organizations are more successful by taking right measures for a better and effective digital marketing strategy, which in turns generate more leads and sales.

Figure 1. Skill sets for Marketing Data Analyst

Other important skills of marketing data analysts are as follows.

  • Everyday life skills of effective communication and customer interaction
  • Knowledge of marketing as well as technology to match the two
  • Able to differentiate between unreliable and incomplete data sets
  • Good mathematical and science background
  • Knowledge of the necessary software (tools and programming languages) to analyze and generate content
  • Data collection, storage, cleaning, outliers detection, and missing value replacement to make the data set tidy and reliable
  • Video, audio, image, structured and unstructured data analysis
  • Able to make better trend analysis, enhanced customer profiling and more sophisticated personalized strategy
  • Feature Engineering for effective modeling and prediction, model validation, report generation, preparing and presenting the results using effective visuals and storytelling

Figure 2. Outcomes of Effective Marketing

Based on this skill sets, a marketing data analysts can help the digital marketer to enhance customer satisfaction, implement an effective digital marketing strategy to address the personalized need to each and every customer, engage the customers with the content from the company, and make the high quality content available time to time for the customers. Using these insights a business can take effective decisions to reduce cost, minimize waste and improve the operation for better customer satisfaction, retention and sales.