You want to get promoted in Marketing Analytics. What skills do you need to develop?

1 Data manipulation

One of the core skills of any marketing analyst is the ability to manipulate data from various sources, such as web analytics, CRM, social media, surveys, and experiments. You need to be proficient in using tools like Excel, SQL, Python, or R to clean, transform, merge, and analyze data. You also need to be familiar with data structures, formats, and standards, such as JSON, XML, CSV, and API. Data manipulation skills will help you to handle large and complex datasets, automate tasks, and perform advanced calculations.

3 Data analysis

Data analysis is the process of exploring, interpreting, and deriving insights from data using various methods, such as descriptive, inferential, predictive, and prescriptive analytics. You need to have a solid foundation in statistics, mathematics, and logic, as well as a curiosity and creativity to ask the right questions and find the answers. You also need to be familiar with techniques such as hypothesis testing, correlation, regression, clustering, classification, and optimization. Data analysis skills will help you to identify patterns, trends, anomalies, and opportunities in data, and to support your decisions with evidence.

4 Data modeling

Data modeling is the skill of building and evaluating mathematical representations of data and relationships, such as algorithms, formulas, functions, and equations. You need to be able to use tools like Python, R, SAS, or SPSS to implement and test data models, such as linear models, logistic models, decision trees, neural networks, or deep learning models. You also need to have a good understanding of concepts such as variables, parameters, coefficients, errors, bias, variance, and accuracy. Data modeling skills will help you to predict outcomes, optimize performance, and generate insights from data.

5 Business acumen

Business acumen is the skill of understanding the goals, strategies, processes, and challenges of your organization or industry, and how data and analytics can help to achieve them. You need to be able to align your work with the business objectives, communicate effectively with stakeholders, and translate data into actionable recommendations. You also need to have a good knowledge of the market, the customers, the competitors, and the trends that affect your business. Business acumen skills will help you to add value, solve problems, and drive growth with data and analytics.

6 Project management

Project management is the skill of planning, organizing, executing, and delivering data and analytics projects within the scope, time, budget, and quality constraints. You need to be able to use tools like Asana, Trello, Jira, or Microsoft Project to manage tasks, resources, risks, and dependencies. You also need to have a good sense of prioritization, collaboration, and documentation, as well as an ability to adapt to changes and overcome challenges. Project management skills will help you to complete projects successfully, efficiently, and professionally.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?