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Analytics Manager Duties and Responsibilities

Analytics managers perform a wide array of duties and have specific responsibilities depending on their employer. The essential duties of the job, however, remain the same across all industries and companies and include the following:

Analyze Marketing Campaigns Analytics managers analyze marketing campaign data to see how many people are being reached and determine the impact marketing campaigns are having on profits and brand visibility.

Generate Leads Analytics managers research new clients to generate potential marketing leads, make calls to potential clients, and design social media campaigns in order to reach new clients.

Optimize Marketing Campaigns Analytics managers study data to find ways to optimize marketing campaigns for digital platforms, including social media, email, video, and search engine channels.

Create Marketing Strategies Analytics managers create new marketing campaigns and design strategies and schedules to implement these campaigns in order to maximize their impact and effectiveness.

Manage Marketing Analytics managers ensure that marketing campaigns reflect positive brand image and remain consistent across all forms of media by managing and overseeing all ads, marketing, and promotions.

Provide Feedback to Marketing Teams Analytics managers provide suggestions and data to marketing teams, advising them on how to modify existing campaigns and create new campaigns that will achieve the company’s business goals.


Analytics Manager Skills and Qualifications

Analytics managers use critical thinking skills to analyze and track data to successfully create and manage marketing campaigns. Employers seek candidates who display the following skills necessary for success in this role:

  • Problem-solving skills – analytics managers isolate which areas of marketing campaigns are not working and find solutions to improve them, a skill that requires excellent problem-solving abilities
  • Multitasking skills – analytics managers regularly manage multiple marketing campaigns at once and give equal time and attention to each, so people in this job need strong multitasking skills to stay organized
  • Technical skills – good technical skills are essential to work with multiple types of databases and to understand SQL, Python, and other programming languages
  • Leadership skills – analytics managers display good leadership skills by advising and directing marketing teams on how to improve campaigns based on marketing data
  • Communication skills – writing reports and giving presentations on marketing data requires analytics managers have excellent verbal and written communication skills

Analytics Manager Education and Training

At minimum, employers want analytics managers to have a bachelor’s degree in business administration, economics, statistics, or a related field of study. However, most employers strongly prefer candidates who have a master’s degree in one of these fields. Candidates who also have experience in marketing or business administration have a better chance of standing out to potential employers. Analytics managers receive very little on-the-job training and will begin to analyze data and develop new marketing strategies immediately upon being hired. However, it is common for analytics managers to be closely supervised during the first two to four weeks of employment as they begin analyzing data, generating leads, and creating marketing campaigns.


Analytics Manager Salary and Outlook

Advertising, promotions, and marketing managers earn a median annual salary of $127,560, according to the Bureau of Labor Statistics. PayScale statistics show that analytics managers earn a median yearly income of $92,346. The job growth for this field is projected to rise 10 percent by 2026, which is faster than the average national job growth rate. Analytics managers receive full benefits packages from employers that include health insurance with dental and vision benefits. Vacation days, paid holidays, retirement options, and life insurance are also standard benefits. Many large corporations also provide unique perks to analytics managers, which include gym memberships, commuter benefits, and catered lunches. Some analytics managers receive monetary bonuses through marketing incentive programs implemented by hiring companies.


Helpful Resources

Learn how to become a successful analytics manager, find educational and career opportunities, and master data-mining techniques with these books and websites:

Digital Analytics Association – use the tools at DAA to find job opportunities, education and certification programs, and research information and sources for analytics managers and other analytics professionals

Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance – this book contains useful formulas and techniques for measuring marketing metrics and analyzing marketing data, skills analytics managers must master in order to succeed

Data & Marketing Association – study marketing statistics, find marketing courses and educational resources, and search for networking and marketing events at the DMA website, which is designed for data and marketing professionals in all career fields

Commercial Data Mining: Processing, Analysis and Modeling for Predictive Analytics Projects – this guidebook delves into the details of data mining to create detailed analysis and successfully evaluate projects, something every analytics manager needs to know how to do