A company uses a senior marketing analyst to direct and implement strategies for sales, advertising, and general market placement. This person typically holds a senior executive position and makes decisions that may affect all aspect’s of an organization’s financial health.
The marketing analyst’s job is chiefly centered around gathering numerical data and analyzing it. This data covers areas such as demographics, consumer purchasing behavior, and consumer income. The analyst also gathers more subjective data from opinion research and surveys, and they use that along with interpretive data (such as ratings and website traffic) to make assessments of current marketing initiatives within the company. The senior market analyst helps determine the efficacy of such marketing directives and identify ways to adjust campaigns to best engage target consumers.
The marketing analyst will also create detailed reports based upon the consumer data he or she collects and issue that to any brand managers within the company, as well as to marketing, advertising, and sales teams. These teams will use that data to help create new marketing endeavors and sales campaigns that take advantage of trends and opportunities identified by the senior marketing analyst.
This is a position that requires a strong educational background in both business and statistics. Typically a person in this field has a bachelor’s degree in business or marketing that includes a heavy emphasis on statistics and high-level mathematics. For larger companies, a postgraduate degree in either discipline may be preferred, along with demonstrated competence in the field of marketing research. This is typically an office-based position, and the market analyst normally supervises a department of market researchers and is responsible for coordinating the data they compile.
Senior Marketing Analyst Tasks
- Analyze consumer behavior and develop predictive models.
- Develop and execute statistical models to support marketing goals.
- Support marketing campaigns through data mining and analysis.
- Coordinate with internal departments to optimize customer service strategy.