Marketing analytics is becoming an indispensable part of business in today’s highly competitive landscape. Companies rely on data and insights to boost sales, predict outcomes more accurately, minimise costs, identify potential markets, optimise return on investment, and expand their reach. However, with the overwhelming amount of data available, extracting meaningful and actionable insights is essential. This article explores marketing analytics careers, including required skills, salaries, and top programs.
Read on to learn what a career in marketing analytics entails; the education needed, average salaries, and job outlook. Whether you want to switch careers or gain skills to advance, marketing analytics roles provide substantial opportunities.
What Does a Marketing Analyst Do?
In Singapore, Marketing Analysts serve as data-driven strategists who help businesses better navigate competitive markets. They work in different sectors such as electronic commerce, retail, and finance, to name a few. Their main task is to interpret market trends and customer behavior.
Their core responsibilities are:
- Data Infrastructure and Collection
- Performance Analysis
- Market Intelligence
- Stakeholder Reporting
They need these technical skills to perform their work properly:
- Databases and Programming
- Analytics Platforms
- Data Visualization
After beginning their careers in entry-level Analyst roles, they can progress to roles such as Marketing Manager and Senior Marketing Analyst, ultimately becoming a Director of Marketing Analytics.
Digital Marketer vs. Marketing Analyst
- Both these roles aim to drive business growth in Singapore. However, they focus on different areas of the sales funnel. Digital Marketers are primarily responsible for creating campaigns and executing them. On the other hand, Marketing Analysts are more strategists and researchers who use data to refine these campaigns. They emphasize extracting insights from data to guide strategy.
- The core goals of a Digital Marketer are reach, direct lead generation, and engagement. On the contrary, Marketing Analysts are more concerned with return on investment (ROI) and business intelligence.
Detailed Roles and Responsibilities of a Marketing Analyst
The following are the top roles and responsibilities of Marketing Analysts in general:
- Market Intelligence and Research
- Data Modeling and Analysis
- Performance Tracking
- Trend Analysis and Forecasting
- Campaign Optimization
- Stakeholder Reporting
All these tasks entail different kinds of work. For example, as part of their market intelligence and research work, they conduct detailed research to identify customer segments, track competitor performance, and analyze brand visibility.
These professionals also perform some specific roles in Singapore:
- Digital Marketing Analysis
- Revenue Analysis, especially in the Hospitality Sector
- Database Marketing Analysis
- Customer and Brand Analytics
Skills Required for Marketing Analytics Roles
A career in marketing analytics requires skills in three core areas: data analysis, business/customer knowledge, and communication.
Data Analysis Skills
These roles involve understanding how to gather, organise, and study different kinds of information. They also involve being skilled in using software to analyse statistics, manage databases, write computer code, conduct surveys, create reports, visualise data, and more.
Business and Customer Knowledge
More is needed to crunch numbers. Analysts must interpret data within the appropriate business and customer context. This means understanding consumer psychology, competitive dynamics, and how to differentiate brands in the marketplace.
Communication Skills
Marketing analysts serve as a bridge, taking complex findings and conveying them clearly to technical and non-technical stakeholders. Strong verbal and written communication skills are essential.
Top University Programs
A relevant bachelor’s degree in statistics, computer science, or business and data analysis skills provides a solid foundation for marketing analytics roles. However, a master’s degree significantly boosts job prospects. Some top university programs include:
- UC Berkeley Master of Information and Data Science
- Southern New Hampshire University BS and M.S. in Data Analytics
- George Mason University MS in Data Analytics Engineering
- Arizona State University BS in Data Science
- Maryville University MS in Data Science
Beyond degrees, certifications like Google Analytics can demonstrate specialised abilities to employers. Continuing education is also essential as technologies and methods evolve rapidly.
Key Marketing Analytics Job Types and Salaries
There is a high demand for marketing analysts across industries. Here are some of the most common position types and salary ranges:
- Digital Marketing Data Analyst: ₹3,48,500 – ₹6,15,000
- Email Marketing Analyst: ₹4,63,000 – ₹7,79,000
- Product Marketing Analyst: ₹4,59,200 – ₹6,64,200
- Marketing Strategy Analyst: ₹4,63,000 – ₹7,79,000
- Marketing Operations Analyst: ₹5,12,500 – ₹8,69,200
- Market Research Analyst: ₹4,67,952 – ₹5,68,634
- Financial Marketing Analyst: ₹4,05,900 – ₹7,05,200
Digital Marketing Analyst Salaries
Overall, in Singapore, Digital Marketing Analysts earn between SGD 30,000 and SGD 50,000 a year, with an average of SGD 40,000.
The table below indicates the salaries that they earn in various roles in this sector in the Southeast Asian country:
| Job Role | Annual Salary Range |
| Marketing Manager | SGD 28,000 – SGD 123,000 |
| Digital Marketing Manager | SGD 10,000 – SGD 110,000 |
| Marketing Communications Manager | SGD 29,000 – SGD 98,000 |
| Marketing Specialist | SGD 24,000 – SGD 71,000 |
| Marketing Associate | SGD 16,000 – SGD 68,000 |
| Assistant Marketing Manager | SGD 5000 – SGD 63,000 |
| Digital Marketing Specialist | SGD 29,000 – SGD 60,000 |
| Marketing Executive | SGD 21,000 – SGD 48,000 |
| Digital Marketing Associate | SGD 12,000 – SGD 48,000 |
Sources: Payscale, as of September 13, 2022
Key Tools and Software Used By Marketing Analytics Professionals
The following are the top software and tools used by marketing analytics professionals in Singapore:
1. Digital and Web Analytics
- Google Analytics 4
- Adobe Analytics
- Hotjar
2. Business Intelligence (BI) and Data Visualization
- Tableau
- Microsoft Power BI
- Looker Studio
3. Database Management and Programming
- Structured Query Language
- Python
- JavaScript
4. Social Media and Search Engine Tools
- Ahrefs and SEMrush
- Hootsuite and Sprout Social
5. Data Integration and Automation
- Supermetrics
- Salesforce or HubSpot
- Zoho Analytics
How to Get Hired as a Marketing Analyst
The requirements for getting recruited as a Marketing Analyst in Singapore can be classified as follows:
- Educational Foundations
- High-Demand Technical Skills
- Recognized Certifications
- Gaining Practical Experience
- Job Search and Networking
There are different things that you must know about these steps. For example, employers recruiting Marketing Analysts here prefer candidates with a Bachelor’s degree in a quantitative domain like:
- Statistics
- Economics
- Marketing Analytics
- Computer Science
- Engineering
In terms of high-demand technical skills, they prefer professionals who can combine data engineering and marketing knowledge. This includes the likes of the following:
- Data Analysis and Querying
- Visualization
- Digital Platforms
- Emerging Tech
The Rise of Marketing Analytics Careers
Marketing analytics refers to the data, tools and techniques used to quantify, analyse and improve marketing performance. As companies realise they must become data-driven to stay competitive, demand for marketing analysts continues to grow rapidly. The U.S. Bureau of Labor Statistics projects a 19% increase in marketing analyst jobs from 2021-2031, over triple the average rate across occupations.
This growth coincides with the rise of “big data” and companies hiring analysts to gather insights from the enormous volumes of information available. Whereas analysts once relied heavily on surveys, they now use predictive modelling, data mining, and other advanced methods to automate research. This allows them to focus more on customer engagement.
Conclusion
In today’s data-driven world, marketing analytics careers are rapidly growing and offer strong job prospects and salaries. By gaining expertise in using data to measure performance, individuals can provide significant value to employers and create a promising future in this exciting field.
