What a day in the life of a digital marketing analyst would look like?

The field of digital marketing is creating an extensive number of jobs for people. It would not be wrong to say that the jobs in digital marketing are booming all thanks to the era of the internet. 

There are numerous roles that fall under digital marketing, and digital marketing analyst is one of them. Other roles include being a digital marketing specialist, digital marketing manager etc. 

Before diving into how a day in the life of a digital marketing analyst would look like, you should know what exactly is digital marketing analysis and how it works. 

When you are marketing your business digitally you have the advantage of real time analysis. The practice of evaluating your campaign results is called digital marketing analysis. Data from different digital channels is collected, measured and then analysed to get insights into the consumer behaviour. It helps understand how the consumers interact with different content on digital platforms. 

A digital marketing analyst will have to collect raw data from various sources including websites, social media, search engines and emails that the business uses to amplify their reach to the target audiences.

Once the digital marketing analyst has done the analysis from various sources they would need to dive into some of the specific sources like website traffic on their page, engagement rates, conversion rates etc. This will help the business to keep track of the activities specific to their business and take data driven decisions for the good of the campaign. 

Significance of digital marketing:

Let’s understand why digital marketing analytics is important.

Digital marketing analytics is important because it is not just a  game of numbers but rather a tool that would help you to understand your audience, your strategies and measure the effectiveness of your tactics. It will help you understand the allocation of your resources be it financial or human to get more out of your overall strategic digital marketing for your business. 

Digital marketing analysis is important for multiple reasons:

Track consumer behaviour:

Giving you the advantage of tracking real time consumer behaviour, digital marketing analysis gives you an opportunity to hone into the behaviour of your consumers to let you understand the type of content that they most likely engage with. 

Tracking consumer behaviour helps you learn their passion and pain point that you can use to improve your strategies and content. You can target your audience with the right kind of messaging once you know what kind of content they resonate with the most. 

Assessment of campaign performance:

There is no use of running campaigns digitally if one is not doing the assessment of how their captain is running in the market. It is necessary to measure the effectiveness of the campaign after launching it and while it is running.

Your campaign is basically the face of your business and if it is not doing well you would have to make immediate changes that would align with the interest of your target audience. And if it is doing good, then you would have to make sure it keeps going the way it is or make it even better by keeping up with the changes in the industry, your surroundings and the consumer behaviour. 

Optimising UX design:

User experience or UX design is a fundamental part of digital marketing. You are doing all this for your users and ensuring they have a great experience engaging with your content. UX design makes sure your customer has easy access to the messaging that you want them to engage with. 

When you engage with the analytics for digital marketing, it will act as a guide to optimise your website, apps or any other digital point of contact with your customers. 

Identify growth areas:

You could track popular keywords, trends, topics or existing products that would help you identify your growth areas. You have to research the opportunities around you, only then you would understand where you can establish your business. 

Digital analytics help you understand where you position your business and stand out. Analysing what is out there would help you build and maintain a strong position among your competitors. 

Skills of a digital marketing analyst:

A career in digital marketing analysis is a skill based job. You would need the appropriate skills to carry out the jobs associated with digital marketing analysis. You would need the specific skills to use tools like, google analytics, google search console, excel and others that will help you to be specific to measure the data related to your campaigns. 

There are several general skills that a digital marketing analyst needs to have so they can apply them into their daily work. 

Critical thinking and analytical ability:

Analytical skills are essential to the role of digital marketing analyst. Processing data is the core of digital marketing analysis that is the reason why critical and analytical skills make the core of the general skills that a professional analyst needs to possess. 

You would have to pay attention to even the minute details of the campaign which would include questioning every aspect of the campaign because it will help you improve at every step. You have to keep tabs, be critical of your own activities and be ready to improve your strategies. 

Curiosity:

Being curious is what will keep you ahead of your competition. You must have a curious mindset and always be on the lookout for what is going on around you, how are your competitions moving, why is the other campaign better than yours, what will happen if you take a specific action. This mindset will; not only help you grow professionally but personally as well. 

Communication skills:

As an analyst you would have to engage with other departments and would have to report to your superior or clients if you are providing independent services. This would need excellent communication skills because you have to ensure the other person gets your message. 

Improving your communication skills would help you have a clear and concise delivery of your observations and you would also be able to make suggestions as to what needs to be changed and what needs to be supported in the campaigns. Good communication skills will ease out your work for you. 

Presentation skills:

Along with communication skills you would need to enhance your presentation skills as well. An analyst would need to represent the data that they have collected and analysed. It is important that they present it accurately and keep the text as minimal as they can. 

Improve your presentation skills so you can save a lot of time that goes into reading the long bulky text. Graphs, charts and tables would count as the best ways to represent heavy data. 

An observant’s eye:

Paying attention to detail is what an analyst needs because there would be just a little thing that would be affecting your campaign. Sometimes it is difficult to put your hand on the thing that is not working in a huge campaign, but an analyst needs to have a keen eye that would pay attention to details helping you present accurate information. 

What does a digital marketing analyst do in their day at work?

Now that we know what digital marketing analysis is, why it is important and what are the necessary general skills required to be a digital marketing analyst, let’s see what a day in the life of a digital marketer will look like. Though your day would start with data and end with it, you would have other things that would be a part of your routine work as well. 

If you are looking to make a career in digital marketing analysis, you should know what responsibilities you would be given at your job. You have to keep in mind that the duties of a digital marketing analyst would change depending on the company size, culture and needs and goals associated with the business. To understand this better, here is an outline of how a day at the workplace of a digital marketing analyst will look like:

How do you start it?

Your morning routine will include checking messages that you will receive in bulk and sometimes a few regarding the campaign that your company is running. This will include emails, notifications and other messages from your colleagues aligning with the work. 

The emails and notifications will let you know how the campaign ran overnight and what are the results in the morning and are there any errors that need your immediate attention. 

After that you can browse through various digital platforms to get a glance of how the data is acting up. Again, pay attention to details and if something comes up note it down so you can discuss it with others and come up with solutions. 

After that you would be conducting a thorough analysis of the ad campaign running on various social media platforms like Facebook, Instagram, YouTube to understand: 

• What ads were successful and if they contributed to increasing the conversion rates. 
• Analyse the cost per conversion
• Analyse which ad was successful and which was not and what could be the possible reason
• See if you make any changes to the ads that didn’t do well and decide if they should continue any further or not. 

This will all count as your data that you would have to process after this step and present to others. 

The second half of the day

Once you have gone through your morning, you have to deal with the afternoon shenanigans of your work. This time of the day would want you to present what you have observed so far. Make a presentation of your data so you can discuss it with teams and your superiors or your clients. 

You might need different presentations for different sets of audience because you would need to give them information necessary to them. For example the information that you have to give to your colleagues or the team of other departments would not be valuable for your superior. 

Your colleagues or people from other departments would want to have information about what else you want them to do or how things are going to impact what they are doing. On the other hand your superior would want to know how the campaign did overnight and what are the numbers of sales that have been generated in the last week because of the ongoing campaign. 

Later that afternoon:

Now is the time you talk to the delegates in your company about how the campaign is doing, what is your observation and what could be the possible changes that need to be added in the campaign. 

This is the time where you will brainstorm with the people you are collaborating with and give your expert insights that would affect the campaign in positive ways. Hone your thinking and make suggestions to your superiors so that they know your train of thought and would have no issues with what you want to carry on with your work. 

The last for the day:

Once you have discussed and decided in what direction the campaign will go, you would have to make the changes applicable. Before starting with the changes in the campaign, which might take a day or two to implement, you would need to check the performance of the campaign once again. 

This will help you understand how the campaign’s performance of the day is different from that of the night. Again, it would help you understand the consumer behaviour in terms of what time people engage the most with the content online. 

You can consider this element as well to make the necessary changes in your campaign. Do not rush with the changes. Make sure you have analysed every aspect of the campaign and then go ahead if the changes are necessary. 

Sometimes the changes would take days to implement because you might need a whole set of new strategies to promote the campaign and sometimes it could be minimal changes that would need just a click of the mouse. 

Conclusion:

You have come across multiple roles and duties of a digital marketing analyst but keep in mind that these roles will vary depending on multiple factors. 

Digital marketing is a dynamic realm where the role of digital marketing analyst emerges as a cornerstone for success. A data analyst with their plethora of skills and data-driven insights, digital marketing analysts navigate the multiple fields of digital marketing.