Marketing Analyst
Marketing analysts work out which campaigns and channels are earning their keep, and why.
- Median salary*
- $93,600
4.2%vs last year, before tax
- People employed
- 690
1.4%vs last year
- Projected growth*
- +10.8%
to 2035
- AI exposure*
- Moderate
- automation risk
- Average hours*
- 40/wk
matches all-jobs average
- Shortage status*
- Not in shortage
national
Marketing analysts work inside marketing or growth teams, turning campaign, website and customer data into decisions about where the budget goes next. Most are employed in retail, media, professional services or financial firms, and they spend their time in GA4, SQL and Power BI far more often than in surveys. That is what separates the role from market research, which designs studies and interprets consumer insight rather than measuring live campaigns.
How much do marketing analysts earn?
The median full-time salary for a marketing analyst is $93,600 per annum, before tax, up $19,700 since 2018.
Pay moves with the sector, the size of the analytics team and how close the role sits to major budget decisions, since an analyst who shapes the plan is paid differently from one who reports on it. Contract and day-rate work can pay well and comes without paid leave or security. Moving from routine reporting into measurement and forecasting is usually what lifts an analyst into a more senior band.
What does a marketing analyst do day to day?
The list below is what fills most weeks; the exact mix shifts with seniority and whatever stage the current work is at.
- Pulling campaign, website and email data into one dataset the team can trust
- Building dashboards that show which channels and campaigns are driving conversions
- Segmenting customers to see which groups respond and which drop away quietly
- Testing a marketer's hunch against the numbers before budget moves
- Reconciling figures that do not match across platforms before the planning meeting
What skills do marketing analysts need?
Employers look for marketing analytics, data analysis, statistical modelling, backed by GA4 fluency and strong presenting and data storytelling.
Specialist skills
- Marketing analytics
- Data analysis
- Statistical modelling
Software and tools
- GA4
- SQL
- Power BI
- Excel
General skills
- Presenting and data storytelling
- Written communication
Is the job growing?
About 690 people work as marketing analysts in Australia, and employment is projected to grow 10.8% over the decade to 2035. That's healthy, above-average growth, and the role should stay in solid demand.
How do you become a marketing analyst?
Here's the path most marketing analysts take, step by step.
- 1Choose a degree that covers marketing and numbers
Marketing, commerce, business analytics, statistics and data science degrees all lead here, and the three-year bachelor is the most common route. Pick subjects in statistics, consumer behaviour and database querying rather than an entirely creative marketing load, because the role is hired on quantitative work.
- 2Learn the tools before you graduate
GA4, SQL and a visualisation tool such as Power BI or Tableau come up in most job ads, and spreadsheet modelling still underpins budget work. Free platform certifications and a student club or internship where you analyse real traffic give you something to point to. Employers hire on demonstrated analysis more than on course lists.
- 3Start in a nearby role and move across
Marketing coordinator and data analyst roles are both realistic ways in from the side: one gives campaign exposure, the other query and visualisation practice. Either works once reporting and analysis become a real part of the job rather than an occasional task.
- 4Pick the setting that suits how you like to work
Larger retail, media and financial firms run in-house analytics teams with cleaner data and deeper specialisation, while agencies throw you across more clients and campaigns faster. The choice shapes what you learn in your first few years more than the job title does.
Ready to apply as a marketing analyst?
Whether you're working toward becoming a marketing analyst or already are one and want a hand with the next step (sharpening your resume for ATS screening, tightening your cover letter, or knowing what you'll actually be asked at interview), here are examples grounded in this specific role, not generic templates.
What jobs can a marketing analyst move to?
Moving into Marketing Manager typically comes with the biggest pay rise, worth $45,600 a year more on average.
| Move to | Typical pay change | Overlap | Retraining |
|---|---|---|---|
| Marketing Manager Marketing analysts bring evidence-based planning and performance insight, moving into marketing management with further study in leading teams and budgets. | +$45,600 | 38% | reskill |
| Data Scientist Marketing analysts bring experiment and attribution experience, moving into advanced analytics with short study in modelling and machine learning. | +$31,200 | 47% | short course |
| Market Researcher Marketing analysts bring measurement and attribution skills, moving into market research to design studies and interpret consumer insight. | +$8,200 | 79% | minimal |
| Data Analyst Marketing analysts bring commercial context and campaign knowledge, moving into analytics roles where they apply this to broader business problems. | +$7,800 | 67% | minimal |
| Brand Manager Marketing analysts bring customer and campaign insight, moving into brand management with further study in brand strategy and commercial planning. | +$7,800 | 42% | reskill |
Moves are chosen from Jobs and Skills Australia's Data on Occupation Mobility, which follows income tax records between 2011-12 and 2020-21, together with entry requirements and skill overlap. A known move is one people were seen making in that data. Pay change compares median full-time pay for the two roles.
Who works as a marketing analyst?
The typical marketing analyst is 32 years old; 54% are women, 84% work full-time, and full-timers average 40 hours a week.
- 32
- Median age
- 54%
- Female share
- 84%
- Full-time
- +0h
- vs all-jobs avg
What's it like being a marketing analyst?
The work follows the campaign calendar: reporting at month end, digging into a campaign that has underperformed, and building next year's budget model. Analysts spend more of the week in tools than in meetings, but the value of the work shows in how well they can explain it to marketers who do not work in data. It suits someone who likes a question with a defensible answer, and who can accept that the answer is sometimes that the data cannot say yet.
What people like
- You find out whether an idea worked. Campaigns leave a trail of numbers behind them, so a recommendation can be tested in a way that a brand decision cannot. Watching a test come back positive, or killing a channel that everyone assumed was working, is one of the clearer satisfactions in marketing.
- The tools travel with you. SQL, GA4 and dashboard skills are used across retail, finance, media and government, so the role is portable between industries and between employers of very different sizes.
- You sit close to the money decisions. Analysts are usually in the room when budget is allocated, because someone has to make the case for spending more on one channel and less on another.
What people find hard
- The data is messier than the brief suggests. Two platforms will report different conversion numbers for the same campaign, and part of the week goes on deciding which one to trust before any analysis can start.
- You are sometimes the person saying no. Backing a hunch with evidence means telling a colleague their campaign did not perform, and that conversation does not always land well.
- Reporting deadlines cluster. Month end, quarter end and campaign wrap-ups fall in the same weeks, and the routine reports still have to go out before the interesting questions get attention.
- Access depends on other teams. Getting clean data out of a CRM, an agency platform or an overseas team often means waiting on someone else's priorities, which can stall work you are ready to start.
Based on our synthesis of professional-body surveys and public accounts of the role, not first-person verified reviews.
Which industries employ marketing analysts?
Professional, Scientific & Technical Services employs the largest share of marketing analysts, followed by Retail Trade.
Top employing industries
- 1Professional, Scientific & Technical Services
- 2Retail Trade
- 3Information Media & Telecommunications
- 4Financial & Insurance Services
Ranked by employment share; the source doesn't publish an exact percentage per industry.
| Bachelor degree | 52% | |
|---|---|---|
| Postgraduate | 26% | |
| Diploma / Advanced Diploma | 13% | |
| Other | 9% |
Will AI replace marketing analysts?
AI sits in the middle of this job: it drafts the first version of a report, writes a first pass of SQL and flags anomalies in a dashboard, which removes a lot of routine work that used to fill the week. It does not take over the parts that matter most, which are working out why a number moved and persuading a marketing team to change what they are doing. The role is moderately exposed, and analysts who can direct the tools and question their output hold the stronger position.
Share of typical working time by exposure level
- Working out why a campaign performed the way it didThis is where the judgement sits: separating a genuine shift in customer behaviour from a tracking change, a promotion or a seasonal effect.30%low
- Building and maintaining campaign dashboardsTemplates and natural-language queries in Power BI and GA4 speed up the build, but someone still has to decide what belongs on the page and check it against the source data.25%high
- Pulling, joining and cleaning data from ad platforms, the website and the CRMSQL is increasingly written with an assistant's help, though understanding the schema well enough to explain why two systems disagree is still the analyst's job.25%high
- Explaining the findings and recommending where the budget goes nextA tool can summarise the numbers, but the recommendation, and the argument for it in a planning meeting, comes from the analyst who knows the campaign.20%low
Common questions about becoming a marketing analyst
Straight answers to the questions people ask most.
How much do marketing analysts earn?
$93,600 per year before tax is the median for full-time marketing analysts, and it varies with the sector, the seniority of the role and how much of the work is measurement rather than routine reporting. Entry-level reporting roles sit below that figure, while analysts leading measurement for a large business sit above it. Contract and day-rate arrangements change the picture again, usually paying more per hour in exchange for no paid leave.
How do you become a marketing analyst?
Most people start with a degree in marketing, commerce, statistics or data analytics, then get competent in SQL, GA4 and a visualisation tool by using them on real data. Moving across from a marketing coordinator or data analyst role is a common alternative once reporting becomes part of the job. In interviews, two or three analyses you can walk through in detail carry more weight than a list of short courses.
Are marketing analysts in demand?
Marketing analysts are currently not in shortage, and employment is projected to grow 10.8% over the decade to 2035. Around 690 people work in the role, so openings cluster in larger in-house marketing teams, consultancies and specialist agencies rather than being spread evenly across employers.
Will AI replace marketing analysts?
AI has absorbed much of the routine pulling and formatting that used to fill an analyst's week, and the role is moderately exposed rather than under threat. Assistants that write a first pass of SQL, draft commentary and flag anomalies are now built into tools like GA4 and Power BI. Deciding which numbers matter, and what the business should do about them, still needs someone who knows the campaign and can argue the case.
What can marketing analysts move into?
Moving into market research uses much the same statistical and consumer insight skills, and pay there is $8,200 more. Data analyst roles apply the same query and visualisation work to broader business problems, with pay $7,800 more, and with short study in modelling and machine learning some analysts move into data science, where pay is $31,200 more. Moving into marketing management is a larger shift: it needs further study in leading teams and budgets, and pay moves $45,600 more.
Is a marketing analyst the same as a market researcher?
They overlap but differ in focus. Marketing analysts measure live campaigns, website behaviour and customer segments to improve what the business is already doing, while market researchers design surveys, interviews and studies to understand a market or audience before decisions are made. Movement between the two is common because both rest on the same quantitative and consumer insight base.
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