Marketing

Marketing Analyst

AI automates campaign analytics and reporting while human insight interpretation and strategic recommendations gain importance.

Marketing Analysts face significant task-level transformation as AI becomes capable of campaign tracking, attribution modeling, and performance reporting. The routine work of pulling data, creating reports, and running A/B test analyses is increasingly automated. The role is shifting toward insight interpretation, strategic recommendation, and experimentation design. Analysts who can translate AI-generated insights into marketing strategy will be highly valued.

AI Impact Score

66

+5% risk increase this quarter

Task lifecycle breakdown

How tasks in this role are evolving along the automation journey

Human(4)

  • Insight interpretation

    Requires marketing judgment

  • Strategic recommendations

    Business context essential

  • Experimentation design

    Creative hypothesis generation

  • Stakeholder communication

    Human presentation skills

At Risk(0)
  • No tasks in this stage
AI-Assisted(3)

  • A/B test analysis

    AI calculates, humans interpret

  • Customer segmentation

    AI clusters, humans interpret

  • Competitive analysis

    AI gathers, humans strategize

Automated(3)

  • Campaign tracking

    AI monitors and reports automatically

  • Attribution modeling

    AI handles multi-touch attribution

  • Report generation

    AI creates performance dashboards

Skills evolution

What skills are becoming more and less valuable in this role

Emerging Skills

  • Insight storytellinghigh priority
  • Experimentation strategyhigh priority
  • Business acumenhigh priority
  • AI output interpretationmedium priority
  • Cross-channel strategymedium priority

Declining Skills

  • Manual data pullingautomation risk
  • Basic report creationautomation risk
  • Standard metrics calculationautomation risk
  • Routine campaign monitoringautomation risk

Growth pathways

How this role can evolve as AI reshapes the task bundle

Marketing Strategy Lead

18-24 months

Evolve from analysis to strategy, using data insights to shape overall marketing direction and investment decisions.

Strategic thinkingBusiness partnershipExecutive communication

Growth and Experimentation Manager

12-18 months

Specialize in designing and running marketing experiments that drive measurable business outcomes.

Experimentation designStatistical analysisGrowth engineering

Role combinations

Marketing Analyst+Marketing Manager=Data-Driven Marketing Lead
+40% productivity
Marketing Analyst+Data Analyst=Customer Intelligence Analyst
+35% productivity

Recommended actions

What organizations should consider for this role

Invest in AI-powered marketing analytics platforms for automated tracking and attribution.

Redefine analyst success around insight quality and strategic impact rather than report volume.

Develop marketing analysts as insight storytellers who can influence marketing strategy.

Consider combining marketing analyst and data analyst roles as AI handles routine analysis.

Retain analysts who demonstrate strong business acumen and experimentation skills.

Related roles

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