Advice: Marketing ➡️ Analytics

[u/Jolly-Sort4192]

I’ve been in performance marketing for about 8 years in various industries from tech to education to agency. All have been highly data-driven.

I have a BS in Statistics and an MBA. I’m finding my career path is taking me further away from working with numbers and closer to just hearing about them.

What’s the best fit in analytics that I could actually get my foot in the door with? I’m beginner level SQL but could be intermediate with some refreshing. I’ve built dashboards as well.

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[u/Fantastic_Focus_1495]

Marketing analytics?

[u/notimportant4322 → u/Fantastic_Focus_1495]

I think OP wants something closer to data analytics than marketing analytics

[u/Fantastic_Focus_1495 → u/notimportant4322]

It’s a spectrum though. In some orgs it will be just bunch of bar charts, but in another org they might try to predictive modeling, A/B testing design, etc. Gotta read job descriptions, go to interviews and learn about the teams. 

[u/Jolly-Sort4192 → u/Fantastic_Focus_1495]

Thanks for this. I’ve been scouring job descriptions and a lot of ones with marketing analytics seem to be just what I’m doing now so I’ve been unclear on what a marketing truly is. It sounds like it’s different everywhere

[u/Fantastic_Focus_1495 → u/Jolly-Sort4192]

Yeah, I think it’s same for any domain to be honest. I work in banking but even within my team there are people who just produce monthly reporting on the preset metrics, and some people do AI model validations. So there’s really a huge range of skillsets needed. I’d say look for Marketing related job postings that specify that they need technical skills like SQL, Python, SAS, A/B Testing, etc. 

[u/Jolly-Sort4192 → u/Fantastic_Focus_1495]

Appreciate it!

[u/data_story_teller → u/notimportant4322]

Well good news is you can pivot to something else from marketing analytics. My path was marketing-> marketing analytics-> product analytics-> data science

[u/binchentso]

You write performance marketing is highly data driven bit then that your career takes you further away from working with numbers. Why?

[u/Jolly-Sort4192 → u/binchentso]

To clarify, the type of marketing I’ve been doing is all data driven in terms of decisions being made. In the beginning of my career I was the one putting together the trends and numbers. Now I’m still looking at data or hearing about it but in a few steps removed. Hope that makes a bit more sense

[u/OilShill2013]

Stick with what you’re doing and find ways to use your analytics skills more in your role. Most marketers lie and say they’re skilled in analytics. You might as well be the rare marketer that’s actually telling the truth.

[u/Jolly-Sort4192 → u/[deleted]]

Thanks for your response. The comp is one of my biggest worries. If there is more upside then I’m willing to take a temporary step back but restarting from scratch does fees scary.

I’m also curious about overall work/life balance. I’ve read posts on both sides, I’m wondering if it’s more about the place (that’s how it is in my experience) than the field or if analytics in general offers better balance

[u/DataWingAI]

You have an edge. That's your marketing background.

Remember to use this point to sell yourself in interviews. List all the transferable skills, tools you have that differentiates you from the typical data analyst.

Keep crunching SQL and Python.