Marketing analytics / martech
Collects data and chooses the tools that make marketing work.
You'll like it if you enjoy data, technology and putting things in order.
What it is
Marketing analytics is the work of collecting and reading marketing data; martech (marketing technology) is the set of tools that collect it and keep the team running. Whoever does this role checks that the numbers are right, builds clear reports and connects website, ads, email and CRM, while respecting people's consent.
Works with
- Every marketing role (they all use data)
- Web developers
- Legal and privacy team
- Leadership (budget decisions)
What they actually do
Measurement plan
Decides with the team what to measure: which actions matter and what the events are called.
Tracking
Installs and checks the measurement codes on the site and app, together with the consent banner.
Data quality
Looks for odd numbers, duplicates, missing sales, links without UTMs.
Reports and dashboards
Builds simple dashboards that answer specific questions.
Tools
Chooses, connects and maintains marketing tools (analytics, CRM, email, automations).
Analysis
Answers questions like "where do sales come from?" or "which channel performs best?".
How the work is measured
The indicators (KPIs) they look at most often. The charts are just drawings, not real data.
- Conversion rate
- How many visits turn into purchases or leads.
- Attribution
- How much credit each channel gets for sales.
- Tracking coverage
- How many important actions are measured correctly.
- Report usage
- Whether the team really uses the reports to decide.
How to get started
You can start from web analytics or marketing operations. Learning Google Analytics and spreadsheets well is the first step; then reporting and tag management tools.
1. Skills you need
- Logic and precision
- Advanced spreadsheets
- HTML and JavaScript basics
- Explaining numbers to non-technical people
- Knowing the cookie and consent rules
2. Free tools to practise
- Google Analytics 4
- Looker Studio
- Google Tag Manager
Tools by other companies, free or with a free plan: we mention them only as examples.
3. In job ads it's called
- Junior marketing analyst
- Junior web analyst
- Marketing operations assistant
4. Later you can specialise in
- Marketing automation
- CRO (conversion optimisation)
Try it
Exercise 1 · Where do sales come from?
Luca from Five Leaf writes to you: "The data makes no sense"
4 parts, nothing to type: just choices, with a professional's solution at the end.
What you learn
- traffic channels
- UTM parameters
- reading a funnel
- cookie consent