Marketing Analytics & Automation

Marketing analytics, MarTech, marketing automation

Organisations increasingly want to understand the performance of their marketing, and make sure they can use these insights in a meaningful way. This has led to the growth in demand for marketing analytics and automation roles.

Positions in this space require a knowledge of tools such as Google Analytics 4, Adobe Analytics, Looker, Tableau, or Power BI. Applicants should also be able to design measurement frameworks, build dashboards and translate data into recommendations that organisations can act on. At mid-level and above, SQL is increasingly becoming a baseline expectation, while at the senior end, roles will own the analytics strategy. This means working with data engineering teams on data pipelines and warehousing, and making decisions on how marketing performance is reported within the business.

Marketing automation roles are responsible for the platforms and workflows that can carry out personalised, triggered communication at scale, which means demonstrating knowledge of tools such as HubSpot, Marketo, Salesforce Marketing Cloud, Braze, or Klaviyo. It’s not just about demonstrating that you can carry out administrative work on different platforms, but also the strategic design of customer journeys, lead scoring models and lifecycle programmes. Crucially, it’s about tying these to measurable commercial outcomes.

Marketing technology (MarTech) is a broader specialism and covers the selection, integration and management of marketing technologies and is more and more likely to be a separate role at larger organisations. Candidates with experience across analytics and automation can position themselves within this frame and open up new opportunities.