The Marketing Analytics Manager transforms raw data into clear, actionable insights that guide marketing strategy, budget allocation, and channel optimization. This role designs and maintains end-to-end analytics frameworks—ensuring every campaign, touchpoint, and funnel stage is measured accurately and efficiently.
- Develop and implement multi-touch attribution models to credit revenue across all marketing channels
- Build and maintain interactive dashboards in Looker, Tableau, or Power BI for real-time performance tracking
- Integrate data from web analytics (Google Analytics, Adobe Analytics), ad platforms, email systems, and CRM into a centralized warehouse
- Perform deep-dive analyses on channel efficiency, cohort behavior, and conversion funnel drop-offs
- Forecast marketing-driven pipeline and revenue, partnering with Finance on budget planning and ROI projections
Working cross-functionally, the Marketing Analytics Manager partners with Marketing, Sales, Product, and Data Engineering teams to ensure data quality, define KPIs, and embed analytics best practices into everyday decision-making.
- Collaborate on ETL design to automate data flows and maintain accuracy
- Establish data governance standards, naming conventions, and documentation
- Lead training sessions and “office hours” to empower stakeholders with self-service analytics
- Monitor industry trends, assess new tools, and recommend platform enhancements
Success is measured by improvements in campaign ROI, forecast accuracy, and the speed at which teams can answer performance questions. The ideal candidate combines strong technical skills (SQL, Python/R), business acumen, and the ability to communicate complex analyses in a clear, compelling manner.
- Continuous refinement of attribution accuracy and reporting automation
- Reduction in time-to-insight for key marketing metrics
- Increased adoption of data-driven decision-making across the organization