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What additional skills or ways should I obtain to eventually pivot my career into marketing and advertising analytics ?

I am about to start my MBA specialization in Business Data Analytics. I have an undergraduate degree in International Business. What additional skills or ways should I obtain to eventually pivot my career into marketing and advertising analytics?

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Reetika’s Answer

Here are a few key skills and approaches to help you pivot into marketing and advertising analytics:

-Data Analysis & Visualization: Learn tools like Excel, Tableau, and Power BI, and master data interpretation to uncover actionable insights.
-Analytics Tools: Gain proficiency in platforms like Google Analytics, Adobe Analytics, and social media analytics tools.
-Statistical Knowledge: Build a foundation in statistics and predictive modeling using Python, R, or SQL for data-driven decision-making.
-Marketing Fundamentals: Understand marketing strategies, consumer behavior, and digital advertising channels (SEO, PPC, social media).
-Certifications & Networking: Pursue certifications (e.g., Google Analytics, HubSpot) and connect with industry professionals through LinkedIn or events.
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Elvir’s Answer

Hi Brianna,

I suggest the following
Key Skills to Acquire:

Marketing Analytics Tools
→ Google Analytics, Adobe Analytics, Meta Ads Manager,
Ad Platforms & Attribution Models
→ Understand multi-touch attribution, MMM, incrementality testing
SQL & Python for Data Extraction & Analysis
→ Especially for campaign performance, segmentation, A/B testing
Data Visualization
→ Tableau, Power BI, Looker for storytelling with data
Digital Marketing Fundamentals
→ SEO, SEM, programmatic, CRM, email, social, influencer metrics
Consumer Behavior & Brand Metrics
→ Learn KPIs like brand lift, ROAS, CAC, LTV

Additional Tips:

Certifications: Google Ads, Meta Blueprint, HubSpot, LinkedIn Marketing
Portfolio Projects: Analyze ad campaigns, simulate ROAS, visualize funnel drop-offs
Networking: Join marketing analytics forums, LinkedIn groups, attend webinars
Internships: Target roles in media agencies, eComm, or martech platforms
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Francesco’s Answer

Most of the skills and competences are obtained through practice. Don't misunderstand me, studying is a great kick pushing you faster, but it's like reading about push ups instead of doing them.

Having said that, I would suggest you start making your hands dirty with
- ads
- cold marketing (1 on 1)
- social media and branding
- market analysis
- audience analysis
- email marketing

This gives you a solid base. Not nearly close to 100% of what you need, but it's a lot to digest and for sure basics you should start to be familiar with
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Felix’s Answer

These answers are helpful, but it's important to get hands-on experience with these tools. Try working with a local business or create a fictional one as a case study. Use the free data available to practice. Make sure to highlight what you learned and how you did it to show others your ability to learn fast.
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Carolyn’s Answer

Hi Brianna. There's tons of demand for people with data management and modeling skills in marketing and advertising. It's a great career choice. It seems you've got the core areas covered. Given that, I'd suggest you focus on the other skill sets you'll need:
1) Finance - most of the projects I lead require a solid business case. Understanding finance helps with positioning how your work will drive value (more revenues/cut costs). The people that will likely have a say in approving investments in your projects will appreciate that you've thought about it form their perspective.
2) Narrative and story-telling - You'll need to present the results of your analyses to people that aren't data scientists and they may not even be very analytical. Developing the skills to paint a vivid picture of your findings will help ensure that your recommendations get adopted.
3) Operations - It may not seem like operations is very adjacent to marketing, but understanding the key dynamics of how your company makes its products or services will enable you to be more relevant in tracking marketing and advertising success.

You've got a bright future ahead. All the best!
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Kelly’s Answer

It’s a great idea to proactively familiarize yourself with the key platforms, metrics, and tools that are essential in marketing analytics. And fortunately, there are many platforms available—including several free tools—that you can start using right away. Some of which also offer certifications to help build your experience.

As another contact mentioned, it’s important to first develop an understanding of core marketing fundamentals across different platforms. This includes knowing which marketing channels are important to a company’s strategy, what channel-specific strategies could entail, and which metrics are most critical. Having this foundation will make it much easier to interpret data and leverage data visualization tools effectively.

As a suggestion, I recommend starting with Google Analytics, which offers free training and certifications and is an excellent way to learn about key website and digital marketing metrics. You may want to explore channel-specific platforms to expand this knowledge. For example, Moz is a valuable resource for SEO, and LinkedIn offers helpful guides for social media marketing. These tools often provide their own training resources to further support your learning.
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Dustyn’s Answer

You're on the right track with your strong background in International Business. Adding an MBA in Business Data Analytics will help you transition into marketing and advertising analytics.

Start by learning these tools:

- Google Analytics and GA4 for tracking website and user behavior
- SEO/SEM tools like Google Ads, Moz, Ahrefs, or SEMrush
- CRM platforms such as Salesforce, HubSpot, or Marketo
- Data visualization tools like Tableau, Power BI, or Google Data Studio
- SQL and Python (or R) for data analysis, segmentation, and predictive modeling
- A/B testing for optimizing campaigns

Get involved with industry trends by listening to podcasts like Marketing Over Coffee, Marketing Smarts, or Call to Action.

Document your projects, whether class assignments or personal initiatives. Volunteer for small businesses to solve problems using data. Build a portfolio that includes digital campaign analyses, dashboards for customer segmentation, A/B test results with insights, and predictive models for customer behavior.

Good luck!
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Tom’s Answer

Hey Brianna,

Marketing and Advertising analytics is a solid career path. And you've already got such a great foundation with International Business and your MBA specialization.

I'm a fan of all these suggestions that point to Data Analysis & Visualization, and Analytics Tools, and Certifications. There are so many ways to work in this field, and really you just want to get into it. The best additional skills are probably practical applications of your academic knowledge and some work experience.

I'm a big fan of learning through digital marketing agencies, where there are lots of entry-level jobs and give you exposure to all sorts of clients' needs. There are also lots of different digital marketing fellowships and programs that help different demographics get a leg up on getting started.

Best of luck!
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