How to Become a Database Marketing Analyst


To become a database marketing analyst, you first need to determine if this career path is a good fit for you. If the following description sounds like you, then you’re probably well suited for working in this field:


Those who become database marketing analysts are individuals with a natural interest in statistics, data analysis, marketing and information technology. In addition to these interests, they also typically have an undergraduate education, as well as the right combination of hard skills, soft skills and personality traits.


To work in this field, you must be comfortable working in front of a computer for long hours. You must also be willing to work closely with others, and have your conclusions scrutinized. You're going to have to be a diligent worker who pays close attention to details, and you should be the type of person who enjoys the opportunity to have a direct impact on the marketing operations of your employer.


Below we've outlined what you'll need to begin a career as a database marketing analyst. We've also included helpful information for this career, such as job description, job duties, salary expectations, a list of types of employers and much more!



Education Needed 

To work in this field, you'll likely need to bachelor’s degree in a field such as marketing, mathematics, economics, statistics or computer science.


You can also enter this profession without a degree if you have enough relevant work experience, such as a few years of experience utilizing database query and reporting tools (such as SQL, SAS) with promotional marketing, relational and transactional databases.





What is a Database Marketing Analyst?

A database marketing analyst is a marketing professional who leverages their knowledge in marketing as well as their experience with database query and reporting tools to execute and support direct and interactive marketing initiatives.



General Job Description

Database marketing analysts are primarily responsible for delivering effective marketing analysis and business intelligence reports to the Director of Analytics, the Marketing Director, or other executive management within their organization.


These business intelligence reports are created for the purpose of identifying strategic marketing and business development opportunities. To create these reports, database marketing analysts must use data mining techniques, statistical software, and other computer programs to analyze complex data found in their internal customer database.


This data is then shared with and utilized by other teams within their organization (such as Marketing, Finance, Fulfillment, Call Center) to develop marketing strategies, with the ultimate goal of driving new revenue for their employer.



Typical Duties of the Job

• Monitor the integrity and maintenance of multiple databases

• Ensure each marketing initiative is executed according to brand plan and any applicable regulations

• Confer with direct and interactive marketing program specialists

• Track and analyze direct and interactive marketing campaigns

• Deliver timely key performance indicators and provide supporting business insights

• Develop and utilize statistical and analytical reports

• Develop and code the list segmentation for all direct and interactive marketing campaigns

• Communicate database requirements to the primary database administrator

• Lead or work within cross-functional teams (Marketing, Finance, Fulfillment, Call Center)



Who Employs Them?

Database marketing analysts are hired on a part-time, full-time and contractual basis by a variety of small, medium and large organizations in the public and private sectors. Types of organizations that hire them include:


• Manufacturing and processing corporations

• Market research firms

• Marketing consulting firms

• Municipal, provincial/state and federal government agencies

• Advertising and marketing agencies

• Business associations

• Web service companies (such as web design companies)

• Non-profit organizations

• Insurance companies

• Financial institutions

• Oil, gas and mining companies

• Colleges and universities

• Retailers 





Skills and Traits Needed to Be Successful

To be an effective database marketing analyst, you will need to posses a certain set of personality traits, as well as ‘hard’ and ‘soft’ skills. Working in combination with each other, these traits and skills will allow you to execute your job duties with competence, and help you maintain a positive attitude towards your work.


Soft Skills and Personal Characteristics


• Self-reliance and leadership skills

• Business acumen

• Analytical skills

• The ability to pay close attention to details

• Excellent communication skills


Hard Skills and Experience


• Experience developing and presenting business conclusions based upon data analysis

• Strong computer skills and proficiency in Excel and PowerPoint

• Experience with SAS, SPSS or other statistical software

• Experience with web analytics tools such as Webtrends or Omniture SiteCatalyst

• Experience using database query and reporting tools (such as SQL, SAS) with promotional marketing, relational and transactional databases



Current Job Openings

Our job board below has database marketing analyst postings in your area (when available):




Average Salary Level

The salary level of data marketing analysts can vary based on their personal qualifications, the type and size of the employer, the specific responsibilities of the job, and many other factors.


Database Marketing Analyst Salary Canada (Alberta figures only): According to the 2018 Alberta Wage and Salary Survey, Albertans working as part of the Database Analysts occupational group earn an average wage of between $85,996 per year. Unfortunately, no similar statistics were available from reliable sources for other Canadian provinces or territories at the time of writing (June 12, 2019).


Database Marketing Analyst Salary United States: According to the United States Bureau of Labor Statistics, the median salary level of Market Research Analysts is $60,300 per year. 



Similar Career Profiles in Our Database

Listed below are careers in our database that are similar in nature to this one, as they involve many of the same skills, competencies and responsibilities.


Business Development Officer

Data Analyst

Marketing Analyst

Marketing Coordinator

Market Research Analyst




Please consult the references below to find more information on the various aspects of this occupation:


Occupations in Alberta:Market Research Analyst.” (February 1, 2009). ALIS website - Alberta Learning Information Service. Retrieved November 9, 2019.

Business & Financial:Market Research Analysts.” (September 4, 2019). Occupational Outlook Handbook - United States Bureau of Labor Statistics website. Retrieved November 9, 2019.



Scholarships for Becoming a Database Marketing Analyst

Scholarships listed for each major that applies to becoming a database marketing analyst can be found on the following pages:


Computer Science Scholarships

Marketing Scholarships

Mathematics Scholarships


Success Tip: Be sure to apply for any scholarships that you even barely qualify for, as there are millions of dollars of scholarships that go unused every year due to a lack of applicants!



Applicable Majors

Studying one of the university majors listed below is an excellent starting point for entering this line of work. Click on the links to find out what else you can do with these majors!


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