Your current marketing reports likely contain some compelling insights, but often, they are buried beneath vanity metrics and other charts and graphs that instead point to the obvious.
That said, we’re heading in a positive direction, where marketing analysts who understand the power of AI-based tools and methods surface valuable insights, synthesize them and share them in real time (or near real time).
The marketing analyst’s role is moving beyond reporting dashboards and explaining what has already happened. Increasingly, analysts are shaping what happens next. They’re not just tracking the business; they’re influencing its direction.
What’s fueling the rise of the strategic marketing analyst?
Enterprise organizations are waking up to this shift. As marketing complexity accelerates and the volume of data expands exponentially, the marketing analyst role is transforming into a hybrid strategist, technologist and translator between humans and machines. This evolution will also create greater demand for the role in the years ahead.
But transformation doesn’t happen in isolation. Four forces are reshaping the analyst’s role in ways that will demand more integration, agility and strategic contribution:
- AI-driven automation — particularly agentic AI — will handle many time-consuming tasks that previously bogged analysts down.
- Predictive analytics and generative AI merge to enable true one-to-one personalization, placing analysts at the heart of customer strategy.
- The pressure to deliver seamless omnichannel experiences is forcing teams to break silos and collaborate differently.
- Democratizing data and tools means more marketers will interact directly with insights rather than relying on data engineers and scientists for every request.
Dig deeper: How to bridge the gap between creative marketers and marketing analysts
Agents and automation make a bigger impact
While the future looks bright for the marketing analyst role, in a few years the work they do will be quite different in many organizations.
Whether through the introduction of greater automation through agentic AI or how marketing teams will begin to benefit from the time freed up for more time to focus on strategic insights, there are significant changes ahead.
Semi-autonomous marketing operations
The latest in a string of AI-related buzzwords is related to agentic AI or systems that orchestrate sometimes complex workflows, end-to-end, with little to no human input or interference.
Many are already familiar with and comfortable using generative AI tools that simultaneously respond to a single prompt. Agentic AI differs because it can string multiple requests and actions together and interface with third-party systems to accomplish more complex requests.
More time for strategy
What does this mean for marketing analysts? Generative AI has already streamlined routine and repetitive tasks, but agentic promises even more time savings and broadens the types of work that marketing analytics can perform. This translates to even more time savings and the ability to focus on insights generation rather than chasing down information from many sources.
Augmentation, not replacement
Despite agentic AI’s ability to perform more complex tasks, it does not eliminate humans altogether. The marketing analyst’s role, in part, will be to manage and oversee automated processes. But over time, the real value of the role will shift toward higher-order analysis, strategic thinking, and creative problem-solving.
These have always been core intentions of the analyst role — yet too often they were sidelined due to the time-consuming and cumbersome processes required to gather data and produce results.
The outcome is a more strategic analyst role focused on guiding AI tools and interpreting insights rather than waiting on data requests or external teams.
Dig deeper: How to clear 5 hurdles to AI adoption in marketing analytics
Predictive, personalized AI outputs
Since the meteoric rise of ChatGPT and other tools, many pixels have been spilled discussing generative AI’s potential (and tangible) impact. Yet generative is only one tool in the AI toolbox.
Predictive analytics isn’t new to marketing, but it now works alongside generative AI to make something long promised finally possible: true one-to-one personalization at scale. Here’s what that means for marketing analysts.
Hyper-personalization as competitive advantage
Customers increasingly demand personalization. Nearly three-quarters expect it, and 76% become frustrated when they don’t receive it, per McKinsey. This shifts the role of the marketing analyst from primarily looking for consumer actions after the fact to identifying opportunities to predict and influence behaviors before they happen.
This means an increased reliance on tools and models that feed customer behaviors into predictive models to identify a customer’s intent. Marketing teams then use generative AI to instantly populate an email or web experience uniquely for that customer’s context.
The role of the analyst
With this increased focus on tailored content, offers and experiences, analysts must look beyond broad audience segments and embrace the concepts involved in prediction and personalization. They should work closely with data scientists and campaign managers to deploy predictive models and feed the AI with quality data.
A strategic overview of the enterprise’s data is essential. Analysts ensure models train on the correct customer data and that performance is rigorously measured (e.g., uplift from personalization versus control). As personalization efforts scale, analysts also balance automation with human creativity, identifying where a personal touch or brand storytelling is needed to complement AI-generated content.
To support a world where this one-to-one personalization is not only possible but required, marketing analysts will be tasked with measuring and optimizing personalization initiatives. These initiatives build on existing skills but can heavily rely on vast access to data from across many channels, platforms and stages in the customer journey.
Successful analysts will combine technical skills tuned to understanding AI inputs and output with a more traditional understanding of marketing drivers like campaign performance and brand awareness.
Dig deeper:
Multi-channel, multi-function collaboration
To build and understand the omnichannel customer journey as a unified whole, marketing organizations will need to become more unified and break down some of the existing silos.
Doing so will assist marketing analysts as they work to understand how consumers move between channels, systems and internal departments throughout the buyer’s journey and beyond.
Unified data requires breaking down data and organizational silos
“Channel switching,” or the customer behavior of moving between multiple devices or marketing channels throughout the customer’s lifetime or buyer’s journey, is increasingly commonplace.
While tying all customer data across all marketing channels and internal departments might sound like a utopia, those of us who have to make this happen know that it is often easier said than done. Even in the best cases, this can take months or even years to accomplish in an enterprise.
Yet, as daunting as the technical components of this may be, the organizational departments and existing processes can often be even more difficult to change so that data and information flow more freely. This should be one of the primary goals of leadership, however, because it benefits customers and the company as a whole.
Analysts see customer actions across channels
All of this leads to a key outcome for marketing analysts: the ability to view customer behavior across the entire marketing ecosystem. Instead of focusing on isolated tactics or reactive metrics, analysts can now understand the full customer journey — making their insights and their role even more valuable to the business.
Creating a successful omnichannel customer experience requires work on the external, customer-facing elements and work on the internal operations. This is critical as the Marketing Analyst’s role expands from an often siloed focus on a single channel to a broader understanding of how to create a successful cross-channel experience.
Data literacy, democratization and action
For many, the days of waiting weeks for data answers are ending — and for some, they’re already over. AI-powered tools now give us faster access to the insights we need to make data-driven decisions. As a result, the evolution of the marketing analyst role is closely tied to data democratization and the actions it enables.
Data democratization leads to self-service
Many organizations are making a big move to achieve “data democracy,” or providing relevant metrics, dashboards and insights to the teams that need that information most. It may seem counterintuitive, then, that this move towards greater transparency with data also elevates the role of the marketing analyst.
After all, if everyone has the data and dashboards they need, why does a separate role need to exist? First, data literacy — or a better understanding of statistics, measurements and their implications — is also a major goal of organizations.
Yet, even as everyone on a marketing team can see the results of their efforts, these are likely to be directional at best. In other words, organizations still need team members who can identify deeper insights.
Data democratization focuses analysts
Because of this need, marketing analysts will play a more vital role in the organization of the future. Their ability to deeply understand the factors driving customer behavior and how to use it in predictive models, personalization approaches and customer journey orchestration is a key part of the job.
Instead of chasing data sources, compiling PowerPoint reports and mainly answering basic questions about marketing results, the marketing analyst’s role will focus on gathering strategic insights while enabling other team members to quickly gain tactical understandings of their data.
Faster insights and data-driven decisions
With data democratization at the heart of an organization’s priorities, the speed of decision-making accelerates. Shared, unified data platforms mean marketing, sales and other departments that draw from a shared pool of actionable data, improving alignment and collaboration.
As more people have data access, analysts must champion data governance and quality to prevent misinterpretation. Because of this, the marketing analyst’s role becomes less about generating every insight themselves and more about enabling the organization with reliable data and tools. When done right, this democratization leads to a culture where insight-driven innovation happens at all levels.
Dig deeper: The AI-powered path to smarter marketing
What this means for CMOs
Marketing leaders have an opportunity to create a faster, more innovative and insight-driven marketing engine. Yet this also requires leaders to ensure analysts are equipped with the right tools to lead in this new environment. This will require CMOs to make some strategic investments in the analyst function.
Analysts as a strategic core
In the next 3–5 years, marketing analysts in enterprises will solidify their position as strategic partners to the CMO. Their purview will broaden from reporting on what happened to prescribing what to do—leveraging AI and analytics to drive growth.
Successful marketing organizations will be characterized by their ability to translate analytics into actionable insight. CMOs should ensure their analytics teams are equipped to crunch numbers and use data-driven evidence to influence decisions on budget allocation, customer experience design, and product strategy.
Investments in skills and collaboration
To harness these trends, companies must invest in upskilling their marketing analysts (and broader teams) in areas like AI, machine learning and data storytelling. Bridging the current talent gap in AI expertise is a must and organizational silos should be broken down. As marketing, technology and data roles converge, leaders must foster a culture of collaboration.
Ethical and effective AI integration
CMOs and marketing analysts will also need to champion responsible AI usage. As AI takes on bigger roles in personalization and automation, governance frameworks are essential to avoid pitfalls (bias in algorithms, privacy issues or brand voice errors).
Marketing analysts should be key contributors to setting these guardrails, given their close work with data and models. This ethical oversight is part of the broader strategic role analysts will play. Human insight, creativity and ethical judgment become even more valuable when routine tasks are automated.
Staying agile and customer-centric
Ultimately, the evolution of the marketing analyst role is about enabling agility and customer-centricity at scale. Over the next few years, marketing analysts will be a key component of an agile marketing approach.
The next 3–5 years offer a window for organizations to position their marketing analysts not as back-room number crunchers but as forward-facing strategic advisors at the heart of the marketing function.
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
