Key Responsibilities and Required Skills for Media Analyst

🎯 Role Definition

A Media Analyst is the investigative engine behind our marketing and communications efforts. This individual is responsible for meticulously tracking, measuring, and analyzing the performance of media campaigns across all channels—from digital and social to traditional broadcast and print. They are storytellers who use data to explain what’s working, what’s not, and why. By transforming raw numbers into compelling narratives and strategic recommendations, the Media Analyst empowers our teams to make smarter, data-driven decisions, optimize media spend, and maximize the impact of our brand messaging in the market. This role is a critical link between media execution and business outcomes.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Coordinator or Assistant
Junior Data Analyst or Research Assistant
Social Media Coordinator or Specialist

Advancement To:

Senior Media Analyst
Media Strategist or Media Planner
Marketing Analytics Manager or Business Intelligence Manager

Lateral Moves:

Market Research Analyst
Business Intelligence (BI) Analyst
Digital Marketing Strategist

Core Responsibilities

Primary Functions

Monitor, collect, and meticulously analyze performance data from paid, owned, and earned media channels, including digital, social media, TV, radio, and print.
Develop and maintain comprehensive performance dashboards and reports that track key performance indicators (KPIs) such as reach, engagement, conversion rates, and return on investment (ROI).
Translate complex datasets and statistical findings into clear, concise, and actionable insights for stakeholders across marketing, PR, and executive leadership.
Conduct in-depth competitive analysis to benchmark our media presence, share of voice, and strategic approaches against key industry players.
Evaluate the effectiveness and ROI of individual campaigns and overall media strategies, providing data-backed recommendations for optimization and future budget allocation.
Perform audience segmentation and analysis to identify and understand target demographics, behaviors, and media consumption habits.
Generate regular and ad-hoc reports on media coverage, sentiment analysis, and brand reputation, presenting findings in a compelling and easily digestible format.
Collaborate closely with the media planning and buying teams to inform strategy, set realistic campaign goals, and establish measurement frameworks.
Analyze A/B and multivariate test results to determine the most effective creative assets, ad copy, and targeting strategies.
Manage the integrity and accuracy of data drawn from multiple analytics platforms, such as Google Analytics, Adobe Analytics, social media listening tools, and third-party vendors.
Present analytical findings and strategic recommendations directly to internal teams and senior management, effectively telling the story behind the data.
Stay current with the latest industry trends, media consumption patterns, and advancements in analytics tools and measurement methodologies.
Assist in the development of measurement plans and learning agendas for upcoming campaigns to ensure all efforts are tracked against clear objectives.
Monitor brand mentions and conversations across the media landscape to proactively identify risks and opportunities for brand engagement.
Support the forecasting of media performance trends and outcomes to aid in long-term strategic planning and goal setting.
Create and deliver post-campaign analysis reports that detail overall performance, key learnings, and actionable recommendations for future initiatives.
Partner with the creative team by providing data-driven insights on which visual and messaging elements resonate most strongly with the target audience.
Audit and validate data from various sources to ensure consistency and reliability in all reporting and analytical outputs.
Utilize SQL and other query languages to extract and manipulate large datasets from internal databases for deeper, more customized analysis.
Manage relationships and data feeds from third-party analytics partners and measurement vendors, ensuring we are leveraging their full capabilities.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis from various business units.
Contribute to the organization's broader data strategy and roadmap by identifying new data sources and analytical opportunities.
Collaborate with IT and data engineering teams to translate business needs into technical requirements for data warehousing and tool integration.
Participate in sprint planning, retrospectives, and other agile ceremonies within the analytics team to ensure timely project delivery.

Required Skills & Competencies

Hard Skills (Technical)

Data Visualization Tools: High proficiency in creating dashboards and reports with tools like Tableau, Power BI, or Google Data Studio.
Web Analytics Platforms: Deep expertise in Google Analytics and/or Adobe Analytics, including custom report generation and goal tracking.
Social Media Analytics: Experience with native platform analytics (Meta, X, LinkedIn) and third-party listening tools (e.g., Sprinklr, Brandwatch, Meltwater).
Advanced Excel/Sheets: Mastery of advanced functions, including pivot tables, VLOOKUP/INDEX-MATCH, complex formulas, and data modeling.
SQL: Strong ability to write queries to extract, join, and manipulate data from relational databases.
Syndicated Research Tools: Familiarity with media measurement platforms like Nielsen, Comscore, or Kantar Media.
Statistical Analysis: Solid understanding of statistical concepts and experience applying them to media measurement and A/B testing.
Ad Platforms: Working knowledge of digital advertising platforms such as Google Ads, Meta Ads Manager, and programmatic DSPs.
Tag Management: Basic understanding of tag management systems like Google Tag Manager (GTM) for tracking implementation.
Survey & Research Platforms: Experience with tools like Qualtrics or SurveyMonkey for conducting audience research.

Soft Skills

Analytical & Critical Thinking: An innate ability to dissect problems, see the big picture, and question data to uncover deeper truths.
Storytelling with Data: The talent to weave raw data into a compelling narrative that is both informative and persuasive.
Exceptional Communication: The ability to clearly articulate complex findings to both technical and non-technical audiences, both verbally and in writing.
Meticulous Attention to Detail: A commitment to accuracy and precision in data collection, analysis, and reporting.
Proactive Problem-Solving: A resourceful and curious mindset, always looking for better ways to answer questions and overcome analytical challenges.
Collaboration & Teamwork: A strong desire to partner with cross-functional teams and build productive working relationships.
Time Management & Organization: The capacity to manage multiple projects, prioritize tasks, and meet deadlines in a fast-paced environment.
Inherent Curiosity: A genuine passion for understanding consumer behavior and the evolving media landscape.
Adaptability: The flexibility to pivot strategies and analytical approaches as new data and business needs emerge.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree in a relevant field.

Preferred Education:

Master's Degree or advanced certifications in Data Analytics, Marketing Analytics, or a related discipline.

Relevant Fields of Study:

Marketing or Advertising
Communications or Media Studies
Statistics, Mathematics, or Economics
Business Administration or Business Analytics

Experience Requirements

Typical Experience Range:

2-5 years of direct experience in a media analysis, marketing analytics, or data analysis role.

Preferred:

Experience within a media agency or in-house marketing analytics team.
Proven track record of analyzing large-scale, multi-channel media campaigns.
Direct experience in a specific industry (e.g., CPG, Tech, Finance) that aligns with the organization's focus.