Key Responsibilities and Required Skills for a Video Marketing Analyst

🎯 Role Definition

At the heart of our content strategy, the Video Marketing Analyst is the crucial link between creative video production and measurable business impact. This individual is a data-driven storyteller, responsible for dissecting video performance across all digital channels to unearth actionable insights. By analyzing what captivates, engages, and converts our audience, this role directly influences future content creation, optimizes our distribution strategies, and maximizes the return on our investment in video. This is not just about reporting numbers; it's about translating complex data into a clear narrative that guides our creative teams and shapes our brand's voice in the video landscape.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Coordinator
Social Media Specialist
Junior Data Analyst

Advancement To:

Senior Video Marketing Analyst
Marketing Analytics Manager
Content Strategy Manager

Lateral Moves:

Digital Marketing Strategist
SEO Manager

Core Responsibilities

Primary Functions

Analyze and interpret video performance data from a multitude of platforms, including YouTube, TikTok, Instagram, Facebook, and our native web properties, to evaluate success against established KPIs.
Develop, implement, and rigorously analyze A/B tests for video elements such as thumbnails, titles, descriptions, and calls-to-action to drive continuous performance improvement.
Create and maintain dynamic, insightful dashboards and recurring reports using data visualization tools (e.g., Tableau, Looker, Google Data Studio) to track key metrics and communicate trends to stakeholders.
Translate complex quantitative and qualitative data into compelling, actionable insights and strategic recommendations for the content production and marketing teams.
Conduct deep-dive competitive analysis to benchmark our video performance, identify content gaps, and stay ahead of emerging trends within our industry.
Own the video SEO strategy, managing metadata, tags, and descriptions to optimize for discoverability, search rankings, and platform algorithms.
Monitor viewer engagement patterns, including audience retention, watch time, and interaction rates, to provide concrete feedback for future video editing and storytelling.
Collaborate with the paid media team to measure the effectiveness of video ad campaigns, optimize targeting, and inform budget allocation for maximum ROI.
Develop audience segmentation frameworks to understand how different user groups interact with our video content and tailor strategies accordingly.
Build forecasting models to project the performance of upcoming video content and its potential impact on broader marketing goals like lead generation and brand lift.
Present data-driven findings and strategic recommendations in a clear and persuasive manner to diverse audiences, from creative teams to senior leadership.
Champion a culture of data-informed decision-making within the content team, ensuring that creative instincts are paired with analytical rigor.
Stay perpetually informed on platform algorithm changes (especially YouTube, Instagram, and TikTok) and proactively adjust our strategy to maintain and grow viewership.
Analyze viewer comments and social sentiment to gather qualitative insights that complement quantitative data, informing content tone and topics.
Define and manage a consistent tagging and tracking methodology for all video assets to ensure the highest level of data accuracy and integrity.

Secondary Functions

Support the wider marketing analytics team with ad-hoc data requests and exploratory analyses related to cross-channel campaigns.
Contribute to the development of business cases and success stories by providing the compelling data that demonstrates the value and impact of our video initiatives.
Assist in evaluating and recommending new analytics tools, platforms, and technologies that can enhance our video analysis capabilities.
Collaborate with the social media team to ensure video content is strategically integrated into the broader social content calendar and campaign narratives.
Participate in content brainstorming sessions, providing a data-backed perspective to help shape new ideas and formats.

Required Skills & Competencies

Hard Skills (Technical)

Deep proficiency in platform-native analytics tools, especially YouTube Analytics and Meta Business Suite.
Advanced experience with web analytics platforms, primarily Google Analytics 4 (GA4), for tracking on-site video performance and conversion.
Hands-on expertise with data visualization software such as Tableau, Looker, Power BI, or Google Data Studio.
Strong command of Microsoft Excel and/or Google Sheets, including pivot tables, advanced formulas, and data modeling.
Working knowledge of video SEO principles and familiarity with optimization tools like VidIQ or TubeBuddy.
Experience with social media listening and analytics tools (e.g., Sprout Social, Brandwatch) to gather audience sentiment.
Foundational understanding of SQL for querying databases is a significant advantage.

Soft Skills

Exceptional analytical and problem-solving skills, with a natural curiosity to dig deep into the "why" behind the numbers.
Outstanding communication and data storytelling abilities; able to translate complex data into a clear, compelling narrative for non-technical audiences.
Meticulous attention to detail and a commitment to data accuracy.
A highly collaborative spirit, with the ability to work effectively with creative, marketing, and technical teams.
Proactive and self-motivated, with a talent for managing multiple projects and deadlines in a fast-paced environment.
Strategic mindset with the ability to connect video performance metrics to overarching business objectives.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree or equivalent practical experience.

Preferred Education:

Bachelor’s or Master's degree in a quantitative or related field.

Relevant Fields of Study:

Marketing or Business Analytics
Statistics or Data Science
Economics
Communications

Experience Requirements

Typical Experience Range: 2-5 years of experience in a digital marketing, content analytics, or data analysis role.

Preferred: Direct experience focused on analyzing video or social media content performance for a brand or media company. A portfolio of past reports or dashboards demonstrating analytical capabilities is highly desirable.