In 2019, I wrote an article for Forbes titled How To Overcome Common Mistakes In The World Of Big Data. At the time, thorough analysis of marketing data, and letting it drive decision-making, was still seen as a competitive advantage and something forward-thinking businesses did. “Big data” was the latest buzzword and businesses began collecting mass amounts of information but often didn’t know how to leverage it to improve results. Fast forward to 2024, and strategic marketing analysis is no longer a nice-to-have; it’s a requirement.

The world of marketing analytics has evolved dramatically since my article was published. As highlighted in a recent post by Greg Kihlstrom at MarTech, we are now witnessing the rise of the strategic marketing analysts, professionals who do far more than just report performance metrics. These marketers are shaping growth strategies, guiding multi-channel campaigns, and using predictive applications to anticipate consumer behaviour before it happens.

In this post, I’ll explore how the role of the marketing analyst has shifted in the age of AI, why businesses need to adapt, and how partnering with agencies like PureContent is the smartest move you can make.

From Simple Reporting to Strategic Direction

Historically, marketers have been asked to explain what happened in the previous month or quarter. “What was the ROI of our ad spend?” “How many conversions did our latest campaign generate?” While these questions are still crucial, today’s analysts are also being asked a new set of questions:

• “What will our customers be buying next quarter?”
• “Where should we invest our maketing budget to maximise long-term growth?”
• “How can we use AI tools to enhance performance across our campaigns?”

Thanks to recent advancements in artificial intelligence and machine learning, marketers now have access to tools which allow them to predict rather than just report. The marketer’s role is no longer to look in the rearview mirror, it’s to help steer the ship forward.

AI is Changing the Game, But People Still Lead the Way

Let’s be clear: AI is not replacing marketing professionals. It’s making us more powerful.

AI can automate time-consuming tasks like data collection, trend identification, and even content generation. But it still takes a trained human mind to interpret those insights in the context of business goals, brand identity, and customer nuance.

This is where a skilled agency like PureContent comes into play. Our teams leverage AI not just to do things faster, but to do them smarter. We combine machine-driven insights with human expertise to craft strategies that drive measurable business results.

The Rise of the Omnichannel Analyst

One of the biggest shifts in the marketing world is the need for omnichannel experience management. Consumers interact with your brand across dozens of touchpoints, from Google search to TikTok to email newsletters.

Today’s strategic marketing analyst doesn’t just look at one channel in isolation. They take a holistic view to ensure:

• Channel synergy: Paid search supports SEO. Social reinforces email. All channels are interconnected.
• Unified reporting: No more siloed dashboards but clear, actionable insights.
• Attribution clarity: Knowing where each lead actually came from, not just where it converted.

At PureContent, we’ve invested heavily in cross-channel tracking and attribution tools so we can help our clients make informed decisions across the entire customer journey.

Why In-House Teams Are Turning to Agencies

As analytics becomes more strategic, in-house marketing teams are facing a difficult choice: invest heavily in building an internal analytics function, or partner with an agency which already has this developed.

For most businesses, especially in competitive spaces like healthcare, finance, and B2B services, the smart money is on partnership. Agencies like PureContent bring a few key advantages:

• Speed: We’ve already built the tools, teams, and processes to act on data quickly.
• Experience: With 17+ years in the industry, we’ve seen what works, and what doesn’t, across multiple sectors.
• Scalability: Whether you need SEO insights, social analytics, or paid media reporting, we have specialists at the ready.

Let’s Shape the Future of Your Marketing

The rise of the strategic marketing analyst isn’t a shift in job title, it’s a shift in mindset. Businesses that embrace analytics as a growth driver, not just a reporting tool, are the ones that will lead in the years to come.

If your team is looking to gain clarity, confidence, and competitive edge in a fast-moving market, we’d love to help.

Get in touch with us today to schedule a free strategy call and let’s explore how strategic marketing data analysis can unlock better results and a higher ROI.