Work Environment
This occupation is typically found in the following Career Sector(s):
Videos on the Web
- Marketing Insight Analyst- from: Youtube Search
Most commonly reported Work Activities
- Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
- Analysing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
- Processing Information Compiling, coding, categorising, calculating, tabulating, auditing, or verifying information or data.
- Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
- Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
- Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Working Life
As a marketing insight analyst your job is to study information to help your employer or client make decisions about their marketing strategies. Other titles you may see for this occupation include: insight analyst, market insight analyst, marketing data analyst, market data analyst.
You can work for a consultancy firm who sell reports to client companies. In such a firm, your day will involve dealing with client queries, pulling together results from analysis and preparing reports.
You can also work within a marketing team in a business, where you report to the marketing manager and you may also work alongside IT and Sales teams.
Some of the key aspects of your work can include customer data interrogation, Customer Relations Management (CRM) and reporting. In practical terms, your work will help the business decide what markets to launch a product in, or what price to charge for something for example. Your work will also contribute to the strategic vision of the business.
You need to be able to analyse both quantitative and qualitative data and present the findings in both written reports and in verbal presentations to the management team.
Every member of staff who deals with customers’ 'personal data', such as names and addresses, or who process payment card transactions, need to have some knowledge of the General Data Protection Regulations (GDPR). It is the responsibility of the employer to give job-specific information on GDPR in their organisation. You can read more about data protection in the workplace here.
Most commonly reported Work Tasks
- Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- Collect and analyse data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
- Measure and assess customer and employee satisfaction.
- Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
- Measure the effectiveness of marketing, advertising, and communications programmes and strategies.
- Seek and provide information to help companies determine their position in the marketplace.
- Forecast and track marketing and sales trends, analysing collected data.
- Gather data on competitors and analyse their prices, sales, and method of marketing and distribution.
- Monitor industry statistics and follow trends in trade literature.
Qualities - Marketing Insight Analyst
To be a successful marketing insight analyst, you need ambition and business acumen. You need very strong analytical skills. Statistical and maths skills are key, but you also need to have the ability to translate findings into real world results.
You need to be able to identify key information, and then piece together different bits of information as you go. This makes curiosity and an investigative personality essential.
Interests - Marketing Insight Analyst
This occupation is typically suited for people with the following Career Interests:
Investigative
The Investigative person will usually find a particular area of science to be of interest. They are inclined toward intellectual and analytical activities and enjoy observation and theory. They may prefer thought to action, and enjoy the challenge of solving problems with sophiscticated technology. These types prefer mentally stimulating environments and often pay close attention to developments in their chosen field.
Enterprising
Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.
Administrative
Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.
They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.
Entry / Progression - Marketing Insight Analyst
Marketing insight analysts typically have a third level degree. There are many undergraduate subjects that can be considered relevant, including maths, business and marketing, or even social science and arts.
Experience of working in a similar role in any industry will give you an advantage, especially if you can demonstrate to an employer that you have the ability to analyse and interpret information in an effective way.
Training can also help you progress in your career and is sometimes offered by employers. There are also both undergraduate and postgraduate courses in business and hospitality which can support your as you progress.
Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research.
Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.
Example search terms include: business admin, customer service, digital media.
Search for FET Courses
PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.
Example search terms include: travel, tourism, sales, business, customer care, digital media, marketing.
Search for PLC Courses
Apprenticeships:
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.
Examples: Sales, Recruitment.
Search for Apprenticeships
Higher Education CAO (Undergraduate)
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.
Example search terms include: marketing, data analysis, hospitality management, travel, tourism, sales, business, customer care.
Search for CAO Courses
Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).
Example search terms include: digital media, marketing, data analytics.
Search for Postgraduate Courses
Springboard Conversion courses: ICT, digital media, analytics NFQ Levels 7-9 Search Springboard courses
As you progress through your career, you can specialise in a particular sector or industry. You can explore where your skills & knowledge of Analytics & Insights may be applied in our careers section Search Career Sectors
Professional Development
Professional development (CPD) courses are specialised training, formal education, or advanced professional learning that improves skills, professional knowledge, competency, and overall effectiveness in the professional world.
Analytics Institute professional organisations may offer training or promote training providers.
Check the Useful Contacts tab on this page to see if there are any professional bodies listed who may provide training related to this career.
Pay & Salary - Marketing Insight Analyst
Salary Range (thousands per year)* €35k - €70k
Salaries can vary depending on location, employer, experience, and duties.
Data Source(s):
Brightwater / Prosperity.ie/ CPL / Morgan McKinley/ Sigmar/ Azon/ Collins McNicholas/ Lincoln
Last Updated: July, 2024
Labour Market Updates - Marketing Insight Analyst
Note: The following information relates to occupations that include: Buyers and procurement officers, Marketing associate professionals, Estate agents and auctioneers, Conference and exhibition managers and organisers, Property, housing and estate managers.
This information has been derived from the Solas National Skills Bulletin (2024).
Employment growth was above average for this occupation, having grown steadily between 2018 and 2021; employment levels have declined annually since (and by 3,000 in 2023). Online job adverts (Eurostat/CEDEFOP) were mainly for buyers and procurement officers. Approximately half of the new employment permits issued in 2023 were for the ICT sector (although the share in employment in this sector was small); roles included marketing executives, procurement and supply chain roles and account managers/strategists.
Difficult-to-fill vacancies in the Recruitment Agency Survey related to procurement and supply chain roles. Skills identified in the Spotlight on Skills data included bid preparation, procurement, and tender writing skills.
Useful Contacts - Marketing Insight Analyst
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The Digital Marketing Institute
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Fáilte Ireland
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Irish Hotels Federation
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Analytics Institute
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Marketing Institute of Ireland (MII)
- Marketing House, South County Business Park, Leopardstown, Dublin 18
- (01) 295 2355
- [email protected]
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