What marketing analytics skills are expected from graduates?
Graduates are generally expected to collect, clean and analyse marketing data; use metrics, segmentation, customer insights, forecasting and campaign or A/B-test evaluation; and communicate findings through reports or dashboards. Depending on the course, they may also develop skills in Excel, SQL, Python or R, web and social analytics, CRM data, data visualisation, and responsible handling of privacy and data quality.
Key points
- Useful skills include interpreting performance indicators, identifying trends, and translating analysis into marketing recommendations.
- Technical expectations may include spreadsheets, databases, statistical methods, visualisation tools, and analytics platforms.
- Employers and courses may also value clear communication, critical thinking, teamwork, and awareness of ethical data use.
Things to check
- The balance between technical, statistical, and strategic content varies by university, programme, and level, so check the course modules and graduate skills information.