The past few years took marketing analysts from nice-to-haves to must-haves. How else are you going to navigate the privacy-first web?

Modern marketing teams can’t measure performance the way they did in the golden age of paid digital. Back then, you could build a seven-figure business on drop-shipping and Facebook Ads.

Thanks to a mix of iOS changes and the rapidly approaching sunset of third-party cookies, it’s getting harder and harder to track consumer behavior online and target users with relevant ads — and to track digital marketing campaign performance. 

That’s disrupting business as usual on marketing channels from paid social to email. 

Social media platforms’ native analytics dashboards? Not robust enough to optimize an ad or campaign for conversions — let alone build a business on. 

Email analytics, too, have taken recent hits. Thanks to iOS 15, open rates are shrouded in uncertainty. 

The quantitative insights most native advertiser dashboards offered out of the box in 2020, now require in-house, custom business intelligence solutions. 

Most marketers don’t have the skills — or the bandwidth — to build in-house marketing data management solutions in a rapidly-changing, privacy-first environment.

This is why so many companies are turning to marketing analysts to track their marketing teams’ performance.