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.

The Work

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 programs 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.

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.

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 & Development

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.

FET Centre Traineeship: Business Admin, customer service, Digital Media NFQ level 5 Search FET Courses

FET PLC Courses: Travel & Tourism, Sales, Business & Customer care, Digital media & Marketing NFQ Level 5-6 
Search FET PLC Courses

Apprenticeship: Sales & Recruitment Apprenticeships NFQ level 6 Search Apprenticeship programs

Higher Education CAO Entry: Marketing, Data analysis, Hospitality management, Travel & Tourism, Sales, Business & Customer care Search CAO courses

Professional Development 

Postgraduate Study Options: Digital Media, Marketing, and  Data Analytics NFQ level 9

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 & knowlegge of Analytics & Insights may be applied in our Careers Section Search Career Sectors

Analytics Institute Professional organisations may offer training or promote training providers. 

Last Updated: April, 2023

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

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

Despite a strong employment growth rate for this occupation, employment levels fell between 2021 and 2022. Employment is spread across a number of roles including marketing associate professionals, buyers & procurement officers, conference/expo managers and estate agents. Employment permits issued in 2022 were primarily for roles in the ICT sector such as digital marketing and accounts managers with language skills required for some.

The Recruitment Agency Survey highlighted issues in sourcing candidates for procurement roles. The number of job adverts for this role grew in 2022, driven by increases for buyers/procurement officers and conference organisers etc. In addition, procurement/tendering documentation skills were not confined to this occupation, but were also in demand outside of sales roles, albeit in small numbers.

• Analytics Institute

  • 01 5136076
  • [email protected]
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• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
  • [email protected]
  • Click Here

• The Digital Marketing Institute

  • Online
  • (01) 531 1200
  • [email protected]
  • Click Here

• Fáilte Ireland

  • Amiens Street, Dublin 1
  • (01) 884 7700
  • [email protected]
  • Click Here

• Irish Hotels Federation

  • 13 Northbrook Road, Dublin 6
  • 01 497 6459
  • [email protected]
  • Click Here