Has anyone in this bowl made the switch from Digital Media Buying to Data Analytics? How did the progression go?

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I did... about 7 years ago.

Back then it was easier. There was less demands on technical know-how. Good excel skills was mandatory, some knowledge of statistical tests like test of proportions and chi square.

These days, you need to know some SQL and some knowledge of python or R to really get into media analytics. The good news is, talent is thin so it isn't rare to hear FAANG recruiting from agency media analytics department (at least for my agency). Compensation for the analytics department is also higher than other departments in agencies.

It is very challenging to keep learning, but you have to or be outdated.

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Would JavaScript knowledge be useful at all?

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