What’s the best path to really learn and grow your junior career in marketing analytics? CPG/FMCG, agency, tech, startup, marketing research? Just go back to school?

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Culture wise. Agencies and vendors are more relaxed but a lot of work. Advertiser is more politics and slower (just perspectives from former advertiser side employees, I never worked advertiser side, not yet)

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@SM1 what do you mean by products/categories?

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It’s less about where you work, and more about the people you can learn from. Data is data regardless of industry

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Where are you at right now? Agency/Vendor/Advertiser?

What do you want to do because “analytics” means different things to different people. More quant/stats heavy, technical or business/client interface? Usually it’s a mix of three but managers will assign things in by those three categories but it varies by location.

Tip: ask managers what and how they are doing things for the CPG account they are running. Usually they will tell you what areas the role will be exposed to. Make sure you also understand the core concept of the “analytics” team

Advertiser

@SM1 - I'm not OP, but what do you mean by "vary by location"?

And no one has defined my role ... which is partially my problem. But I enjoy working with brand marketing to make decisions - so stat and modeling heavy. I also project manage (I don’t not like this part) an outside vendor and IT team to automate and ETL new data sources in visualizing tool

@M1 I think S1 means whether you’re in the CPG/FMCG, agency, tech, startup, or research space

Sorry. Meant to say teams. Agencies usually build “analytics” teams by specialty. The high level buckets are usually the “very technical” vs the “not so technical but still expect a certain baseline of knowledge”. (I have worked with people who do not know how to create a pivot table in excel).

@OP. Correct. If you’re already at an advertiser (hope it’s a giant), I would advise moving to different areas of analytics rather than going agency/vendor side. Well before i go further, what exactly do you want?

Oh it’s huge. I really enjoy working to support brand teams and I worked with a big retail client back at a digital agency as well leveraging data to make decisions. So I guess what I want is to advance my skills in using data to make brand business decisions.

What type of products/categories ?

What you described IS the basis of analytics. It is still pretty high level. Every analytics team is trying to do something with data to help brands. It’s a matter of what tools do you want to use or learn to use to answer questions and/or fulfill goals. No tool is wrong but they each do it differently and have it’s own strengths and limitations.

Alcohol, Candy, Soft Drinks, Hair Care, Skin Care, Shave Care, Family Care, OTC, etc

Ah I’m in beverages. Would love to go into beauty but I think beverages is interesting especially more premium beverage brands

I think Beverages is more long term outlooks (really just market shares and sales) Beauty is a faster and more frequent category in terms of media activity, which can easily be a nightmare. Beauty is pretty Print heavy. Some clients are infamous for being a pain to work with (but in their own right). I honestly think its agency leadership doing poorly in management and not securing the right budgets for the work scoped out or agreed on.

Find a good mentor and never leave their side until it’s absolutely time.

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