Salary data
Marketing Analyst Salary (May 2025 BLS Data)
The median annual pay for market research analysts and marketing specialists in the US is $78,760, according to the Bureau of Labor Statistics (May 2025); the top 10% earn more than $155,480. Marketing analysts are counted in the BLS occupation market research analysts and marketing specialists. This page shows its pay range and state medians, and which analyst skills tend to land toward the top.
Key takeaways
- The US Bureau of Labor Statistics counts marketing analysts in the market research analysts and marketing specialists group.
- That BLS group mixes analysts with channel specialists, so read the whole pay range rather than the median alone.
- Entry-level marketing analysts usually sit toward the bottom of the range, and senior analysts who shape budgets toward the top.
- SQL, a BI tool and experimentation skills tend to move a marketing analyst's pay up.
- Marketing analyst pay varies widely by state, mostly with cost of living and where employers are.
How much does a marketing analyst make?
The median annual pay for market research analysts and marketing specialists in the US is $78,760. The middle half earn between $58,350 and $108,310, and the top 10% earn more than $155,480. About 899,580 people work in this occupation.
Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025. Occupation 13-1161.
The pay range for market research analysts and marketing specialists
Read the range, not only the median. Half of everyone in the group earns between the 25th and 75th percentile.
| Pay level | Annual pay |
|---|---|
| Bottom 10% earn less than | $43,390 |
| 25th percentile | $58,350 |
| Median | $78,760 |
| 75th percentile | $108,310 |
| Top 10% earn more than | $155,480 |
| Mean (average) | $89,490 |
US, all industries. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025.
Which BLS figure covers marketing analyst roles?
Marketing analyst is close to a direct match: the BLS group is market research analysts and marketing specialists (13-1161). It mixes analysts with channel specialists, though, and analysts with strong technical skills often earn toward the upper part of it. The title also covers a wide range of work, from building weekly dashboards to measuring what campaigns actually caused.
What affects marketing analyst pay?
Level and scope move pay more than anything else. After that:
- Technical skills: SQL, Python and experience with experiments or marketing mix models usually pay more than spreadsheet reporting.
- Industry: software, finance and e-commerce pay more for analysts than most other sectors.
- Seniority: senior analysts and analytics leads often overlap with marketing manager pay.
- City: the state table below shows the spread.
Marketing analyst salary by state
The median for market research analysts and marketing specialists varies a lot by state, mostly with the cost of living and where the employers are. The table runs from highest to lowest.
| State | Median pay |
|---|---|
| Massachusetts | $101,810 |
| Delaware | $101,270 |
| New York | $98,580 |
| District of Columbia | $98,090 |
| Washington | $95,120 |
| California | $94,700 |
| Colorado | $93,050 |
| New Jersey | $88,190 |
| Minnesota | $87,510 |
| Rhode Island | $86,240 |
| Oregon | $79,150 |
| Illinois | $79,120 |
| North Carolina | $78,410 |
| Connecticut | $77,740 |
| Virginia | $76,980 |
| Maryland | $76,370 |
| Georgia | $75,850 |
| Florida | $75,450 |
| Vermont | $74,880 |
| Ohio | $72,790 |
| Texas | $72,520 |
| Maine | $71,980 |
| Arizona | $71,940 |
| Nevada | $71,840 |
| Kansas | $70,430 |
| Missouri | $70,140 |
| Tennessee | $69,790 |
| South Carolina | $69,440 |
| Pennsylvania | $68,760 |
| Montana | $68,080 |
| Michigan | $66,780 |
| Alaska | $66,710 |
| Iowa | $66,390 |
| Arkansas | $65,430 |
| Wisconsin | $64,800 |
| New Hampshire | $64,570 |
| Indiana | $63,700 |
| South Dakota | $63,490 |
| Utah | $62,630 |
| New Mexico | $61,950 |
| Oklahoma | $61,940 |
| North Dakota | $61,580 |
| Kentucky | $61,480 |
| Wyoming | $60,990 |
| Idaho | $60,970 |
| Nebraska | $60,000 |
| Louisiana | $59,690 |
| Alabama | $59,530 |
| Hawaii | $59,390 |
| Mississippi | $56,640 |
| West Virginia | $52,340 |
Highest first. States BLS doesn't publish a median for are left out. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025.
How to use this in a salary negotiation
Use the range to anchor, not to argue. Find where the role sits: an entry-level coordinator belongs near the 25th percentile, a senior lead running a team and budget near the 75th or above. Then check the posting, since a growing number of states require employers to publish a pay range. If the posting’s range and the BLS range disagree, the posting wins: it’s the budget for this job. The BLS figure is still useful when there’s no range at all, or when you’re asked for your number first. Bringing up pay can feel awkward, but a number backed by public data is a normal, professional thing to discuss, and hiring managers expect the conversation. Put it in your own words and your own tone, say it once, then give them room to respond. Our salary negotiation guide covers what to say and when. Before your first call, write down your number and where it sits in the range above, so it’s ready when the question comes.
FAQ
Do marketing analysts earn more than marketing specialists?
BLS counts them in the same group, so there’s no official split. Analysts with technical skills often sit in the upper part of the range.
Which skills raise a marketing analyst’s pay?
SQL, a scripting language such as Python, and experience measuring incrementality with tests or models. Those let you answer the question every marketing leader asks: what did the spend actually do?
Is marketing analytics a good career?
It’s a strong path into marketing leadership or data science, because it puts you close to where budget decisions are made.
How much does an entry-level marketing analyst make?
Entry-level marketing analysts usually earn toward the bottom of the range above, between the 10th and 25th percentiles for the group. Pay tends to climb as you add SQL, a BI tool and experimentation work, and as your analysis starts shaping budget decisions.
How much does a digital marketing analyst or marketing data analyst make?
BLS counts digital marketing analysts and marketing data analysts in the same market research analysts and marketing specialists group, so there’s no separate figure. Roles that lean on SQL, attribution and experiment design usually sit in the upper half of the range. If the job is mostly building data pipelines, it may be closer to a data analyst role outside marketing.
How much does a senior marketing analyst make?
There’s no separate BLS figure for senior analysts. They’re in the same group, usually toward the 75th percentile and above, because they own models, forecasts or a channel’s measurement rather than just reporting on it. The marketing analyst resume and interview questions show how to make that level clear.