JOB REPORT / 13-1161 · 49 TASKS

Market Research Analysts and Marketing Specialists.

Can AI do the work of Market Research Analysts and Marketing Specialists?

Mostly it works alongside you. Here is what shifts, task by task.

YOUR EXPERIENCE MATTERS

How does this fit your work?

How many tasks do you use AI to assist with at work?

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Starting pointOur estimate

The mark shows what’s typical for this job.

The parts of your job AI can already do most of:

Identify appropriate Key Performance Indicators (KPIs) and report key…
Assist in setting up or optimizing analytics tools…
Conduct market research analysis to identify search query trends…

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A guided certificate program in AI-assisted Market Research Analysts and Marketing Specialists work. It covers the 49 AI-affected parts of your job and ends in a capstone a person reviews.

WHAT WE LOOKED AT

Your job, task by task.

49 of 49 tasks reviewed

We went through all 49 core tasks in this job, one at a time.

Task by task, from the work Market Research Analysts and Marketing Specialists actually do. How we describe AI use in each task is our own read of it, not a measurement of whether AI can replace the job.

TASK 01
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
AI DOES
Pulls campaign data, builds dashboards, spots trends, and drafts metric summaries
YOU DO
Choose KPIs that fit the real business goal and explain what the numbers mean to stakeholders
TASK 02
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
AI DOES
Generates tracking code snippets, suggests event taxonomies, and audits analytics setups
YOU DO
Confirm business goals match what gets measured and validate data quality
TASK 03
Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.
AI DOES
Scrapes and summarizes trend data, competitor keywords, social topics, and news signals across multiple sources quickly
YOU DO
Judge which trends are worth chasing and build a strategy that fits your specific brand and goals
TASK 04
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
AI DOES
Pulls search data, generates reports, flags trends, and drafts performance summaries
YOU DO
Interpret what the data means for business goals and guide executive decisions
TASK 05
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
AI DOES
Pulls data from analytics platforms, spots trends, flags anomalies, and builds summary reports
YOU DO
Decide which metrics actually matter and turn insights into smart strategy calls
TASK 06
Monitor industry statistics and follow trends in trade literature.
AI DOES
Scans trade publications, flags key statistics, and summarizes emerging trends across large volumes of text
YOU DO
Judge which trends are truly relevant and turn insights into smart business decisions
TASK 07
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
AI DOES
Researches, compares, and summarizes marketing tools and software options
YOU DO
Weigh real team needs, vendor relationships, and budget trade-offs before committing
TASK 08
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
AI DOES
Analyzes test results, flags winning variants, and suggests optimization ideas from data
YOU DO
Design the experiments, set the goals, and judge which results actually matter for the business
TASK 09
Participate in the development or implementation of online marketing strategy.
AI DOES
Generates keyword ideas, drafts ad copy, summarizes performance data, and suggests audience targeting options
YOU DO
Set the strategic direction, weigh business priorities, and make judgment calls that fit the brand
TASK 10
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
AI DOES
Writes ad copy, suggests targeting options, summarizes campaign performance, and flags what's working
YOU DO
Set the strategy, build partner relationships, and judge which creative ideas fit the brand
TASK 11
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
AI DOES
Drafts specification templates, suggests pricing models, flags common security requirements, and summarizes e-commerce best practices
YOU DO
Connect specs to actual business strategy, negotiate with stakeholders, and make judgment calls on trade-offs
TASK 12
Execute or manage banner, video, or other non-text link ad campaigns.
AI DOES
Auto-bids, generates ad copy suggestions, flags underperforming placements, and predicts audience targeting
YOU DO
Judge creative quality, set brand direction, and build client trust
TASK 13
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
AI DOES
Generates layout drafts, suggests color schemes, and auto-builds wireframe elements
YOU DO
Judge what design actually fits the brand story and user intent
TASK 14
Measure and assess customer and employee satisfaction.
AI DOES
Scans survey responses, scores sentiment, and flags trends in satisfaction data
YOU DO
Design the right questions and turn insights into real decisions that matter to people
TASK 15
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
AI DOES
Researches and summarizes emerging platforms, pulls performance data, and drafts comparison reports
YOU DO
Apply client context and business judgment to decide what's worth testing
TASK 16
Develop and implement procedures for identifying advertising needs.
AI DOES
Drafts procedure frameworks, summarizes research, and flags data patterns about advertising gaps
YOU DO
Apply business judgment and build stakeholder buy-in for the final process
TASK 17
Assist in the evaluation or negotiation of contracts with vendors or online partners.
AI DOES
Summarizes contract terms, highlights unusual clauses, and generates comparison charts across vendor offers
YOU DO
Bring relationship context and make final calls on deal terms
TASK 18
Assist in the development of online transaction or security policies.
AI DOES
Drafts policy templates, summarizes regulations, and checks for missing clauses
YOU DO
Apply legal judgment and tailor policies to your specific business and risk tolerance
TASK 19
Propose online or multiple-sales-channel campaigns to marketing executives.
AI DOES
Drafts campaign frameworks, pulls competitor data, and suggests channel mixes based on goals
YOU DO
Read the room, tailor the pitch to each executive, and defend strategic tradeoffs with confidence
TASK 20
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
AI DOES
Drafts outreach emails, finds contact leads, and suggests anchor text
YOU DO
Build genuine relationships and negotiate placement deals personally
TASK 21
Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.
AI DOES
Scans new regulations, summarizes industry news, and flags relevant policy changes
YOU DO
Decide which changes actually affect your strategy and build real professional relationships
TASK 22
Execute and manage communications with digital journalists or bloggers.
AI DOES
Drafts outreach emails, finds journalist contact info, and suggests personalization ideas
YOU DO
Build genuine relationships and read the room on tone and timing
TASK 23
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
AI DOES
Drafts requirement documents, summarizes market research, and suggests feature ideas based on data patterns
YOU DO
Lead cross-team conversations and make trade-off decisions between design, engineering, and business goals
TASK 24
Execute or manage social media campaigns to inform search marketing tactics.
AI DOES
Drafts posts, summarizes campaign data, and flags keyword trends from social engagement
YOU DO
Decide which social insights actually change your search strategy and manage real relationships
TASK 25
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
AI DOES
Summarizes channel performance data, drafts strategy briefs, and flags conflicts between campaigns
YOU DO
Build trust across teams and make judgment calls when channel goals clash
TASK 26
Implement online customer service processes to ensure positive and consistent user experiences.
AI DOES
Drafts response templates, suggests chatbot scripts, and maps out process steps
YOU DO
Judge what customers truly need and lead people to carry out the plan
TASK 27
Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
AI DOES
Builds supporting data summaries, draft talking points, and presentation slides ahead of the meeting
YOU DO
Show up, read the room, and make your case in the moment
TASK 28SOURCE-BACKED TASK
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
AI DOES
Builds models and runs scenarios from your data
YOU DO
Set assumptions and interpret what drives results
About this analysis
67% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 29SOURCE-BACKED TASK
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
AI DOES
Pulls keyword data and combines multiple sources automatically
YOU DO
Interpret what users actually want
About this analysis
65% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 30
Direct trained survey interviewers.
AI DOES
Drafts interviewer guides, schedules shifts, and flags performance patterns in data
YOU DO
Coach interviewers in the moment and handle team conflicts
TASK 31SOURCE-BACKED TASK
Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
AI DOES
Generates survey templates and suggests data collection methods
YOU DO
Choose the right approach for your context
About this analysis
57% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 32SOURCE-BACKED TASK
Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.
AI DOES
Updates catalogs and suggests product groupings automatically
YOU DO
Know your customers and guide the strategy
About this analysis
55% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 33SOURCE-BACKED TASK
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
AI DOES
Generates code frameworks and common UI components
YOU DO
Design the user flow and solve edge cases
About this analysis
54% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 34SOURCE-BACKED TASK
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
AI DOES
Processes surveys and sales data into charts
YOU DO
Spot the story behind the numbers
About this analysis
43% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 35SOURCE-BACKED TASK
Forecast and track marketing and sales trends, analyzing collected data.
AI DOES
Processes data and generates trend predictions
YOU DO
Interpret what trends mean for strategy
About this analysis
43% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 36SOURCE-BACKED TASK
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
AI DOES
Generates meta tags, alt text, and keyword suggestions
YOU DO
Choose strategy and judge user intent
About this analysis
41% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 37SOURCE-BACKED TASK
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
AI DOES
Identifies listing opportunities and tracks placements automatically
YOU DO
Negotiate terms and build vendor relationships
About this analysis
41% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 38SOURCE-BACKED TASK
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
AI DOES
Analyzes site performance and suggests technical fixes
YOU DO
Prioritize changes and negotiate trade-offs
About this analysis
39% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 39SOURCE-BACKED TASK
Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
AI DOES
Scrapes competitor data and spots pricing patterns
YOU DO
Decide what the trends actually mean
About this analysis
38% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 40
Resolve product availability problems in collaboration with customer service staff.
AI DOES
Pulls inventory data, flags patterns in availability issues, and drafts summary reports
YOU DO
Build relationships with customer service staff and make real-time decisions across departments
TASK 41SOURCE-BACKED TASK
Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
AI DOES
Creates charts and drafts explanatory text from data
YOU DO
Shape the story and audience focus
About this analysis
33% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 42SOURCE-BACKED TASK
Seek and provide information to help companies determine their position in the marketplace.
AI DOES
Gathers market data and generates competitor analysis reports
YOU DO
Interpret what the data means for strategy
About this analysis
33% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 43SOURCE-BACKED TASK
Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.
AI DOES
Generates design mockups and ensures brand consistency
YOU DO
Shape the creative vision and guide collaboration
About this analysis
33% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 44SOURCE-BACKED TASK
Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
AI DOES
Processes survey data and finds patterns quickly
YOU DO
Design smart questions and interpret what matters
About this analysis
31% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 45SOURCE-BACKED TASK
Create content strategies for digital media.
AI DOES
Suggests topics, formats, and posting schedules
YOU DO
Choose what fits your brand and audience
About this analysis
31% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 46SOURCE-BACKED TASK
Measure the effectiveness of marketing, advertising, and communications programs and strategies.
AI DOES
Tracks metrics and generates performance reports
YOU DO
Interpret what the data means for strategy
About this analysis
30% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 47SOURCE-BACKED TASK
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
AI DOES
Tests variations and tracks conversion metrics automatically
YOU DO
Decide which insights drive real business value
About this analysis
27% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 48SOURCE-BACKED TASK
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
AI DOES
Suggests integration patterns and API connections
YOU DO
Choose the right approach for your context
About this analysis
12% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium
TASK 49SOURCE-BACKED TASK
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
AI DOES
Analyzes search patterns and suggests keyword placements
YOU DO
Choose strategy and interpret user intent
About this analysis
0% · Methodology: exposure-v1 · Analysis date: unavailable · Confidence: medium

START LEARNING AI

Practice AI.
Use your judgment.

There are 49 short lessons for this job, about 15 minutes each. Each one starts from a task above and teaches the part that stays with you.

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AT A GLANCE

Occupation: Market Research Analysts and Marketing Specialists
SOC code: 13-1161
Tasks reviewed: 49 of 49

How we assess

PAY & OUTLOOK

Compare pay by state

Median pay (national): $78,760 · BLS OEWS 2025
Median pay (Colorado): $93,050 · BLS OEWS 2025
Employed (national): 899,580
Employed in Colorado: 27,880
Job outlook: +6.7% by 2034 · ~87,200 openings/yr

Wages from the U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics. National figures cover the United States. Job outlook is national.

How does this fit your work?

Earn a certificate in your job

Your job, task by task.

Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.

Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.

Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.

Manage tracking and reporting of search-related activities and provide analyses to marketing executives.

Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.

Monitor industry statistics and follow trends in trade literature.

Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.

Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.

Participate in the development or implementation of online marketing strategy.

Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.

Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.

Execute or manage banner, video, or other non-text link ad campaigns.

Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.

Measure and assess customer and employee satisfaction.

Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.

Develop and implement procedures for identifying advertising needs.

Assist in the evaluation or negotiation of contracts with vendors or online partners.

Assist in the development of online transaction or security policies.

Propose online or multiple-sales-channel campaigns to marketing executives.

Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.

Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.

Execute and manage communications with digital journalists or bloggers.

Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.

Execute or manage social media campaigns to inform search marketing tactics.

Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.

Implement online customer service processes to ensure positive and consistent user experiences.

Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.

Conduct financial modeling for online marketing programs or Web site revenue forecasting.

Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.

Direct trained survey interviewers.

Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.

Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.

Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).

Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.

Forecast and track marketing and sales trends, analyzing collected data.

Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.

Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.

Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.

Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.

Resolve product availability problems in collaboration with customer service staff.

Prepare reports of findings, illustrating data graphically and translating complex findings into written text.

Seek and provide information to help companies determine their position in the marketplace.

Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.

Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.

Create content strategies for digital media.

Measure the effectiveness of marketing, advertising, and communications programs and strategies.

Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).

Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.

Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.

Practice AI.Use your judgment.

Practice AI.
Use your judgment.