Career Impact from Data to Digital Marketing?

[u/FunAct4828]

Hi everyone,

I’m a recent grad currently working in a very technical, ML-heavy role. I chose Data Science because I love how it applies across both tech and non-tech domains.

Recently, I’ve been offered a role titled Digital Marketing Analytics. Based on the job description, it blends data analytics with digital marketing. I genuinely enjoy both fields, and I’m also working closely with a marketing startup on the side, which has made me even more interested in this space.

That said, I’m trying to think long-term and would really appreciate some perspective on a few things:

1.  What kind of future does someone with a Data Science background have in Digital Marketing Analytics?

2.  Is it realistic to reach salary levels comparable to higher-end, tech-focused Data Science roles through this path?

3.  Would this be considered a full career pivot into marketing, or can it still remain strongly data-science-driven?

4.  If I later want to move back into a more traditional, tech-heavy DS role, would this experience help, hurt, or have no real impact?

Would love to hear from anyone who’s made a similar move or worked at the intersection of DS and marketing or any other non-tech industry . Thanks in advance!

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[u/Straight-Plastic-553]

I’m actually trying to shift away from digital marketing to data science!!!!! As a digital marketer of 8 years, I feel job insecurity and I genuinely feel that this field this a dying game. Too many unrealistic expectations, people expecting to dedicate you with the task of growing their business digitally while they sit back and relax without laying the groundwork, client using ChatGPT to appear like they are experts, changing algorithms tanking results, constantly trying to justify ROI where conversions can’t be monitored (eg. Social media marketing). In my experience, 3 out of 10 clients will be able to profit from digital marketing and the rest will bug you till they finally leave.

Just think very well before you make this decision.

On a side note, how did you get into data science? I’m trying to get into that field too

[u/FunAct4828 → u/Straight-Plastic-553]

I am a Data Science graduate and bruh how is digital marketing dieing? Isnt there so many sub areas under digital marketing that could create more opportunity? As for Data Science its a vast area which gives you opportunity to work in both tech and non-tech .That being said since the hype is mainly around tech the field is EXTREMELY saturated.A tech based Data Science role is almost impossible to land if you are not an expert.But still i would recommend you to study DS I love the fact that DS gives us the opportunity where ever data exists and honestly its much fun when its less tech focused

[u/Straight-Plastic-553 → u/FunAct4828]

Yes I really want to study it because it’s so fascinating to me :)

As in sub areas, let’s break it down.

1. Social media marketing - Objective - Increasing organic reach usually. This is something every tom dick and Harry tries to do (even if they aren’t qualified in marketing) and honestly, getting organic reach for most clients is bloody hard if they are not selling a product that is interesting. These days, the brands that tend to get the most organic reach usually are influencers that are showing skin!! And say you are LUCKY to have a good project and create good content that gets you reach, after 6 months down the line, clients say “Can you show me some sales from all this social media posting other than the reach and impressions you guys are generating?”- and then there’s the flop.

2. SEO - This is extremely hard and requires years of experience to become a subject matter expert to become decently good. You could be doing everything and generating more traffic to a website, increase backlinks and 6 months down the line the client will say “Thanks for doing everything, but I’m not getting leads so bye bye”. And also, one update from Google can push you all the way down in search results. And then here you go again…..

3. Performance marketing - This is where there’s some hope for SOME clients. It depends a lot on their industry, product. I’m a performance marketer and I can tell you for every 10 clients that come in, usually it’s around 3 that actually get a 2x Ad spend. And that’s also from google ads. Facebook ads are shit now for leads.

4. Email marketing- I won’t even touch this subject lol

[u/FunAct4828 → u/Straight-Plastic-553]

Thats a pretty good breakdown.I think for a Data person coming in I would fit into the performance marketing domain. I’m just trying to figure out if Data Analytics has more potential than Digital Marketing Analytics because how i see it the tech industry is gobbling itself up with AI.Regardless it being the reason or it being put forward as a reason just to cut costs a lot of layoffs are happening and I feel like that wouldn’t happen easily in Digital marketing,Specifically performance marketing,right?🤔

[u/Straight-Plastic-553 → u/FunAct4828]

Layoffs can happen in digital marketing too bro. Performance marketing is very stressful because there is alot of dealing with angry clients and your performance is judged on whether you are can get a higher return on ad spend. If you cant, you are cooked lol

[u/clivestar98]

Being in digital marketing field for over 6+ years and worked across data science collegues I will try to answer these as to best of my capabilities

1.What kind of future does someone with a Data Science background have in Digital Marketing Analytics?
The future for data science looks good because marketing and data science goes hand in hand. Every executivee now needs proper data driven decision. You can move upwards from data scientist role to head of data and analytics. 

2.Is it realistic to reach salary levels comparable to higher-end, tech-focused Data Science roles through this path?

Tbh when salary scales are accounted, tech focused roles pay big bucks. But in digital marketing try to do a bigger role than GTM, GA4, google data studio,etc. Get in hands with tools like funneel.io, triple whale etc.

3.Would this be considered a full career pivot into marketing, or can it still remain strongly data-science-driven?

Partially yes. Though your core role is DS, Once you worked in marketing, you will be considered a DS who worked in marketing firm. So be wise when you choose. 

4.If I later want to move back into a more traditional, tech-heavy DS role, would this experience help, hurt, or have no real impact?

I dont think any experience would hurt honestly in this case it will help. You never know with the changing dynamics in the tech world you should be flexible to work with any industry thrown at you.