Skill trends based on publicly-available nationwide job advertisement data.
Business Development involves identifying business opportunities, building partnerships, and creating long-term value for an organization through strategic planning and relationship building.
Market Research Analysts / Marketing Specialists use business development to interpret market signals, identify promising segments, and support outreach that aligns with demand. They help translate research findings into positioning, partnership ideas, and campaign directions that improve market access.
At Level 1 Proficiency, workers can recognize basic business opportunities from market information and share them clearly with teammates. They can support simple outreach efforts, track contact details, and help prepare materials that introduce products or services to potential customers or partners.
At Level 2 Proficiency, workers can evaluate prospects more confidently, compare opportunities, and adjust messages to fit different audiences. They can coordinate follow-up activities, contribute to partnership discussions, and use market feedback to refine how offerings are presented and promoted.
At Level 3 Proficiency, workers can independently apply business development practices to support sustained market growth and stronger external relationships. They can guide opportunity prioritization, shape outreach approaches, and align research insights with practical actions that advance the role's commercial objectives.
Skill trends based on publicly-available nationwide job advertisement data.
Communication is the ability to convey information clearly and effectively to others, both verbally and in writing. It involves listening, speaking, and empathizing with others to ensure messages are accurately transmitted and understood.
Market Research Analysts / Marketing Specialists use communication to gather input from stakeholders, explain research findings, and align teams on campaign goals. They also translate audience insights into clear messages that support decisions and marketing actions.
At Level 1 Proficiency, workers can share routine updates, ask straightforward questions, and relay basic information accurately to teammates or supervisors. They can follow simple instructions, respond politely, and communicate clearly in familiar situations with limited complexity.
At Level 2 Proficiency, workers can explain findings, summarize feedback, and adjust their message for different audiences such as colleagues, clients, or managers. They can participate in discussions, clarify misunderstandings, and communicate with enough confidence to support day-to-day project work.
At Level 3 Proficiency, workers can communicate complex research insights and marketing recommendations in a clear, organized way that supports informed decisions. They can tailor messages to varied audiences, handle questions effectively, and maintain reliable communication across projects and stakeholders.
Skill trends based on publicly-available nationwide job advertisement data.
Customer Relationship Management (CRM) involves managing interactions and relationships with customers throughout the customer lifecycle to improve business relationships, drive sales growth, and enhance customer satisfaction.
Market Research Analysts / Marketing Specialists use Customer Relationship Management to keep customer contact information, interaction history, and campaign responses organized. This supports targeted outreach, coordinated follow-up, and a clearer understanding of customer preferences and engagement patterns.
At Level 1 Proficiency, workers can record customer details, update basic interaction notes, and follow simple communication routines. They use Customer Relationship Management to keep information organized and ensure messages or requests are passed along accurately.
At Level 2 Proficiency, workers can manage customer records consistently, segment contacts for routine outreach, and track responses across multiple touchpoints. They use Customer Relationship Management to support follow-up actions, maintain continuity, and adjust communication based on observed customer behavior.
At Level 3 Proficiency, workers can apply Customer Relationship Management reliably across campaigns, coordinating customer information, follow-up timing, and relationship history with minimal oversight. They use it to sustain engagement, resolve issues smoothly, and keep marketing and research interactions aligned with customer needs.
Skill trends based on publicly-available nationwide job advertisement data.
Data analysis involves collecting, processing, and analyzing data to extract insights, identify trends, and make informed decisions.
Market Research Analysts / Marketing Specialists use data analysis to review survey results, customer feedback, and campaign performance. They compare findings across segments and time periods to identify audience needs, measure response, and refine marketing actions.
At Level 1 Proficiency, workers can sort basic data, identify simple trends, and summarize results in clear language. They follow established procedures to prepare information for review and can spot obvious inconsistencies or missing entries in routine datasets.
At Level 2 Proficiency, workers can examine multiple data sources, compare results across groups, and explain what the patterns suggest for marketing decisions. They work with moderate independence, selecting relevant information and presenting findings in a way that supports practical action.
At Level 3 Proficiency, workers can consistently apply data analysis to evaluate market information, interpret changing trends, and support decisions with well-organized evidence. They handle complex datasets confidently, connect findings to business goals, and communicate insights clearly to guide marketing strategy.
Skill trends based on publicly-available nationwide job advertisement data.
Digital Marketing refers to the use of online channels, content, and messaging to reach audiences, promote offerings, and encourage engagement. It combines planning, audience targeting, and campaign coordination across digital platforms to support visibility, interest, and response.
Market Research Analysts / Marketing Specialists use digital marketing to share insights, shape outreach, and support campaign decisions. They align messages with audience needs, monitor response patterns, and help ensure promotional efforts match market conditions and business goals.
At Level 1 Proficiency, workers can support basic digital marketing tasks such as preparing content for online channels and following established campaign instructions. They can help maintain consistent messaging and assist with routine updates while working under close guidance.
At Level 2 Proficiency, workers can manage standard digital marketing activities with moderate independence, including adapting content for different audiences and coordinating routine campaign steps. They can apply platform practices consistently and adjust messaging based on feedback from supervisors or campaign results.
At Level 3 Proficiency, workers can independently apply digital marketing practices to plan, execute, and refine campaigns that support research and marketing objectives. They can coordinate messaging across channels, maintain consistency with audience needs, and respond reliably to changing priorities.
Skill trends based on publicly-available nationwide job advertisement data.
Email Marketing refers to the ability to create, send, and manage targeted email messages that inform, persuade, or retain audiences. It includes planning content, timing, and audience segmentation so messages reach the right people with a clear purpose.
Market Research Analysts / Marketing Specialists use email marketing to share research findings, promote campaigns, and maintain contact with prospects or customers. They also tailor messages to audience needs and support engagement across different stages of the marketing process.
At Level 1 Proficiency, workers can prepare basic email messages, follow templates, and send communications to defined contact lists. They can also check that subject lines, links, and recipient details are correct before distribution.
At Level 2 Proficiency, workers can adapt email content for different audience groups and coordinate messages with campaign goals. They can also manage routine scheduling, review responses, and make practical adjustments to improve clarity and engagement.
At Level 3 Proficiency, workers can independently plan and execute email marketing activities that align with broader role objectives and audience expectations. They can manage message consistency, refine targeting choices, and ensure emails support ongoing research and marketing efforts reliably.
Skill trends based on publicly-available nationwide job advertisement data.
Forecasting involves using historical data and trends to make informed predictions or estimates about future events or outcomes.
Market Research Analysts / Marketing Specialists use forecasting to estimate how audiences, sales interest, or response rates may change over time. They apply those expectations to shape research priorities, timing, messaging, and resource allocation for marketing activities.
At Level 1 Proficiency, workers can use basic forecasting inputs to identify simple trends and make straightforward short-term expectations. They can describe likely changes in demand or audience behavior using clear evidence from recent observations and established patterns.
At Level 2 Proficiency, workers can combine several sources of market information to build more dependable forecasts for campaigns or research projects. They can compare scenarios, recognize seasonal shifts, and adjust expectations when new customer or competitor signals appear.
At Level 3 Proficiency, workers can apply forecasting consistently to support marketing plans, research schedules, and audience targeting decisions. They can refine expectations as conditions change, explain the reasoning behind projections, and use forecasts to guide coordinated action across tasks.
Skill trends based on publicly-available nationwide job advertisement data.
Key Performance Indicators (KPIs) refers to the ability to define, monitor, and interpret the measures that show whether objectives are being met. It helps managers focus attention on results, compare performance over time, and communicate progress clearly to stakeholders.
Market Research Analysts / Marketing Specialists use key performance indicators (KPIs) to track campaign results, audience response, and progress toward business objectives. They rely on these measures to judge what is working, what needs adjustment, and how findings should be communicated.
At Level 1 Proficiency, workers can recognize common KPIs used in reports and understand what each one indicates about performance. They can follow established tracking methods and record results accurately for review by others.
At Level 2 Proficiency, workers can select relevant KPIs for a task and use them to monitor ongoing marketing or research activities. They can compare results across periods or segments and explain basic patterns to support routine decisions.
At Level 3 Proficiency, workers can apply KPIs consistently to evaluate multiple efforts and determine whether objectives are being met. They can interpret KPI trends in context, prioritize the most meaningful measures, and use them to guide dependable action in the role.
Skill trends based on publicly-available nationwide job advertisement data.
Lead Generation is the process of identifying and cultivating potential customers for a business's products or services through various marketing and sales tactics.
Market Research Analysts / Marketing Specialists use lead generation to build prospect lists, support campaign outreach, and identify audiences likely to respond. They connect market insights with practical targeting so marketing efforts reach relevant potential buyers.
At Level 1 Proficiency, workers can follow basic lead generation procedures to collect names, contact details, and simple prospect information from approved sources. They can organize leads into lists and pass them along for further review or outreach.
At Level 2 Proficiency, workers can use lead generation methods to identify more relevant prospects and tailor outreach lists to specific campaign goals. They can compare basic source quality, refine contact selection, and support follow-up efforts with greater consistency.
At Level 3 Proficiency, workers can reliably manage lead generation activities across campaigns, selecting strong prospect sources and aligning them with audience needs. They can maintain organized lead pipelines, support timely follow-up, and adapt methods to changing market priorities.
Skill trends based on publicly-available nationwide job advertisement data.
Marketing Analytics refers to the ability to collect, interpret, and apply marketing data to understand audience behavior, campaign performance, and market trends. It supports clearer decisions about messaging, channel selection, and resource use.
Market Research Analysts / Marketing Specialists use marketing analytics to evaluate campaign results, compare audience responses, and identify patterns that inform strategy. They also use it to refine targeting, adjust promotions, and communicate findings that support marketing decisions.
At Level 1 Proficiency, workers can review basic marketing reports, recognize simple trends, and identify which campaigns or channels performed better. They can use standard metrics to describe results and share straightforward observations with the team.
At Level 2 Proficiency, workers can interpret multiple marketing data sources, compare performance across segments, and explain what the results suggest for ongoing campaigns. They can connect findings to practical adjustments in messaging, timing, or channel emphasis.
At Level 3 Proficiency, workers can consistently apply marketing analytics to evaluate complex campaign outcomes, spot meaningful patterns, and recommend well-supported actions. They can translate results into clear guidance that improves targeting, planning, and overall marketing effectiveness.
Skill trends based on publicly-available nationwide job advertisement data.
Marketing Automation refers to the use of software and structured workflows to schedule, trigger, and manage marketing communications across channels. It helps teams deliver consistent messages, coordinate campaigns, and respond to audience actions with less manual effort.
Market Research Analysts / Marketing Specialists use marketing automation to coordinate outreach, manage campaign timing, and maintain consistent follow-up with target audiences. It supports efficient delivery of research-driven messages and helps align promotional activity with audience behavior and campaign goals.
At Level 1 Proficiency, workers can use marketing automation to send prebuilt messages, schedule routine campaign steps, and follow basic workflow instructions. They can monitor simple campaign status and make straightforward updates when content or timing changes are provided.
At Level 2 Proficiency, workers can manage standard automated campaigns, adjust audience segments, and set up routine triggers based on common customer actions. They can coordinate multiple message steps, check delivery performance, and resolve basic issues within established processes.
At Level 3 Proficiency, workers can independently run marketing automation workflows, adapt campaign logic to changing audience needs, and maintain reliable execution across channels. They can refine sequences, coordinate timing with broader marketing efforts, and ensure automated communications stay consistent and effective.
Skill trends based on publicly-available nationwide job advertisement data.
Marketing Strategies refers to the ability to plan and coordinate approaches that position a product, service, or brand for a target audience. It includes choosing messages, channels, and timing that support business goals and encourage customer response.
Market Research Analysts / Marketing Specialists use marketing strategies to translate audience insights into practical campaign direction. They help shape positioning, messaging, and outreach choices so marketing efforts align with customer needs and market conditions.
At Level 1 Proficiency, workers can apply basic marketing strategies to support routine campaign tasks and follow established plans. They can recognize target audiences, use approved messages, and help carry out simple promotional activities with close guidance.
At Level 2 Proficiency, workers can adapt marketing strategies to different audiences and campaign goals with moderate independence. They can compare options, refine messaging, and recommend practical outreach approaches that fit the role’s objectives and available resources.
At Level 3 Proficiency, workers can apply marketing strategies consistently across varied projects and market situations with strong judgment. They can align messaging, channels, and timing to business goals, and adjust plans confidently when audience needs or market conditions change.
Skill trends based on publicly-available nationwide job advertisement data.
Microsoft Excel is a powerful spreadsheet program developed by Microsoft, commonly used for organizing, analyzing, and visualizing data. It offers a wide range of functions and features to manipulate numerical data efficiently.
Market Research Analysts / Marketing Specialists use Microsoft Excel to compile survey results, manage contact lists, and organize campaign or market data. They use it to summarize findings, compare trends, and prepare clear reports for decision makers.
At Level 1 Proficiency, workers can enter data into spreadsheets, use simple formulas, and format cells for readability. They can sort lists, filter basic records, and create straightforward tables that keep routine marketing or research information organized.
At Level 2 Proficiency, workers can build more structured spreadsheets with consistent formulas, charts, and organized worksheets. They can clean and compare data sets, update reports efficiently, and use Excel to support regular market or campaign tracking.
At Level 3 Proficiency, workers can manage complex Excel workbooks with multiple sheets, linked formulas, and well-structured reporting layouts. They can maintain reliable files for ongoing research and marketing work, quickly adapt templates, and produce polished outputs with minimal supervision.
Skill trends based on publicly-available nationwide job advertisement data.
Microsoft PowerPoint is a presentation software developed by Microsoft that allows users to create slideshows for various purposes, such as business presentations, educational lectures, and informational sessions.
Market Research Analysts / Marketing Specialists use Microsoft PowerPoint to present research findings, campaign summaries, and market insights to internal teams and clients. They use it to turn detailed information into concise slides that support decisions and align stakeholders.
At Level 1 Proficiency, workers can build basic slide decks using templates, add text and images, and arrange content so it is easy to follow. They can make simple edits to existing presentations and present prepared material with minimal customization.
At Level 2 Proficiency, workers can create polished presentations that combine consistent formatting, clear visuals, and organized messaging for reports or meetings. They can adapt slides for different audiences, refine layouts, and use PowerPoint features to improve clarity and professional appearance.
At Level 3 Proficiency, workers can independently develop complete presentations that communicate complex market or marketing information in a persuasive, audience-ready format. They can structure content strategically, maintain visual consistency, and tailor slides to support discussion, decision-making, and executive review.
Skill trends based on publicly-available nationwide job advertisement data.
Presentations involve the ability to clearly and effectively communicate information to an audience through structured verbal and visual formats. This skill requires strong public speaking, organization, and engagement techniques to convey ideas, persuade, or inform listeners.
Market Research Analysts / Marketing Specialists use presentations to share findings, explain market trends, and recommend actions to colleagues, clients, or stakeholders. They help translate research results and marketing plans into messages that are easy to follow and act on.
At Level 1 Proficiency, workers can present prepared material clearly and stay on topic while using basic slides or notes. They can answer simple questions about the content and communicate key points in a straightforward way to a small audience.
At Level 2 Proficiency, workers can adapt presentations to different audiences and organize information into a logical flow that highlights the main message. They can explain supporting details with confidence, respond to routine questions, and use visuals to reinforce understanding.
At Level 3 Proficiency, workers can deliver polished presentations that are tailored to the audience, purpose, and setting while maintaining clarity and engagement throughout. They can handle follow-up discussion smoothly, emphasize implications for action, and represent the role reliably in professional meetings.
Skill trends based on publicly-available nationwide job advertisement data.
Problem Solving is the ability to identify, analyze, and solve complex issues or obstacles using logical reasoning and critical thinking skills.
Market Research Analysts / Marketing Specialists use problem solving to interpret unclear findings, reconcile conflicting feedback, and adjust research or campaign plans when conditions change. They also use it to respond to client questions, refine messaging, and keep projects aligned with business goals.
At Level 1 Proficiency, workers can recognize straightforward problems in research tasks or marketing activities and follow established steps to address them. They can ask for clarification, spot obvious inconsistencies, and apply basic fixes without needing extensive guidance.
At Level 2 Proficiency, workers can handle routine problems by comparing available information, identifying likely causes, and selecting a workable response. They can adjust methods or messaging when results are off track and explain their choices clearly to others.
At Level 3 Proficiency, workers can resolve complex or ambiguous problems independently by weighing competing information and choosing the most effective course of action. They can adapt approaches across projects, anticipate likely issues, and keep research or marketing work on target.
Skill trends based on publicly-available nationwide job advertisement data.
Research involves systematically investigating a subject or phenomenon to discover new insights, validate existing knowledge, or solve specific problems. It includes gathering and analyzing information from various sources to draw meaningful conclusions.
Market Research Analysts / Marketing Specialists use research to understand customers, competitors, and market conditions before recommending actions. They collect background information, review trends, and summarize findings so campaigns, positioning, and messaging are based on evidence rather than guesswork.
At Level 1 Proficiency, workers can locate basic information from provided sources and record key facts accurately. They follow clear instructions to gather simple background details and organize them so others can review the material easily.
At Level 2 Proficiency, workers can search multiple sources, compare information for consistency, and identify the most relevant points for a task. They can summarize findings in a clear way that supports routine marketing decisions and basic project planning.
At Level 3 Proficiency, workers can independently plan research tasks, select appropriate sources, and synthesize findings into reliable insights for the role. They handle complex information with confidence, connect patterns across sources, and present conclusions that support sound market and marketing decisions.
Skill trends based on publicly-available nationwide job advertisement data.
Search Engine Optimization refers to the practice of improving web content and site structure so search engines can more easily find, understand, and rank pages. It helps increase visibility for relevant searches and supports stronger organic traffic to business information, products, or services.
Market Research Analysts / Marketing Specialists use Search Engine Optimization to shape content, keywords, and page elements around audience search behavior. They apply it to improve campaign reach, support brand visibility, and make research findings more accessible through search results.
At Level 1 Proficiency, workers can apply basic SEO practices to simple web pages and content updates. They can use relevant keywords, write clear page titles, and follow standard formatting that helps search engines recognize the topic.
At Level 2 Proficiency, workers can use SEO more independently across multiple content pieces and campaigns. They can adjust keywords, headings, and page descriptions to better match search intent while keeping content readable and aligned with marketing goals.
At Level 3 Proficiency, workers can consistently apply SEO across research and marketing content with strong judgment and reliability. They can coordinate on-page improvements, maintain search-friendly structure, and adapt content choices to support visibility without weakening message quality.
Skill trends based on publicly-available nationwide job advertisement data.
Writing is the ability to effectively convey information, ideas, and thoughts through written communication. It involves organizing thoughts cohesively, using appropriate language and tone, and structuring content for clarity and impact.
Market Research Analysts / Marketing Specialists use writing to turn research findings, campaign ideas, and audience insights into reports, summaries, and promotional materials. Strong writing helps them communicate recommendations clearly to colleagues, clients, and decision makers.
At Level 1 Proficiency, workers can write short, clear messages, basic notes, and simple summaries that follow provided instructions. They can organize familiar information into readable text and correct obvious errors in spelling, grammar, and punctuation.
At Level 2 Proficiency, workers can draft routine reports, marketing copy, and research summaries with a clear structure and appropriate tone. They can adapt wording for different audiences and revise their work to improve clarity, flow, and consistency.
At Level 3 Proficiency, workers can produce polished reports, persuasive marketing content, and concise research interpretations that are accurate and audience-focused. They can independently shape complex information into well-structured writing that supports decisions and communicates the intended message reliably.
Social Media Management
Skill trends based on publicly-available nationwide job advertisement data.
Definition
Social Media Management refers to the ability to plan, publish, and maintain content across social platforms while monitoring audience responses and brand presence. It includes coordinating posts, responding to comments, and keeping messaging consistent with communication goals.
How skill is used
Market Research Analysts / Marketing Specialists use social media management to share insights, promote campaigns, and observe how audiences react to messages. They also help maintain a steady online presence that supports research findings and marketing objectives.
Proficiency levels
Level 1 Recommended level
At Level 1 Proficiency, workers can schedule basic posts, follow approved content calendars, and respond to routine comments using standard guidance. They handle simple platform tasks consistently and keep messages aligned with established brand instructions.
Level 2 Recommended level
At Level 2 Proficiency, workers can manage multiple social channels, adjust post timing for audience engagement, and tailor content to different campaign goals. They handle common issues independently, maintain consistent tone, and coordinate updates with other team members.
Level 3 Recommended level
At Level 3 Proficiency, workers can run social media activities reliably across platforms, shape content plans around audience needs, and maintain a strong, consistent brand voice. They manage responses, monitor performance trends, and adapt messaging smoothly to support broader marketing and research efforts.