What is a Marketing Analytics Specialist at Aircall?

At Aircall, the Marketing Analytics Specialist serves as the vital link between raw data and strategic growth. You are responsible for transforming complex datasets into actionable insights that empower our global marketing teams to optimize their spend and maximize impact. In this role, you don't just report on what happened; you provide the "why" behind the numbers, influencing how Aircall acquires and retains customers across diverse markets like North America, EMEA, and LATAM.

Your work directly impacts the efficiency of our Performance Marketing, Demand Generation, and Regional Marketing teams. By building robust attribution models and tracking the full customer journey—from the first touchpoint to the final sale—you ensure that every dollar of our marketing budget is working toward our goal of becoming the world’s leading cloud-based phone system. You will be working with a modern data stack, collaborating closely with Data Engineering and Growth teams to maintain a "single source of truth" for marketing performance.

This position is critical because Aircall operates in a highly competitive SaaS landscape where agility is key. Whether you are analyzing the success of a specific LATAM regional campaign or optimizing the global Performance Marketing engine, your insights allow the business to pivot quickly and invest in the channels that drive the highest quality leads. You will face challenges involving data fragmentation and multi-touch attribution, making this a perfect role for someone who loves solving high-stakes puzzles.

Common Interview Questions

Expect a mix of technical tests and behavioral questions that probe your ability to handle the complexities of marketing data.

Technical & Domain Knowledge

• Explain the difference between a first-touch and a linear attribution model. In what scenario would Aircall prefer one over the other?
• How do you calculate LTV for a subscription-based business like ours? What variables are the most sensitive?
• Describe a time you had to join marketing spend data with CRM sales data. What were the primary keys you used?
• What are the most important KPIs to track for a Performance Marketing Manager focused on top-of-funnel growth?

Problem-Solving & Case Studies

• If our conversion rate from Lead to Demo dropped by 20% last month in the San Francisco region, how would you investigate the cause?
• We are launching a new product feature. How would you design a measurement plan to track its impact on marketing acquisition?
• You have two marketing campaigns: one has a high CAC but high retention, and the other has a low CAC but low retention. Which one do you recommend scaling and why?

Behavioral & Leadership

• Tell me about a time you found an error in your own analysis after you had already presented it. How did you handle it?
• Describe a situation where you had to explain a technical data concept to a non-technical Marketing Intern.
• How do you stay updated with the latest trends in marketing analytics and privacy changes (like the phase-out of third-party cookies)?

Getting Ready for Your Interviews

Preparing for an interview at Aircall requires a blend of technical precision and business intuition. We are looking for candidates who can navigate the technicalities of a data warehouse while also speaking the language of a Marketing Manager. You should approach your preparation by focusing on how data supports the broader business narrative.

Data Fluency and Technical Execution – At Aircall, we value the ability to extract and manipulate data independently. You will be evaluated on your proficiency with SQL, your understanding of data modeling, and your ability to use BI tools like Looker or Tableau. Interviewers look for clean, efficient code and a logical approach to data cleaning and transformation.

Marketing Domain Expertise – It is not enough to be good at math; you must understand the mechanics of B2B marketing. You should be ready to discuss concepts like CAC (Customer Acquisition Cost), LTV (Lifetime Value), ROAS, and lead-to-opportunity conversion rates. Demonstrating strength here means showing you understand how different marketing channels (Paid Search, Social, Email) contribute to the funnel.

Strategic Problem Solving – We often present candidates with ambiguous business questions to see how they structure their thoughts. Interviewers evaluate your ability to break a large problem into testable hypotheses. You can demonstrate strength by asking clarifying questions and prioritizing the most impactful variables in a case study.

Effective Communication – As a specialist, you will often present findings to non-technical stakeholders. We look for candidates who can distill complex analytical findings into clear, jargon-free recommendations. Success in this area is shown through storytelling—connecting data points to specific business actions.

Interview Process Overview

The interview process at Aircall is designed to be rigorous yet transparent, reflecting our company culture of openness and excellence. You can expect a multi-stage journey that tests both your technical depth and your alignment with our core values. The pace is generally brisk, as we value momentum, but we ensure you have ample opportunity to meet the team members you will be collaborating with daily.

Initially, you will focus on high-level fit and foundational skills, but the process quickly transitions into deep-dive technical assessments. We place a high premium on practical application, meaning you will likely encounter a "take-home" assignment or a live technical screening that mimics the actual work you will do at Aircall. This helps us understand your methodology and how you handle real-world marketing data challenges.

The visual timeline above illustrates the typical progression from the initial recruiter touchpoint to the final offer. Most candidates will move through these stages over a three-to-four-week period. You should use this timeline to pace your technical review, ensuring you are fully prepared for the intensive case study and peer interviews that occur in the middle of the process.

Deep Dive into Evaluation Areas

Marketing Performance & Attribution

This area is the heartbeat of the Marketing Analytics Specialist role. Aircall needs to know which levers to pull to drive growth, and you are the person who provides that clarity. You will be evaluated on your understanding of how different attribution models (first-touch, last-touch, linear, or U-shaped) change the perception of channel performance.

Be ready to go over:

• Funnel Analysis – Understanding the transition from MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) and eventually to closed-won deals.
• Channel Mix Optimization – How to identify diminishing returns in paid media spend.
• LTV/CAC Ratios – Calculating the long-term health of different customer segments.
• Advanced concepts – Incrementality testing, media mix modeling (MMM), and cohort analysis for churn prediction.

Example questions or scenarios:

• "How would you determine if an increase in LATAM lead volume is due to a specific campaign or general seasonal trends?"
• "If our Performance Marketing Manager wants to shift budget from Search to Social, what data points would you analyze to validate that decision?"
• "Describe how you would build a dashboard to track the ROI of a 12-month regional internship program."

Technical Data Manipulation (SQL & BI)

You will be expected to be a power user of our data environment. Aircall relies on clean data to make multi-million dollar decisions. In this stage, we look for your ability to join disparate tables, handle null values, and create aggregate views that are easy for BI tools to consume.

Be ready to go over:

• Complex Joins and CTEs – Using Common Table Expressions to keep your SQL readable and efficient.
• Window Functions – Calculating running totals or period-over-period growth directly in your queries.
• Data Governance – Ensuring data consistency across different marketing platforms like HubSpot and Salesforce.

Example questions or scenarios:

• "Write a query to find the average time-to-conversion for leads coming from 'LinkedIn' versus 'Google Ads' over the last six months."
• "How do you handle duplicate lead entries in a dataset where the unique identifier is inconsistent?"
• "Explain a time you identified a significant discrepancy in a reporting tool and how you audited the underlying data."

Business Acumen & Stakeholder Management

At Aircall, analytics is a team sport. You will frequently work with Regional Marketing Managers and Growth Leads. This evaluation area focuses on your ability to understand their pain points and provide solutions that help them meet their KPIs.

Be ready to go over:

• Requirement Gathering – How you translate a vague request like "I want to see how we are doing in San Francisco" into a specific analytical project.
• Data Visualization Best Practices – Creating intuitive charts that highlight trends rather than just displaying numbers.
• Prioritization – How you manage multiple high-priority requests from different regional teams.

Example questions or scenarios:

• "A stakeholder insists that a campaign was a success despite the data showing a high CAC. How do you handle that conversation?"
• "Walk us through a time you used data to stop a project that was not delivering value."

Key Responsibilities

As a Marketing Analytics Specialist at Aircall, your primary responsibility is to own the end-to-end analytical lifecycle for marketing initiatives. This begins with ensuring that tracking is correctly implemented on our digital properties and ends with presenting a performance narrative to leadership. You will spend a significant portion of your time auditing data quality to ensure that the insights we provide are trustworthy and precise.

You will collaborate daily with the Performance Marketing team to optimize ad spend. This involves deep-diving into platforms like Google Ads and Facebook Manager, then pulling that data into our central warehouse to compare it against sales data in Salesforce. Your goal is to provide a holistic view of the "Cost per Opportunity," helping the team move beyond simple "Cost per Click" metrics.

Beyond routine reporting, you will drive strategic projects such as regional market penetration studies. For instance, you might analyze the LATAM market to identify which specific industries or company sizes have the highest conversion rates for Aircall. These projects require you to work cross-functionally with Sales Operations and Product Analytics to ensure the marketing strategy aligns with our overall business roadmap.

Role Requirements & Qualifications

A successful candidate for this role at Aircall combines technical mastery with a proactive, "can-do" attitude. We look for individuals who are not just comfortable with data, but who are passionate about using it to tell a story.

• Technical skills – Expert-level SQL is a non-negotiable requirement. You should also have extensive experience with BI platforms (e.g., Looker, Tableau, or Sigma) and a strong grasp of the B2B marketing tech stack, specifically HubSpot and Salesforce. Knowledge of Python or R for statistical analysis is a significant advantage.
• Experience level – Typically, we look for 3–5 years of experience in marketing analytics, growth analytics, or a similar data-driven role. Experience in a high-growth SaaS environment is highly preferred, as you will need to understand our specific business model.
• Soft skills – You must be an excellent communicator who can influence stakeholders without direct authority. Resilience and adaptability are also key, as priorities at Aircall can shift quickly based on market conditions.

Must-have skills:

• Advanced SQL for data extraction and modeling.
• Experience with multi-touch attribution modeling.
• Proficiency in at least one major BI tool.

Nice-to-have skills:

• Experience with data transformation tools like dbt.
• Knowledge of Google Tag Manager and web analytics (GA4).
• Fluency in a second language, particularly for roles supporting LATAM or EMEA.

Frequently Asked Questions

Q: How technical is the interview for this role? The process is quite technical. You should expect at least one live SQL assessment or a take-home task that requires you to clean and analyze a raw dataset. We care more about your logic and methodology than memorizing specific syntax.

Q: What is the culture like on the Aircall marketing team? We are a high-energy, collaborative team that values transparency. We move fast, but we also place a high value on "deep work" and data integrity. You will be encouraged to take ownership of your projects and challenge the status quo if the data supports it.

Q: Does Aircall support remote work for this position? Aircall has a flexible working policy, but expectations vary by team and location. For roles based in hubs like San Francisco or Seattle, there is often a hybrid component to foster collaboration. Always clarify the specific expectations for your target office during the recruiter screen.

Q: How much preparation time is typical for successful candidates? Most successful candidates spend 10–15 hours preparing. This includes brushing up on SQL window functions, researching the Aircall product, and practicing their "STAR" method responses for behavioral questions.

Other General Tips

• Understand the Funnel: Before your interview, map out what you think the Aircall customer journey looks like. Think about every step from a Google search to a signed contract.
• Be Tool-Agnostic: While we use specific tools like Looker and Salesforce, we are more interested in your ability to learn new systems and your understanding of the underlying data structures.
• Show Your Curiosity: Don't just answer the questions; ask about our data stack, our current attribution challenges, and how the marketing team interacts with the rest of the company.
• Focus on Impact: When discussing your past projects, always mention the business outcome. Did your analysis save money? Did it increase lead volume? Use hard numbers whenever possible.

Summary & Next Steps

The Marketing Analytics Specialist role at Aircall is an exceptional opportunity for a data-driven professional to make a tangible impact on a global scale. By providing the insights that fuel our marketing engine, you will play a direct role in our continued expansion and success. This position offers a unique blend of technical challenge and strategic influence, set within a supportive and ambitious company culture.

As you prepare, remember to balance your technical SQL practice with a deep dive into B2B marketing strategy. Focus on how you can help Aircall bridge the gap between marketing activities and revenue. With focused preparation and a clear understanding of our business goals, you will be well-positioned to demonstrate your value throughout the interview process. For more detailed insights and community-driven interview data, you can explore additional resources on Dataford.

The salary data above reflects the competitive compensation packages Aircall offers to attract top-tier talent. For Specialist and Manager level roles in major hubs like Seattle, the base salary is complemented by a comprehensive benefits package. When reviewing these figures, consider your level of experience and the specific regional requirements of the role, as Aircall benchmarks its offers against industry standards to ensure we remain an employer of choice.