They design, support, facilitate and manage business processes centred on the use of advanced technological solutions and Artificial Intelligence for data analysis. They have business knowledge that enables them to operate effectively in these areas and interact consciously with organisations' management to facilitate their technological innovation. They have skills in statistics, modelling and querying relational databases, methodologies and tools for processing large amounts of structured and unstructured data and applying machine learning and AI solutions to the various organisational structures and business functions.

Data Analysts are responsible for processing and analysing data, making it a decision-making tool for business and marketing activities. They can acquire data from various sources, check its quality and process it in such a way as to be able to interpret it, identifying trends and recurring patterns within it, which can provide operational and strategic indications functional to the planning of business and marketing activities. They know how to produce effective summary reports that can easily be interpreted even by non-experts. They have skills in data optimisation and evaluation techniques, statistical analysis, management and analysis technology platforms, and data visualisation.

They perform analytical and managerial functions in private and public companies, including international ones, with a significant technological component based on data analysis and artificial intelligence. They have grounded theoretical knowledge and operational tools in the economic, quantitative, and IT fields; they develop skills - including transversal ones - aimed at strategic and operational decisions in complex organisations, at defining their innovation and growth paths, and applying Artificial Intelligence solutions in business.

They design marketing automation and programmatic advertising flows and systems using the main advanced data management and analysis platforms. They deal with the strategic planning, implementation and evaluation of marketing and digital communication strategies according to data-driven logic. They liaise with managers and decision-makers in the company and its communication structures. They have operational knowledge and skills in digital marketing and in the use of marketing automation platforms that function in the design and implementation of marketing initiatives.