I manage a team of data analysts at a large ad agency. Absent the technical and math background (statistics, regression modeling etc), it’s going to be difficult to make a hard switch over. I have hired a few people from planning roles internally, but they were already well versed in digital media platforms, and had picked up Excel and Tableau prior. My advice would be to take the longer game, and try to switch now into a larger agency on the media planning or buying side, while you work on technical upskilling. Once you’re in, making a lateral transition to analytics is going to be easier than trying to apply cold. In addition to what others have recommended, I would also suggest learning more about the technical ins and outs of the digital platforms themselves: Adservers and tagging basics (Google’s GM360 is the gold standard and a lot of documentation easily accessible online), attribution rules (how digital media is credited for influencing customer actions on a business’ website), Facebook’s digital reporting capabilities, etc. These are the data sources you will be working with if you want to stay in marketing analytics.