You're up against it, but it's absolutely worth it.
I came into analytics from the search ads side-managing six-figure Google Ads accounts and trying to shift into a broader PPC analytics role. Sent out well over 150 applications with a response rate under 5%. My initial play was online courses and side projects. That got me nowhere then, and with the market tighter now, it's even less viable.
Switched tactics: targeted ad analytics or performance analyst roles instead of data scientist, found ways to inject more reporting into my existing account work, and stacked certifications for the core tools the job posts kept listing. In 2023 that meant GA4 cert, GTM cert, and SQL (1Z0-071). The GA4 one took a month of evenings, I had an offer before I finished the SQL exam.
I'm not a fan of portfolio projects anymore. Why? AI can spin up a passable project in a couple hours. When a hiring manager is swamped with 400 applicants, they can't verify whether you actually built that dashboard or just had Claude code it. It's too easy to fake.
That said-this advice might already be stale. If I were starting today, I'd add certs in BigQuery, Snowflake, and maybe AWS for data pipelines. The field keeps moving, but the core principle holds: focus on verifiable, standardised credentials rather than projects that look impressive but carry zero trust.