Provides decision support for measurement and optimization of marketing and customer experience, alongside ad-hoc analytic requests, and execution of report development/automation. Analyzes member data using database queries (SQL, Access), spreadsheet (Excel) models, web analytics tools (Adobe/Google), statistical analysis tools, and campaign management software tools. Knowledge of industry best marketing analytical approaches and methodologies: Last Touch, Mutli-Touch, Marketing Mix Modeling, A/B, Multivariate and Lift tests. Evaluates customers’ online behavior resulting from paid digital campaigns. Creates comprehensive summaries of ongoing campaign performance. Develops visualization dashboards (Tableau/Datorama) leveraging multiple data sources for internal customers. Guides collaboration sessions with Enterprise Technology to ensure Marketing’s current and future data collection needs are met. Interprets customer patterns through statistical analysis. Defines and develops KPIs, success metrics and reporting mechanisms. Provides subject matter expertise for project related initiatives to enhance Digital & Sales Analytics’ toolset. Advises other marketing functions (website, online/offline advertising, creative brand) as the knowledge owner for member data. Thoroughly documents assumptions, methodology, validation and testing to facilitate peer reviews and compliance requirements. Presents the results of their analytical activities, depicting the insights realized, and explaining the relevance of their results to the organization’s business challenges.
Qualifications:
4+ years’ experience in marketing analytics, statistics, digital/marketing analytics, decision science, data science or equivalent quantitative education or experience
- Experience with web analytics tools such as Adobe Analytics or Google Analytics
- Required skills in the areas of SQL, data visualization, and machine learning in Python
- Experience in advanced analytic and statistical techniques related to multivariate and A/B testing, digital revenue attribution, customer segmentation, and marketing effectiveness
- Ability to synthesize analytical results with business input to drive measurable change
- Experience with Tableau or similar data visualization tools
