Job Location: San Antonio, TX
Job Detail:
JOB PURPOSE: As part of the Marketing Data & Digital Analytics team, the Business Data Analyst will define and identify Key Performance Indicators, mine multiple sources of data, deriving actionable insights, and translating complex analyses into digestible conclusions. Marketing campaign data validation and the close collaboration with our CRM team will ensure the foundation for successful audience segmentation. The curious Business Data Analyst will also help explore new technologies and innovations around AI/ML.
KEY RESPONSIBILITIES:
- Pull data from internal and external data sources via SQL. Develop, debug, and execute SQL code for acquiring the correct data with needed dimension.
- Analyze digital marketing campaign performance of various marketing channels and support marketing teams for marketing analytics.
- Collaborate across marketing channel owners, advanced analytics & IT, and agency partners on reporting synergies and accuracies.
- Email campaign audience validation and collaboration with CRM team for successful campaign launches
- Managing and designing the Marketing BI/reporting, including data sources, metadata, scheduling.
- Consistently monitor campaigns to ensure KPIs are met.
- Ability to translate business requirements into non-technical, lay terms.
- Partner with Digital Marketing on real time optimizations as well as own weekly and monthly performance reviews with dashboards in Power BI.
- Interpret data, analyze results using statistical techniques and provide ongoing reports.
- Present your written analysis and data insights to stakeholders including senior business partners regularly, across different teams.
- Cull insights into actionable optimizations to drive online and offline KPIs.
- Prepare the “whys’ behind performance trends and communicate both in written and verbal.
- Drive innovation by collaborating with the marketing team to recommend and execute tests on marketing campaigns and site promotional pages to increase conversion and ROI and share out the results from A/B testing.
- Analyze customer data to report and recommend strategies for customer segmentation, customer lifetime value and customer retention.
- Write programs for advanced analytics around customer retention, customer lifetime value, churn analysis.
- Help forecast future performance for campaigns, marketing channels by using various forecasting techniques and create alerts.
- Apply your expertise in quantitative analysis, data mining, and the presentation of data to identify opportunities for business improvements and support your recommendations.
- Conduct functional and technical analysis of ML-driven opportunities.
- Balance statistical models, ML models to provide business-pertinent insights.
- Select and test predictive models, recommendations, anomaly detection.
- Build machine learning models for classification and regression to discover predictive insights related to network and business objectives.
- Stay informed on industry best practices and trends, direct competitor activities and new product launches.
JOB REQUIREMENTS:
- Bachelor’s degree in Computer Science, Economics, Statistics, Analytics, Engineering, Business Administration or related field, Master’s degree preferred.
- 2-4+ years of relevant experience in marketing analytics, data analytics, and business analytics.
- You have an aptitude to learn and analyze customer data to derive paid social strategies, objectives, and tactics
- You are highly motivated, a brilliant communicator and a resourceful problem-solver with the ability to collaborate effectively with cross-functional teams
- Experience partnering directly with business functions and communicating complex analyses to non-technical leaders.
- Working knowledge of SQL and/or BigQuery or Snowflake preferred
- Experience Using Google Analytics and other parts of the Google Cloud Marketing Platform are highly preferred.
- Experience with Python or R and or in data science projects.
- Experience with Data Bricks, Snowflake.
- Strong dashboarding and data story-telling experience; Proficient with data visualization tools with Power BI/Tableau
- Highly organized and detail oriented.
- Ability to work in a fast-paced business environment.
- Friendly demeanor and outstanding customer service skills.
- Excellent written and verbal communication skills.
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