Marketing Database Analyst

Functions as a business unit Marketing Database Analyst within the Customer Lifecycle Team, collaborating and strategizing with other Marketing and Customer Experience professionals in the development of highly relevant and engaging customer journeys and campaigns. Establishes and implements direct marketing targeting for customer journeys and marketing campaigns including application of models, next best offer and inclusion and exclusion criteria. Works directly with marketing communications technology platform to develop segments for all direct marketing campaigns, while applying strategic insights on effective targeting and allocation of leads. Designs and implements direct marketing tests within a continuous test, learn and deploy environment for improving Marketing campaign results. Serves as a primary resource and subject matter expert for marketing campaign results tracking and reporting activities. Conducts detailed statistical analysis to determine comparative performance of marketing campaigns within and across programs. Uses predictive modeling tools and campaign performance data to improve the effectiveness and response rates of program and product campaigns.

• Degree in Business, Marketing or Statistics with a minimum 5 years experience in campaign target marketing, planning, design, testing, execution, management and tracking including statistical analysis, database reporting, and predictive modeling.
• Experience with Marketing, campaign tracking, statistical modeling, and analytical reporting tools including Unica Campaign, SPSS Modeler, COGNOS or similar campaign tracking, analytical, and reporting software.
• Strategic thinker with effective interpersonal, communication, presentation, and writing skills, marketing team experience, attention to detail, and ability to identify Marketing process improvement opportunities.

1) With general direction, provide customer targeting plan and development of those targets for all marketing campaigns and customer journeys, including, working directly with marketing communication technology and Customer Data Platform to identify and produce highly targeted and engaging customer segments.

2) Ability to apply data experience in a variety of scenarios or a desire to learn new data applications, for example, ability to query data using SQL, ability to visualize data from multiple data sources, Google Analytics, Microsoft Dynamics Marketing, Oracle Customer Care and Billing.

3) Conduct needs assessment with internal clients to determine the most appropriate and effective targeting methods to meet Marketing campaign objectives.

4) Establish strategy and guidelines for direct marketing contacts per customer including recommended contact frequencies and contact thresholds supported by customer insights and campaign performance data.

5) Conduct appropriate analysis of campaign data using basic and advanced data techniques to produce useful insights from the data and identify trends and relationships.

6) Use predictive modeling tools to improve campaign performance and deliver highly engaging campaigns. Working collaboratively with Data Scientists on the development, testing and maintenance of predictive models

7) Serve as the primary resource for strategy, planning and execution of 3rd party enrichment data; collaborating with business and vendor partners to ensure data variables meet current and future targeting needs and collaborating with IT on the integration of 3rd party enrichment data into Customer Data Platform

8) Serve as a primary resource for marketing campaign results tracking and reporting activities including tracking and analyzing campaign performance metrics and campaign test results.

10) Prepare both regular and ad-hoc marketing campaign reports with actionable insights and strategies that will improve the effectiveness of marketing campaigns and increase program participation among key target segments.

11) Determine campaign test methodology and test design and conduct campaign tests.

12) Collaborate with IT to maintain, troubleshoot and enhance marketing communication technology and Customer Data Platform.

13) Provide continuous improvement of the data stored in Customer Data Platform; partnering with IT on maintaining the integrity of the data and adding additional data and data sources based on business need.

14) Actively seek knowledge and understanding of business/technical environment, priorities, procedures, and processes. Keeps apprised of current and emerging direct marketing business and technology application trends.