Marketing Analytics
1 day ago
MARKETING ANALYTICS SENIOR ANALYST
Job Description:
The Marketing Analytics Manager for the MIS function will be responsible for gathering, analyzing, and interpreting marketing performance data to generate insights that drive business growth. The ideal candidate will develop and maintain dashboards, manage marketing databases, and collaborate with cross-functional teams to optimize marketing performance. This role requires expertise in data analytics, reporting, marketing metrics, and MIS tools , with a focus on aligning data insights with marketing goals.
Key Responsibilities:
1. Data Collection & Management:
Collect and consolidate marketing data from various sources, including Google Analytics, CRM systems, social media platforms, email marketing tools, and paid media platforms .
Ensure data integrity and consistency across multiple marketing channels and systems.
Maintain and update a centralized marketing database to provide a single source of truth for marketing performance metrics.
2. Reporting & Dashboard Creation:
Develop and maintain automated dashboards using tools like Tableau, Power BI, Google Data Studio, or Excel , ensuring real-time access to key marketing metrics (e.g., traffic, conversions, ROI, CAC).
Create daily , monthly, quarterly, and ad-hoc reports on marketing performance, providing insights into campaign effectiveness, channel performance, and customer behavior.
Present data reports and insights to executive leadership, marketing teams, and other stakeholders to inform strategic decisions.
3. Marketing Performance Analysis:
Analyze marketing campaign performance across multiple channels (SEO, SEM, social media, email, paid media) to determine the effectiveness of various tactics and channels.
Provide insights on key performance metrics, such as return on marketing investment (ROMI), customer acquisition cost (CAC), customer lifetime value (CLV), and lead-to-sales conversion rates .
Identify trends, patterns, and correlations in the data to uncover actionable insights and optimize marketing strategies.
4. Forecasting & Budgeting Support:
Use historical data and trends to support forecasting of marketing performance and budget allocation for future campaigns.
Assist in evaluating the impact of marketing spend and resource allocation across different channels, helping to optimize budget efficiency.
5. Campaign Tracking & Optimization:
Set up and manage campaign tracking systems (UTM parameters, tracking codes) to monitor the performance of all marketing initiatives.
Provide actionable recommendations to improve campaign performance, such as optimizing channels, targeting, creative assets, or budget allocation.
6. MIS Integration & Cross-Functional Collaboration:
Work closely with the IT and MIS teams to ensure seamless integration of marketing data into the broader company data infrastructure.
Collaborate with marketing teams (digital, content, brand, product marketing) to ensure that data insights align with campaign objectives and goals.
Partner with finance teams to support marketing budget analysis and ROI measurement.
7. Data Governance & Best Practices:
Establish data governance policies to ensure the accuracy and confidentiality of marketing data, ensuring compliance with GDPR and other relevant data privacy regulations.
Develop best practices for data collection, reporting, and usage across the marketing organization.
Required Skills and Experience:
5+ years of experience in marketing analytics, data analysis, or business intelligence with a focus on marketing performance.
Strong proficiency in data visualization and reporting tools like Tableau, Power BI, Google Data Studio , and advanced Excel skills.
Expertise in Google Analytics, Google Tag Manager , and other web analytics platforms.
Familiarity with CRM systems ( HubSpot, Salesforce ) and email marketing platforms for data extraction and analysis.
Strong understanding of marketing KPIs such as CAC, CLV, ROMI, conversion rates , and other key marketing metrics.
Hands-on experience with attribution models, data segmentation , and campaign tracking.
Excellent communication skills , with the ability to present complex data in a clear and actionable manner.
Experience with SQL, Python, or R for data extraction and analysis is a plus.
KPIs & Success Metrics:
Accuracy and timeliness of marketing performance reports and dashboards.
Improvement in marketing ROI through data-driven optimizations and insights.
Efficiency in campaign tracking and attribution modeling to inform marketing strategy.
Ability to generate data-driven recommendations that drive measurable marketing improvements.
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