Marketing Information Analyst (MIA)

Transcription

1 Marketing Information Analyst (MIA) Business Unit: LAB360 Reporting to: Team Leader, Marketing Information Direct Reports: None Date Created: September 2015 Purpose of the position The Marketing Information Analyst is responsible for extracting, analysing and presenting data for Fly Buys campaigns in accordance with agreed specifications. They will work independently on analysis and reporting projects as well as working alongside campaign owners to deliver highly targeted marketing campaigns for Fly Buys clients. They will also be responsible for designing and developing tools, processes and programs to make the operation of the Lab360 engine room as efficient as possible, and for interfacing with the Data Warehouse team to ensure data quality and integrity. Organisational position / Virtual Team The Marketing Information Analyst reports directly to the Senior Marketing Information Analyst and has a very strong working relationship with the Marketing Services team. CEO GM Lab360 Manager of Insights Manager, Team Business Development Manager Chief Analytics Officer Insights Managers Insight Manager IAG Principal Analyst Senior Senior Analyst - Bus Intelligence Senior Analyst - Data Manager Team Leader, MIAs Mkt Inform Mkt Inform 1

2 Key Responsibilities 1. Take responsibility for direct marketing campaigns from pre-brief to targeting customers to preparation of lists, liaison with internal partners and post campaign analysis 2. Delivers technical data analysis services Extract, analyse and present data within the requested timeframes and according to agreed specifications Undertake adhoc database queries and analysis projects Develop and continuously refine and improve effective customer targeting models Support ongoing segmentation of the customer base for contact purposes Prepare key regular reporting as required In most cases the Marketing Information Analyst will be working alongside a campaign owner to maximise campaign results. They may also be working alongside other internal Lab360 analysts to provide analytics support. There willl also be occasions when they will be working directly with internal and external customers. In some cases however, it is expected that the Marketing Information Analyst will have direct contact with end customers. 3. Continuous development in the area of advanced contact data analytics thereby ensuring the calibre of the team and its outputs continuously improves 4. Help define information requirements and then develop and continuously refine the processes required for the effective and efficient management and delivery of knowledge and direct marketing campaigns 5. Output Quality Control and Process Management Maintain and champion high quality of output both in terms of accuracy, interpretation and presentation. Adhere to agreed analytics processes in particular processes involving quality checking out outputs Suggest refinements to processes to ensure increased quality, accuracy and timeliness of outputs 6. Designs and develops tools and processes to make Lab360 analytics functions/processes more efficient, and increase level of insight and interpretation from data: Proactively identify opportunities to improve internal analysis tools, methodologies and processes, and the quality of team output Take ownership for specific data quality and integrity issues Monitor developments in data analysis and technology that would enhance the delivery of Customer Insights. Work with IT and DW team to ensure any tools they are developing will meet needs of both Lab360 and Clients.

3 7. Interface with Data Warehouse Team and responsibility for Data Integerity Key point of interaction between Lab360 and Data Warehouse team Ensure that Data Warehouse team understands and are meeting needs of analytics team Take responsibility for data integrity Identify cases where inaccurate data is loaded into Loyalty Host, Data Warehouse or Harry. Track correction and ensure that appropriate actions are taken by IT and others to correct the problem. Proactively identify ways to improve data quality. Ensure Information are aware of issues and that they have appropriate workarounds Ensure data documentation and procedures are maintained and updated regularly 8. Represents Customer Insights on agreed key projects: Represent Customer Insights on key internal projects, ensuring that the projects are supported with high quality data and analysis. Update team on internal projects. Where appropriate gather and represent views of the broader team and feed into project team. Challenge any decisions that are impractical from a Lab360 viewpoint in a collaborative and customer focused manner The Loyalty Way 1. Focuses on and contributes towards continuous improvements within the workplace through improving activities and processes to make things Easier, Better, Faster and Cheaper. 2. Contributes towards, and promotes, The Loyalty Way, LNZL s values (the 5Cs ) and the achievement of our desired work environment; specifically an environment that stimulates individual, team and organisational growth and achievements, and encourages our people to think and behave in ways that achieve their goals through co-operative efforts. 3. Establishes and maintains effective relationships: Develops and fosters good proactive working relationships with all internal and external contacts. Ensures suppliers of goods and services conform to the standards of business ethics adopted by LNZL. Operates a methodical round of contacts with other business collaborators to share market and other information of mutual interest. 4. Leads and/or contributes to specific Fly Buys projects. 5. Undertakes additional responsibilities and activities, as and when requested and as mutually agreed with your leader. Physical demands of the role This is not a physically demanding role

4 Most challenging parts of the role 1. Working in an uncertain environment with a lot of change 2. Competing priorities and workflow management Key Functional Relationships Reports to Senior Marketing Information Analyst Internal: Collaborates and liaises with Customer Insights Team colleagues. Must have an effective working relationship with every other LNZL function and staff member. External: Fly Buys Shareholders Fly Buys Clients Fly Buys Customers Suppliers of goods and services Other external Contractors and Suppliers engaged from time to time, and other businesses Working environment 1. Open plan layout and moderate amount of noise that goes with it 2. Very little if no travel required 3. Standard office equipment Delegations of Authority Capital Expenditure: Operational Expenditure: Authorisation to Hire: Authorisation to sign Contracts: Responsible for: Number of Staff: Budget: Revenue:

5 Appraisal and Performance Criteria Formal appraisal will occur at least annually or more frequently when performance plans are re-negotiated. Performance will be measured against the performance plan negotiated at the beginning of the reporting period and against the other responsibilities identified above. This job is being carried out successfully when all responsibilities are being met. Person specifications Qualifications Essential: Tertiary IT, Commerce (marketing, economics, business) or other relevant qualification Experience & Knowledge Essential: 2+ years of experience in analytical roles in a business or marketing environment 2+ years of SAS coding experience and knowledge of SAS EG Experience working in a campaign/database marketing role Knowledge of data warehouse environments Some knowledge of SQL programming Experience with Microsoft Access, Excel and other office productivity software for manipulation and presentation of information. Experience with manipulating and analyzing data to produce business insights Analytical and interpretative skills Experience in maintaining positive and productive working relationships Problem solving and ability to think outside the square Experience in successfully completing project work Preferred: Programing skills in SQL*Plus and PL SQL, and Toad would be a definite advantage An understanding of marketing Statistics background Skills The ideal appointee should have a high level of the following skills: Oral and written communication, including presentation skills. Interpersonal skills and the ability to negotiate and influence. Project management skills and the ability to meet deadlines. Ability to manage a heavy workload. Analytical, conceptual, problem solving, decisiveness and strategic thinking. Commercial acumen and political savvy. Team-oriented and collaborative approach.

6 Personal Attributes The ideal appointee should be able to demonstrate: A passion for excellence and a commitment to high standards. Integrity, loyalty to the organisation and a commitment to organisational objectives. A genuine customer service focus, both internal and external. A proactive and open minded consultative approach. Initiative, judgement and ability to creatively solve problems. Be detail conscious. Be a self-starter with the ability to accept responsibility and self-manage. Ability to work under pressure with an achievement focus. Enthusiasm, a thirst for learning and self-development.