Job description
- Provide analysis of all interactions with customers and their impact on the client experience
- Develop a measurement framework that informs progress against key strategic and tactical initiatives across the marketing continuum (awareness through revenue generation)
- Provide cross-functional analysis of customers to investigate trends and develop correlations across customer profiles and segments (value and psychographic)
- Analyze and distil customer behaviour data into the most salient insights and effectively link these to potential impact/opportunity for the business
- Analytics initiatives should address customer profitability, engagement, usage rates, market opportunity assessment, segmentation, product interests, customer satisfaction and prospecting opportunities
- Examine website traffic to capitalize on search engine keywords, understand product interests, track navigation paths and identify patterns in tool usage
- Effectively work with managers across departments to prioritize analytics initiatives, communicate findings and identify actionable recommendations for the business
- Serve as the thought leader and expert on customer analysis and testing to provide guidance to key business partners around scoping, designing, executing and analyzing customer behavioural tests
- Manage data analytics team to assist in analysis and report generation
- Work with various agency partners on customer research and analytics projects
Desired Skills and Experience
- A good first degree in any social science discipline
- 5+ years experience in initiating, designing, conducting and communicating customer analytics
- Excellent quantitative skills with a keen eye for teasing out insights from volumes of data
- Experience in analyzing customer database data. Structured Query Language (SQL) skills a plus.
- Knowledge of advanced data analysis techniques that include customer segmentation, customer lifecycle modelling, lifetime customer value, customer experience optimization, customer loyalty and metrics reporting.
- Familiarity with statistical tools.
- Clear understanding of customer experience and customer relationship management objectives and programs
- Comfort and familiarity with the systems and technologies that enable CRM, research and analytic capabilities
- Demonstrated ability to think strategically; turn consumer behaviour data into effective strategies and drive result
- Proven history of initiative, creativity and self-direction
- Ability to be objective in analysis and share learnings constructively (e.g. not spin findings to flatter an audience)
- Capable of multitasking without sacrificing quality or impacting deadlines
- Excellent presentation and writing skills are a must
- Advanced use of Excel and PowerPoint
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