Digital Analytics Analyst

The Marketing Analytics and Technology team is an enabling function supporting the Business Unit Marketing and Enterprise Analytics & Customer Experience teams and thereby the Chief Product Officers/Line of Business, responsible for measuring, assessing and articulating the efficacy of our marketing strategies to help drive growth and/or efficiency opportunities across the bank. This team participates alongside the marketing lifecycle, embedding themselves into the annual planning process, they work alongside the business unit marketers, CPOs and Finance teams to create their annual marketing plan and how it will impact the P&L. In addition, the marketing analysts engage early in every campaign planning process to ensure standard KPIs and data are planned for, as well as plan for any new/add’l campaign specific KPIs or data. They also build out the experimentation plan that will ensure incrementality is considered alongside champion/challenger testing opportunities.

The ideal candidate is a motivated professional who is passionate about Agile ways of working, fosters a positive team atmosphere, welcomes innovation, supports the fail-fast philosophy, and drives for results. They must feel confident in their technical and analytical skills, their ability to understand the business goals/needs and translating those into delivering data driven insights that lead to actionable recommendations. Once the digital campaigns are in market, the analysts are responsible for weekly read-outs on performance, utilizing reporting curated by the team or made available by our vendor teams. Every read out will include recall of campaign goals and targets, progress against those goals and targets, updates on test results, and most importantly, optimization opportunities to either save on spend or scale for growth. The applicant will feel at ease querying databases, integrating data from multiple/disparate sources, and developing dashboards/tools that surface actionable insights for users.

Analyst Responsibilities:

• Perform various segmentation and marketing campaign analyses to continually make recommendations for optimizing marketing campaigns.

• Understand the various performance KPIs to track the success of the campaigns and leverage the banks Analytics environments and data ecosystems to establish

• Identify/anticipate and resolve gaps in web analytics/tagging for successful downstream measurement of marketing campaigns by collaborating with data infrastructure/tagging teams.

• Strong background and experience in analyzing digital data such as clickstream to uncover performance insights and provide recommendations to optimize digital channels.

• Comfortable to navigate through various data sources, stitching them together using tools like Alteryx, SQL, SAS etc. to produce accurate insights with minimal support

• Synthesize cross channel marketing performance in a cohesive story, inclusive of direct marketing channels (direct mail, email), Paid channels (Search, Display, Social, Affiliate) and owned channels advertising using clickstream data

• Use statistical methodologies to help design marketing campaign experimentation and test and learn discipline within the studio

• Builds and maintains reporting tools (paid/owned channels) and any additional reporting needed to support the Marketing Measurement space

• Collaborate with media and advertising partners where necessary to ensure common understanding and utilization of targeting, analytics and reporting

• Strong digital analytics background with exposure to marketing technology (Adobe stack preferred)

• Direct experience with analytics technologies such as Adobe Analytics, Clickstream, Adobe Audience Manager (AEM), Qualtrics etc.

• Hands-on experience with datasets produced from various marketing tactics including direct mail, email, programmatic/direct buy display, social media, affiliate marketing, SEO/SEM, as well as owned channel advertising on digital properties

• Understanding of various marketing measurement methodologies including adtech platform reporting, last touch attribution and Marketing Mix Modeling