As the Marketing Data Analyst, you will be responsible for in-depth reporting on marketing, e-commerce and customer technology activities, providing insights on revenue attribution, campaign performance, and user adoption across a range of mediums and platforms. You will gather, analyze, interpret and present marketing and sales data to inform marketing decisions, optimize campaigns, improve customer segmentation, and advance predictive analytics capabilities. Through analytical and data storytelling skills, this strategic role enables our marketing team to make smarter, better, and faster decisions to improve the customer experience and increase market share.
This position has a virtual-first hybrid work arrangement with a preferred location in Houston, TX with a minimum of two days a week in the office or co-located with other team members.
- Collects and analyzes data from various sources, including digital marketing campaigns, website analytics, social media platforms, customer surveys, e-commerce platforms, sales data and market research reports to identify and present strategic useful insights
- Centralizes and maintains all marketing and customer technology analytics and reports
- Works closely with Sales Operations and Analytics Center of Excellence (ACE) to integrate marketing data into data structures for the broader company
- Guides third party agencies on reporting standards, structure and formats as needed to aggregate into centralized reports
- Guide necessary data integrations between our marketing and sales platforms, involving complex data workflows.
- Assist with analytics implementation QA, documentation, and optimization
- Manage the tag management, working with marketing managers and agency to ensure the correct implementation and set up of all of our required tags within Google Tag Manager
- Implement and maintain marketing data governance standards, ensuring accuracy and completeness of data within reports and dashboards.
- Take ownership of data-related problems and drive the resolution process; coordinates with the IT department on data-related technical issues.
- Monitors and measures performance of online and offline campaigns, evaluating metrics related to website traffic, lead generation, conversion rates, customer engagement, brand awareness, and product interest
- Translates complex metrics into concise reports, dashboards, and presentations to inform and guide strategy
- Develops visual reports consumable for key stakeholders to inform our current and future marketing initiatives
- Crafts monthly, quarterly and annual reports for marketing and business unit leadership measuring important metrics across earned, owned and paid media efforts
- Collaborates with Corporate Marketing and Sales Enablement stakeholders to gather data, perform analysis, synthesize results, and deliver key insights; ensures consistency in data definitions and sources
- Reports on marketing KPIs like leads, conversion rates, website traffic and social media engagement
- Develop and implement analytical models to understand customer behavior and optimize marketing strategies.
- Provide data-driven recommendations to enhance our marketing and customer technology efforts
- Analyzes marketing and sales funnel performance and customer intent based on customer behavior, incorporating both first and multi-touch source attribution
- Reports on marketing KPIs including leads, conversion rates, website traffic and social media engagement to create transparency to ROI
- Create and advance marketing forecast and prediction models using multi-year performance trends.
- Integrates insights from multiple projects, campaigns and platforms into more strategic insights
- Conduct competitive research and analyze benchmarking data to identify new market opportunities, target audiences, and consumer behavior patterns
- Supports marketing budget analysis and forecasting, making recommendation based on insights to future marketing investments
- Identify, evaluate and implement new tools and technologies to enhance and mature marketing tracking and reporting capabilities
- Share best practices with others and promote cross-functional learning.
- All other duties as assigned.
QUALIFICATIONS
- Bachelor’s degree in business, statistics, mathematics, social sciences, marketing, or a similar field.
- A minimum of 5-7 years of experience collecting, analyzing and reporting on data sourced from sales and marketing platforms such as CRM, marketing automation platforms like Eloqua, and Google Analytics
- In-depth understanding of digital marketing and e-commerce campaign strategies and tactics such as SEM, merchandising, PPC and programmatic advertising
- Proficiency with computer programs, such as MS Excel, Access, and PowerPoint.
- Comprehensive understanding of full marketing and sales funnels, including familiarity with lead maturation processes.
- Expertise in data visualization and BI tools such as Microsoft Power BI, Tableau, Google Data Studio, etc.
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