Senior Marketing Performance Analyst
Boston, Massachusetts / $75000 - $105000
$75000 - $105000
Senior Performance Marketing Analyst
Digital Media | eCommerce | Health, Wellness & Fitness
Hybrid | Greater Boston | New England, United States (U.S.)
$75,000 - $105,000 + Benefits + Bonus
A leading, top-tier health & wellness company is looking for an experienced Senior Performance Marketing Analyst to successfully lead campaign performance analysis, website analytics, and insights generation to meet business growth in the greater Boston area.
As Senior Performance Marketing Analyst, you will work cross-functionally and lead the analysis of large amounts of 1st & 3rd-party data to generate key insights that enable senior leadership, thus driving digital optimization & business growth. You will be responsible for:
- Collecting/cleaning/analyzing substantial marketing & web data using Google Analytics & BigQuery (or SQL)
- Designing & executing A/B tests and analyzing/interpreting results; performing website tracking
- Performing statistical analysis & scripting using Python and/or R; developing dashboards in Tableau
- Extracting key insights from analyses & tests, and delivering data-driven recommendations
- Progressive commercial digital/marketing/web analytics experience in media, eCommerce, etc.
- Proficient in gathering, cleansing & analyzing website data in Google Analytics (i.e., GA360, GA4)
- Familiar w/ digital data platforms & tools (i.e., Adobe Analytics, Google Tag Manager, Salesforce)
- Well-versed in core advanced analytics data mining & scripting tools such as Python, R, and SQL
- Proficient in building customized dashboards using BI tools (i.e., Looker, Power BI, Qlik, Tableau)
- Proven commercial experience designing, executing, and analyzing statistical tests (i.e., A/B)
- Strong knowledge of media channels & concepts (i.e., Display, Paid Search, SEM, SEO, Social)
- Proven commercial experience extracting insights from web data (i.e., clickstream, website traffic)
- Well-versed in advanced analytics techniques (i.e., LTV, trend analysis, user journey analysis)
- Comfortable working cross-functionally w/ technical & non-technical teams; presenting to leaders
- Strong verbal/written communication, negotiation, and presentation skills across the business
- Bachelor's degree in Business, Computer Science, Economics, Engineering, Mathematics, Physics, Psychology, or related field; M.B.A. or M.S. preferred
As Senior Performance Marketing Analyst, you can make up to a $105,000 base salary (depending on your experience).
HOW TO APPLY:
Please register your interest by submitting your resume to George Little via the apply link on this page.
Web Analytics, Digital Analytics, Website Analysis, Site Testing, A/B Test, Experimentation, Google Analytics, GA 360, GA4, Google Tag Manager (GTM), Adobe Analytics, Adobe Target, Adobe Dynamic Tag Manager (DTM), BigQuery, Google Data Studio, User Experience (UX), Site Experience, Heatmap, Customer Analytics, eCommerce, Digital Optimization, Salesforce, User Research, Media Optimization, Web Optimization, Cookies, Media Pixel, Media Analytics, Media Mix Model (MMM), Multi-Touch Attribution (MTA), Massachusetts, Hybrid, Greater Boston, Customer Lifetime Value (LTV), Customer Journey, Tableau, Looker, Power BI, Python, R, SQL, Digital Transformation, Marketing Automation, Personalization, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Paid Search, Programmatic, Clickstream, Website Tag, Web Traffic, Website Tracking, Advanced Analytics, Site Analytics, Display, Media Agency, Marketing Science, Advertising Services, ETL, Data Science, Marketing Analytics, Analyst, New England, New Hampshire (NH)
Why Should You Care About Data-Driven Marketing? | Harnham Recruitment post
Marketing has been undergoing a fundamental change for some time. Elite marketers have been rethinking and reiterating their strategies, using increasingly sophisticated data. and this trend has been further accelerated by the pandemic.Consumer behaviour has changed significantly since the pandemic began. Between March and August 2020, 70 per cent of consumers tried new digital shopping channels. Such significant changes have rendered many existing data models invalid. Data-driven marketing offers new insights into consumer behaviour and can render huge impacts in refining and enhancing marketing strategies. So, why should you care about data-driven marketing? Offers better clarity about the target audience 67 per cent of lead marketers agree data-based decisions beat gut instinct. Data-driven marketing allows marketers to quickly filter through data and determine the most relevant and accurate action to take. With the right data, marketers can assess customer data to predict behaviours, identify buying patterns and spot emerging trends. Data-driven marketing can also reveal new channels and open up new avenues which organisations can use to engage with audiences and increase revenue. Increases revenue The last 18 months have been tough for businesses, yet through the use of data insight, marketing teams have been able to get ahead of emerging trends. Data-driven campaigns have pushed significant customer acquisition. Better insight into consumers and the channels they use enables organisations to improve their marketing strategy. Indeed, companies that deploy data-driven marketing are six times more likely to remain profitable year-over-year, and 78 per cent of organisations agree that data-driven marketing increases customer acquisition.PersonalisationIn the modern world, advertising is everywhere, and it is endless; consumers see it on their phone, their TV and even on their way to work. Without target advertising campaigns, organisations risk aggravating consumers. 74 per cent of customers already feel frustrated by seeing irrelevant content from brands. To stand out, marketing channels have become more complex. Marketers need to remain creative to capture consumers attention and data driven marketing can help achieve this.Data-driven marketing allows businesses to target specific demographics and user groups at an individual level. By targeting specific user groups at an individual level, marketers are able to use personalised marketing campaigns to build stronger and more meaningful connections with potential customers.With individual customer information, brands can segment a target market and ensure personalised messages are falling into the right place. Data-driven marketing is also able to identify potential customer triggers and create a holistic view of the target audience. This style of personalised marketing campaign makes for a more positive customer experience, and therefore represents excellent return on investment.Data has the potential to become an incredibly valuable resource in marketing. Data soothes the pain points which many marketers face on a day-to-day basis, and help teams to refine, enhance and improve strategy. In a post-pandemic world, data-driven marketing will undoubtedly be essential. To stay competitive, internal marketing and insight teams need to start taking notice of data-driven marketing. Here at Harnham, we understand the importance of data-driven marketing to determined campaigns and guide decisions. So, if you’re looking for your next opportunity or to build your Marketing & Insights team, we can help. Take a look at our latest marketing and insights jobs or get in touch with one of our expert consultants to find out more.
Is Product Analytics the new Digital Analytics? | Harnham Recruitment post
Following on from our exploration of what Digital Analytics is, and the exploration specifically of hiring Digital Insights Analysts in the North of England and Midlands, we wanted to take a look at Product Analytics, and how it differs from the standard Digital Analyst role.To help investigate the importance of Product Analytics in the current market, we have interviewed Nicky Tran, a Product Analyst at Virgin Media (Manchester).What Is A Product Analyst?In simple terms, a Product Analyst ‘’looks at the different products a company has, and then you are identifying which areas of the product can be improved or which areas can be optimised.” While Digital Analytics can inform the product lifecycle, the interesting aspect to this role is, that unlike a traditional Web Analyst role, it is more of a hybrid role. Nicky emphasised that it is ‘’an upcoming sector within the analytics community’’, providing an overlap between Digital Analytics, Customer Analytics and Data Science.The key skills and tools for this role are advanced SQL, Google Analytics, and AB testing. So how does this skillset differ from a traditional Web Analyst? Nicky suggests that while the core requirements are that of a Web Analyst, with a web role you would essentially just be using Google Analytics Data. However, as a Product Analyst, you would be using advanced SQL to access other data bases, and pull data from models, and therefore, “you are combining two sets of data to get a more insightful look”.Why Is Product Analytics Important, And Why Are They Now Becoming More Prominent On The Market?Similar to Digital Analytics roles, it is clear that with the impending digital transformation, companies are becoming increasingly data-led, especially with regards to their digital platforms (and products).As a result of the pandemic, the digital space is so much more important than ever before. Therefore, to stay competitive, and to really understand the products from the consumer perspective, companies have to provide the most personalised customer experiences to acquire and retain their consumers. As Nicky mentions, ‘It is definitely worth making an ‘inventory’ to see how to promote what you have – it is about personalising the customer journey’.What are employers looking for in a Product Analytics candidate?Product Analytics are great due to their hybridity. In the current market, where there are numerous jobs, and few candidates, a Product Analyst (technically strong in three areas) is a highly sought-after rarity.Businesses are becoming increasingly invested in Product Analytics and having a Product team that works alongside the Digital team can be beneficial; especially when companies need to stay competitive.What are Candidates looking for? Understanding the differences between a Digital Analyst, and a Product Analyst is key to understanding what a candidate is looking for. Nicky suggested that this Product Analyst role enabled her to be the ‘bridge’ between areas.So how does the future of a Product Analyst differ to that of the route of a Digital Analyst? For Nicky, this is one of the most important factors to being a Digital Analyst, as she has the option to go down the Data Science route in the future should she wish. The more technical skills she has as a Product Analyst means she is building up experience across different areas of Data & Analytics, giving her a slightly different career path, should she want to go down a more technical route.Why Choose A Product Analyst Role?“If you come from a technical background – maths, physics, computer science – and are interested in how the numbers are crunching, it is worth going into Product Analytics, as it needs a logical mathematics brain, to be able to convert it into a way which is useful to stakeholders.”From speaking to Nicky, it is clear that Product Analytics is an up-and-coming role that people don’t know enough about it. Therefore, if you are curious about Product Analytics, or any of the different roles the market has to offer at the moment, as an employer looking for help hiring, or a candidate actively or passively looking for work, Harnham can help. Take a look at our latest Product Analytics jobs, or get in touch for more information on how we can support your hiring needs.
Why Marketing Teams Need to Fill Their Data Skills Gaps
Data can be leveraged in a myriad of ways and be beneficial to numerous business functions.
In marketing, for example, data is playing an increasingly important role in helping brands get closer to their target customers, which ultimately improves the bottom line. Businesses that use data-driven marketing strategies have five times more ROI than those that don’t.
Despite this potential, a new survey has revealed that data analytics is one of the biggest skills gaps in marketing departments. Below, we break down this new research and explain why it’s crucial to fill your company’s data skills gap and build a data-driven marketing team.
So why does this skills gap matter?
The recent research revealed more than a third (34.4%) of the 3,000-plus respondents identified a lack of data analytic skills in their marketing department. For B2B marketers, the figure drops to 29.9 per cent, while it’s 34.6 per cent for B2C marketers, and jumps to 39.6 per cent for businesses with a mix of both.
These findings are particularly pertinent as marketing isn’t a department that operates within a bubble, rather it has its tendrils in every part of an organisation, so when marketing isn’t functioning as optimally as possible, neither is the business.
Businesses that are not harnessing the insights that data analysis offers, are missing out on the ability to understand and meet their customer’s preferences. Making decisions that are not grounded in data means that a business is operating in the dark – throwing ideas at the wall to see what sticks rather than already knowing what will work because the data has told them so.
Many companies have realised that it’s no longer good enough to guess what customers might want or need from a product or service, but to instead have hard evidence to back up these choices. A data-led marketing strategy can revolutionise marketing efforts in numerous ways such as:
Behaviour analysis and personalisation
By analysing a customer’s behaviour, such as their e-commerce and website browsing habits, marketers can ensure that the businesses’ landing pages, calls to action and other marketing tools are working as they should be, and use this data to better tailor content and improve the customer experience.
Behaviour analysis might include examining customer interactions, such as where and when they click on a website, even down to which pages consumers are lingering on for longer. The content you are producing might be incredibly insightful and smart, but that’s irrelevant if customers aren’t reading it. Once you have understood where people do and don’t spend time and which content attracts the most engagement, assets can be shaped to scoop up people who might otherwise leave a site, further entice already interested parties and inform other marketing activities.
For example, if you’re a business that sells clothes, you can use data analytics to determine which colours and styles are most popular among your customers and create content such as fashion tips or trend reports including these colours and styles.
Through monitoring the current behaviour of customers, businesses can also more easily identify when and how their preferences change. For example, if visitors to written pieces are dropping off, you could consider incorporating more video content. Reacting to the subtle changes in customer behaviour can help companies to maintain their position in the market and increase their revenue by tapping into new pools of customers.
Predicting customer patterns
But data isn’t just for making better in-the-moment decisions. It can also help to pre-empt future customer behaviour, allowing businesses to make proactive decisions based on previous trends, rather than acting reactively.
Predictive analytics is the use of data algorithms and techniques to define the likelihood of future events or results, based on historical data from customer habits. It allows marketers to forecast a customer’s “next move”, such as which consumers are most likely to buy again, and therefore prioritise customers.
Based on previous patterns of behaviour, businesses can predict website engagement points where, for example, a customer may convert, but also areas where consumers might lose interest or drop off – friction points such as filling in a form. This information enables businesses to make choices that ensure that the customer experience is as smooth and effective as possible.
How can this skills gap be filled?
The effectiveness of data analysis is dependent on talent being able to carry it out. At Harnham, we specialise in data hires for marketing. In other words, through experience, our consultants have built a comprehensive picture of what marketing teams need when it comes to data marketing talent. When it comes to hiring a data marketing professional there are a wealth of skills to look for, including:
- Being a problem solver – a candidate who can identify logical ways to overcome problems and offer solutions.
- Having a good grounding in coding languages such as SQL. Whilst it can be beneficial to have more advanced modelling skills using R or Python, some companies will have data science teams to support on this side.
- Experience with visualisation tools and with programs such as Tableau or Looker – which can be hugely valuable in hitting the ground running.
Most crucial, however, is the ability to tell a story with the data and make something complex easy to digest. During an interview, businesses can identify how someone translates recommendations and if they are able to recognise and illustrate the commercial impact that their work will have.
If you’re interested in applying your data skills to a role in marketing or are looking to bolster the success of your business by hiring a Data & Analytics specialist, you’ve come to the right place contact our team today.
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