ANALYST

What Does An Analyst Do?

Analysts mine and visualize data to tell a strategic story about a brand, campaign and/or customer. Their curiosity about the data leads to strategic key takeaways, insights and optimization recommendations that reflect performance, impact and future opportunities to do better tomorrow than they did today. Analysts are curious caretakers of data who are proactive, solution-oriented, vigilant and accountable for the product of their work and the journey that produces it.

First and foremost, analysts are data experts with multichannel marketing experience who utilize data visualization and storytelling skills to advance a client’s strategic initiatives.

• Experience in multichannel marketing analytics with a focus on digital, including but not limited to:
  • Web
  • eMail
  • Paid media (e.g., Search, Banners, etc.)
  • Social media
  • Organic search
  • Mobile apps
• Data visualization & storytelling experience involves:
  • “Pulling” & “manipulating” data from at least one database system (SQL server, Hadoop, MySQL, Oracle, MS Access, Alteryx, or comparable system)
  • Implementing an analytics report from start to finish
  • Designing reports from requirements (e.g., Measurement Plan)
  • Utilizing data visualization platforms like Tableau, Domo, etc.
  • Providing a narrative that indicates what the data is saying, how to put it in context and what to do next (e.g., “what,” “so what” and “now what” narrative)

They need to think strategically – Analysts must apply an understanding of the landscape (i.e., competition), scientific method, client understanding, brand strategy, etc. to strategize the collection (tagging), implementation, and maintenance of data

• Actively participate in defining and implementing measurement plans
• Ensure reports stay true to the plan’s KPIs and strategic goals
• Provide “key takeaways” and “optimization” recommendations that are based in a client’s strategy

And Need to lead – Internal subject matter expert collaborator and coordinator bringing all relevant stakeholders together to tell a singular strategic story efficiently and effectively.

• Serve as a single point of contact for a project to the account, planning and project management teams
• Coordinate efforts across Relationship Marketing, SEO, SEM, Social Media, Field Experience, etc.
• Leverage Data Science to dive deeper into data, producing valuable insights
• Participate in regular peer reviews, in order to improve the capabilities of the team and continuously elevate quality of work

Critical skills: Ability to mine structured and unstructured data (pull & manipulate), visualize data (e.g., Tableau) & basic project management (manage timelines, requirements & communication). Ability to craft ACTIONABLE INSIGHTS, providing a narrative that indicates what the data is saying, how to put it in context and what to do next (e.g., "what," "so what" and "now what" narrative).

Requirements:

• Bachelor’s degree in business, marketing, statistics, economics or finance
• Master’s degree preferable
• Minimum 3 years of experience in a multichannel analytics role
• Adobe Analytics, Google Analytics or Webtrends certification preferred
• Basic SQL knowledge and writing select statements, pulling and reading data
• Data visualization tool experience, e.g., Tableau (preferred), Spotfire, Datorama, Domo, etc. Ability to develop effective reporting dashboards that evaluate marketing performance
• Experience utilizing measurement plans
• Ability to manage timelines independently and meet deadlines
• Expertise with MS Office Suite
• Excellent verbal and written communication skills
• Pharmaceutical and/or healthcare industry experience preferred