Online Marketing Analytics Specialist

SUMMARY:

We are recruiting for the ONLINE MARKETING ANALYTICS SPECIALIST for one of our clients in the gaming, hospitality, and entertainment industries to  be responsible for the effective analysis, reporting and interpretation of business data, through the application of data mining techniques and statistical analysis to provide data driven intelligence around a holistic view of the customer behavior including understanding customer interactions, movements, preferences and spend; and make recommendations for marketing and product enhancements thereby supporting the business in maximizing revenue and achieving return on investment, and promoting the company brand.

POSITION INFO:

JOB DESCRIPTION INFORMATION:

Job Title: Online Marketing Analytics Specialist
Employment Type: Permanent, On-site
Work Location: Church St, Cape Town - CBD


JOB SCOPE & RESPONSIBILITIES:

• Understand Marketing strategy and design business intelligence reporting to support decision making and achievement of business results.
• Create and apply data management solutions, tools and processes that are relevant and provide business intelligence and insights to ensure the data adds value to the operations and that the business remains relevant and competitive.
• Design reporting mechanisms which provide timely insight into marketing and customer trends such as market segmentation, customer preferences and special event performance.
• Report on online Marketing campaign performance and challenges in an effort to maximise results.
• Present recommendations to guide future business direction including working with the Marketing Team and other strategic operational teams with regards campaigns, promotions, customer demographics and behavioral trends, etc.
• Oversee the collection of data from data warehouse and various business systems as well as the data analyses relative to Marketing areas e.g., determine effectiveness and participation levels of customers in a gaming promotion.
• Benchmark performance statistics against competitor offering and performance insights and make recommendations to optimise results.
• Maintain confidential information and protects business data by keeping information confidential.
• Conduct impact analysis and ROI of all promotions, events, and campaigns.
• Prepare thoughtful and timely analysis of marketing performance including:

1. Online, e-mail, social media channels and marketing campaigns.
2. Through BI solutions track changes in customer behaviors and preferences and identify correlations and trends to products etc.
3. Design and execute Marketing effectiveness measurements, such as conversion rates, active database, visitor trends and measurement against appropriate benchmarks player spend relative to revenue stats
4. Integrate Marketing analysis with other analytical output and benchmark performance across various marketing channels
5. Analyze customer acquisition and retention rates, within various markets and regions to determine strengths, weaknesses, and uniqueness to each.

• Based on the information collected recommend appropriate customer interaction experiences, tools, channels.
• Submit data-sets and related reports to the various stakeholders on a regular and ad-hoc basis.

• B Degree (IT and / or statistics or related work experience will be considered).

• At least 8 years’ experience in Business intelligence, Marketing analytics, Customer experience.
• Demonstrable experience in the use of Marketing systems, marketing business operations and processes.
• Demonstrable experience in loyalty programmes, digital marketing, direct marketing, promotions, and comp strategies.
• Extensive experience in online betting and gaming industry is highly advantageous with experience in the casino industry necessary.

• May be required to work overtime in line with operational requirements (this may include weekends, public holidays).
• The ability to manage pressure and deadlines well.
• Key Gaming Licence (NGB).

• Sound knowledge of Marketing business processes & products.
• Strong understanding of the sports betting and casino industry.
• Master data management including data modelling techniques, relational databases (i.e., SQL Server).
• Visual Basic macros and automation principles.
• Proven ability to manage sensitive information in a confidential manner.
• Business process analysis methods and techniques.
• Advanced skills in MS Office Suite.
• Application tools – Cognos, Qlik Sense, Power BI, Microsoft Dynamix.
• Business intelligence, data-warehousing, and statistical programming.
• Project management skills.
• Business acumen.

• Requires specialised theoretical knowledge and processes relating to marketing analytics and reporting.
• Short term planning (within 12 months) involves conducting the planning and integration of activities to meet and optimise new campaigns and revenue growth.
• Organise, plan, and prioritise tasks for self to ensure that work gets done cost effectively and efficiently.
• Interact with internal and external stakeholders at all levels and team - influencing, motivating, and encouraging specific behavior.

• Apply business acumen and sound common sense to the analysis and interpretation of marketing and customer business data.
• Makes use of analytical and conceptual skills to adapt programmes and tools to meet potential opportunities, risks, and challenges in line with changes in operations.
• Analyse and diagnose issues in order to optimise results in a competitive and fast-changing environment.
• Working within broadly defined policies and objectives, deal with diverse problems across multiple business touchpoints, using judgment and discretion to resolve them.

• Provide information, make recommendations, and create solutions to meet business requirements.
• Solve a wide range of problems & deal with these sensitively and within operational/procedural limitations.
• Optimise and streamline existing systems and processes to support the achievement of business results and improving the service offering.
• There are guidelines/ policies and procedures in place to be followed, but the incumbent needs constantly consider ways of improving productivity and profitability.

• Compensation will be determined based on qualifications, applicable experience, and previous earnings.