Download CUSTOMER INSIGHT ANALYST Key Responsibilities

CUSTOMER INSIGHT ANALYST
Role purpose:
To deliver customer analysis across the AA’s business units and joint ventures which support business decision making,
strategy development and tactical delivery.
Reports to:
Team:
Key relationships:
Location:
Customer Insight Manager
Digital & Direct Marketing
Head Office, Auckland
Key Responsibilities
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Provide a detailed and complete understanding of customer bases for the AA, including product profiles from
customer databases.
Provide business units with models (both segmentation and propensity) to aid targeting and understanding of
customer behaviour. Ensure the models are implemented on the database and that business units understand
these models.
Own the delivery of insight and business intelligence across the business units, making recommendations and
implementing improvements to current business practice. E.g. developing and implementing the analytical and
business intelligence capabilities of SAS, to deliver efficiencies across the business.
Identify & resolve data quality issues and manage the relevant relationships between the AA and third party
suppliers.
Develop a thorough understanding of the customer data available to maximise the benefit of customer insight over
simple product reporting.
Understand business unit requirements and advise the best way to fulfil these with the data and tools available.
Investigate data necessary to achieve desired business outcomes.
Recommend and implement appropriate data modelling solutions to meet business requirements.
Create and maintain statistically robust models to facilitate the business requirements, for example in the areas of
acquisitions, retention and cross-sell.
Advise business units of appropriate marketing actions based on the relevant information to ensure maximum
benefit.
Establish a robust reporting methodology to support business initiatives such as customer contacts and customer
holdings.
Advise business units on appropriate use of analysis, reports and model deployment.
Maintain a good knowledge of relevant analytical and statistical techniques.
Maintain a good technical knowledge of SAS and other analytical and modelling software.
Role Competencies
AA Core Competencies
To be successful in this role you will need to demonstrate the
following competencies:
To become part of the AA team you need to
demonstrate the following competencies:
 Customer focus
 Action and results focus
 Teamwork
 Professionalism
 Expertise
 Communication
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Good understanding of range of data manipulation and
analysis techniques
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Excellent data interpretation skills
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Good communication, presentation and influencing skills
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Good logic and thinking capabilities
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An ability to understand, source and profile data
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Ability to work under pressure to tight deadlines
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Excellent attention to detail
Functional/Technical Competencies
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Minimum of 3 years customer data analysis and modelling experience
Highly numerate individual, preferably a marketing or other related degree with statistics and digital papers to
support your degree
Familiarity with data mining and statistical techniques including linear and logistical regression, CHAID, clustering
etc.
Excellent technical skills in SAS, SQL or equivalent tools
Familiarity with marketing disciplines and particularly CRM to aid understanding and delivery of business objectives.
About the AA
The AA is a Kiwi icon and with more than 100 years of history is most
recognised as the leading provider of motoring services for New Zealanders.
With more than 1 million members, the AA is at the forefront of service
excellence and through its 900 employees, multi web channels and
extensive network of contractors, franchisees and licensees; it provides a
broad range of targeted products and services.
In addition to core membership and vehicle services, the AA has a significant
footprint in insurance, finance, advocacy, travel and mapping services, and
will continue to expand its product portfolio in the years ahead.
Our vision and values
Our Vision:
To make AA Membership truly
indispensable.
Our values are:
 We have integrity
 We solve it
 We’re a team
 We’re experts
 We’re friendly