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Marketing Performance Analyst, IBI
Digital Marketing Director, IBI
Informa Business Information (IBI)
1st Jan 2012
IBI Head Office, London
JOB PURPOSE
To deliver actionable insights which drive revenue and profit benefits, through the capture and
analysis of marketing performance data across all communication channels and customer touchpoints.
Result area
Key inputs
Key responsibilities & activities
 Work with marketing teams to map all key customer conversion funnels for each
division and core products/portfolio.
 Integrate appropriate analytics tools, including Google Analytics and Omniture,
with central campaign planning and reporting tools e.g. Infront in order to be
able to track campaigns end-to-end, through multiple touch-points, in an
automated way.
 Work with Infront, e-business, IT, ops and other teams to acquire performance
data and implement reporting.
Key
deliverables
 Understand and optimise the customer funnel performance from multiple
acquisition activities (e.g. search, social, advertising, events) through to
conversion activities such as direct marketing and onsite behaviour; and
retention indicators such as product usage and online behaviour.
 Provide vertical (divisional) and horizontal pan-divisional marketing insights into
strengths and pain-points in conversion.
 Set up effective KPI benchmarks and dashboards populated by consistent,
trustworthy data, in order to identify underperformance and outstanding
performance, stating what needs to be repeated and optimised, and formulating
solutions for where there are problems.
Benefit to the
business
 Increase overall revenues through improving conversion rates at all stages of the
conversion funnel.
 Reduce divisional marketing inefficiencies.
 Reduce costs through identifying and repeating/optimising activities with highest
ROIs.
 Provide better customer experience which improves customer satisfaction,
usage and likelihood to renew
 Provide transparency of performance at group level to aid strategic decision
making.
Impact
without the
role
 Teams lack expertise or time to drill into marketing performance drivers, so can’t
reveal the customer/revenue pain points or positive correlations, resulting in lost
potential cost-efficiencies and revenue upsides.
Core
competencies
 Highly results-driven
 Strong analytical skills, with impeccable attention to detail
 Methodically analyses issues and solves problems
 Free thinking beyond the status quo, comfortable in challenging and driving
change
 High integrity and directness
 Communicates powerfully and prolifically. Able to clearly articulate key insights
using written, graphical and verbal presentation
 Ability to build influential relationships and work effectively within a highly
collaborative and interconnected environment
EXPERIENCE
 Bachelor’s level education or equivalent
 Minimum of 5+ years of experience in data-driven marketing and sales performance analyst
roles
 Experience within B2C and B2B environments
 Advanced understanding of implementing and user interfaces of web analytics (Google
Analytics, Omniture) and customer insight tools, databases and data query tools and
reporting systems
 First-class knowledge in data analysis techniques combined with exceptional ability to
translate into actionable business insights
 Experience in e-commerce financial reporting – and in identifying opportunities and pain
points
 Experience in customer funnel reporting –and in identifying opportunities and pain points