* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Job Description – Fusion Trainer
Sales process engineering wikipedia , lookup
Revenue management wikipedia , lookup
Affiliate marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing communications wikipedia , lookup
Youth marketing wikipedia , lookup
Web analytics wikipedia , lookup
Multi-level marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Target market wikipedia , lookup
Viral marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Customer relationship management wikipedia , lookup
Marketing research wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Advertising campaign wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Customer experience wikipedia , lookup
Global marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Street marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Customer satisfaction wikipedia , lookup
Customer engagement wikipedia , lookup
Job Title: Reporting To: Division: Start Date: Location: 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