Position Summary of The Opportunity
As part of the Brand, Marketing & Communications (BMC) Analytics Team, sitting within the Global Delivery Services (GDS) at EY, the Senior Data Analyst will support the implementation of a robust analytics & insights program and strategy for the APAC FSO Brand, Marketing & Communications team. The program will measure the effectiveness of the entire marketing plan and provide a holistic view of the impact and value of the marketing investments for both the marketing team and leadership.
The analyst will be required to transform large marketing data sets into dashboards using data visualisation tools, data integration, and should be comfortable with distilling the data into user-friendly, actionable insights and linking them back to strategic business priorities. The analyst should further be comfortable with providing observations and recommendations from the data derived from metrics, planning and CRM; to enable the marketing team to make strategic, data-driven decisions on future marketing activities, channels, campaigns and investments. Regular cross-channel performance reports are a must and so strong knowledge and experience with marketing analytics tools is essential.
Furthermore, the analyst will be a key advisor to the APAC FSO BMC team on their data capture strategy, to ensure accurate reporting is generated.
The successful candidate must be a strong communicator (both written and verbally) and must be comfortable with facilitating data education sessions and training users on reporting solutions.
Our team is looking for a team player who is a natural problem solver, flexible and keen to implement an end-to-end reporting program for the entire team, whilst being aware of local nuances or industry trends that may have impacted the data and its findings.
Key responsibilities
· Provide post campaign performance analysis with key highlights, insights and recommendations for the future, using a wide range of marketing analytics tools (spanning multiple channels)
· Establish reporting solutions using data visualisation/dashboarding tools such as PowerBi (inclusive of data from multiple market segments and sectors) that relays actionable insights on the entire marketing plans, campaigns, or specific accounts, inclusive of industry benchmarks
· Make strong recommendations on how to optimise activities, content, channels, programs and creatives
· Manage quarterly and yearly business reports
· Track and manage multiple streams of data based on metrics, planning pipeline, and marketing audience (people)
· Understand the team’s business needs and marketing objectives and provide support in setting marketing targets, in addition to advising and implementing appropriate tools and tracking for the data collection
· Perform search queries and data integration from reports/data of different platforms
· Conduct and facilitate data education sessions to aid in upskilling the broader BMC team to drive a data first mindset
· Manage, coach and develop offshore data team/individuals
· document clear processes and procedures and enforce reporting protocols and policies on a regular basis from data capture through to reporting and measurement
· Work with analytics operations and global analytics team to correct the data discrepancies and ensure data quality
· Use marketing analytics tools for end-to-end campaign reporting, performance monitoring and optimization. Tools include:
n Web analytics tools like Adobe Analytics, Webtrends, Google Analytics, Google Adwords
n Social media analytics tools – Sprinklr, SMARP analytics
n Email analytics via Marketo
n Power BI (Data visualization tool)
n HTML and Javascript
n CRM (InterAction/SAP)
n Mobile apps
n SEO
n Lead Gen/MQLs scoring
Skills and attributes for success
· 6+ years’ hands on experience manipulating and analysing large data sets and designing and developing dashboards using data visualisation tools. Advanced proficiency with Microsoft PowerBI and Excel (Power Query & M) is essential
· Technical expertise regarding data models, database design development, data mining and segmentation techniques
· 4+ years’ hands-on experience with marketing analytics tools like Adobe Analytics, Google Analytics, Web Trends etc.
· Strong understanding of email marketing and CRM systems, plus Marketing Automation
· Demonstrates a strong understanding of social marketing with in-depth knowledge on paid, earned, owned.
· Previous experience in SEO reporting
Ideally, you’ll also have
· 5+ years’ experience as a Digital Data Analyst within a large complex B2B organisation
· Familiarity with complex, multi-national organizations
· Experience on PowerApps, SharePoint, and other planning and automation tools
· Background on reporting packages (Business Objects etc), and databases (SQL etc),
· Strong project management skills and experience with juggling multiple projects at once
· Ability to derive and present insights from data with a strong focus on storytelling
· A passion for understanding and translating complex data in a way that is simple for non-technical audiences
about EY
At EY, we hold a collective commitment to foster an environment where all differences are valued and respected, practices are equitable and everyone experiences a sense of belonging. Through our inclusive leadership behaviours, a variety of internal networks, flexible working and mentoring programs, you will have the support and flexibility to build an exceptional career.
EY is committed to making reasonable adjustments to provide a positive, barrier-free recruitment process for people with disability. If you require any adjustments to the recruitment process in order to equitably participate, we encourage you to advise us at the time of application.
The exceptional EY experience. It’s yours to build.