Job Description :
Identify, define and map attributes needed from source systems for marketing analytics and validate quality of data
Work with the Marketing Business SPOC to Prioritize the use cases identified
For each use case determine the potential business Value i.e. the impact of the use case (ML) towards Customer Experience Improvement, Increase in topline and Increasing Marketing and Sales efficiency
For each use case identify the value realization period
For each case determine the data sources and minimal volume of data required
Work with business to confirm and agree on the Business KPI to be used for measuring the impact of the use case
Identify the baseline for the business KPI and also identify the steps and effort for automating the feedback loop so that KPI are measured and reflected in an automated fashion
Create Specification for the Data Science Program Dashboard - Identify the technical and business KPI that will be measured through the course of the program
Create specification for Use case specific dashboard
Job Qualification:
Experience with Business Analytics technology
Knowledge of Business Analysis including best practices in KPI generation and corporate performance management
Quantitative analytical skills
Business advisory experience
Successful track record managing large-scale website, mobile, web, video, social media, and paid digital campaigns.
Strong understanding of Digital Marketing eco systems and products.
Strong understanding of Personalization, Segmentation
Understanding of the Machine learning models for Propensity scoring, Lead qualification, look-alike modeling, Journey analytics
Experience defining creative and media strategy from brief through execution.
Experience with web analytics tools and methods, A/B testing, search optimization, and web UX optimization strategies.
Must be tech savvy and have experience with the Digital Marketing ecosystems products
o Adobe Audience Manager, Adobe analytics
o Adobe segments, Profile core service
o CMS systems (Adobe experience manager), Adobe Target, CRM/marketing automation (Salesforce)