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Digital Marketing Data Analyst

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The Digital Marketing Data Consultant/Analyst is responsible for producing high quality qualitative and quantitative data and applying that data to decision-making about company’s digital marketing communications and campaign efforts in order to guide the understanding of campaign results and member interaction with campaigns, and determine campaign results, effective use of resource, and return on investment.

The Data Consultant will build data sets that show ongoing market conditions, brand strengths and weaknesses and competition as it relates to sales volume, market share, advertising, media effectiveness, incentive spend and ROI.
Result: Drive informed marketing strategy and marketing spend allocation.

• Expertise with Access and SQL required.
• Demonstrated competence with SAS, Oracle, TSO (mainframe) preferred.
• Experience with web analytics software preferred.

MAJOR RESPONSIBILITIES
• Email list pulls and audits, email results reporting, email address incident management
• Develops protocols for database development, management and analyses by collaborating with internal departments and marketing vendor to collect and store data while ensuring data integrity and security.
• Develop reports for internal clients as well as senior executives using SAS, SQL, MS Access and Excel.
• Responsible for coordinating the collection, reporting, analysis and management of digital marketing communications and Web site data for internet campaigns including email.
• Acts as liaison between the Digital Design and Development department, the Web Analytics department, the Direct Marketing Campaign Data Operations group, and the Creative Digital Marketing Strategy group; develop and contribute to campaign reports as well as quarterly and annual reports for senior management, as needed.
• Ensures that the Digital Design and Development team and the senior staff understand the capabilities of this function to support their work by consulting on success metrics and best practices for reporting and analysis.
• Collaborates closely with National Market Research, Web Analytics, and Direct Marketing to ensure that Digital Design and Development has access to member, purchaser, provider, Web site and patient research that may help to provide strategic insight for digital marketing communications and campaigns.
• Researches and proposes approaches to address issues such as design methodologies, copyrights, emerging knowledge solutions.
• Conducts A/B testing to continuously fine tune digital marketing communications and campaigns.
• Works with Brand Creative teams to consult on best practices for reporting and analysis.

MINIMUM EXPERIENCE

• Bachelor’s degree in Business Administration, Public Health Administration, Social Science or other related field required.
• 5+ years of related analytical experience required with experience in project management, applied research, evaluation and/or performance measurement preferred. Health care industry and marketing experience preferred.
• Experience and training in most of the following: reporting, project management, data analysis, and database management.
• Experience establishing Intranet and Internet-friendly information storage and retrieval environments for a wide variety of clients/users.
• Proficient with SQL, SAS, Lotus Notes and MS Office (Word, Excel, PowerPoint and Microsoft Access).

REQUIRED COMPETENCIES

• Strong knowledge with online searching, collection management, cataloging and indexing of data.
• Excellent organizational skills, including setting priorities and creating work plans, and structuring and executing work.
• Creativity, critical thinking, and problem-solving skills.
• Sound judgment and results-orientation.
• Excellent written and verbal communication and interpersonal skills.
• Proven experience in managing databases in corporate setting.
• Experience with list management and direct mail and email production.
• Ability to work effectively as an individual contributor and in a team environment.
• Knowledge in usability testing and metadata uses and systems.

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