Performs advanced analysis of the effects of various marketing efforts against desired results. Drives development and analysis of company-wide guest satisfaction measures, utilizing statistical executions to inform on opportunities to optimize marketing tactics and direct future investments. Helps define and optimize measurement strategy using a variety of techniques, ranging from data aggregation via statistical analysis to complex data mining. Works with internal clients to develop standardized and automated reporting that feeds marketing decisions across the organization. Partners with the Information Technology team to ensure best-of-class data management, analytics and reporting.
This role is responsible for the design and management of select analytical practices that incorporate demographic and behavioral data from CI systems, online tracking data and 3rd party enhanced data, in partnership with internal marketing teams, to enhance understanding and increase value by application of actionable segmentation and models. It is also responsible for design and management of reporting solutions and analysis which drive the strategy and optimization of marketing programs and operational excellence.