Job Purpose
To leverage data analysis to optimize marketing strategies, improve customer segmentation, and enhance campaign performance. The Data Analyst will provide actionable insights that drive the marketing department’s data-driven decision-making, ensuring that all campaigns and strategies are measurable, targeted, and aligned with business growth objectives. This role supports the continuous improvement of marketing ROI by harnessing data from multiple sources, including customer behaviour, campaign results, and digital analytics.
Job Responsibilities
- Data-Driven Campaign Analysis: Analyse data from marketing campaigns to provide insights on performance, customer engagement, and conversion rates. Identify areas of improvement to optimize future campaigns and enhance marketing effectiveness.
- Customer Segmentation & Personalization: Use data to develop detailed customer segments and drive personalized marketing strategies. Identify trends and behaviours to tailor marketing efforts to specific target audiences.
- Marketing ROI Measurement: Collaborate with stakeholders to define and measure key performance indicators (KPIs) for marketing initiatives. Provide in-depth reporting and analysis on the return on investment (ROI) of marketing activities, helping the team make informed decisions on budget allocation and campaign optimization.
- Predictive Analytics & Forecasting: Develop models to predict future marketing trends, customer behaviour, and campaign outcomes. Use predictive analytics to guide strategic decision-making and improve long-term planning.
- Data Visualization & Reporting: Create clear, actionable reports and visualizations that summarize complex data sets. Present findings to marketing leadership and other stakeholders to guide strategic decision-making.
- Data Integration & Management: Ensure data integrity and consistency across marketing platforms, including CRM systems, digital analytics, and customer databases. Collaborate with IT and data management teams to implement data integration solutions that streamline marketing data flows.
- Optimization of Marketing Processes: Analyse current marketing processes and identify areas for improvement. Recommend data-driven process enhancements to increase efficiency and effectiveness in campaign execution.
- Collaboration with Marketing Teams: Work closely with cross-functional teams such as brand managers, digital marketing, and customer experience teams to ensure that data is used effectively to guide campaign strategies and customer journeys.
- Adoption of Advanced Analytics Techniques: Leverage machine learning models, A/B testing, and other advanced analytics techniques to continuously improve marketing strategies. Ensure all marketing activities are backed by solid data and analytics.
- Stay Informed on Marketing Trends: Keep abreast of industry changes, marketing analytics best practices, and emerging technologies. Regularly share knowledge and insights with team members to drive a culture of continuous learning and improvement.
People Specification
Essential Qualifications – NQF Level
- Advanced Diplomas/National 1st Degrees
Preferred Qualification
Bachelor’s Degree in Data Science, Marketing Analytics, Statistics, or a related field.
Minimum Experience Level
18 months to 3 years’ experience in data analysis within a marketing or digital marketing environment, including working with customer data, campaign performance metrics, and advanced data analytics tools.
Technical / Professional Knowledge
- Data Analysis Techniques: Proficient in advanced data analysis techniques, including segmentation, predictive modelling, and statistical analysis.
- Marketing Analytics Tools: Knowledge of marketing analytics platforms (e.g., Google Analytics, Adobe Analytics), CRM systems, and data visualization tools (e.g., Power BI, Tableau).
- Customer Journey Analytics: Understanding of customer journey mapping and how to use data to optimize touchpoints and enhance the customer experience.
- A/B Testing & Experimentation: Experience with setting up and analysing A/B tests and other experimental designs to measure the impact of marketing changes.
- Business Intelligence & Reporting: Ability to create and automate reports that measure campaign performance, customer behaviour, and marketing ROI.
- Advanced Excel Skills: Proficiency in data analysis with Excel, including advanced functions, pivot tables, and data modelling.
- SQL & Database Querying: Experience in querying and extracting data from databases using SQL or similar querying languages.
- Data Management & Governance: Understanding of data governance principles to ensure data accuracy and integrity across marketing platforms.
- Data-Driven Marketing Strategy: Strong understanding of how data informs marketing strategy, customer targeting, and campaign optimization.
Behavioural Competencies
- Analytical Thinking: Ability to identify trends, make sense of complex data, and translate insights into actionable recommendations.
- Attention to Detail: Accuracy in data analysis and reporting, with a focus on quality and precision.
- Collaboration: Able to work effectively with various marketing teams and departments to implement data-driven initiatives.
- Problem-Solving: Proactive in identifying problems within marketing processes and using data to develop effective solutions.
- Innovation & Continuous Learning: Open to learning new technologies and tools to improve data analysis techniques and stay ahead of industry trends.
- Accountability: Takes ownership of data analysis tasks and ensures that deliverables are accurate and on time.
