The Analytics Director is responsible for ensuring that the firm is providing the level of measurement and accountability required in today’s real-time marketplace. This includes the areas of channel analytics (analyses that inform and improve the effectiveness of the planning, execution, and optimization of media), online analytics ( informs site design, usability, and ongoing optimization) and customer analytics (analyzing and maximizing customer relationships).

Key Responsibilities

1. Working with brand planning, and/or brand strategy to identify and describe the best customer for the brand by performing market segmentation studies.
2. Developing recommendations and methodologies to help clients capture the most critical, actionable data to achieve their marketing objectives.
3. Defining, segmenting, and scoring customers based on current and potential value – value that transcends sales potential to include behaviors that indirectly impact the bottom line.
4. Identifying and tracking the brand’s key success drivers – the brand’s leading indicators of success.
5. Working with external intelligence providers and interfacing with marketing, research, or data analyst professionals in client organizations to extract relevant data for marketing decision-making.
6. Developing recommendations for improving database design and data capture mechanisms.
7. Analyzing external and internal information resources for cross-selling opportunities and developing and sustaining customer loyalty.
8. Usinga variety of resources (including database information) to guide the execution of one-to-one marketing campaigns.
9. Using information resources to analyze customer behavior and preferences in order to help clients improve their brand experience and customer service strategies.
10. Evaluating web analytics data and making recommendations to constantly improve the effectiveness of online marketing efforts, including search marketing.
11. Benchmarking and tracking success metrics both to show return on investment as well as to provide a feedback loop for agency and client teams.
12. Participating in new business development as a resource for industry trends, target audience identification, etc.

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