Reports to the Supervisor, Marketing Analytics, the Marketing Analyst will provide insights and report on findings via data visualizations and stories derived from various sources related to marketing activities for the Marketing Department. By exploring market trends, competitors, potential and existing customers, the Marketing Analyst will help to foster a data driven environment through the creation of models and analysis that drive revenue, profit and engagement. Coordinates with staff throughout the organization and external agencies to collect and retrieve data required for research projects.
This is position is onsite 5 days per week in Highland, CA. There is no remote or hybrid options.
ESSENTIAL DUTIES AND RESPONSIBILITIES
1. Analyzes and interprets complex data sets using software like Microsoft Excel/VBA, Power BI, or SAS Enterprise Guide that include segment/campaign profitability and customer behavior or trends.
2. Identifies and targets customer segments based on demographics, preferences, behaviors and other relevant criteria, to create a personalized marketing experience.
3. Generates reports that analyze customers, competition, the industry, and marketing activities using charts, graphs, explanatory text and previously developed ROI formats. Utilizes statistical analysis and data visualization techniques to communicate findings and recommendations to stakeholders in both reports and presentations.
4. Investigates and conducts deep dives into data across various marketing channels to understand customer engagements and analyze user behaviors throughout the customer journey.
5. Conducts and analyzes market research for determining brand perceptions, understanding customer needs, and evaluating market penetration.
6. Collects customer demographic information (e.g., gender, income, age) and market data (e.g., competition prices, industry, media) through primary research methods and sources (such as surveys, media ratings tools, internal databases and focus groups) and secondary research (information from industry associations, statisticians and marketing experts).
EDUCATION, EXPERIENCE AND QUALIFICATIONS
- Bachelor’s degree preferably in business or quantitative field (e.g. Economics, Statistics, Math) or related field required.
- Master’s degree preferred.
- Minimum two (2) years of experience data analysis from start to finish in a marketing, sales or media environment required.
- Casino marketing or casino analytics experience preferred.
- Related, relevant, and/or direct experience may be considered in lieu of minimum educational requirements indicated above.
KNOWLEDGE, SKILLS AND ABILITIES (KSA)