Job Title:

Marketing Analyst

Function:

CEE

Name of Job Holder:

Location:

Hyderabad

Reports to position:

Associate Director

Band:

A3

Reportees to Position:

N.A.

Job Purpose

Job  Outline

Key Responsibilities

• Use strong business acumen to collate and analyze vast amounts of data for actionable insights, as well as an ability to communicate these findings through meaningful data visualizations and presentable reports.
• Generate daily, weekly and monthly analytics reports for all major metrics, goals tracking, revenue tracking and paid search initiatives; recommend interventions to improve performance.
• Generate market intelligence for program launches and to improve advertising effectiveness – this includes scraping web data; analyzing diverse data types, including big data, noisy and/ or unstructured textual data, including text pre-processing and normalization techniques; running A/B tests across search campaigns and landing pages
• Prepare diverse reports and/ or dashboards for output analytics for presentation to management.
• Sift and analyze data from multiple angles, looking for trends and outliers that highlight problems or opportunities.
• Communicate important information and insights to business leaders.
• Make recommendations that are aligned with existing business priorities.

Key Skills for a Data Analyst

Core Skills

• At least 2 years’ experience with data-driven market research, statistical and econometric analyses, or big data analytics with a proven track record of applying the results to real problems and real data
• Knowledge of statistical models and econometric techniques to solve problems.
• Proficiency with the statistical tools such as Stata or SPSS and coding proficiency in programming languages such as R, SQL and Python, would tilt the scale significantly in favor of the candidate.
• Ability to analyze, interpret and present data.
• Eye for detail that helps identify erroneous data and empirical outliers
• High level of proficiency with Excel, Macros, SQL.

Tacit Skills

• Motivation to learn and strong work ethic
• Analytical problem-solving skills
• Critical thinking
• Innovative thinking
• Methodical and logical approach
• Accuracy and attention to detail
• Interpersonal skills
• Teamworking skills
• Ability to plan work and meet deadlines
• Written and verbal communication skills
• Interest in predicting trends and identifying patterns

Job Specification

Knowledge / Education

Specific Skills

Desirable Experience

• Certification in Business Analytics
• Bachelor’s degree in Computer Science/ Computer Applications/ Statistics/ Mathematics

• Knack for outlier and error detection
• Statistical modelling using regressions, R, SPSS, Python
• Comfortable using macros and working knowledge of SQL would be an advantage
• Experience with BI tools such as PowerBI, and Google Analytics, Adobe Analytics, Social Media Analytics

• 5+ years of experience as a marketing or business analyst in a technology driven organization

Job Interface/Relationships:

Internal

External

• Back-end data processing
• CEE – AD, Sr Director, Deputy Dean

• Technology Teams

S.No

Key Responsibilities

% Time Spent

1

Carry out analysis on data related to past and current registrations to enrollments, across programmes.

Draw comparisons against past years’ trends for meaningful insights.

40%

2

Prepare impactful reports with clear observations & insights to enable decision-making.

20%

3

Study trends from various internal and external data sources, benchmark using internal and external sources, study competition to create best practices that dovetail into the larger goal of creating a best-in-class impeccable process to drive enrollments.

40%

Total Time Spent on All Responsibilities

100%

S No

Key Result Area

Key Performance Indicator

Measure

Weightage

1

To have a best-in-class impeccable process to drive enrollments

Data collation & analysis of admission cycles, with adequate checks and balances

Regular frequency of error-free reports for making decisions.

40%

2

Innovation

Study Competition – Admission Process of Global Top 5 B-Schools in the Executive Education space

Changes incorporated in the current application and admission process

35%

3

Digital Transformation

UAT Testing of New CEE portal, Campaign landing pages

Control Measure –BSugs detected vs missed

25%

Any Other Significant Input