Consumer Insight Analyst / Data Analyst / Marketing Analyst
Consumer Insight Analyst – OUTSIDE IR35
Working for a small but rapidly growing consumer retail subscription business, the Consumer Insight Analyst / Data Analyst / Marketing Analyst role involves conducting a range of customer and marketing data analysis to better understand customer segments, LTV, CPA and marketing channel performance.
This is a small environment and you’ll work with the leadership team to extract and analyse data using Excel and SQL. Customer data sits in Salesforce with Einstein Analytics / Tableau.
The role will be remote UK based and is OUTSIDE IR35.
The Consumer Insight Analyst / Data Analyst / Marketing Analyst will:
Forecasting & Reporting
-Build a forecasting model of orders and revenue, to include weekly subscription orders by cohort and weekly one off orders by cohort. Calculate typical delivery tail and order tail to reconcile ‘sales’ to revenue recognised
-Establish most valuable customers by reference to their reorder rate, identifying ways to reduce reorder rate
-Seasonality index – establish baseline seasonality.
-Work with CFO and Head of Insights to further develop KPI reporting in salesforce to continue ongoing measurement of key business KPI’s eg LTV by channel at year’s 1-3, retention curves, one off conversion to subscription %
Acquisition & marketing:
-Customer LTV analysis, setting up cohorts for channels and tests to measure continuously.
-Attribution/regression analysis for marketing performance (pathway analysis)
-Halo effect of digital channels: Paid social performance impact on organic social / PPC impact on organic search
-Set short term target cost of acquisition by channel and longer term value by channel (after years 1-3)
-Introduce process to measure marketing campaign success
-Analyse what effect offers are having on acquisition, retention and LTV.
-Identify whether there are any triggers for churn
-Identify any propensity to churn behaviours to enable us to build email flows around this?
Candidates for the Consumer Insight Analyst / Data Analyst / Marketing Analyst role must have:
-Strong consumer insight and marketing analysis experience
-Ideally experience with a subscription product/service, such as retail, media, mobile phones, utilities, insurance, etc.
-Strong experience of Excel and SQL
-Customer segmentation, LTV and CPA analysis
-Ideally experience of Salesforce and Tableau or Einstein Analytics
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