Manager - Analytics and Customer Insights
The Manager - Analytics and Customer Insights is responsible for delivering customer insights across target market segments, platforms and/or genres. He/ She also oversees the design and execution of market research projects. He collaborates in the development of analytical, predictive and optimization models by providing business inputs to teams. He works closely with internal teams to develop goals and key performance indicators (KPIs) across various media channels. He is also responsible for reporting and analyzing multi-channel marketing campaigns to determine opportunities to increase effectiveness and maximize return on marketing investment. The work involves providing day-to-day guidance to the analytics and customer insights team as well as coordination with other departments for insight generation and reporting purposes. He should be an expert at building statistical models based on business hypotheses. He should also be comfortable with analytics software and programming languages. He ought to be an effective communicator and creative thinker, with an ability to use data to support evidence based decision making. He should be proficient at project management and team management. He should also possess high levels of attention to detail.
Skills and Competencies
Technical Skills & Competencies
Generic Skills & Competencies
Critical Work Functions and Key Tasks
• Provide data and technology inputs to the development of the organization's data strategy
• Provide inputs on existing customer measurement infrastructure and requirements to meet organization's research and analytics
objectives
• Devise solutions to manage legal and regulatory restrictions on the collection and use of market and customer data
• Develop plans for data analytics and market research projects in alignment with business objectives
• Identify data sources for data analytics and newer ways to leverage already available data
• Partner with relevant stakeholders and/or departments to define measurement and analytics requirements for campaigns
• Implement data quality control standards and methods
• Propose budgets for specific key analytics projects
• Design market research projects in line with research objectives by collaborating with qualitative and quantitative analysis teams
• Develop business hypotheses by collaborating with various business teams to create analytical models for generating insights from data
• Develop goals and KPIs for media channels by collaborating with other departments and/or stakeholders
• Develop analytical models for the testing of business hypotheses and data analysis by collaborating with other teams
• Analyse findings from research and analytics to generate actionable insights into target customer and market segments
• Produce analytics reports and data visualization dashboards to enable business stakeholders to make sense of the data
• Manage project to meet schedules, budget, manpower and technical quality targets
• Manage project discipline to document scope changes, issues and risks that affect implementation
• Assist users, technical staff and management to determine and resolve issues associated with project implementation
• Support regular project reviews to recommend schedule changes, cost or resource adjustments