The purpose of this role is to provide performance reporting and analysis of the organization''''s digital
marketing channels and campaigns. The successful candidate will work with a portfolio of clients to assist in
creating a deep understanding of the impact and incrementality of our digital
marketing efforts on the growth of the business; defines and implements
measurement strategies that align with client marketing and business objectives;
produces meaningful marketing KPI dashboards and delivering daily, weekly and
monthly, cross-channel performance reports with actionable insight. Conducts
conversion optimisation consultancies, with the aim of improving efficiency in the
digital marketing strategies and increasing ROI
RESPONSIBILITIES:
Insights and Reporting
Contribute to the design and creation of reporting strategies and templates. Lead
execution of complex reports, identifying and interpreting complex patterns and
trends, and translating those insights into actionable recommendations. Develop
automated reporting and measurements for Digital Marketing channels, capturing
the full spectrum of the customer journey from impression to
engagement and conversion.
Develop and improve daily, weekly & monthly forecasting and reporting models.
Utilise analyses to inform and influence the Digital Marketing Team’s
performance.
Forecast all Digital Marketing KPIs for budget and planning purposes.
Utilise analytics expertise to perform in-depth database analysis to better
understand customer behaviour through segmentation and predictive modelling
in order to provide a more customer-centric experience.
Analysis and insights to help Marketing Teams understand growth drivers, and
collaborate to ensure ongoing data-driven optimisation of initiatives.
Data Exploration
Conduct research and select relevant information to enable analysis of key
themes and trends using primary data sources and business intelligence tools.
Measure and analyse marketing campaigns to understand how marketing
channels can better drive, conversion, ROAS as well as customer lifetime value.
Support brand growth and new customer acquisition strategy by leveraging both
external and internal information on the market and our customer base (potential
and existing) to inform marketing decisions around media channels, offers,
messaging, product selection etc.
Industry Awareness and External Network
Execute market research to identify innovative industry trends, disruptors, and
new market spaces for emerging or new market opportunities.
Analysis of external market research to obtain insights into key target markets –
both potential and existing customer needs, perceptions, motivations,
expectations, shopping behaviour, budgets and lifestyles.
Effective competitor analysis – including key product category analysis.
Application of strong commercial insight, understanding and acumen in order to
interpret, simulate and model customer behaviour.
Follow industry and emerging best practices in shaping the digital marketing
analytics capability including a focus on data organisation, data quality,
documentation, and ongoing process improvement
.
Internal Collaboration
Support customer and market research by performing customer and market
research and analysis techniques.
Continuously identify new ways of how customer information can enhance
business decisions.
Turn business questions into functional analysis – understand the business as
well as the data behind the analysis.
TECHNICAL COMPETENCIES:
Digital Marketing Plan Execution
Provide analysis to monitor performance of digital marketing campaigns.
Continuous Improvement
Contribute to reviewing existing operations in own area of work and generate
new ideas to assist in identifying continuous improvements.
Provide ongoing optimisation, growth opportunities, lost-opportunity analysis
that the marketing teams can act on to improve metrics and increase
performance.
Knowledge sharing within the broader Marketing team.
Personal Capability Building
Develop own capabilities by participating in assessment and development
planning activities as well as formal and informal training and coaching; gain or
maintain external professional accreditation where relevant to improve
performance and fulfill personal potential. Maintain an understanding of relevant
technology, external regulation, and industry best practices through ongoing
education, attending conferences, and reading specialist media.
Marketing
Carry out routine marketing tasks and provide support to others.
Partner with the Digital Marketing Team to identify priority analyses to improve
results of future marketing campaigns. Advise on how to leverage marketing
channels to meet growth targets and Marketing performance objectives.
Participates in special projects as needed to provide analytical and decision
support on new initiatives.
Computer skills
Support business processes by understanding and effectively using standard
office equipment and standard software packages, while providing technical
guidance as needed.
Microsoft Excel (Advanced); Google Sheets; Microsoft Office (Power Point);
SQL; Qlik Tech QlikView; Database extraction; Data Studio; Google Tag
Manager; Google Search Console; Google Analytics; Big query.
Data Collection and analysis
Provide guidance and training to others on analysing data trends for use in
reports to help guide decision making.
Market Research and Analysis
Provide technical guidance when required on using research and analysis to
develop a comprehensive understanding of market conditions in order to
facilitate the success of a brand, product or service.
Assessment
Provide technical guidance when required on analysing data from multiple
sources to draw appropriate conclusions and make suitable recommendations.
Commercial Acumen
Apply understanding of the business environment and objectives to develop
solutions, while also providing technical assistance when necessary.
Data Management
Provide technical guidance when required on acquiring, organising, protecting
and processing data to fulfill business objectives.
Attention to details
Apply concepts of knowledge / skill and be attentive to details and ensure data
is consistently accurate.
Verbal Communication
Use clear and effective verbal communications skills and provide technical
guidance when required to express ideas, request actions and formulate plans
or policies.
Planning and Organising
Provide technical guidance when required to plan, organise, prioritise and
oversee activities to efficiently meet business objectives.
Action Planning
Develop appropriate plans or perform necessary actions based on
recommendations and requirements.
Customer and Market Analysis
Conduct research and analyze data, in order to develop a comprehensive
understanding of customer and market conditions that enables maximum return
on investments.
EDUCATION & EXPERIENCE:
General Education
Grade 12/ SAQA Accredited Equivalent (Essential); Google Marketing Platform
Certification (Essential); University Degree in Business, Economics, Statistics,
Marketing, Computer Science or similar (Advantageous)
General Experience
3 or more years'''' experience in a Digital Marketing Analyst role (Essential);
Experience in the Financial Services or Retail industries (Advantageous)
