Database Marketing Analyst


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Location

NY-New York (Flatiron)

Classification

Full-Time

Description

The Database Marketing Analyst is responsible for the targeting, segmentation and customer insights as it pertains to B&N customers and membership programs. They are responsible for customer understanding, market research and working with the other internal reporting teams to better understand and spot consumer trends and opportunities. The analyst is also responsible for working with manager/director to create a marketing reporting framework for tracking effectiveness across all marketing channels in order to provide input into the company marketing strategy and inform allocation of marketing spend. This includes testing test and learn approaches, managing control groups, and tracking ROI/ROMI. This position requires collaboration with the other Marketing teams, IT, ecommence, vendors and Merchant partners.

Essential Functions

• Work with Marketing Operations to ensure the successful launch of robust campaigns to millions of customers.
• Create processes and scripts to improve the speed and efficiency of data extraction for direct marketing campaigns, resulting in the Retention Marketing team’s increased responsiveness to customer shopping behavior on the site.
• Advise Retention Marketing Strategy team and Senior Management on the breadth of customer data available resulting in more effective campaigns.
• Work with Business Intelligence team to identify and resolve database and data warehouse system issues that impede data extraction, manipulation and interpretation.
• Assist in the design, development, and execution of reporting around customer behaviors and characteristics.
• Participate in post-campaign analysis and provide insight that results in improved response rates and an incremental lift in spend.
• Analyze results of campaign efforts and suggest strategies to continuously improve performance.

Qualifications

• This is an ideal role for a savvy analyst who has a passion for customer marketing and a healthy respect for the importance of detailed and accurate data to the success of direct marketing campaigns.
• Advanced understanding of relational database tables and data structures. Expertise and experience writing SQL statements for data extraction and/or reports. Experience writing other higher-level code (i.e., Macros using VBA in MS Excel) a plus.
• Experience with statistical tools (i.e., SAS, SPSS) or web/marketing program analytic tools (i.e., Coremetrics, Omniture) a plus but not required.
• Project management and problem solving skills
• Experience with or keen interest in direct marketing, email marketing or database marketing
• 2+ years of experience with marketing measurement, reporting including email, direct mail, and website.
• Bachelor’s degree.

 

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