Title: Lead Management Business Analyst
Location: YP (Glendale, CA)
Job Summary:
We are looking for analytically minded people with backgrounds in Analytics, Finance, or Direct Marketing!
- The Business Analyst acts as a “thought bridge” between information and the marketing strategy and sales performance deliverables. The analyst will work as part of the Customer Acquisition and Retention team to analyze and measure the effectiveness of lead scoring, prioritization, assignment and distribution of leads generated through online and offline DR internet acquisition and retention campaigns, as well as forecast and present test results. Marketing channels include: internet, direct mail, radio, direct response television, partner programs and alternative media.
Job Details:
- As a Business Analyst, your primary responsibilities will include the following:
- Develop a report suite focused on a business review of Marketing and Telesales operational and performance based key performance indicators. Provide correlations to close rates.
- Analyze and report on lead prioritization and performance driven by descriptive, predictive, and prescriptive model scoring.
- Utilizes both standard and ad hoc statistical analysis in report development.
- Assist the lead management team to ensure lead capacity consistency and synergy across sales channels.
- Analyze and provide recommendations to minimize/close lead gaps-to-capacity by sales center.
- Play a key role in creating marketing campaign target lists and perform back-end analysis in a test-and-learn environment supporting marketing objectives.
- Analyzes targeted customer and target prospect lists for all direct marketing campaigns heavily tied to a test-and-learn, champion/challenger methodology using both in-house and third party databases.
- Incorporates key financial, behavioral, utilization and transaction data to optimize future test campaign structure, measuring the effectiveness and profitability for increased customer retention, loyalty, and needs-based cross-selling.
- Evaluate and provide recommendations for the following: acquisition and retention offers, model/decile performance, forecasting, capacity planning, and cost efficiencies.
- Update, analyze and issue weekly/monthly/quarterly waterfall reports to facilitate key business decisions.
- Leverage key business metrics to anticipate needs for cross marketing opportunities to ensure business expansion; collaborate and coordinate with team members to identify data elements which are needed from data that currently exist.
- Identify levers to improve financial performance of predictive models, tests, and campaigns.
- Design and analyze A/B tests in order to optimize the channel.
- Propose next steps for improvement and refined testing.
- Analyze customer level data to extract new insights and growth opportunities
Education:
- Bachelor’s degree in computer science, business with emphasis on information management (MIS), or a quantitative discipline such as statistics, math, economics or finance. Minimum 2 years in an analytic role.
