Overview

The Marketing Analytics Specialist is a diligent, solution-minded person that enjoys working with data sets across multiple marketing and digital channels in order to deliver reports, data analysis, and market insights to drive strategic and tactical decisions. In this role, you will analyze large-scale digital marketing data, such as online market segment sizing, search behavior, online competitive environment, multi-channel digital campaign performance, website, social engagement, etc. In addition, you will help shape the future of what a data-driven marketing organization looks like, drive processes for extracting and using that data in creative ways and create new lines of thinking with an eye on optimizing every aspect of Intralinks’ marketing practices. This individual helps to ensure that marketing goals are achieved through budgetary discipline and a focus on Marketing Return on Investment (MROI).

About the Team

This role reports to the VP of Digital Marketing & Demand Generation. As an individual contributor, you will work closely with, and act as a bridge between, multiple departments, including marketing, finance, sales, innovation, customer success, etc.

Responsibilities

• Identify & implement best-in-class measurement practices across a full range of digital marketing techniques, including desktop and mobile websites, email marketing, paid/organic search marketing, social media, and mobile marketing
• Proactively consult with the digital marketing, field marketing and demand generation teams to ensure global campaign KPI’s are established, align with program objectives, and are being appropriately measured
• Create reports utilizing third-party reporting and visualization tools such as: Google Analytics, Google Tag Manager, Google Search Console, Pardot, Eloqua, Marketo, Salesforce.com, Tableau, Excel, etc.
• Interpret marketing KPI reports and package up them up into a presentation format for executive leadership team consumption
• Leverage your proven experience with relational database design and operation – including normalization and development using query development tools
• Define and implement data acquisition and update activities to maintain database at desired coverage and quality levels
• Create repeatable data analytic processes, KPI measurements, and reports in order to spend more time analyzing data and less time collecting data
• Develop standardized reporting to monitor and analyze channel effectiveness, audience sentiment and campaign return on investment (ROI)
• Document data schema and create a database dictionary across sales and marketing
• Evangelize key insights and provide data-driven trends on what’s working and what’s not working to produce incremental gains in pipeline and revenue
• Support organization’s strategic data management and data analytics initiatives, including the development and maintenance of a marketing scorecard, CMO dashboard(s), SLA tracking, and ideas for new/improved marketing and sales campaigns
• Leverage data integration points between marketing automation platform and Salesforce.com to create reports and analyze data
• Present marketing attribution results (good and bad) to colleagues with varying levels of knowledge and seniority; and influence future budget allocation decisions
• Maintain data quality within Salesforce.com and marketing automation systems to ensure accurate measurement
• Monitor data science trends, emerging tools and technologies to continually improve frameworks, processes and best practices

Qualifications

• Bachelor's degree in a quantitative field such as marketing data analytics, business, computer science, economics, finance, information systems, mathematics, or statistics
• 5+ years of hands-on work experience developing and applying sales and marketing predictive models and other advanced statistical approaches in a corporate SaaS software company setting
• 3+ years’ high proficiency with Excel including data model development
• Intellectual curiosity, along with excellent critical problem-solving and quantitative skills, including the ability to disaggregate issues, identify root causes and recommend solutions
• Understanding of SiriusDecisions “Demand Waterfall” and measuring marketing attribution pipeline and revenue. A foundation and understanding of demand generation is a big plus
• Experience in collecting, organizing, analyzing, and disseminating significant amounts of information with attention to detail and accuracy, inclusive of data mining and ad hoc reporting
• Strong project management skills and the ability to prioritize and make progress on multiple concurrent projects as well as share progress
• Proven track record in developing mathematical models to predict sales & marketing outcomes and determine cause and effect relationships
• Strong data evaluation skills – with the ability to extract and interpret data from various sources and transform it into insights and recommendations
• Experience with Salesforce.com and the Salesforce.com campaign object
• Attention to detail and accuracy with a passion to leave no “t’s” left uncrossed and no “’i’s” left undotted
• Passion for continual improvement and team collaboration
• Proficiency with Tableau, or knowledge of other BI tools (GoodData, Cognos, Einstein Analytics) a plus
• Strong people skills, team-orientation, a professional attitude, and the ability to communicate effectively