Description
Marketing Analyst
Reports to: Marketing Director Paddy Power
Department: Marketing
Client Businesses: Internet Sportsbook, Dial-a-Bet Sportsbook, Poker, Casino, Games and Bingo
Overall Purpose of Job:
Devise and manage customer acquisition strategy through detailed analysis. Fusing of several disparate analytical resources to develop a coherent overarching framework for understanding and optimising customer acquisition.
Qualitative and quantitative techniques deployed to drive in depth understanding of consumer needs, both amongst existing Paddy Power customers and non customers.
Quantitative analysis to monitor new customer value -though multiple routes to market
- Seasonally
- by day of week and day-part
- by channel of registration and first transaction
- by first transaction type (bet type, early success failure, deposit and stake size)
Use of primary and secondary sources
- customer transactional database
- customer questionnaires
- externally procured customer data
- data profiling sources (geo-demographic and lifestyle data)
- commissioned market research (exclusively on behalf of Paddy Power or syndicated with partner companies)
- industry standard consumer data (BARB, TGI etc)
- web analytics
Key Deliverables:
- Annual customer acquisition audit and strategy refresh
- Creation of dashboard reporting system on daily, weekly and monthly basis
- Ongoing recommendations to customer acquisition teams based on data insight
- Management of test and refine programme for new techniques
- Managing commercial development (researching new routes to market internal business case justifications negotiations and liaising with acquisition team to develop implementation plans contract renewal evaluation and negotiation)
Education & Experience:
- Graduate. Marketing degree or qualification preferable
- 4+ years marketing experience - ideally across the marketing mix
- Blend of creative, operational and analytical skills
- Exposure to fast moving commercial environment
- First hand experience in exploiting digital media
- Track record in autonomous delivery with tangible results
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