The Marketing Insights Analyst is responsible for reporting and analyzing marketing performance to fuel strategic decision-making and optimization. This person supports the Director in the development of business intelligence and audience insights for marketers across the University. The role is responsible for collecting behavioral data, developing reports, and analyzing trends in order to impact performance optimization, goal setting, strategic decisions, and the generation of new hypotheses. The Analyst will track and analyze behavioral data across awareness, engagement, action, and advocacy. Activities will include creating marketing dashboards for key stakeholders, aggregating data from multiple sources, and developing campaign wrap-ups.
The selected individual will be detail-oriented and have the ability to manage timelines and expectations in a fast-paced, cross-collaborative environment. They will also have excellent project management and cross-functional coordination skills and the ability to utilize the Microsoft Office suite while also exhibiting the behaviors associated with the Office of Advancement’s core competencies: Leadership, Continuous Improvement, Teamwork and Collaboration, and Communication/Interpersonal Effectiveness.
- Perform quality assurance on tagging and tracking to ensure clean data collection; Generate user-friendly reports with clear commentary and analysis; Present findings and recommendations to stakeholders, providing supporting evidence and context for recommendations; Track and report on KPIs across distribution channels; Prepare deck for Monthly Analytics Share-Out; Maintain quarterly reporting of marketing activity and brand health for Marketing Leadership and Board of Trustees; Prepare executive level reports; Incorporate third-party data, industry research, and competitor benchmarks into analysis of behavioral data; Maintain list of competitor benchmarks across channels; Develop measurement plans and deliver reporting & analysis for ongoing marketing programs and new campaigns
- Manage analytics platform. Review and test features and integrations with other tools and stay abreast of new analytics product features; Serve as an analytics best practices advocate, expert, and educator throughout the organization. Inform colleagues of latest trends and methodologies in analytics best practice, development, and use; Drive culture of data-driven insights and prepare materials for bimonthly Analytics Community of Practice forum; Partner with marketing channel leads to create test & learn plans; assess results of tests using statistical rigor
- Other duties as assigned, including ad hoc analysis
Bachelor’s degree; 4 years of experience in web analytics or digital marketing; 2 years of analyzing performance of interactive marketing activities (including social, web, email, and search) and developing reporting and analysis; 1 year of experience in marketing setting; Working knowledge of Google Analytics (or comparable web analytics tool) with tagging, reporting, and administration; Demonstrated experience with data warehouse mining/reporting and data manipulation tools; Demonstrated ability to track audiences through the marketing funnel/consumer journey; Demonstrated ability to combine disparate sources of information and create compelling narratives that inform and improve decision-making; Excellent ability to synthesize large amounts of information and logically structure PowerPoint presentations; Strong experience with Excel including advanced Excel features and functionality; Experience with advertising attribution, social, search, email, and mobile analytics; Excellent understanding of online marketing strategies and tactics and how data are captured and communicated across online and offline channels (e.g., TV, web, search, advertisement, email, social); Professional work experience with standard marketing success metrics (impressions, CPC, CTR, open rates, etc.), marketing funnels, goals, and conversions; Understanding of test design and online optimization
Professional work experience with web content management tools (e.g., Sitecore, Drupal); Bachelor’s degree emphasis in marketing, computer science, or a quantitative field (statistics, economics, applied mathematics)
In accordance with the Disaster Preparedness and University State of Emergency Policy 6.17 this position has been designated as an essential position.
The Ohio State University is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, or protected veteran status.