Omnichannel Marketing Data Analyst - New Taipei City, 中国 - Abbott Laboratories

描述

ROLE DESCRIPTION

Business Management 50%

Stakeholder Management 30%

Project Management 20%

Play a foundational role in Abbott Nutrition brand's omni-channel marketing evolution by determining and helping to execute on opportunities for growth through analysis of behavioral and transactional data

Leverage a wide variety of tools, data sources and analytical techniques to mine, manipulate and extract data to gain insights about customer acquisition, retention and engagement strategies

Build analytics report and models leveraging statistical, machine learning, algorithmic, data mining and visualization techniques

Support omni-channel project from design, implement, test, launch, and track customer journey through Salesforce, social/EC/media platforms/CRM systems, in collaboration with cross-functional team to ensure strategic alignment and maximize campaign effectiveness

BUSINESS OUTCOMES

Evidence-based targeting using machine learning models (e.g., collaborative filtering) to increase CX/marketing/sales effectiveness and revenue

Precise consumer segmentation and behavioral monitoring to improve engagement, conversion, retention and ROI

Content and campaign optimization using real-time experimentation and results to amplify high-return activities

KEY RESPONSIBILITIES & ACTIVITIES

Insights Driven

• Applies organizational understanding and detailed knowledge of a range of data sets across a variety of domains to create insights impacting customer/sales/marketing strategies, decision making and engagement activities
• Uses multiple statistical analytical techniques to and interprets data in the context of the business

Data Management & Curation

• Design, review and monitor optimal approach for data quality assessment for complex or large projects applying extensive knowledge of the data, potential issues such as missing values, duplicates and inconsistent formats, and the implications for the data science/analytics process
• Creates novel sources of potential data to reflect real-world observations and drive differentiating insights for Abbott Nutrition brands

Data Storytelling & Innovation

• Uses data visualization as an analytical tool to deepen understanding and generate new insights from customer data
• Leverage data visualization techniques to share and communicate insights to cross- functional partners, including those in non-technical roles
• Applies in-depth knowledge and experience with Abbott Nutrition brand, customers, and business problems; data formats and data modelling to innovate new ways of structuring, modeling, manipulating, and analyzing a variety of data

Problem Definition & Understanding

• Define the problem according to key stakeholders (e.g., CX, sales, marketing), understanding context, implications, and purpose of insightsPartners with Brands to manage media agency to maximize media efficiency and ROI
• Design multi-staged data-driven solutions to real-world problems including collecting business requirements and determining if and how to mobilize a data-driven solution and the expected outcomes

Effective Communication & Collaboration

• Collaborates with stakeholders to develop reports, analysis, dashboards, and other processes that support brand objectives and deliver desired insights about the business
• Solicits user feedback and manages requests and expectations, communicating what is and what is not possible, and offering alternatives as appropriate
• Supports the growth of data science knowledge and understanding in non-technical roles across the CX organization to enable effective collaboration and cross-functional ways of working

Project Management

• Plans, proposes, initiates, enhancements and executes data science projects using best-in-class project management practices
• Anticipates, mitigates, and manages obstacles, resistance, and conflict that might compromise timelines and delivery
• Develops support tools and methodologies as required, to enable effective project execution in line with objectives
• Support digital marketing managers to leverage technical knowledge and collaborate with cross-functional teams (brand marketing, ethical sales, trade marketing & Comex) to build and enhance omni-channel CX strategy and roadmap from upstream to downstream, through local relevant social/e-commerce/media platforms to improve CPL/CPA and drive acquisition and engagement

KEY BUSINESS CHALLENGES

Extracting context and business objectives from cross functional partners to capture appropriate business questions to drive analysis, in an organization with varying levels of technical knowledge/capability

Assembling datasets across diverse sources (e.g., first vs third party, real time vs historical, etc.) and disconnected systems / applications that employ different hierarchies and taxonomies

Producing relevant business insights in a highly dynamic market and evolving healthcare landscape (i.e., balancing perfect vs practical), and managing stakeholders accordingly

Facilitating constructive, collaborative and business-focused interaction with all relevant internal and external partners

KEY SUCCESS FACTORS

Deep expertise in data science, machine-learning and commercial insights

Robust experience applying data science concepts to CX

Good knowledge of Excel, R, SQL, Python, and familiarity with Scala, Java or C++ and business intelligence tools (e.g. Power BI, Tableau, SAS)

High levels of creativity and curiosity

High learning agility, adaptability, and comfort with complexity and ambiguity

High customer/consumer/stakeholder orientation

Strong math skills (i.e., statistics, algebra), analytical thinking and business acumen

Strong data visualization skills and the ability to translate and communicate analytics and insights to non- technical audiences

Qualifications

• 5+ years in Data Analyst position or competitive Marketing Analyst experience is highly preferred
• Proficient in business intelligence tools and data warehouse i.e. SQL, Power BI, Tableau and MS Excel
• Digital knowledge, Salesforce
• Strong analytical and statistical analysis skills in order to extract insights and recommendations
• Strong interpersonal and communications skills, and be able to clearly and concisely present information and conclusions
• Understanding of, and interest in, current healthcare trends and technologies, their impact on business strategy, and their implications for creating and sustaining competitive advantage.
• Ability to develop and maintain collaborative relationships with peers and colleagues across the organization as well as internal and external stakeholders
• Ability to work well autonomously and within a team in a fast-paced and deadline-oriented environment
• Fluent in English (both written and verbal)