Campaign Analytics

The Post-holder’s job is to manage beneficial exploitation of the Marketing Database Systems and information, including the relevant Campaign Management Tools, in support of consumer prospect 1-1 marketing activity.

The job holder is specifically responsible for the extraction and delivery of timely and accurate individual prospect level marketing data, to support all the direct marketing activity (i.e. email, mailing, calling lists, etc). The work area requires end to end management from extract definition, data extraction (using Alterian), some direct data manipulation through SQL, quality approvals, delivery management and briefing of internal and external data processing as necessary.

Key Responsibilities & Job Standards

- To manage and deliver prospect contact information solutions to support key Marketing and Sales programmes. E.g. mail, call or email contact lists

- Interpret requirements into campaign systems terms, assess delivery feasibility and where appropriate suggest alternative solutions to overcome data limitations.

- Provide firm recommendations and confirm what can be delivered.

- Deliver targeted communications lists to support acquisition programmes. This involves close liaison with internal customers and suppliers and external agencies to tight deadlines.

- To be expert in campaign management toolset, specifically Alterian, and marketing data on our warehouse.

- To combine data consultancy, with relevant direct marketing experience to ensure that the synergies between information and marketing are realised in quantifiable benefits.

- To lead on selected developments within the Campaign Management system toolkit, including sign-off for high and low level designs as required.

- To ensure all data is quality assured, and all data is signed off as fit for purpose before use.

- To manage internal and external suppliers as necessary to ensure correct use of data throughout its lifecycle, agency usage and processing.

- To identify and articulate data quality issues which negatively impact campaign effectiveness and work with Data Quality team towards successful implementation of solutions.

- To ensure all data is compliantly used, and any risks fully understood and explained, taking account of current legislation, and best practices

- To optimise all marketing contact bases, and promote their effective use, across all relevant contact mechanisms and media.

- To maintain an understanding of all external factors that may influence data exploitation e.g regulatory, legal obligations, new media best practices etc

- To respond to queries on data use within campaigns.

- Supervise secure data release, shipment and take-on of data by external data processing agencies.

- Agree any data personalisation logic with agency, including data integrity checks and validation of the campaign variant logic. To include early sample checks (white papers) and signoff.

- Ensure all database management processes are followed and kept up to date, including workstack, QA plans, issues and list requests.

Job Standards:

Ultimately to be successful, the role holder will need to develop a deep understanding of marketing data and toolsets, and to proactively leverage that information.

This to provide guidance into campaign design and ultimately to drive campaign performance improvements. As an example this may be through identifying and removing poor quality or poor prospect data.

Please send your resume to twinkle@ikyaglobal.com