Data Planning and Marketing Analytics Manager
Informa Tech
London, United Kingdom
5d ago

Job Description

The Data Planning and Marketing Analytics Manager is a pivotal part of the marketing team. They will be responsible for ensuring we deliver best in class customer contact strategies and accurately report on their effectiveness to our different audiences.

This role will sit within the part of the market engagement team responsible for supporting the global and regional teams in developing customer contact strategies and marketing programmes that help deliver regional and global objectives across marketing and sales.

The role itself is split into two :

Data planning & customer contact strategy

Analytics & Reporting

The data planning and customer contact strategy aspect of the role will ensure that our database and segmentation is accurate and relevant to the industries that we market to.

It will also ensure the central teams are held to account on delivering this. This role will rely on identifying the requirements for our programmes and campaigns, ensuring relevant segments of the database can be identified and selected, and that we have the required data for these.

You will also be the custodian of the customer contact strategy focusing on relevancy and frequency of messaging across all marketing channels.

This will also include reviewing the health of the database for segments as well as identifying opportunities to enrich or acquire net new data where required.

The analytics and reporting aspect will be working with the teams to identify the insight and reporting requirements for each programme or campaign.

This will entail understanding the objectives and then developing the suitable reporting required and ensuring that campaigns can be tracked and reported on effectively.

More broadly, the reporting will also focus on channel, segment and solution performance, engagement and contribution to sales and the sales funnel.

Roles and Responsibilities

Database

Working with the central teams to ensure the database is accurate and segmented correctly

Ensuring the segmentation across, roles, industries, functions, solutions, and personas is mapped effectively and accurately reflected in the database.

Documentation should be reviewed regularly to ensure alignment to the business

Working with the regional and global teams to acquire or enrich data where required to ensure we can maximise sector and account penetration

Ensuring consistency across different datasets and platforms and aligning fields and data requirements across these

Owning all data capture points and working with the campaign planning manager and other stakeholders to ensure constant, quality data is captured into our database

Campaign and Programme Planning

Work with the global and regional teams, including channel partners, to ensure we define and select the relevant audiences for each campaign or programme based on the key objectives

Own campaign data selections and management either directly or oversight

Identify and manage the campaign and programme requirements alongside the contact strategy to ensure we prioritises communications around audience objectives and business objectives first

Manage and own the contact strategy across channels ensuring that we optimise communications and limit the frequency by channel.

Working with the marketing executives to ensure campaign deployment and delivery is optimised and adheres to our contact strategy

Working with the global and regional teams to ensure the objectives of the campaigns or programmes are clearly defined and then work with the channel partners to deliver reporting that enables teams to track performance based around the objectives

Work with central teams to drive the roadmap for database and platform enhancements to ensure contact strategies can be optimised and reporting is effective, accurate and automated as much as possible

Reporting

Ensuring all business reporting is delivered accurately and regularly

Owning the reporting requirements and delivering standardised reporting where possible and bespoke where required in minimal instances.

Ensuring we use real time dashboards as much as possible reducing manual reports

Supporting the marketing teams in delivering campaign and programme level reporting

Owning the database reporting and key segment performance, such as persona engagement, contact frequency, channel effectiveness and funnel metrics

Supporting monthly reporting to regions and solution groups on performance against their set KPIs

Working with central teams and channel partners to deliver adhoc reports where dashboards and pre planned reports do not provide the required information Reporting and monitoring ROI on marketing spend against impact

Skills & Experience

Analytical and able to use data to draw insights and make recommendations

Data planning experience within a B2B marketing environment across SaaS and Data products

Advanced Microsoft Excel skills

Preferable - Good working knowledge of Eloqua, Salesforce.com and Google Analytics

Communicate effectively with people of differing levels of seniority and analytical understanding

Experience in end-to-end data mapping and customer journey reporting

An understanding of essential marketing metrics and how to measure and track the success of programmes or audience groups

Highly motivated and excited about achieving sales results and KPIs

Additional Information

Why work for Informa?

  • 25 days annual leave plus bank holidays, 4 days for volunteering and a day off for your Birthday!
  • Fabulous new office in Central London with an amazing rooftop terrace, views of Central London, onsite gym and a variety of restaurants and amenities nearby.
  • Hybrid working opportunities available (balanced between home and office)
  • Work with a high quality of specialist products and service
  • Bright and friendly staff who are all expert’s experts and additional training and development for helping you achieve your career aspiration
  • Life assurance
  • Pension match and a range of other entirely flexible benefits to suit your needs
  • Share-Match options - become a shareholder
  • Regular Social Events and Networking opportunities
  • We know that sometimes the 'perfect candidate' doesn't exist, and that people can be put off applying for a job if they don't fit all the requirements.

    If you're excited about working for us and have most of the skills or experience we're looking for, please go ahead and apply.

    You could be just what we need! We believe strongly in the value of diversity and creating supportive, inclusive environments where our colleagues can succeed.

    As such, Informa is proud to be an Equal Opportunity Employer. We do not discriminate on the basis of race, color, ancestry, national origin, religion, or religious creed, mental or physical disability, medical condition, genetic information, sex (including pregnancy, childbirth, and related medical conditions), sexual orientation, gender identity, gender expression, age, marital status, citizenship, or other protected characteristics under local law.

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