Marketing Analytics Specialist

Understand requirements for tracking, measurement and reporting across CCM&B teams. Support teams across CCM&B through proper tagging and tracking, developing the guidelines and frameworks and ensuring the correct setup by agencies, third parties and internal teams. Define and implement marketing taxonomy to track data in an accurate manner. Work closely with third parties, partners, suppliers, technology platforms and others to source data on performance of campaigns and programs. Ensure KPIs relevant to the CCMB teams can be tracked and measured, such that they can be used in-flight for optimisation, post-campaign to gather learnings, or at the start of new campaigns/programs to develop strategies. Work with teams across CCM&B to understand and develop measurement KPIs and set up tracking and measurement. Document measurement frameworks, KPI development and reporting inputs for reference by all teams within CCM&B as needed. Build automated dashboards, reports and scorecards for self-service use across the CCMB department. Train and support teams across CCM&B in understanding and utilizing the reports to make data-backed investment and marketing planning decisions. Support campaign planning and in-flight optimisation by providing relevant data to Strategic Planners to support recommendations in response to briefs. Develop predictive and forecasting models to support marketing planning and investment decisions across regions and channels. Facilitate A/B Testing, multivariate tests and impact analysis on product releases through proper analytics setup, tracking and reporting in order to inform data-driven decisions and successive iterations as needed. Monitor data quality, raising any quality issues with the appropriate teams within CCM&B or externally to the vendors. Document and track these requests, updating impacted teams along the process. Maintain compliance to Emirates Group privacy principles and work with the Data Privacy Network Liaison within CCMB to ensure privacy and security of personal data is considered by design and default in all aspects of the role.

Desired Candidate Profile

A completed Degree or Honours (12+3 or equivalent) preferably in Engineering, Digital Marketing, E-Commerce or equivalent. Google Analytics Certification highly desired 8+ years experience in a digital marketing analytics in a global organization. Knowledge/

Skills

• A deep understanding of performance driven Digital Marketing Channels like Paid Search, Affiliate Marketing, Email Marketing, Display Marketing etc. Advanced knowledge of Google Analytics Tracking and reporting like conversion tracking, goals, segmentations, third party
• Basic knowledge of tools used by different digital marketing channels like Doubleclick, Salesforce (Email Marketing), and UX analytics platforms Intermediate query writing skills and knowledge of SQL, Google Big Query, Google cloud platform etc. Intermediate understanding of different BI tools like Microstrategy and tableau etc. Basic knowledge of advanced marketing analytics concepts like Multi-touch attribution, cross-device journeys, visitor cohorts etc