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Marketing Data Analyst (Unica)_BFS
Chennai
Job Description
Primary Responsibilities
- Works with marketing Strategy, DIM (Digital and Integrated Marketing), Technology, Data partners and other operations teams in support of inbound or outbound marketing initiatives (or related marketing data)
- Implements traditional direct marketing campaigns and customer centric communications including marketing incentives
- Implements and supports existing, new or changing inbound, real-time marketing interaction strategies and rules which leverage marketing database systems and processes
- Uses Real-Time Interaction Management applications and/or Campaign Generation file tools (i.e. HCL Unica, Salesforce, Pega) and Structured Query Language (SQL) to create targeted marketing campaign files and deliver the data to the appropriate channels whether that is an outbound communication or a real time inbound channel interaction
- Transfers data to and from internal and external partners and systems for campaign implementation
- Provides direct marketing campaign decision support and develops comprehensive campaign requirements/specifications
- Confirms accurate and complete understanding of requirements and seek clarification where needed
- Designs, builds, audits (quality control), and executes marketing campaigns and fulfillment to specifications within expected timeframes
- Ensures marketing offers are provided to downstream operational systems
- Acts as a data expert as part of the banks Data Governance requirements
- Creates campaign waterfall reports and explains/discusses with key stakeholders
- Identifies campaign audience members that are eligible for campaign offer fulfillment
- Ensures correctness and quality of campaigns to ensure the right message is delivered to the right person
- Monitors and tracks systems and marketing interaction performance using established key metrics and performance indicators
- Reviews ongoing outcomes of business logic/strategy and next best action presentment and disposition volumes and metrics
Job Requirement
Requirements
- Bachelor’s degree in Applied Mathematics, Business Analytics, Marketing, Management Information Systems (MIS), or related field
- Four (4) years of experience in analytics-based Marketing and/or Database Marketing
- Four (4) years of experience querying relational databases such as Oracle and performing applicable data analysis
- Strong knowledge of HCL Unica Campaign and Interact workflow processes as well as SQL
- Strong understanding of database marketing techniques and complex relational database systems
- Preferences
- Basic knowledge of the financial services industry and applicable products, services, and data
- Two (2) years of experience in database marketing working with campaign strategies and execution
- One (1) year of practical experience in coding, testing, and implementing campaign data initiatives using real time decision-making marketing technology or campaign management tools such as HCL Unica Interact, Salesforce or Pega Customer Decision Hub or Oracle Real Time Decisions
- Statistical Analysis System (SAS) certified Base Programmer, SAS Certified Advanced Programmer, or Unica Interact Advanced Topics 9.x, Tableau
Skills and Competencies
- Ability to manage multiple priorities simultaneously
- Ability to learn additional systems as needed
- Ability to research, analyze data, and derive facts
- Ability to work in a team environment when applicable
- Ability to work under pressure and meet deadlines
- Proficiency in Microsoft Office (Excel, Word, PowerPoint, Outlook, etc.)
- Strong verbal, written communication, and organizational skills
- Strong work ethic and self-motivation