Digital Analyst, Advanced Analytics - Consumer Segmentation

Job description

Country: Germany
Job Function: Digital

State / Province: Germany
Position Type: Full time

City / Location: Herzogenaurach
Brand: adidas

Relocation: Yes

At adidas we’re redefining our digital presence to co-create the future of Digital and provide premium experiences across all consumer touch points to drive brand desirability, engagement and sales for our adidas and Reebok brands. The Digital Brand Commerce Team is driving this evolution:

Join us and help us shape this transformation.

TEAM

A key player in the Digital Brand Commerce team, Digital Analytics at adidas HQ, the World of Sport in HERZOGENAURACH is dedicated to the gathering and interpretation of data for the all-important purpose of telling impactful, insightful stories. Those will guide our company decisions and create a fact-based culture in an insight driven organization. By doing this, and doing it well, we will win the consumer's heart and be embraced as the most intelligent sports brand in the world. We work closely with our digital brand colleagues in Strategy, Experience, Planning & Activation, Analytics and ecoSystem as well as the global business units & markets.

PURPOSE

Digital Brand Commerce (#DBC) creates the digital future by delivering a premium digital experience centered on our consumers. The aspiration is to define and build the global ecosystem empowering BU’s and Markets by providing a consistent digital strategy, direction and capabilities, leading all one seamless experience across all digital touchpoints.

As a member of the DBC Consumer Insights & Data Science team, the digital a analyst for consumer segmentation and targeting takes on responsibility for supporting marketing teams in increasing business performance of consumer engagement and paid media campaigns through analysing the performance of consumer segments derived from advanced analytics, and consulting on allocation of the right consumer segments to the relevant content at the relevant time. This role will support the team to orchestrate definition and usage of consumer segments across the E2E consumer journey.

He/She will be mapping business needs to existing consumer segmentation capabilities and feed new requirements to data science team for development of new segments. He will analyse the performance of segmentation across all consumer touch points including ecommerce, CRM, Mobile APPs, Paid Media , Social, etc.

Purpose & Overall Relevance for this team:

• Drive business by telling impactful analytical stories

• Drive E2E personalization by using consumer segmentation & advanced targeting solutions across all digital touch points

HERE’S WHAT YOU’LL BE DOING

· Collect, track, mine and analyze consumer segmentation data to gain fact-based insights to increase “reach, engagement, buy and advocacy”. The goal is to provide insights that allow decision making and evolution of the strategy.
· Provide analytics services to stakeholders within DBC, e.g. Agile cells, or outside DBC, e.g. Business Units, CRM , marketing teams.
· Lead or contribute to various projects in the fields of: analytics implementation, database integration, marketing attribution, tag management, qualitative data, etc.
· Work closely with the data scientists to capture data and technology requirements
· Champion in consumer segmentation and drive E2E targeting strategy into the organization with proactive communication and trainings
· Contribute to optimized targeting solutions to create a premium consumer experience by targeting them with the right content, in the right context in the right channel
· Provide actionable recommendations by drawing out key insights from in-depth, complex data sources and reporting these to various internal stakeholders
· Use A/B tests to measure impact of targeting different audience segments across paid media, CRM, Web, and Mobil APPs
· work on communication material for our academy, SharePoint, support training workshops to educate stakeholders on consumer insights, data science, segmentation & targeting
· Contribute to analytics initiatives, including customer segmentation strategies, acquisition & retention strategies, predictive modelling, customer lifetime value metrics and marketing effectiveness, consult data-driven marketing activities using consumer segmentation & consumer insights.

HERE’S WHAT YOU’LL NEED

· Minimum 2 years marketing intelligence/analytic experience in context of audience targeting/CRM
· University Degree (e.g. in Business, Marketing, Economics, Econometrics, Mathematics, Computer Science)
· Fluency in English (written and verbal)
· Familiar with analytics disciplines (web, social, mobile, paid media, marketing intelligence) and the supporting methods and technologies
· Solid knowledge of the digital ecosystem of a consumer centric brand (e.g. marketing cloud),
· Strong understanding of the landscape of technology vendors and solution providers
· Experienced in coordinating multi-functional teams across multiple location
· Team player, with equal ability to support others and drive decisions
· Pro-active (engaging & impact-oriented) mindset, ability to think end-to-end
· Ability to work in a fast paced environment with different international cultures , and managing expectations, deadlines, and relationships
· Advanced ability using MS Office, (MS Excel, e.g., Pivot tables, charts, Onenote, PowerPoint) . creative in preparing impactful PowerPoint presentations to show case project deliverables to executive management
· Highly numerate with a strong capability to analyse data and produce actionable insights.
· Strong project management skills, Very strong communication skills
· Knowledge of predictive analytics and how these can be effectively applied in a ecommerce business & CRM environment
· Strong SQL database query skills, Familiar with skills with R or Python & Big data
· Experience of reporting tools such as MicroStrategy and Tableau
· Familiar with consumer segmentation approaches ( supervised, unsupervised techniques)
· Familiar with market research
· Expert in experimental design, A/B test & hypothesis testing in marketing