Marketing Analytics Specialist
Company: Heartland Financial USA Inc
Location: Dubuque
Posted on: May 19, 2023
Job Description:
HTLF is an equal opportunity employer committed to creating a
diverse workforce. We consider all qualified applicants without
regard to race, religion, color, sex, national origin, age, sexual
orientation, gender identity, disability or veteran status, among
other factors.HTLF is a diversified financial services company
headquartered in Dubuque, Iowa. We deliver community banking at
scale by powering our geographically diverse group of banks with
technology, efficiency and strength - giving local decision-making
the opportunity and insights to focus on customers and growth.
Relationships have been the core of our company since its founding
in 1981. We're deeply invested in the communities we serve, and
that's why our clients choose us as their banking partners.What's
different about a career at HTLF? We believe our employees and
their diverse backgrounds, perspectives and skills are our greatest
assets. We wouldn't be HTLF without the people with whom we
surround ourselves and empower to enrich the lives of our
customers, employees and communities. We're dedicated to making
HTLF the best place to work - where your opinions are valued, your
feedback and ideas are heard, and your opportunities for personal
growth and professional development are endless.The Marketing
Analytics Professional tracks and reports on marketing campaign
performance against key performance indicators for both offline and
online channels. The Marketing Analytics Professional analyzes
results, recommends actionable insights, collaborates on test &
learn strategies, produces marketing attribution reports,
determines return on investment, and optimizes current audience
segments and identifying potentially successful ones.Primary
Responsibilities
- Analyzes outcomes of past marketing programs and campaigns to
identify issues, trends, and opportunities for conversion
improvements; creates baselines before implementing changes to
better understand if improvements are actual or perceived.
- Provides periodic and on-demand metrics reports; helps business
partners determine key performance indicators for their campaign
strategies to demonstrate business value.
- Supports data stewardship responsibilities for the marketing
organization's best interests in data architecture and governance
planning.
- Contributes to predictive analytics, AI/ML, and geo-targeting
capabilities to identify new lead and revenue generating
opportunities.
- Provides analytical solutions and insights to guide marketing
reporting, benchmarking, financial planning, profitability
optimization and execution strategy.
- Utilizes business intelligence and visualization tools to
create relevant and insightful dashboards and reports.
- Applies attribution models to help determine ROI and which
marketing channels/touchpoints contributed to overall conversion
efforts.
- Helps create audience segments for targeted marketing efforts
and higher conversion results; conducts lookalike modeling to
identify new segment opportunities.
- Collaborates on test & learn strategies and recommends test
cases based on key learnings.
- Utilizes Google Tag Manager for tracking of marketing
activities within digital channels.
- Stays abreast of latest data mining and reporting
techniques.
- Contributes to discussions and presentations with staff and
senior leadership and considers key takeaways and/or action items
for the attendees.
- Maintains knowledge of current B2C and B2B digital marketing
practices.
- Completes annual E-Learning Plan and Bank Secrecy Act (BSA)
training as assigned and keeps up-to-date knowledge of BSA as it
relates to the job function.Qualifications
- Bachelors required
- 3-5 years of experience in data mining, reporting, and
marketing analytics, and relevant tools including web analytics and
tag management tools for example, Google Analytics or Adobe
required
- 3-5 years of experience in visualization tools (Power BI,
Tableau), including proficiency in DAX statements, generation of
best practice visuals, and ability to tell a story using data
required
- 1-3 years of experience with Salesforce CRM and Salesforce
Marketing Cloud Interaction Studio preferred
- Hands on experience working with structured and unstructured
data and proficient in analyzing existing SQL queries and writing
new SQL queries and development of Alteryx workflows for ETL jobs
preferred
- Intermediate experience and proficiency with Microsoft Excel
required
- Demonstrated competency in consulting internal clients,
management and execution of complex projects, and management of
multiple resources required
- Ability to quickly adapt to changing priorities and generate
innovative solutions in a fast-paced environment requiredScheduled
Weekly Hours:40Time Type:Full timeThe targeted salary for this role
is:$85,000.00You may also be offered incentive compensation, and
benefits. Compensation may vary and is based on geographic location
of the specific role as well as the skills and experiences of the
selected candidate.
Keywords: Heartland Financial USA Inc, Dubuque , Marketing Analytics Specialist, Advertising , Dubuque, Iowa
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