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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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