Marketing Data Analyst

The incumbent acts as the analytical bridge between marketing, product, and business strategy teams to ensure data-driven decision-making across the organization.

1. Role Purpose

The Marketing & Data Analyst plays a pivotal role in transforming data into strategic intelligence that drives business growth and marketing efficiency. The role is responsible for analyzing marketing performance, customer behavior, and financial metrics to deliver actionable insights that enhance acquisition, engagement, loyalty, and retention within the financial services environment.

The incumbent acts as the analytical bridge between marketing, product, and business strategy teams to ensure data-driven decision-making across the organization.

2. Key Deliverables

A. Marketing & Financial Performance Analytics

• Analyze marketing campaigns, product uptake, and conversion funnels to evaluate performance and ROI.
• Provide insights on cost efficiency, customer acquisition cost, and lifetime value.
• Identify key performance drivers and recommend optimization strategies to improve marketing outcomes.

B. Reporting & Data Management

• Develop and automate dashboards and reports for key marketing and customer KPIs.
• Ensure accuracy, integrity, and timeliness of data across CRM, digital, and financial systems.
• Consolidate and maintain structured data repositories for cross-functional analysis.

C. Customer & Market Insights

• Conduct segmentation and behavioral analysis to support personalized marketing and retention initiatives.
• Monitor customer lifecycle stages, satisfaction trends, and churn indicators.
• Provide actionable insights to enhance customer engagement and loyalty programs.

D. Predictive & Statistical Analysis

• Use forecasting and statistical modeling to predict campaign outcomes, customer churn, and product uptake.
• Quantify the impact of marketing actions on key financial metrics such as portfolio growth, revenue, and profitability.
• Support A/B testing and marketing experimentation for optimization initiatives.

E. Business Partnering & Collaboration

• Partner with CRM, Product, and Digital teams to align analysis with commercial goals.
• Present analytical findings and strategic recommendations to management and stakeholders.
• Ensure compliance with data governance, privacy, and regulatory standards.

3. Key Competencies

Technical Competencies

• Data Analytics & Visualization: Proficiency in Power BI, Tableau, or equivalent tools.
• Data Management: Strong SQL and Excel skills; experience with large data sets and relational databases.
• Statistical & Predictive Modeling: Experience using R, Python, or SPSS for trend and behavior forecasting.
• Marketing Analytics: Understanding of attribution modeling, ROI calculation, conversion metrics, and lifecycle management.
• CRM Analytics: Knowledge of CRM platforms (e.g., Salesforce, Microsoft Dynamics) and marketing automation systems.

Behavioral Competencies

• Analytical Thinking: Ability to interpret data to uncover insights and trends.
• Business Acumen: Understands how marketing performance impacts financial results.
• Communication: Able to translate technical findings into clear business insights.
• Collaboration: Works effectively with cross-functional teams to achieve shared objectives.
• Attention to Detail: Ensures precision and accuracy in reporting and data validation.
• Proactivity: Anticipates information needs and proposes improvements in analytical processes.

4. Qualifications & Experience

• Bachelor’s or Master’s degree in Data Analytics, Statistics, Marketing, Economics, or related field.
• 3–6 years of experience in marketing analytics, data insights, or business intelligence roles ideally within financial services (banking, insurance, fintech, or investments).
• Demonstrated experience in analyzing marketing effectiveness, campaign performance, and customer data.
• Strong knowledge of marketing KPIs, customer segmentation, and financial metrics.