What are the responsibilities and job description for the Marketing Analyst (Richardson, TX) position at ARGO?
ARGO is a leading provider of software and analytics solutions for both the financial services and healthcare industries. ARGO transforms business processes for financial service providers and healthcare organizations using proven business models and software innovation informed by real customer challenges, breakthrough technology, and rich analytics.
JOB TITLE(S)Marketing Analyst/Digital Marketing Analyst/Marketing and Web Analyst
JOB SUMMARY
The Marketing Analyst job is customer-facing and focuses on expanding customer acquisition and engagement for ARGO’s Connects product suite for the Financial Services industry.
The Connects solution extends customer experience and engagement throughout the customer's journey. It supports acquisition, fulfillment, service, retention, and risk management. It meets the needs of both individual and business customers in an Omni-channel world.
Specifically, the role centers on customer engagement in the earlier consumer journey stages – awareness, discovery, consideration pre-purchase decision. This entails delivery of lead generation capabilities, specifically how we structure optimal engagement and measure opportunity probability. This result will initiate engagement (campaigns, advertising, offers, etc.) using both digital and staff as a basis for increased customer engagement for all five customer journey stages, including financial planning, education, survey of needs, and anticipating needs thru life stage events. Utilizes data and insights to inform sales campaigns and advertising opportunities. Communicates messaging about products and services to differentiate value.
The Marketing Analyst will be responsible for working with Argo’s client’s to optimize the customer engagement campaigns thru all stages of the customer journey from a lead thru conversion using insightful analytics to help better understand the client’s end users and reporting back with easy to understand data visualization and clear solutions. Your role will continue post client implementation to ensure our clients are getting the full value of our solutions. You will plan and track our client’s marketing campaigns and become the integral leadership that our interdisciplinary team can rely upon.
EXPECTED WORK AND PERFORMANCE
Job duties and responsibilities include the following. Other duties may be assigned as needed.
1. Digital Marketing Plans
- Have an in-depth understanding and the application of customer journey phases and how Argo solutions, especially how our solution generates earlier customer journey engagement in the Awareness and Consideration phases of the journey
- Create best practice methods and specific customer engagement campaign models using scientifically proven engagement methods
- Plan, develop, monitor and manage digital (web and mobile) campaign performance and channel tracking
- Translate requirements into technical specifications for data and reporting teams and, conversely, technical approaches into easily digestible insights
2. Study / Analysis and Performance Results Reporting
- Evaluate target demographics, appropriate distribution channels and marketing outlets
- Interpret performance results using data science models, draw conclusions about findings.
- Measure, evaluate and report on the effectiveness and ROI of marketing channels, methods, strategies, and digital marketing campaigns
- Create and communicate informative reporting that highlights marketing KPI’s like leads, conversion rates, website traffic and social media engagement and highlights relevant business trends and opportunities for improvement
- Monitor budget distribution and performance success of paid marketing campaigns in collaboration with marketing departments and media agencies across different media tactics and analyze trends and optimization opportunities. Identify new patterns through optimization of marketing campaigns.
3. Client (Customer) Engagement
- Define, design and communicate storyline and demonstration on value proposition to customers
- Perform “website mapping” to identify key digital sensory points and their relative “signal strength” to help drive more accurate intent detection and more rifled customer targeting and delivery of sales opportunities, educational material, and feedback questionnaires.
- Measure the effectiveness of client marketing programs and strategies, analyze findings and make recommendations
- Recommend website and campaign optimizations to reduce customer friction and increase customer engagement
- Create best-practice based templates to facilitate rapid customer implementation of marketing initiatives
4. CRM / Behavioral
- Analyze sales funnels and customer intent
- Study and have expert knowledge of customer segments especially segment behavioral buying patterns and preferences
- Collect and analyze data regarding customer preferences, demographics, buying patterns and habits and needs to better identify market potential and factors influencing product demand
- Study and understand the behavior and expectations of online users with ability to communicate out the customers experience and behaviors
5. Digital Marketing Research
- Research and recommend digital marketing constructs that will benefit both Argo and client (Relevance by market segment, etc.)
- Gather information on clients and conduct analysis on their sales, prices and methods of distribution and marketing
- Conduct competitive research, analyze benchmarking data and provide value add recommendations
- Conduct research regarding marketing strategies and client opinions
- Analyze current/ongoing targeting strategies to define and implement new opportunities for media optimization, including A/B testing of delivered content and success ratios
- Content types and uses for Awareness and Consideration – effectiveness research – video, text, pictures, infographics (what should we consider for product knowledge and education)
- Research, recommend, and obtain digital marketing certifications for our staff that increase our value proposition to customers as directed
6. Digital Marketing / Advertising
- Research and document plans for integration to third-party advertising such as Google – relevant methods, integration, documenting relevance to Argo solutions for customer engagement solutions and how Argo would utilize
- Research and document best practices and methods for the use of various advertising methods such as in-line advertising
- Linked In – research for business customer segment, and document relevance and potential integration into Argo solutions
- Research use and relevant of Social Media platforms to Argo solutions – research, pros, cons, relevance for us to consider. Document universe of “applicable” integration points
- CBA research on effectiveness of various 3rd party and methods , measurement, and cost versus revenue impact
- Website Traffic Generation Research – research and determine what is useful / relevant to us and those areas Argo can add value to our customers.
- Create and document best practices for customer delivered content (Email, SMS) with a focus on creating compelling calls to action (CTA)
7. Voice of the Customer
- Devise and evaluate methods for collecting data, such as surveys, questionnaires, focus groups, opinion polls, etc., interpret, organize and present actionable findings to clients
- Measure results from customer Net Promoter Score (NPS) and satisfaction questionnaires across customer segments to drive an active feedback loop for marketing strategies
- Serve as the voice of our external partners, understanding the partners’ needs for topics including surveys and campaigns and communicate those to both Argo and Client teams.
QUALIFICATIONS
- 5 years of marketing experience with a minimum of 3 years of digital marketing experience in web analysis, online commerce, survey tools or related fields
- Experience in Financial Services is preferred
- Experience and responsibility for direct-to-consumer marketing through digital and retail channels such as consumer goods, financial services, with direct-to-customer experience in acquisition, relationship, and retention management
- Knowledge of the psychology of consumer buying patterns and behaviors
- In-depth understanding of SEM campaign strategies and SEO practices
- Education - Bachelor’s Degree with studies in Marketing, Market Research, Business Administration or similar
- Able to travel to customer sites or industry events up to 15% of the time.
REQUIRED SKILLS / EXPERIENCE / KNOWLEDGE
The Marketing Analyst is a subject matter expert with direct-to-consumer sales and marketing experience.
Candidate should have a detailed knowledge of:
- Possess search engines, web analytics and business research tools working knowledge Working knowledge of CRM programs and statistical packages (SPSS, SAS or similar), databases and MS Office
- Expert experience in data visualization tools
- Customer survey and measurement programs including Voice of Customer NPS
- Marketing campaign execution
Candidate should have a good balance of knowledge in areas such as:
- Communication Skills - proven ability to communicate effectively both written and verbally with customers at all levels – from end-users to management.
- Analytical skill to convert data into presentable and consumable formats, strong quantitative analytical and critical thinking skills
- High degree of IT Automation literacy including:
- The ability to recognize, understand, and effectively use technology concepts in your day-to-day job functions including training, implementation, and testing
- A working knowledge of the technological systems and their makeup (hardware and software components) used in branch automation solutions
- A general understanding of data constructs (where is data stored, what systems “own” the data, what is the availability of data and KPI’s numerical interpretation)
ATTENDANCE/WORK LOCATION
The position is based in our Richardson, TX Headquarters. Daily physical presence in the office is required for interaction with co-workers, attending meetings, and for collaboration on projects.
PHYSICAL DEMANDS
While performing the duties of this job, the employee is regularly required to stand, walk; sit stationary; constantly operate computer keyboarding and office equipment. talk or hear, to communicate with employees, and/ or customers (must be able to exchange accurate information in various situations). The employee is required to regularly communicate with other employees, confer or coordinate with other employees. While performing their duties the candidate must be able to travel overnight, including occasional weekends.
DISCLAIMER
Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.
ADDITIONAL REQUIREMENTS:
Applicants for U.S. or Canadian based positions with ARGO must be legally authorized to work in the United States or Canada. Verification of employment eligibility will be required at the time of hire. Visa sponsorship is not available at this time for ARGO positions.
Pre-employment background screening will be conducted.
Department: Product Management
This is a full time position
