What are the responsibilities and job description for the Specialist, Marketing Data Analytics position at OH ASU Enterprise Partners Outreach Hub?
Specialist, Marketing Data Analytics
The ASU Outreach Hub is dedicated to connecting more constituents in impactful ways using data-derived insights, integrated and collaborative approaches and advanced outreach techniques in support of the ASU Public Enterprise.
Under the supervision of the Director, Marketing Data Analytics, the Specialist, Marketing Data Analytics will be responsible for daily analysis of paid media campaign performance, providing optimization recommendations, and assisting in QA of campaign components such as ad copy and creative. This position requires a deep understanding of both ad platforms (such as Google Ads, Meta Business Manager) and measurement tools (such as Google Analytics, Adobe Analytics), and ability to utilize data visualization tools (such as Looker Studio, Power BI) to create compelling insights for stakeholders. This position will be held accountable for cross-functional team collaboration, communication, and relationship efficacy and will work closely with teams to leverage datasets to measure and optimize campaign performance.
What you'll do:
- Be responsible for and own the understanding of paid media campaign performance from impression to enrollment.
- Stay informed on the ASU Online web ecosystem and existing paid media campaign structure
- Leverage first-party datasets to glean insights for relevant stakeholders
- Build, maintain, and communicate various reports to increase understanding and awareness of historical, current, and predictive performance
- Analyze paid media performance and generate actionable insights in collaboration with colleagues from EP and EdPlus for relevant stakeholders
- Support ongoing analytics needs of the business such as AB test strategy and measurement, conducting ad-hoc analysis, customer insights, etc.
- Provide optimization and testing ideas to increase conversion rate and lower CPA
- Work with agency partners and EP colleagues to ensure the live campaigns reflect the approved campaign structure.
- Ensure 1st-party data collection is consistent following established UTM structure
- Establish and monitor performance thresholds that trigger automatic notifications to various stakeholders to be aware of performance drifts
- Stay up-to-date with industry trends, emerging technologies, and consumer behaviors to identify opportunities and potential challenges
- Partner closely with external media agency counterparts internal cross functional teams
What you'll need:
Strong ability to use Google Analytics (GA4) to understand multi-channel attribution and user behavior.
Experience in building reports utilizing data visualization tools such as Looker Studio or Power BI
Experience working with SQL and BigQuery is a plus.
Experience in working with large datasets and familiarity with different types of data joins
Understanding of digital marketing channels with an emphasis in paid media (SEM, social paid, display, video, performance max, etc.)
Experience using a variety of attribution models – last, first, assisted, linear, time decay, data driven etc.
Excellent problem-solving skills with a curious demeanor
Evidence of ability to translate written and verbal requests and communicate effectively while working as an individual contributor as well as in a team environment
Ability to maintain a high degree of confidentiality and responsibility regarding information related to Enterprise Partners, its subsidiaries and University business and confidential prospect information
Excellent listening skills with a strong ability to read people and adapt working style, communication, and responses accordingly
Be highly organized yet flexible and possess a strong attention to detail while proactively taking initiative to set priorities for multiple projects
Team-oriented strategist able to effectively manage complex situations involving numerous and sometimes competing constituencies
An advocate’s belief in the vision of ASU as the New American University
Relevant qualifications:
Bachelor's degree in a field appropriate to the area of assignment such as Marketing or Business Data Analytics AND
Three (3) years of experience in a Data Analyst role, preferably with a focus in digital marketing analytics, or business analytics
Preferred education and experience:
Bachelor's degree in Marketing, or Business Data Analytics
Previous experience working in an advertising agency environment (or similar) where multi-tasking is crucial
At ASU Enterprise Partners:
We serve.
We serve the faculty and staff of ASU to bring them resources so they can do all the great things that they do.
We innovate.
We’re always looking for new ideas, new solutions, new approaches and new ways to address the challenges facing ASU.
We engage.
We engage our donors, philanthropists, investors and partners, connecting them to ASU and helping them share their time, talent and treasure.
We care.
When we serve, innovate and engage, it shows that we care — about faculty, staff, donors, fellow employees and other partners as we bring resources to ASU.
ASU Enterprise Partners and its subsidiaries is an equal opportunity employer that is firmly committed to promoting justice, equity, diversity, and inclusion within our organization and throughout our sphere of influence. Because we embrace a spirit of innovation and achievement, we will endeavor to maximize the talent and potential of all employees, directors, and volunteers through bold and strategic action aimed at building success and a sense of belonging. All employees are expected to act in good faith to support these actions and to not impede the efforts of others to build a just, equitable, diverse, and inclusive organization.
ASU Enterprise Partners is an Equal Opportunity Employer