Data powers the insights companies use to transform the way they work. Do you enjoy analyzing data to push marketers to take actions that improve their performance?
The Applied Analytics team directly impacts the direction of the marketing organization and all of IBM. We provide insights that drive both strategic and tactical outcomes for the company, and directly guide marketing execution.
Applied Analytics uncover and transforms insights into creative experiences that matter to our customers. Make every touchpoint an opportunity to engage. As a Marketing Professional at IBM, you will create stories that cut through noise and have an impact on your audience. IBM is trailblazing the Agile Marketing approach, allowing you to work with speed, adaptability and creativity to uncover insights and deliver experiences that matter to your customers.
In this role, you will work with Marketing (Demand Strategists, Paid Media Specialists, Event Strategist as well as Digital Specialists) and Business teams (Digital Sales) on challenges around strategy and execution that can be improved through the power of data & analytics. The focus of this role is on the mid to lower part of the marketing funnel: capturing demand through our web presence, to response to lead management and sales analytics. Special projects on specific tactics (i.e. events) or upper marketing funnel - i.e. early-stage audience targeting via paid media investment - complete the duties.
As an Applied Analytics Specialist, you will focus on synthesizing and applying analytics insights to improve performance for a particular business area. You act as trusted advisor and consultant to Demand Strategists and to the wider Marketing Leadership team.
ResponsibilitiesPerform quantitative analyses to evaluate the impact of marketing activities on demand generation, including pipeline, revenue, content engagement, routing, channel performance, lead conversion, pipeline yield and ROI, and other key strategic levers
Measure performance and establish new measurement systems to detect performance shifts and increase marketing effectiveness
Proactively initiate analyses and raise topics for investigation with key stakeholders
Extract data from a variety of sources, identify points of integration across data sets, and define new requirements
Develop and present data-driven optimization recommendations via dashboards, reports, and ad-hoc analyses
Develop and maintain a close and trustful working connection with major stakeholder, communicate insights to team members, wider marketing groups and IBM leadership