Channel Analyst

Major Duties and Responsibilities:

• Developing custom marketing and distribution dashboard concepts
• Report on key metrics, analyze and interpret trends, provide actionable insights based on available analytics data
• Analyze the effect of different online and offline channels in comparison, develop and implement innovative strategies for improvement and growth
• Analyze online user behavior, conversion data and customer cycle, funnel analysis and multi-channel attribution
• Perform ROI analysis to evaluate efficiency and effectiveness of different marketing campaigns
• Perform ad-hoc analytics and conversion optimization and create conversion optimization strategies with solid analytical data
• Provide insight on campaign tagging and additional on-site tracking
• Spot potential to implement innovative new methodologies and improve analytical procedure
• Use available data sources to deep dive and troubleshoot campaign (and overall) performance issues and propose tests, both campaign and on company.com
• Benchmark performance across all online/offline channels and advise on KPIs
• Proactively conduct analysis and data mining to provide hidden insights
• Bridge the gap between data and action – communicate analytics findings and help to identify implications and opportunities arising from them
• Responsible for ad-hoc analysis requests
• Utilization of the existing customer segmentation
• Analyze guest questionnaires and surveys
• Pro-active data mining and profiling to optimize marketing initiatives, leverage BI data
• Liaise with external agencies when required on advanced analysis and present results back to stakeholders
• Process quality checks submissions on all requested systems, evaluate and monitor.
• Use internal tool to track status work requests.
• Produce status reports as needed.
• Generate cost comparison reporting and forecasts by channel/property
• Measure channel shifts and forecast trends
• Create and maintain weekly/monthly channel reporting
• Audit, measure and analyze all productivity across channels including source and sub source segmentation (to include all PMS and CRS functions)
• Provide hotel support by answering procedural or system questions related to the applicable distribution channels.
• Attends team or departmental meetings pertinent to work assignments and address challenges and opportunities accordingly.
• Develops and maintains constructive and cooperative working relationships with internal team members and stakeholders.

 Experience and Qualifications:

• Experience in working within a marketing/business intelligence environment
• High level of experience working with analytical software (e.g. Google Analytics, SiteCatalyst, etc.),
• High level of experience in data analysis techniques and advanced Excel
• High level of experience working with Google Adwords and other paid search platforms
• Strong proficiency with Microsoft Word and PowerPoint for producing reports and presentations
• Experience in identifying and validating strategic and tactical objectives
• High level of experience in measuring and analyzing online marketing campaigns including: natural and paid search, email, affiliate, display and social
• Experience in working with website optimization tools for A/B and multivariate testing, e.g. Adobe Test and target
• PMS/CRS and channel management knowledge a plus