Marketing Analyst

Job Ref AP-MIOM/40
Job Type Full-time
Location Isle of Man

Description Marketing Analyst

Reports to: Marketing Director Paddy Power

Department: Marketing

Client Businesses: Internet Sportsbook, Dial-a-Bet Sportsbook, Poker, Casino, Games and Bingo



Overall Purpose of Job:

Devise and manage customer acquisition strategy through detailed analysis. Fusing of several disparate analytical resources to develop a coherent overarching framework for understanding and optimising customer acquisition.

Qualitative and quantitative techniques deployed to drive in depth understanding of consumer needs, both amongst existing Paddy Power customers and non customers.

Quantitative analysis to monitor new customer value -though multiple routes to market

Seasonally
by day of week and day-part
by channel of registration and first transaction
by first transaction type (bet type, early success failure, deposit and stake size)


Use of primary and secondary sources

customer transactional database
customer questionnaires
externally procured customer data
data profiling sources (geo-demographic and lifestyle data)
commissioned market research (exclusively on behalf of Paddy Power or syndicated with partner companies)
industry standard consumer data (BARB, TGI etc)
web analytics


Key Deliverables:

Annual customer acquisition audit and strategy refresh
Creation of dashboard reporting system on daily, weekly and monthly basis
Ongoing recommendations to customer acquisition teams based on data insight
Management of test and refine programme for new techniques
Managing commercial development (researching new routes to market internal business case justifications negotiations and liaising with acquisition team to develop implementation plans contract renewal evaluation and negotiation)


Education & Experience:

Graduate. Marketing degree or qualification preferable
4+ years marketing experience - ideally across the marketing mix
Blend of creative, operational and analytical skills
Exposure to fast moving commercial environment
First hand experience in exploiting digital media
Track record in autonomous delivery with tangible results