Nestle Digital Data Analyst in Arlington, Virginia
The Digital Data Analyst will play a pivotal role in understanding consumer engagement and behavior across all touchpoints , analyzing data from different sources to identify opportunities to improve efficiency of consumer communication in our owned and paid channels, develop better working content and enrich digital consumer experiences. She/he will assist the media & CRM team in building robust consumer data strategy, and will maintain and improved consumer data management.
In addition to measuring day to day consumer engagement and efficiency of marketing spend, the role will also focus on overall marketing effectiveness by leading market mix modelling, integrating different secondary data and competitive data to benchmark Gerber's performance vs category/competitors.
Data Management and Operations
Lead the effort in defining, implementing and managing "one single view" of consumers through a new generation of data technology.
Ensure consistent approach to consumer data is applied in all touchpoints, website, CRM, DMP.
Define and apply the right business rules and data mgt principles for all consumer facing applications or personalized communications.
Connect our data source with 3rd party to enrich consumer view and LTV.
Oversee consumer data modeling and scoring with agency.
Ensure proper tagging structure is followed in all digital channels.
Analysis and Insights
Partner with integrated Mktg team to deliver biweekly Brand campaigns ecosystem reporting process and consolidate different sources of data under one activity report.
Conduct ad hoc analysis to improve consumer experience, test creative or contact plan.
Partner with vendor like Google to pilot project like Google 360 or Nielsen attribution to understand value of different touchpoints
Conduct regular Sales lift study in different channels.
Manage Gerber's social media listening platform with vendor (training of new users, update of taxonomy, prioritize adhoc reports, send monthly updates).
Work closely with analytics team to manage marketing effectiveness measurement at Gerber through MMA or introducing new approaches to measure ROI
Provide quarterly competitive reviews of social/digital media performance and identify learning/opportunities for Gerber.
Marketing and Consumer Engagement
Help CRM manager to evolve and improve My Gerber engagement program.
Optimize our consumer names acquisition strategy by reviewing performance of all sources in terms of volume and quality.
Partner with brand team to optimize and evolve their campaigns.
Partner with CRM manager and website manager to understand Gerber program performance.
REQUIREMENTS AND MINIMUM EDUCATION LEVEL:
• University degree or equivalent (data & analytics Marketing & communication)
University degree or equivalent
Media agency experience or digital data exposure in agency/client side
Prior experience tagging and reporting using Google Analytics/Google Tag Manager or a comparable digital analytics suite
Experience with various digital communication channels such video, display, search, native, social, CRM
Understanding of digital/media/marketing data sources and metrics preferred: Digital (Web, CRM, Social, Display, Search etc.); Media (e.g. buying models, CPU, Impressions, GRP)
Prior exposure to consumer data mgt
Job: Marketing/Brand Management
Organization: Nestle Nutrition
Title: Digital Data Analyst
Requisition ID: 18008485
The Nestlé Companies are equal opportunity and affirmative action employers and are looking for diversity in qualified candidates for employment: Minority/Female/Disabled/Protected Veteran.