CRM Data Analyst

lastminute.com in Bengaluru, India, is seeking a CRM Data Analyst to provide advanced support for CRM and Audience Management. This role focuses on developing essential reports, conducting in-depth analyses, and managing robust dataflows, with a significant emphasis on leveraging Artificial Intelligence and Machine Learning (AI/ML) techniques. The Analyst will collaborate with the team to establish standardized dashboards by gathering requirements and implementing reports, while also identifying opportunities to integrate AI-powered solutions for intelligent automation of data pipelines and reporting processes. A key aspect of this role involves proposing and executing advanced analyses, including the application of AI/ML models to generate predictive and prescriptive insights. These insights will empower digital marketing teams across various channels (display, social, email marketing, search) to drive successful campaigns, optimizations, and company growth. A solid understanding of marketing principles and data is crucial, utilizing AI/ML for continuous process improvements such as enhanced audience segmentation and personalization.

Furthermore, the Analyst will serve as a liaison for marketing and BI, thoroughly understanding and managing existing dataflows for marketing tools, and overseeing their setup, either independently or in collaboration with stakeholders like data engineering.

Key Responsibilities:

• Setup and maintenance of existing and new dataflows for marketing tools, integrating intelligent automation with AI/ML.
• Analyze relevant website data using appropriate KPIs and visualize results.
• Develop, optimize, and automate reports and dashboards using AI.
• Conduct ad-hoc and advanced deep analyses, applying AI/ML models for predictive and prescriptive insights.
• Transform big data into actionable insights through deep data analysis and AI/ML techniques.
• Utilize ETL & Reporting tools for analysis and report creation, focusing on process efficiency.
• Provide internal support for reporting and result analysis.
• Derive actionable insights and quick wins from analyses and support their execution using tools like Excel, Google Spreadsheets, SQL, LookerStudio, and Google Analytics/BigQuery.
• Actively contribute to the creation of new reporting dashboards for digital marketing campaigns.
• Assist in coordinating landing page and ad copy tests, including analysis of results; lead competitive analysis (e.g., benchmarking, auction insights).
• Support the integration of new tools into the existing marketing tool landscape.

Skills and Experience:

• Minimum 2 years of relevant experience in data analysis, focusing on web traffic and customer journeys, with practical exposure to advanced analytics and/or Machine Learning (ML) techniques.
• Proficiency in SQL, Javascript, and Python, ideally including ML/Data Science libraries.
• Extensive experience with web tracking solutions such as Google Analytics.
• Experience in data engineering and managing data flows for AI/ML models.
• Good understanding of the English language.

Qualifications:

• Bachelor's or Master's degree, or equivalent.
• A minimum of 2 years of relevant experience in web analysis and customer journey analysis.
• Familiarity with Vertica & Qlik is desirable.
• Experience and interest in various Marketing channels (CRM, Display, Remarketing).
• Experience with Emarsys and/or Braze is a plus.

Abilities/Qualities:

• Passion for working with numbers and data analysis, with a must-have proficiency in Excel and Google Spreadsheets.
• Ability to develop projects independently and collaboratively within a team.
• Strong business acumen and a self-driven approach to achieve KPIs and drive growth.
• Excellent communication skills to clearly convey complex data and AI/ML model insights to both technical and non-technical stakeholders.