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Support digital marketing strategy and take the lead in implementing Adobe Analytics effectively, integrating with CDP, data lake and recommendation engine.
Work closely with Marketing to create, execute and track digital campaigns
Partner with specific client stakeholders within OCBC to understand their business challenges & use your data expertise to proactively identify areas where data from adobe can create value.
Support strategic build projects to continuously enhance the capability of OCBC's analytical processes and big data platforms
Roles & Responsibilities: Generate Actionable Customer Insight To Improve Key Business Outcomes Support the deployment of Adobe Analytics capabilities and practices to improve marketing effectiveness and efficiency of OCBC Bank. This includes:
Lead the Adobe Analytics practice and drive the management of data collection, integration with data lake, CDP and recommendation engine
Work closely with Marketing to implement accurate analytics tracking, validating parameters and scoping requirements for new data sources
Manage and identify opportunities for online journeys and work with relevant stakeholders to improve them
Develop range of campaigns to re-target customers who have interacted with OCBC online
Track campaign effectiveness using a range of attribution models and work with stakeholders to improve them continuously
Regular interaction with product and segment managers to understand their business objectives. Proactive recommendation on how you think analytics could help them achieve their goals.
Manage Adobe admin functions
Define standards for Digital tagging on OCBC channels
Work with Data Engineering team to define the key pipelines of data required to support Business
Guide and train other analysts in Adobe Analytics
Qualifications Requirements (Knowledge, Skills & Competencies): General Knowledge & Experience:
Understanding of banking, insurance or financial services preferred
Exposure to data management and analysis functions
Programming & Data:
Solid hands-on experience working with the Adobe suite of products (Adobe Analytics, Target, Audience Manager)
Experience in developing digital analytics strategy & implementation guidelines
Track record of creating digital campaigns with measurable uplift
Ability to analyse, identify, visualize and describe key trends within large datasets
Ideally has prior experience of Campaign Management (Unica / SAS /Adobe) and Direct Marketing experiment design concepts
Some prior exposure to analytical software tools of leading analytical software tools (such as Python / SAS / R); leading database environments ( Teradata / Cloudera Hadoop / SQL); reporting tools (Qlikview / Tableau / Power BI) and/or contact management platforms (Pega / SalesForce).
Communication & Soft Skills:
Curiosity & a real passion for understanding "why?"
Creativity to see possibilities within the data & translate into compelling stories, decisions and actions for non-technical business users.
Strong communication skills and ability to influence the business to take action from the data.