BDO USA, LLP
Marketing Analytics Manager
BDO USA, LLP, Pittsburgh, PA
Job Description
Job Summary:
The Marketing Analytics Manager is responsible for identifying opportunities for and providing detailed analysis and insights of our marketing strategies and interpreting these insights into actionable recommendations. This role ensures the proper tracking and collection of marketing attribution data, and in turn visualizes and interprets that data to help determine campaign success and the impact of our integrated marketing. This includes cross-channel and platform data such as email, paid media, webinars, events, gated content, and more.
This role will also be responsible for ad hoc reports from different internal platforms and stakeholders, performing data cleanup, and making recommendations to improve processes and data gathering. This role will support data-driven marketing initiatives including the creation and implementation of standard marketing reports, dashboards, and story-telling presentations with actionable metrics.
Job Duties:
Supervisory Responsibilities
Qualifications, Knowledge, Skills, and Abilities:
Education:
Experience:
License/Certifications:
Software:
Language:
Other Knowledge, Skills, & Abilities:
About Us
Join us at BDO, where you will find more than a career, you'll find a place where your work is impactful, and you are valued for your individuality. We offer flexibility and opportunities for advancement. Our culture is centered around making meaningful connections, approaching interactions with curiosity, and being true to yourself, all while making a positive difference in the world.
At BDO, our purpose of helping people thrive every day is at the heart of everything we do. Together, we are focused on delivering exceptional and sustainable outcomes and value for our people, our clients, and our communities. BDO is proud to be an ESOP company, reflecting a culture that puts people first, by sharing financially in our growth in value with our U.S. team. BDO professionals provide assurance, tax and advisory services for a diverse range of clients across the U.S. and in over 160 countries through our global organization.
BDO is the first large accounting and advisory organization to implement an Employee Stock Ownership Plan (ESOP). A qualified retirement plan, the ESOP offers participants a stake in the firm's success through beneficial ownership and a unique opportunity to enhance their financial well-being. The ESOP stands as a compelling addition to our comprehensive compensation and Total Rewards benefits* offerings. The annual allocation to the ESOP is fully funded by BDO through investments in company stock and grants employees the chance to grow their wealth over time as their shares vest and grow in value with the firm's success, with no employee contributions.
We are committed to delivering exceptional experiences to middle market leaders by sharing insight-driven perspectives, helping companies take business as usual to better than usual. With industry knowledge and experience, a breadth and depth of resources, and unwavering commitment to quality, we pride ourselves on:
*Benefits may be subject to eligibility requirements.
Equal Opportunity Employer, including disability/vets
Click here to find out more!
Job Summary:
The Marketing Analytics Manager is responsible for identifying opportunities for and providing detailed analysis and insights of our marketing strategies and interpreting these insights into actionable recommendations. This role ensures the proper tracking and collection of marketing attribution data, and in turn visualizes and interprets that data to help determine campaign success and the impact of our integrated marketing. This includes cross-channel and platform data such as email, paid media, webinars, events, gated content, and more.
This role will also be responsible for ad hoc reports from different internal platforms and stakeholders, performing data cleanup, and making recommendations to improve processes and data gathering. This role will support data-driven marketing initiatives including the creation and implementation of standard marketing reports, dashboards, and story-telling presentations with actionable metrics.
Job Duties:
- Creates and maintains regular reporting frameworks for KPI tracking and progression towards revenue targets
- Identifies areas of overage and potential shortages in baselines to provide guidance in where marketing should concentrate efforts
- Analyzes data across various platforms (Marketing Automation, CRM, CMS), identifies trends, and provides strategic recommendations to stakeholders to improve results
- Leads back-end data integrity operations for marketing attribution tracking and reporting
- Identifies opportunities for ad hoc analysis to improve marketing results and insight into making data-driven decisions
- Provides analysis and supports data-driven requests internally for cross functional stakeholders
- Leads discussions on results and analysis with internal stakeholders in a way they understand and make educated decisions
- Performs ROI analysis to evaluate the efficiency and effectiveness of different channels, ad formats, and campaigns
- Continually looks for and implements ways to improve analytics processes and deliverables
- Ensures the proper tracking of marketing activities towards success and the supporting operational components behind it within our marketing technology stack
- Reviews and creates standard operating procedures for periodic updates and reporting
- Regularly and proactively reaches out to teams to identify data reporting and insights needs
- Monitors data sources and works with marketing and IT to add metrics needed for reporting and ensures data integrity within systems
- Maintains marketing attribution and channel dashboards to monitor performance
- Collaborates with marketing and IT teams to improve reporting dashboards
- Provides in-depth channel analysis to understand our highest performing channels and guides marketing focus
- Creates regular reporting for in-depth analysis of our marketing program performance and assists in defining success metrics
- Leads trainings on marketing attribution reporting dashboards, data models, KPIs, and other analysis
- Focuses on continuous improvement/education to expand and develop knowledge and understanding of marketing data analytics
- Develops team goals for the attribution operational focus area and provides input towards strategic initiatives and roadmap items
- Supports/manages special projects, as assigned
- Other duties as required
Supervisory Responsibilities
- N/A
Qualifications, Knowledge, Skills, and Abilities:
Education:
- Bachelor's degree, required; focus in Data Analytics or Marketing, preferred
Experience:
- Five (5) or more years of related work experience in marketing and data analysis experience, required
- Professional services environment (i.e. accounting, financial consulting, business advisory services and/or banking industries), preferred
License/Certifications:
- N/A
Software:
- Experience with data visualization tools required; experience with Power BI, required
- Proficient in the use of Microsoft Office Suite, required
- Extensive knowledge of Excel, required
- Experience with Marketing Automation Platforms, required; prior experience with Marketo, preferred
- Experience with CRM systems, required; prior experience with MS Dynamics, preferred
- Experience with Marketing Analytics tools, required; experience with Calibermind, Marketo Performance Insights, or Marketo Revenue Explorer, preferred
Language:
- N/A
Other Knowledge, Skills, & Abilities:
- A clear understanding of pivot tables, functions, matching multiple data sets via 'match' or 'vlookups', cleaning and manipulating large data sets
- Critical thinking ability for analyzing data, identifying trends, and consulting on best practices to improve results
- In-depth knowledge of end-to-end revenue funnel, lifecycle models, lead scoring, and revenue attribution
- Strong analytical skills and ability to work both independently and on cross-functional teams
- Knowledge of email KPIs including, open rate, click through rate, click to open rate, bounce rate, and opt out rate; what drives these KPIs and the ability to make strategic recommendations to improve them
- In-depth knowledge of data visualization best practices and platforms like PowerBI / Tableau
- Familiarity and experience with CRM objects and data
- Close attention to detail
- Excellent time management and organizational skills, and a proven success of managing to a deadline
- Displays superior verbal and written communication skills, with a track record of clear documentation
- Ability to understand and communicate BDO business, marketplace and value proposition
- Strong interpersonal skills, with proven success working as part of a team
- Ability to generate easy-to-interpret reports based on collected data
- Ability to work independently or within a team environment
- Ability to demonstrate creativity in problem solving skills
About Us
Join us at BDO, where you will find more than a career, you'll find a place where your work is impactful, and you are valued for your individuality. We offer flexibility and opportunities for advancement. Our culture is centered around making meaningful connections, approaching interactions with curiosity, and being true to yourself, all while making a positive difference in the world.
At BDO, our purpose of helping people thrive every day is at the heart of everything we do. Together, we are focused on delivering exceptional and sustainable outcomes and value for our people, our clients, and our communities. BDO is proud to be an ESOP company, reflecting a culture that puts people first, by sharing financially in our growth in value with our U.S. team. BDO professionals provide assurance, tax and advisory services for a diverse range of clients across the U.S. and in over 160 countries through our global organization.
BDO is the first large accounting and advisory organization to implement an Employee Stock Ownership Plan (ESOP). A qualified retirement plan, the ESOP offers participants a stake in the firm's success through beneficial ownership and a unique opportunity to enhance their financial well-being. The ESOP stands as a compelling addition to our comprehensive compensation and Total Rewards benefits* offerings. The annual allocation to the ESOP is fully funded by BDO through investments in company stock and grants employees the chance to grow their wealth over time as their shares vest and grow in value with the firm's success, with no employee contributions.
We are committed to delivering exceptional experiences to middle market leaders by sharing insight-driven perspectives, helping companies take business as usual to better than usual. With industry knowledge and experience, a breadth and depth of resources, and unwavering commitment to quality, we pride ourselves on:
- Welcoming diverse perspectives and understanding the experience of our professionals and clients
- Empowering team members to explore their full potential
- Our talented team who brings varying skills, knowledge and experience to proactively help our clients navigate an expanding array of complex challenges and opportunities
- Celebrating ingenuity and innovation to transform our business and help our clients transform theirs
- Focus on resilience and sustainability to positively impact our people, clients, and communities
- BDO Total Rewards that encompass so much more than traditional "benefits." Click here to find out more!
*Benefits may be subject to eligibility requirements.
Equal Opportunity Employer, including disability/vets
Click here to find out more!