Marketing Data Analyst

  • Omni Hotels
  • Dallas, TX, USA
  • Jan 28, 2018
Hospitality / Restaurant / Food Service Marketing

Job Description

Overview

Omni Hotels and Resorts creates genuine, authentic guest experiences at 60 distinctive luxury hotels and resorts in leading business gateways and leisure destinations across North America. Omni Hotels is known for its exemplary culture, authenticity to the markets in which we operate, innovation and exceptional service. Our commitment to career development has created tenure and loyalty that enables us to perpetuate our family atmosphere.

Job Description

The ideal candidate will be able to organize large data sets and derive insights from our marketing programs and promotions, websites and social media sites and develop strategic and tactical recommendations on how to acquire and activate high-quality new customers, create better member engagement, and develop and optimize marketing campaigns that maximize ROI.
You will be using tools to extract and analyze large data sets to develop customer segments and derive demographic, psychographic and behavioral insights that help the marketing/CRM team to target the right message to the right customer at the right time. You will help us analyze the customer experience and identify opportunities to engage new members, re-engage lapsing members and increase hotel stays and reward redemptions.
You will make strategic recommendations that drive business decisions for future marketing campaigns, website design and the user experience.
An added plus would be if you had experience with developing predictive models and creating expected response curves.

Responsibilities

  • Analyze the customer journey across integrated marketing campaigns and recommend optimization strategies for acquisition of high quality customers, and how to get those members to book more and redeem more rewards.
  • Leverage large data sets to identify ways to grow revenue, customer engagement, hotel booking conversion and reward redemption.
  • Build dashboards and presentations for marketing programs that highlight performance on key metrics
  • Utilize company, user and marketing response history to develop modeling and/or segmentation for new marketing campaigns
  • Develop segmentation schemes to put the right messages in front of the right people at the right time
  • Analyze user behavior based on member tier, channel, offers, geography and other variables
  • Report on marketing campaigns with more than just numbers, but insights that help us continuously improve
  • Set up randomized marketing experiments and A/B tests
  • Ensure effectiveness and accuracy of reporting


Qualifications

  • S. or M.S. degree in marketing, mathematics, statistics, computer science, or engineering
  • 5+ years of marketing analytics experience preferably in travel and/or loyalty programs
  • Proficient with relational databases and SQL
  • Proficient with at least one statistical software package (e.g. R, Python, or similar)
  • 3+ years experience with Tableau, OBIEE or similar
  • Excel power user
  • Proficient with web analytics tools (e.g. Google Analytics/Data Studio and GA datalayer, Adobe Site Catalyst, or similar)
  • Experience in modeling and segmentation a plus

The ideal candidate will be expected to straddle the line between strategic thinking & tactical execution. He/She:
  • Possesses curiosity to dig deep to understand the underlying reasons campaigns perform as they do, what is working, what is not and why -- all of which will be used to drive better marketing and CRM
  • Is detail oriented, but doesn't lose sight of the big picture
  • Can creatively solve problems and is a resourceful self-starter who is comfortable working independently as well as collaboratively in a small, fast-paced environment.