Consumer Analytics

**BAT is evolving at pace - truly like no other organisation.**

**To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey**

**BAT IS LOOKING FOR A** **CONSUMER ANALYTICS**

**SENIORITY LEVEL**:Management

**FUNCTION**: Digital Business Solutions

**LOCATION**:Mexico

**ROLE POSITIONING AND OBJECTIVES**

The Consumer Analytics exists to provide the company with continuous, objective, relevant information, analysis, and advice that allows the company to understand the consumers in depth to formulate brand and marketing strategy with a focus on drive to digital, loyalty rewards, pipeline B2B projects, consumer behaviour (digital), data analysis and analytics insights.

They play a pivotal role for analytics tasks for the organization, including creating effective strategies to extract data and analyse it to derive actionable insights that enhance our understanding of consumer behaviour, measure engagement metrics, and drive personalized promotions, conduct website audits, monitor key metrics, and implement analytics solutions for the products or services in order to shape up a compelling CRM strategy.

As part of the GBS Insights & Foresights Team, you will guide the business teams in making decisions with connected data solutions and establish metrics that drive business outcomes.

The role provides objective, timely and relevant marketing information/analysis to facilitate the data-driven decision-making of the company, monitor strategy implementation and overall business performance. They will play a key role in shaping the organization’s performance**.**

**Reports to**:US Consumer Analytics Director

**Geographic Scope**:USA

**WHAT YOU WILL BE ACCOUNTABLE FOR**
- Provide leadership on the analysis, consolidation, solutions & recommendations to the business for Data analysis related to consumer behavior, engagement, and personalized promotions.
- Develop analytical approaches to answer business questions and manage end user reports with quality information and caveats, including actionable information.
- Extract, transform, and load (ETL) data from various sources, including digital platforms.
- Perform in-depth analysis of consumer interactions with digital platforms.
- Investigate data availability and increase database / CRM initiatives, working with existing 1st party data for engagement campaigns and acquiring new 2nd or 3rd party data based on campaign objectives (reach, engagement).
- Consolidate Data & Analytics in order to offer 1 Integrated Single Consumer View based on the whole Analytics Data Set, Digital behaviour, interest, patterns of browsing activities and past history purchase.
- Utilize data visualization tools to create dashboards and reports that effectively communicate insights to stakeholders.
- Extract insights from a variety of data to enable predictions and data-driven decision-making. Monitor and track key engagement metrics like: engagement cost, engagement value, cost per lead, click-through rates, conversion rates, user retention and reacquisition.
- Perform A-B testing methodologies and controls and identify trends, patterns, and anomalies in consumer behaviour to optimize personalized promotions and marketing campaigns
- Mine and analyse data from existing or new consumer databases to drive optimization and improvement of consumer campaigns, marketing techniques and business strategies, as well as uncover trends, changes, patterns, and anomalies in voluminous data sets.

**ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE**

**Experience Required**
- Proven experience as a Data Analyst working with Consumer Analytics, Digital Analytics, Digital marketing, proficient in excel and visualization tools, PowerPoint, storyteller.
- Minimum 1-2 years of work experience in Analytics/Digital with stakeholder management and project management background.
- Familiarity with statistical analysis, A-B testing. Financial acumen could be an added value for the position.
- Strong analytical thinking, problem-solving skills, and attention to detail.
- Able to deal with uncertainty and feel comfortable with change

**Education / Qualifications / Certifications Required**
- Bachelor's Degree required, Economics, Finance, Mathematics, Business Administration or Engineering preferred
- SQL Proficiency SQL for data extraction, transformation and analysis.
- Fluency in English.

**WE ARE BAT**

At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. **See what is possible for you at BAT.**
- Global Top Employer with 53,000 BAT people across more than 180 markets
- Brands sold in over 200 markets, made in 44 factories in 42 countries
- Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
- Diversity leader in the Financial Times and International Women’s Day Best Practice win