Job Description
As a Test and Targeting Analyst, you will play a key role in driving customer value and sales by supporting regional markets with targeted customer selections and media strategies.
You will work cross-functionally to optimize omni-channel performance and customer-centric initiatives.
Main Responsibilities:Customer Selections, Segments, and Audiences: Support regional markets in selecting the right customer segments and target audiences for various activities using global segment structures (Adobe & SAS) for media, rewards, and communication channels.
Verify segment sizes and relevance to ensure effective targeting.Set-up of Tests and Follow-up Results: Assist in setting up the correct test approach for hypotheses from different teams & stakeholders, follow up on test results, and present findings with actionable recommendations.
Continuously learn and apply new testing tools and methods.Identify business growth opportunities: Together with Insights & Analytics team members, identify business growth opportunities to increase customer lifetime value and profitability through segmentation and hypothesis testing with the final aim of contributing to regional growth.Recommend Customer-Centric Commercial & CRM Actions: Analyze marketing performance on a customer and media level, seeking a positive impact on customer lifetime value and profitability, having a cost-conscious mindset.Drive the Test and Learn Agenda: Lead the region's test and learn agenda, upskill regional teams on testing importance, and leverage tools such as MMM and Attribution Models to assess the incrementality of media investments.Collaboration with Global and Other Regional Teams: Act as the point of contact for targeting and testing between regional and global teams.
Share insights, collaborate with global functions, and apply targeting strategies to enhance customer relevance and media effectiveness.
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