Head of Data and Customer Insights

The Head of Customer Insight and Data role is pivotal to the successful delivery and roll out of project Catalyst across the business. The role will ensure we maximise the value of the new created Single Customer View (SCV) whilst supporting the business (especially marketing and sales) in delivering the necessary trading campaigns and reporting on their effectiveness.

The Head of Customer Insight and Data is key to ensuring we are delivering business value from our Customer Data. This will be achieved by delivering value and customer insight at all key phases of the customer journey with specific focus on – planning, measuring campaigns and optimisation (see below) - whilst also ensuring our customer data and use of it is both legally and regulatory compliant. 

The role is also responsible for providing unique customer and commercial insights, fuelling data-driven acquisition, repeats and referrals and developing data infrastructure to build capabilities to grow customer lifetime value.  You will be responsible for building out a holistic view of performance as well as a detailed analytics roadmap by leveraging state of the art analytics tools.


WHAT YOU WILL BE DOING

  • Planning – ensuring the latest customer insights are made available to drive campaign planning based on the customer data especially from the Single Customer View. This will also include the success of previous campaigns, and other key insights to support the campaign brief
  • Effectiveness – developing a standardised approach to measurement of all campaigns including KPI’s and monthly dashboards showing campaign performance. This will also include ensuring the key attribution capabilities are implemented to enable tracking/measurement of media spend, especially PPC to sales. A key part of the reporting will also include how well the data science models (e.g. repeats, lead conversion) are working – reporting commercial value 
  • Optimisation – this role will lead in identifying key sales/cost opportunities to drive Customer Lifetime Value based off the customer data and analytics, in particular, are the data science models (e.g. repeats, lead conversion) still functioning correctly and delivering value and what changes are required, then getting the changes implemented via the “central data science team”
  • Management – ensuring that the customer data (SCV) is up to date, GDPR compliance is in place and other policies, e.g. Retention of data, are being adhered to, i.e. our legal/regulatory compliance is in good shape and the data quality is not degrading

 

Line management
           This role reports into the Marketing Director

 

 WHAT WE ARE LOOKING FOR 

  • Five to eight years’ experience in leading/playing a senior role in Customer Insight functions - delivering new great new insights that have demonstrable commercial value, and, working within database marketing and CRM in the marketing or marketing research field
  • Three to five years’ experience working in a management or leadership capacity
  • BA / BS; Master’s degree a strong plus in a relevant field including Mathematics, Statistics, Computer Science or equivalent experience
  • Strong executive-level facing skills and the ability to communicate complex analytical concepts with confidence to a non-technical audience, as well as present the story/insight behind the data in a compelling way
  • Experience with strategic planning using quantitative techniques and with campaign management and supporting technologies
  • Experience of ramping up analytics programs, including integrating with work of other teams to ensure analytics approach is aligned with strategy and available data
  • Expertise selecting context-appropriate tools and enablers for modelling and analysis
  • Full understanding of the legal and compliance issues concerning data and its use
  • Ability and willingness to take a hands-on execution role where required to support needs and team development
  • Highly organized with an ability to work under tight deadlines and shifting priorities

 

Key Capabilities    

 PLANNING CUSTOMER DATA-DRIVEN MARKETING ACTIVITY

  • inalysing Customer Data to identify distinct segments of people
  • Analysing Customer Data to predict the behaviour of customer and prospects, to create ‘Enhanced Customer Data’ e.g. Customer Data that identifies those most likely to respond to an offer, or those most likely to churn
  • Using Enhanced Customer Data to plan acquisition campaigns e.g. targeting offers based on the likelihood of different potential customers to respond

USING CUSTOMER DATA IN MARKETING ACTIVITIES

  • Using Customer Data to inform the balance of channels (e.g. on-line versus off-line, Search Engine versus Social Media, etc.) and platforms (e.g. Google versus Bing, Facebook versus Instagram, etc.) for customer acquisition and customer retention activities
  • Using Customer Data to optimise E-Commerce activity, based on the predicted likelihood of prospects to respond to a range of different products, offers, timings, etc.
  • Using Customer Data (and where relevant, web applications and tools) to enhance the scheduling and targeting of off-line and on-line communications
  • Setting and measuring KPIs for Customer Data-driven activities, including calculating return on investment
  • Constructing on and off-line customer surveys and using the Customer Data to inform future marketing activities

ANALYSING AND CREATING INSIGHTS FROM CUSTOMER DATA 

  • Using Customer Data analytics tools to understand which offers may work best for different customer groups, for testing through live campaigns
  • Using Google Analytics to track and adjust Customer Data-driven campaign activity
  • Gaining insights into campaign performance by analysing the attribution of results to different communication channels, platforms and offers

CUSTOMER DATA TOOLS & RULES

  • Applying the Travelopia data confidentiality rules and procedures
  • Applying the relevant data protection legislation for your territory e.g. General Data Protection Regulation (GDPR) and the Privacy and Electronics Communications Regulation (PECR) in Europe
  • Maintaining the quality of customer databases (not from a technical point of view but to ensure customer data, including contact details and marketing preferences, is accurate and up-to-date

  

 

Information

  • Reference:
    UU202771CraHODACI
  • Location:
    Crawley
  • Postcode:
    RH10
  • Employment:
    Permanent
  • Salary:
    Competitive
  • Posted:
    Fri, 07 Feb 2020
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