Department: Digital Marketing & Media
Supervisor: Director of Business Strategy
FLSA Status: Exempt
In the digital marketing department at the Columbus Blue Jackets, our strategy drives what we do. We heavily prioritize our understanding of the fan's experience by tying it to metrics. We take this responsibility seriously by making sure we handle our data with integrity, diligence, and aptitude. We strive to develop curiosity by not only asking questions but finding new and unique ways to phrase questions that deliver intelligent responses. When we get answers, we translate and help explain them to key decision makers within the organization to make the best-informed decision possible.
The Consumer Analyst will provide quantitative and qualitative data analysis to facilitate data-driven decision making with a strong emphasis toward the Ticket Sales department. The position will organize and data mine our primary and secondary data sources to provide actionable insights – both predictive and descriptive. Understanding efficient data processes across multiple platforms, employing database communication techniques, and adhering to data standardization methods will lead to success in this role. More importantly, this role aims to increase ticketing revenue while helping us deliver enhanced customer service to our customers and fans.
Essential Duties and Responsibilities include the following. Other duties may be assigned.
Produce sales reports by creating an optimized process that can easily be viewed by sales representatives, managers, and the executive leadership team.
Establish revenue projections and trends based on pipeline status to determine potential value of assigned leads within CRM.
Provide projections and trends for season ticket renewals, single game tickets, and ticket plan purchases using predictive modeling and historical data.
Within CRM, establish and report on Key Performance Indicators (KPIs) for the sales staff pipelines along with performance-based metrics for managers to assess staff productivity.
Apply historical data and analytical methodology to optimize ticket pricing.
Regularly measure and assess secondary market ticket data in relation to single game ticket pricing and make recommendations based on sales velocity and demand trends.
Use and manage syndicated research, including Nielsen Scarborough, to bolster data-driven presentations within the marketing and digital marketing areas.
Study variables within CRM, marketing, and digital advertising campaigns to determine best performing tactics and make recommendations to optimize sales and marketing initiatives.
Develop recaps of sales, marketing, and service campaigns to evaluate return on investment.
Ensure critical areas of retention are properly identified by developing a fencesitter program through analyzing touchpoints, ticket usage, event attendance, survey responses, among other available data points.
Develop customer life-cycle stages so that the digital marketing department can properly segment audiences with different messages and actively reporting on the progression and movement from fans in each stage.
Generate fan profiles on different segments of the fan base including look-a-like audiences and modeling using a variety of techniques.
Recognize the process of lead scoring and data appending to better understand the relevant variables that help formulate potential ticket buyers.
Ingest results from the once-annual season ticket holder survey, post-game survey, and regular email sends to summarize and report relevant details to internal constituencies.
Ad hoc reporting on an as-needed basis.
To perform the job successfully, an individual should demonstrate the following competencies:
Analytical - Synthesizes complex or diverse information; collects and researches data; uses intuition and experience to complement data; designs work flows and procedures.
Communications - Expresses ideas and thoughts verbally; expresses ideas and thoughts in written form; exhibits good listening and comprehension; keeps others adequately informed; selects and uses appropriate communication methods.
Quality Management - Looks for ways to improve and promote quality; demonstrates accuracy and thoroughness.
Strategic Thinking - Develops strategies to achieve organizational goals; understands organization's strengths & weaknesses; analyzes market and competition; identifies external threats and opportunities; adapts strategy to changing conditions.
Adaptability - Adapts to changes in the work environment; manages competing demands; changes approach or method to best fit the situation; able to deal with frequent change, delays, or unexpected events.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and/or Experience
Bachelor's degree from four-year college or university, Statistics, Mathematics, Finance, Economics, MIS, Marketing or related field with a quantitative focus preferred; and a minimum of 2 years of related experience and/or training in analytics; or equivalent combination of education and experience.
To perform this job successfully, an individual should have knowledge of Microsoft Office software, Ticketmaster, Tableau, SQL, Data Warehouse, Microsoft Dynamics CRM, Archtics, Adobe Analytics, and statistical software.
Physical Demands and Work Environment
While performing the duties of this Job, the employee is regularly required to sit and talk or hear. The employee is occasionally required to stand and walk. The noise level in the work environment is usually moderate.