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Senior Analyst Marketing AB Optimization

Date: Mar 7, 2019

Location: Broomfield, CO, US

Company: Vail Resorts

Reach Your Peak at Vail Resorts. You're someone who pushes boundaries and challenges the status quo. You're brave, ambitious and passionate in everything you do. And we want you on our team. Pursue your fullest potential and never settle in the quest to deliver extraordinary guest service. Join one of the world's most innovative companies and re-imagine a mountain resort experience with us. Welcome to Vail Resorts. Reach Your Peak.

Welcome to Vail Resorts. Reach Your Peak.

Summary of Job:

 

The Marketing Analytics team is responsible for: using a data driven approach to inform marketing decisions, monitoring business trends, measuring guest behaviors, ensuring the highest data quality and maximizing marketing effectiveness across the organization.  Guest analytics encompasses evaluation of historical behavior trends by guest segment and development of insights and models to help inform marketing decisions at a guest segment level.  Marketing effectiveness analytics involves assessing the impact of marketing spend and developing insights to help inform marketing decisions at a program and channel level. Digital analytics revolves around understanding and maximizing our guest’s online behavior and experience, including paid media efforts directing customers to the sites. Data governance is about ensuring data quality, tools and metrics are correct and common across the organization. Decision support is providing interpretation and recommendation for internal customers as well as acting as a central point of contact.

 

Position Purpose

Do you have a passion for testing and learning? Do you have a passion for all things optimization? Do you have a passion for all things digital? The Digital A|B Optimization Sr. Analyst position at Vail Resorts is an amazing opportunity to drive the business in the exciting world of Digital A|B testing.

 

The primary purpose of this role is to provide recommendations for test or site improvements, monitor performance of Digital A|B Optimization testing, and provide strategic decisions based on key insights gleaned from the data. You will be a partner with Digital Experience and IT to help define test hypotheses, define reporting KPIs, and be responsible for creating audience segments to monitor test population splits. You will coordinate with the IT team to identify opportunities for improved efficiency and to ensure reporting is created in the most standardized manner possible. Your involvement in Marketing includes: being the liaison between Digital Analytics / Digital Experience for all test setup, ensuring recurring analysis and reporting processes are conducted correctly and in a timely manner, analyzing results, recommendations & troubleshooting, and producing detailed ad-hoc analysis as required by the business leaders. You will be responsible for helping understand: A|B & multivariate testing effectiveness, test impacts on website performance KPIs, test lift and confidence calculations, and forecasting and budget implications from test performance. Finally, you will be the point person between the testing program vendor and Vail Resorts for any testing consulting work.

 

Essential Job Responsibilites:

 

  • [KPI & Test Recommendations] Understand test setup, define test KPI metrics, understand impacts to lift and confidence based on launch timing, and make recommendations to key stakeholders for the most accurate way to measure testing KPIs.  
  • [Strategy] Partner in creating the testing strategy (defining the hypothesis, reporting KPIs, audience segments, traffic splits, etc.)
  • [Interpretation & Insights] Partner with Digital Analytics, Digital Experience and IT teams to provide personalized test reads and actionable insights to leverage for both the business and Digital testing team.
  •  [Standardization] Ensure processes, tools and documentation are in place to support efficient and consistent analysis across the team.  Standardize methodology for addressing common questions and ensure that consistent approaches be utilized across the company.  Proactively develop new analytic approaches and partner with other analytical groups to develop tools that support marketing tactics at every level.
  •  [Efficiency/Consistency] Develop approaches, templates and tools that ensure a consistent approach in all test post-analysis whether ad-hoc or recurrent.
  •  [Reporting] Create and distribute recurring reports that evaluate test effectiveness and leverage available standard tools.
  •  [Data Analysis] Analyze and organize the testing and ad-hoc data available to the business.  Inspect, clean, understand and transform data keeping the big picture of the business goals in mind while thinking of new ways to approach analysis and enterprise level insights.
  • [Ad-hoc] Support complex ad-hoc pre, during and post analysis of optimization tests as required by leadership and the support team.
  • [IT Troubleshooting] Leverage knowledge of test setup, Digital Analytics site implementation, and KPIs to partner with IT Digital Implementation team & testing program vendor to quickly troubleshoot issues as they arise.
  • [Knowledge Base] Populate and maintain accessible knowledge base and archive of past analyses to facilitate trended results of test performance, guidance/tools related assumptions and improved quality of future analysis. Leverage historical learning to make recommendations on strategy to marketing leadership.

 

Job Requirements

 

Education:

  • Bachelor’s degree in related field (Business, Technology, Accounting, Finance, Economics, Marketing, or Mathematics) required

 

Work Experience:

  • 3+ years prior marketing analytics or related experience.
  • Experience evaluating website performance including analysis of A/B experiments and evaluation of results against random control groups.
  • Experience with analytics tools/software specific to digital data analysis (Adobe Analytics / Adobe Target / Maximizer / Optimizely / Google Analytics) required.
  • Statistics background including but not limited to A|B Testing, Multivariate Testing, Confidence Levels, Regression Analysis, Population & Sample Size Estimates required.
  • Demonstrated success working with very large data sets, developing tools for streamlined analysis and creating reports that succinctly summarize complex concepts.
  • Comfortable running statistical analysis and manipulating data in RStudio
  • Demonstrated strength in written and verbal communication, adjusting message to audience.  Excellent interpersonal and relationship management skills, with the ability to communicate effectively at all levels of the organization.
  • Strong organizational and project management skills are essential. Must be able handle multiple projects simultaneously and coordinate across multiple functions within an organization.
  • MS Excel, RStudio, Alteryx, Tableau and similar program experience a plus.
  • Hospitality or travel industry experience helpful but not required; broad marketing experience in a company driven by analytics.
  • Highly collaborative approach and open communication style.

 

Computer Skills:

  • Experience with analytic tools/software such as Adobe Target, Adobe Analytics, Google Analytics would be preferred. RStudio, Alteryx, Tableau experience a plus.
  • High level of comfort with digital analytics & marketing technology
  • High degree of proficiency MS Office Suite, Outlook & Internet applications

We offer a variety of career opportunities at our world-class resorts and corporate headquarters near Boulder, Colorado in fields like Finance & Accounting, Human Resources, Information Technology, Legal, Public Affairs & Sustainability, Marketing, Sales & Communications and more. Our corporate team shares both a passion for the outdoors and a drive to re-imagine the mountain resort experience around the world. Learn more at www.vailresortscareers.com
Vail Resorts is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability, protected veteran status or any other status protected by applicable law.

VRMRKT

Requisition ID 163242


Nearest Major Market: Denver