Introduction
At IBM, work is more than a job - it's a calling: To build. To design. To code. To consult. To think along with clients and sell. To make markets. To invent. To collaborate. Not just to do something better, but to attempt things you've never thought possible. Are you ready to lead in this new era of technology and solve some of the world's most challenging problems? If so, lets talk.
Your Role and Responsibilities
Data powers the insights companies use to transform the way they work. Do you enjoy analyzing data to push marketers to take actions that improve their performance?
The Applied Analytics team directly impacts the direction of the marketing organization and all of IBM. We provide insights that drive both strategic and tactical outcomes for the company, and directly guide marketing execution.
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Applied Analytics uncover and transforms insights into creative experiences that matter to our customers. Make every touchpoint an opportunity to engage. As a Marketing Professional at IBM, you will create stories that cut through noise and have an impact on your audience. IBM is trailblazing the Agile Marketing approach, allowing you to work with speed, adaptability and creativity to uncover insights and deliver experiences that matter to your customers.
In this role, you will work with Marketing (Demand Strategists, Paid Media Specialists, Event Strategist as well as Digital Specialists) and Business teams (Digital Sales) on challenges around strategy and execution that can be improved through the power of data & analytics. The focus of this role is on the mid to lower part of the marketing funnel: capturing demand through our web presence, to response to lead management and sales analytics. Special projects on specific tactics (i.e. events) or upper marketing funnel - i.e. early-stage audience targeting via paid media investment - complete the duties.
As an Applied Analytics Specialist, you will focus on synthesizing and applying analytics insights to improve performance for a particular business area. You act as trusted advisor and consultant to Demand Strategists and to the wider Marketing Leadership team.
Responsibilities
- Perform quantitative analyses to evaluate the impact of marketing activities on demand generation, including pipeline, revenue, content engagement, routing, channel performance, lead conversion, pipeline yield and ROI, and other key strategic levers
- Measure performance and establish new measurement systems to detect performance shifts and increase marketing effectiveness
- Proactively initiate analyses and raise topics for investigation with key stakeholders
- Extract data from a variety of sources, identify points of integration across data sets, and define new requirements
- Develop and present data-driven optimization recommendations via dashboards, reports, and ad-hoc analyses
- Develop and maintain a close and trustful working connection with major stakeholder, communicate insights to team members, wider marketing groups and IBM leadership
Required Technical and Professional Expertise
- Passionate about marketing, data, analytics, or a related field
- Fluent in English; strong written and verbal communication skills
- Problem-solving and analytical skills
- A strategic, consultative, data-driven mindset.
- Optimizing paid media campaigns and client experiences to increase relevance of the IBM brand and drive demand for priority products
- Analyzing, designing, and enhancing omni-channel audience journeys to serve our prospective clients relevant and personalized content in the right place at the right time
- Driving innovation at the intersection of marketing and AI, through generative AI for content creation, process automation for enhanced productivity, and more.
- Ability to align marketing analytics initiatives with broader business objectives.
- Deep understanding of marketing technologies, data tools, and analytics methodologies.
- Excellent communication skills with the ability to convey complex insights to both marketing and non-marketing stakeholders.
- Experience collaborating with other to develop insights, competitive analyses, and scalable solutions is preferred.
Preferred Technical and Professional Expertise
- Knowledge of marketing, communications, data analytics, or related area
- Market research
- Data based storytelling to communicate insights and help data driven decisions.
- SQL, Excel, Python, R for data analysis
- Tableau, Excel, PowerBI, Cognos or other BI tools for data visualization