To support the fast-growing data analytics team within Consumer Division (CD), we are looking for a competent Data Analyst to join the team in providing digital user behaviour insights on our websites and apps, to drive subscription acquisition and retention, and increase monthly active users.
This role will develop insights and dashboards covering reader profile mapping, marketing and engagement campaigns, conversion levers and checkout flows. Multiple internal and external data sources will be used. This role is expected to be independent in requirements development and self-learning, to support insights development through the entire consumer lifecycle, and be the ‘bridge’ between business and data.
This role will be expected to go beyond the “analyst silo” to cover end-to-end analytics workflows. This involves understanding how different systems work, read system documentations on data endpoints, work with Tech to plan user behaviour tracking requirements, handle UAT to test those tracking plans, write automated ETL scripts, understand marketers’ reporting requirements and build/maintain the dashboards required. Recording of checks to ensure accuracy of data/insights before presentation to stakeholders will be a basic expectancy for this role.
This role will partake in new analysis ideas and face unknowns resulting from changing business demands and technical industry trends. The Analyst must be willing to explore & tackle said unknowns, and be involved in cross-functional projects to ensure CD data objectives are well-governed.
Roles & Responsibilities
Data acquisition
- Support Division’s need for subscriptions and revenue-related data dimensions and metrics.
- Work closely with other stakeholders to source for new behavioural / demographic data dimensions and metrics relevant for the Division’s growth.
- Liaise with data engineers to ensure healthy ETL providing the Division’s behavioural metrics.
Data documentation and accuracy
- Maintain high quality and proper documentation of analytical work done.
- Ensure your work, including analysis and insights are accurate and validated.
Data analysis, insights and forecast
- Contribute to actionable insights of behavioural metrics, including but not limited to reader profile mapping, content consumption, paywalls and checkout flows.
- Collaborate with the commercial analytics team to draw end-to-end insights of our readers and customers.
Dashboards
- Develop and maintain dashboards that track the readers’ and subscribers’ behavioural journey to inform marketing campaigns throughout the marketing funnel.
- Collate and respond to feedback from stakeholders to continuously ensure dashboards serve the Division’s needs.
Who we are looking for
Skills
- Proficient with at least one dashboard/business intelligence tool (e.g. Google Lookerstudio or Tableau). AWS Quicksight is preferred.
- Work experience with Google Analytics 360, Google Analytics 4, Google Tag Manager.
- Work experience with AWS Glue, Pyspark for scheduled ETL processes.
- Work experience in data extraction and EDA using SQL and Python (with Jupyter Notebooks or Visual Studio Code) will be a bonus.
- Experience with machine learning/modelling is a bonus.
- Work experience in creating compelling data reports, drawing actionable insights & visualisations.
- Strong data storytelling and presentation skills, with the ability to communicate findings in a clear and actionable manner.
- Proficient with Google Sheets / Excel.
- Familiarity with marketing performance tracking and A/B testing concepts.
- Domain knowledge of subscription business models is a bonus.
- Exposure and understanding of digital media industry metrics is a bonus.
Competencies & Personality Traits
- Track-record of independent learning and problem-solving.
- Keen interest in stakeholder management from various backgrounds, including data engineers and product/ platform owners.
- Good time and project management skills, able to multitask, and most importantly willingness to learn.
Working Experience
- At least 1 year of working experience with Google Analytics 4 and SQL.
Qualifications
- A good university degree in Statistics, Engineering, Economics, Mathematics, Physics, Computer Science, Business Administration or related fields.
