Job Description

Job no: 904907
Work type: Support Staff
Pay Grade: 13
Major Administrative Unit / College: University Communications
Department: Mktg, Public Rel, And Digital Strategy 10063701
Sub Area: AP- Professionals
Salary: Salary Commensurate with Experience
Location: East Lansing
Categories: PR/Media/Graphics/Comm/Fund Raising, Administrative Professionals- AP, Full Time (90-100%), Union, Remote-Friendly
Working/Functional Title

Marketing Analyst

Position Summary

The Marketing Analyst for social media listening, social media, earned media and paid media plays a critical role in helping leaders and strategists understand performance, assess opportunities and risks and make data-driven decisions. The position is responsible for gathering data, ensuring data quality, analyzing performance, preparing reports and dashboards and providing insights to inform decisions and improve performance. The position partners with strategists to understand goals and tactics and helps determine the best metrics to evaluate performance and best approach to provide the needed insights. The position identifies opportunities to improve the efficiency and effectiveness of analytics efforts and increase the value of information provided in the areas of focus.

Characteristic Duties and Responsibilities

Analysis (Focus: Paid Media, Social Media, Earned Media)

• Meets and manages relationships with leaders and strategists to understand strategy and goals and identify information needed to assess performance and inform decisions
• Determines the most effective method to provide information and insights that can guide strategy and tactical execution; considers a wide range of factors when approaching reporting and analysis efforts, including factors related to the channel and the content published in the channel
• Conducts analysis and partners with strategists to generate reports to provide deeper understanding of the drivers of performance and to make recommendations for improving performance
• Continuously works to improve analysis and reporting efficiency and effectiveness, increase the value of information provided and improve decision making
• Presents insights or provides expertise to university groups and creates content and resources for educating campus communicators
• Works with other members of the University Communications analytics team to support cross-channel reporting and analysis

Data Collection, Management and Reporting

• Manages several sources of data used as inputs to reports
• Leads troubleshooting efforts with the social media platform provider
• Manages, updates and continuously improves the social media baseline tool
• Serves as the internal contact for paid media data from agency partners
• Performs quality checks and troubleshoots data discrepancies of paid media data received from our agency partner
• Manages social media listening platform; sets up and maintains listening capabilities to listen for brand mentions/conversations, emerging issues, heritage issues, ongoing issues/crises as well as to identify influencers, pitch opportunities and content opportunities; creates and deprecates listening topics; manages dashboards, rules, workflows, keyword lists, blacklists and topic quotas
• Works with social listening and earned media data using Excel, Power BI, Tableau and other data analysis tools
• Gathers and prepares data for reporting; assesses and addresses data quality issues
• Prepares ad hoc and recurring reports and creates dashboards to fulfill information needs
• Leads regular performance review meetings to deliver near-time performance reporting

Daily Issues Monitoring and Crisis Management Real-time Monitoring

• Creates and documents social listening reporting templates for use by social media listening platform users across university
• Meets with University Communications leadership to discuss listening priorities and strategies; provides insights related to brand health, crises and issues
• Works with Media and Public Information team to identify issues/crises topics requiring monitoring, reporting and analysis; reviews reports and analysis with team
• Works with PR team to identify pitch opportunities, social and content team to identify influencers and content opportunities and other units responsible for customer service when service opportunities are identified

Other Ad-hoc Analysis, Reporting and Issues Management Request

• Lead social media test measurement efforts
• Supports University Communications’ efforts to increase data literacy and data-informed decision making throughout the department
• Assists with other analytics priorities (e.g., web, email analytics) as needed
• Assists Director of Marketing Analytics to increase analytics maturity and adoption of measurement framework across all areas of responsibility

Unit Specific Education/Experience/Skills

Knowledge equivalent to that which normally would be acquired by completing one or two years of post-bachelor degree work, such as a Master's in Educational Administration, Statistics, Economics or Research Methodology; three to five years of related and progressively more responsible or expansive work experience in research design, statistical methods and knowledge of computer hardware and software; or an equivalent combination of education and experience.

Desired Qualifications

Knowledge equivalent to that which normally would be acquired by completing a four-year college degree program in mathematics, statistics, economics, finance, business analytics or marketing analytics. Three to five years of related and progressively more responsible or expansive experience in the following areas:

Analysis
Ability to conduct in-depth analysis using various tools and techniques; expertise in utilizing spreadsheet software and other analytics tools for data breakdowns, including pivot tables and charts; proficiency in leveraging analysis and visualization tools (e.g., Tableau, Power BI) for insightful data interpretation that answer business and marketing questions; experience in evaluating paid media and social media performance through detailed analytical methods.

Data Collection, Management and Reporting
Use of common techniques for accurately gathering and validating data; knowledge of digital marketing data sets and structures (e.g., web analytics, email analytics, social analytics, advertising data); ability to create custom queries in social media listening tools (e.g., Sprinklr, Brandwatch, Hootsuite, Infegy) to mine data reflecting social media activity; analyzing social listening data to identify conversations and conversation themes that require attention by a marketing and communications team; sourcing and analyzing data from common marketing platforms, such as Facebook, Instagram, Twitter, LinkedIn and paid media vendors; develop reports and create presentations in consumable formats, including dashboards, reports and data visualizations.

General
Self-motivated and team-oriented individual with an aptitude for analytical problem-solving; intellectual curiosity and passion for identifying patterns, meaning and insights in data; ability to turn data into stories that effectively communicate insights; strong attention to detail; ability to coordinate multiple projects; demonstrated accuracy with details and commitment to high standards of quality; strong data analytics skills; skills acquired through presenting analysis and findings to groups and executive leadership; ability to work with cross-functional teams in a dynamic environment; and expert knowledge of Sprinklr, Excel, Power BI, Microsoft Access and Tableau.

Three to five years of experience: designing, testing and implementing complex tagging filters within a social listening tool to capture conversations of interest to a marketing and communications team; generating reports and briefings; visualizing data using tools such as Google Data Studio, Tableau and Power BI; and effectively communicating findings with directors and executive leaders. The job also requires strong data analytics skills; skills acquired through presenting analysis and findings to groups and executive leadership; ability to work with cross-functional teams in a dynamic environment; or an equivalent combination of education, experience, knowledge, skills and abilities are required. Expert knowledge of Sprinklr, Excel, Power BI, Microsoft Access and Tableau.

Equal Employment Opportunity Statement

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, citizenship, age, disability or protected veteran status.

Required Application Materials

• Cover Letter
• Resume
• 3 Professional References

Work Hours

STANDARD 8-5

Website

Remote Work Statement

MSU strives to provide a flexible work environment and this position has been designated as remote-friendly. Remote-friendly means some or all of the duties can be performed remotely as mutually agreed upon.

Bidding eligibility ends on 10/17/2023 at 11:55 PM

Advertised: Oct 11, 2023 Eastern Daylight Time
Applications close: Jul 14, 2024 Eastern Daylight Time

Job Tags

Full time, Work experience placement, Flexible hours,

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