Job Description
Job Title / Senior Data AnalystJob Band / EP1H / Job Reference / UKO50885
Department / Individual Giving – Database Marketing & Analysis /
Division
/ FundraisingLocation / UK Office, London /
Duration
/ PermanentReporting to / Data Analysis Manager /
Last UpdatedResponsible For
/ May 2012Last Updated / May 2012 /
Context
The British Red Cross is the largest voluntary humanitarian organisation in the world. It promotes humanitarian values, and provides emergency help to people in short-term crisis in the UK and overseas. Within the UK, the British Red Cross operates through 30,000 volunteers and 2,800 staff.
The Individual Giving team is responsible for recruiting new supporters via printed, broadcast, face-to-face and new media. Relationships with these supporters are then developed so as to maximise lifetime value to the charity, predominantly by generating cash donations, regular gifts, and legacy pledges.
The charity can only deliver its services because of the voluntary income it receives, and well over half of its net voluntary income is raised by the Individual Giving team. In 2011 the Individual Giving team raised an estimated £85 million from an expenditure of over £37 million. Indeed many recent developments within BRC have only been possible because of the continued success of this area.
The database marketing & analysis team are implementing a new analysis, reporting and selections data warehouse with the SAS tools providing the interface for users. This strategic project lead by the database marketing & analysis manager is business critical for the increased growth in income of the Individual Giving team.
Scope
The Database Marketing & Analysis team is responsible for selections, reporting and analysis of supporters and organisations in the marketing data warehouse. The data warehouse system created from our CRM system (Ascent) which contains well over 4 million supporters with 100’s of millions of fields and tens of millions of transactions and communications. The tools and processes used by Database Marketing & Analysis take this raw information and create accurate marketing communications, produce ad-hoc analysis and standard reporting to ensure monitoring of risk from income and expenditure while providing marketing analysis and insight to ensure that business opportunities are maximised.
This post is responsible for developing and implementing our data analysis strategy and requires planning, technical and project management skills as well as an outstanding record of applying data analysis techniques in a growing and dynamic fundraising environment.
Overall Purpose of the Post
The role of the Senior Data Analyst is to provide the day-to-day support that will enable improved profitability of the Fundraising programme. This will be done by supporting the implementation of a database marketing and analysis strategy and delivering accurate analysis and reporting. The post holder will ensure that accurate management information is generated to allow monitoring and tracking of income and expenditure so that the individual giving team has the ability to maximise short, medium and long term net income streams from Individual Givers.
The main focus for the post holder in the short term will be to provide services to the IG team and Fundraising teams. However the post holder will be expected to review the requirements and provide recommendations for future support of other non-IG functions
Main Duties and Responsibilities
1. To lead on reporting and analysis, including:
- Performance monitoring including support for campaign reviews and Key Performance Indicator reporting
- Creating financial and supporter volume forecasting and predictive analytics tools
- Creating Life-time value analysis and modelling tools
- Creating in-depth attrition analysis models and reports
- Trend and benchmarking reporting
- Creating supporter profiles. To create, publish and present within the department, and to agencies and broader BRCS audience when appropriate, key data findings, conclusions and recommendations, clearly and effectively
2. To lead on planning, building, developing, monitoring and evaluating predictive models using statistical analysis and data mining techniques to improve supporter responsiveness and loyalty and therefore increase the cost-effectiveness of the Individual Giving programme
3. To present and communicate marketing information gathered to relevant managers and teams, facilitating their understanding of the implications, particularly those relating to planning, budgeting and decision-making clearly and effectively.
4. Lead analysis projects, acting as the primary point of contact for client liaison throughout the project lifecycle.
5. To recommend database and marketing data warehouse enhancements and to work closely with in-house developers and software providers to ensure that the data is developed in line with direct marketing objectives. Ensure that the data warehouse captures and categorises effectively key data required to improve individual giving understand and effectiveness and to advise on effective external profiling tools for overlaying on our data.
6. To ensure Individual Giving decision making is continually informed and improved by astute interpretation of data analysis.
7. To develop and manage appropriate relationships with external agencies or suppliers including those tasked to implement and improve the Database Marketing and Analysis programme.
8. To ensure analysis procedures, templates and selection rules are maintained and up-to-date.
9. Implement and interpret any new analysis definitions into selection definitions for appeals (e.g. High Value active and prospect definitions). Ensure that these are up to date and communicated to a wider audience.
10. To interpret results, draw conclusions and make actionable recommendations arising from a range of different data analysis activities
11. To keep abreast of developing techniques in the market and to network with key people within charity and analysis communities so that BRCS benefits from the latest thinking and cutting edge analysis techniques
12. To co-ordinate and keep a library of all analysis and profiling work undertaken by, and on behalf of British Red Cross fundraising teams.
13. To develop and provide support for other marketing opportunities with other British Red Cross departments including regional branches.
14. To undertake any other reasonable duties as requested by the Database Marketing & Analysis Manager or Data Analysis Manager
15. To uphold the Fundamental Principles of the International Red Cross and Red Crescent Movement and to work within the Society’s Equal Opportunities Policy.
Person Specification
Education/ Training
/ · Educated to degree level or equivalent in a numerate subject **· Relevant professional marketing/statistical qualification (e.g. Institute of Direct Marketing diploma) and/or evidence of continuous professional development **
· Broad experience in an analytical role with demonstrable experience in a Direct Marketing or Fundraising role**
Experience
/ · A broad and demonstrable understanding of current database marketing techniques as applied to consumer recruitment and retention campaigns· A proven ability to apply statistical and data mining techniques to understand trends in supporter behaviour**
· A broad and demonstrable understanding of database technology with specific use when storing and manipulating large datasets (tens to hundreds of millions of records)**
· A strong understanding of Direct Marketing techniques**
· Experience of working within an environment of constant change often working to very tight deadlines and potentially changing priorities**
· Familiarity with demographic and geo-demographic modelling packages, e.g. Mosaic or Acorn is essential
Knowledge/
Technical skills
/ · A demonstrable experience and broad understanding of the analytical process e.g SEMMA or CRISP-DM**· Proven experience of using of enterprise statistical analysis, reporting and data mining tools e.g. SAS enterprise miner, SAS enterprise guide, SPSS statistics or SPSS modeller**
· Understanding of an enterprise reporting tools e.g. MS Reporting Services, Business Objects, Tableau an advantage
· Comprehensive ability to use Microsoft Tools to an advanced level (e.g. Excel - Look-ups, pivot tables, Visio –process maps, brainstorm diagrams etc)
Competencies
/ · Strategic thinking· Exceptionally numerate
· Excellent interpersonal and communication skills with the ability to communicate technical information to a broad range of audiences
· Strong analytical ability
· Strong project management and planning skills
· Strong decision making and problem solving skills
· Provide training and coaching when required for individuals to develop skills and knowledge
· Self motivated and proactive
· Strong team working
· Ability to manage a number of conflicting priorities and still attain agreed timescales
Behaviours
/ · Recognise and value the contribution of others, giving feedback and support· Demonstrate flexibility and open mindedness
· Understanding of/commitment to equal opportunities policy and practice and to the Fundamental Principles
**Minimum short-listing criteria. N.B. All disabled candidates who meet these criteria must be short-listed for interview in line with our commitment under the two- tick symbol scheme.
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