CRM Data Analyst

Launched in 1998, this pioneering British-born brand has specialized in creating amazing experiences and unforgettable memories - from hotels, city breaks, and holidays to theatre, entertainment, and spa days. Experts in brightening up online travel, lastminute.com is among the worldwide leaders in the field, helping hundreds of thousands of customers every year find, and do, "whatever makes them pink".

lastminute.com is part of lm group, publicly-traded multinational Group, among the worldwide leaders in the online travel industry. Every month, the Group reaches across all its websites and mobile apps (in 17 languages and 40 countries) 60 million unique users that search for and book their travel and leisure experiences. More than 1,200 people enjoy working with us and contribute to provide our audience with a comprehensive and inspiring offering of travel related products and services.

The CRM Data Analyst is responsible for providing advanced support to CRM / Audience Management, focusing on needed reports, in-depth analysis, and robust dataflow management, with a strong emphasis on leveraging Artificial Intelligence and Machine Learning (AI/ML) techniques.

The Analyst actively works with the team to set up standardized dashboards by collecting and understanding requirements and implementing reports, simultaneously identifying opportunities to integrate AI-powered solutions for intelligent automation of data pipelines and reporting processes.

The CRM Data Analyst actively proposes and executes advanced analysis, including the application of AI/ML models for predictive and prescriptive insights. This enables better digital marketing teams across channels (display, social, email marketing, search) to deliver successful campaigns, optimizations, and ultimately growth for the company. The Analyst must demonstrate a solid level of marketing and required data knowledge, utilizing AI/ML for continuous process improvements like enhanced audience segmentation and personalization.

Furthermore, the Analyst acts as a proxy for marketing and BI, fully understanding and managing existing dataflows for the respective marketing tools and overseeing the respective setup, either independently or in cooperation with needed stakeholders (e.g., data engineering).

Key Responsibilities 

• Setup and maintenance of existing and new dataflows for different marketing tools, incorporating intelligent automation using AI/ML.

• Analyze relevant website data by using appropriate KPIs and visualize the results.

• Development, optimization, and AI-powered automation of important reports and dashboards.

• Ad-hoc- and advanced deep analysis, including the application of AI/ML models for predictive and prescriptive insights.

• Transformation of big data to smart data by deep data analysis, leveraging AI/ML techniques.

• ETL & Reporting tool usage for Analysis and Report Creation, focusing on process efficiency.

• Internal support on reporting and result analysis.

• Derive actions and quick wins from analysis and support the execution (utilize Excel, Google Spreadsheets, SQL, LookerStudio, and Google Analytics/BigQuery).

• Actively participate in the creation of new reporting dashboards for digital marketing campaigns.

• Assist in coordinating landing page and ad copy tests, including analysis of results. Lead competitive analysis (eg. benchmarking, auction insights, etc.).

• Support in integrating new tools into the existing landscape of marketing tools.

Skills and Experience

Essential

• At least 2 years of relevant experience in data analysis focusing on web traffic and customer journeys with practical exposure to advanced analytics and/or Machine Learning (ML) techniques.

• SQL, Javascript, and Python knowledge, ideally including ML/Data Science libraries.

• Extensive experience in web tracking solutions (e.g. Google Analytics).

• Experience in data engineering and managing data flows required for AI/ML models.

• Good understanding of English language

Desirable

• Bachelor's or Master’s degree, or equivalent

• At least 2 years of relevant experience in web analysis and customer journey analysis

• Vertica & Qlik knowledge

• Experience and interest in different Marketing channels (CRM, Display, Remarketing) 

• Experience with Emarsys and/or Braze 

Abilities/qualities 

• Fluency and passion for working with numbers and data analysis (especially Excel and Google spreadsheets are a must)

• Comfortable to develop a project independently according to goal setting but also as part of a team

• Well-developed business sense with constant self-drive to deliver KPI achievement and growth.

• Excellent ability to communicate complex data and AI/ML model insights clearly to both technical and non-technical stakeholders.