Data Analyst, Group Customer Analytics and Decisioning Data Analyst, Group Customer Analytics and  …

in Singapore
Permanent, Full time
Be the first to apply
in Singapore
Permanent, Full time
Be the first to apply
Data Analyst, Group Customer Analytics and Decisioning
Overall Job Purpose:
  • Partner with specific client stakeholders within OCBC to understand their business challenges & use your data expertise to proactively identify areas where Customer Analytics techniques can create value.
  • Prioritise analytics workload by business value to optimise the capacity of the team.
  • Work closely with Marketing to create, execute and track campaigns
  • Represent GCAD in cross functional agile squads
  • Support strategic build projects to continuously enhance the capability of OCBC's analytical processes and big data platforms

Roles & Responsibilities:

Generate Actionable Customer Insight To Improve Key Business Outcomes

Support the deployment of world-class marketing analytics capabilities and practices to improve marketing effectiveness and efficiency of the OCBC Consumer Banking division. This includes:
  • Apply data and advanced analytics to drive relevance of the marketing opportunities presented to customers & front-line channels
  • Conducting data discovery and other data exploration activities to identify emerging trends and business opportunities to grow the business
  • Development and ongoing management of predictive models, campaign reporting, analysis and derivation of key customer metrics.
  • Development and execution of marketing campaigns & event triggers to support customer acquisition, cross & upselling and account activation goals within the Consumer Banking business.
  • Design of management reporting & visualization using Qlikview and Power BI.
  • Provision of ongoing support to segment and product management in the profiling and segmentation of customers as well as conduct of tactical mining to support their business initiatives.
  • Regular interaction with product and segment managers to understand their business objectives. Proactive recommendation on how you think analytics could help them achieve their goals.
  • Work with Data Engineering team to define the key pipelines of data required to support Business

Requirements (Knowledge, Skills & Competencies):

General Knowledge & Experience:
  • Understanding of banking, insurance or financial services preferred
  • Understanding of the role of analytical marketers
  • Exposure to data management and analysis functions

Programming & Data:
  • Exposure to database, analytical marketing or campaign management functions.
  • Ability to analyse, identify, visualize and describe key trends within large datasets
  • Machine learning, statistical modeling, visualization
  • Ideally has prior experience of Campaign Management (Unica / SAS /Adobe) and Direct Marketing experiment design concepts
  • Some prior exposure to analytical software tools of leading analytical software tools (such as SAS / Python / R); leading database environments (Oracle / Teradata / Cloudera Hadoop / SQL); reporting tools (Qlikview / Power BI) and/or contact management platforms (Siebel / Pega).
  • Prior experience tracking digital marketing activities, preferably experience with Adobe

Communication & Soft Skills:
  • Curiosity & a real passion for understanding "why?"
  • Creativity to see possibilities within the data & translate into compelling stories, decisions and actions for non-technical business users.
  • Strong communication skills and ability to influence the business to take action from the data.

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