Digital Analytics/SAS - BFSI

Urgent Opening/digital Analytics/sas/ Bangalore

Job Description for Digital Analytics Profile

- The I&M (Internet and Mobile) Marketing and Customer Experience team collects a variety of data about how customers use online banking sites (for both consumer bank and consumer credit cards). Some of this data is the Net Promoter Score (NPS), a standardized way to see how many people would promote or suggest the site to another person.

- Beyond analyzing this survey data, the Marketing team also needs some analysis on impact from on-site promotions (or from emails, etc.) to drive adoption of online services (both desktop and mobile)

- GCMIO DM and the I&M (Internet and Mobile) Marketing and Customer Experience team needs an analyst to assist with these analyses.

Skills:

- Basic data prep: aggregation, cleansing, data quality checking. May require some SQL or Python/scripting languages, or can be done in SAS

- Basic modeling: regression, correlation, cross-tabs and associated stats

- Some experience with SAS or R

- Some exposure to digital analytics including use of SiteCatalyst or other enterprise web analytics tool; some experience with digital marketing analytics would also be helpful

- Ability to automate reports where necessary

- Ability to create presentation ready summaries, or even create full analyses

- Unstructured text analysis experience helpful. More advanced statistical knowledge helpful.

Tasks:

NPS:

- Customize reports on NPS to provide deeper understanding on how different segments are reporting on their web experiences:

- Perhaps new-to-site vs. more experienced, or platform (mac vs. PC), or some aspect of product ownership (bank&cards vs just a single product)

- Analyze correlational drivers to see what might be causing or related to high or low NPS scores

- Segment respondents based on all available data (merging online, offline, or even 3rd party) to drive deeper insights into NPS scores

- Group, analyze, and summarize open-text comments about site to highlight issues and recommend changes

- Forecast NPS changes and impact on NPS from site changes

Site Promotion

- Work with GCMIO DM and GCMIO business leads to analyze drivers of adoption of various digital services. Some of this data will be in SiteCatalyst while other will be in our Enterprise Data Warehouse

- Attribute which offers/promotions drove which behaviors, and recommend optimizations to improve likelihood to adopt.