The ongoing analysis and interpretation of data, segmentation models, identifying opportunities for improvement and designing and implementing tests to validate the optimisation of campaign activities.

• Identifying trends and opportunities in data
• Reporting campaign performance metrics to stakeholders and making use of the insights gained to suggest changes and improvements to the digital and direct teams.
• Database segmentation and mining
• Tracking and measuring effectiveness of Marketing initiatives based on behavioural outputs
• Analyse behaviour, trends, identify gaps / pressure points in specific areas / segments
• Compiling clear and useful data visualisations using graphs, charts and other as required
• Test groups / ring fence segments to test behaviour to offer, messaging etc.
• Provide feedback to the relevant stakeholders on marketing initiatives effectiveness and ROI
• Creating customer journeys and required touchpoints for communication strategies
• Manage data hygiene, data enrichment and maintaining of the relevant databases
• Manage the Loyalty Programme Lifecycle campaigns