Nanyang Technological University Singapore

Data Scientist, Marketing Analytics and Insights

Job description

The Corporate Communications Office (CCO) manages the University’s strategic communications to consistently portray NTU as a global university founded on science and technology, with strengths in business, humanities, education and medicine. CCO produces and publishes content across digital channels spanning social media, NTU’s corporate website (in conjunction with the Centre for IT Services), electronic direct mailers (eDMs) and online paid media. The collection and analysis of performance metrics from diverse sources is an ingrained part of the digital communications team’s business-as-usual operations.

Working closely with NTU’s Office of Data and Analytics, the Data Scientist, Marketing Analytics and Insights will play a lead role in identifying opportunities or gaps from these disparate data sources and perform the rigorous analysis, modelling and testing to better understand NTU’s key audiences, ensure accurate marketing attribution, as well as inform and optimise the team’s ongoing communications efforts. This also includes assisting with the development of an omnichannel marketing dashboard aimed at providing always-on oversight of touchpoint performance to drive effectiveness at every stage of the funnel.

Responsibilities

  • Serve as the subject matter expert on marketing research, measurement and attribution, employing the full stack of skills and technologies needed to generate meaningful insights and predictive output from disparate data sets.
  • Translate business questions and imperatives into functional specifications, and develop research solutions to address them, including — but not limited to — content effectiveness, audience traits, brand perception, sentiment analysis, user experience and multi-touch attribution.
  • Collaborate with other data scientists within NTU to align data collection mechanisms and measurement practices, as well as to collectively further NTU’s data-driven decision making capabilities.
  • Play a central role in the visualisation and reporting of KPIs, including contributing to the development of a unified digital marketing performance dashboard.
  • Lead in the advocacy, acquisition and implementation of tools to facilitate the collection, storage and analysis of digital marketing data.

Requirements

  • About 5 years of experience in a marketing-centric quantitative role, preferably with a data science team, media agency or digital marketing agency.
  • Track record of leading marketing-centric research projects from end to end, from developing hypotheses and determining the research methodology to collecting, interpreting and presenting the data.
  • Expertise in digital marketing analytics, audience research and statistical techniques.
  • Experience with relational databases and XML/JSON/APIs.


Hiring Institution: NTU

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