Marketing Database Analyst

Marketing Database AnalystApply nowDate: Oct 22, 2024Location: PHOENIX, AZ, US, 85003-2445Company: APSArizona Public Service generates clean, reliable and affordable energy for 2.7 million Arizonans. Our service territory stretches across the state, from the border town of Douglas to the vistas of the Grand Canyon, from the solar fields of Gila Bend to the ponderosa pines of Payson. As the states largest and longest-serving energy provider, our more than 6,000 dedicated employees power our vision of creating a sustainable energy future for Arizona.Since our founding in 1886, APS has demonstrated a strong commitment to our customers in one of the countrys fastest growing states, earning a reputation for customer satisfaction, shareholder value, operational excellence and business integrity.Our present and future success depends on the creative and dedicated people of our company who demonstrate the principles outlined in the APS Promise: Design for Tomorrow, Empower Each Other and Succeed Together.SummaryWe're looking for a skilled Marketing Database Analyst to join our team, playing a key role in shaping marketing strategies across a range of programs and products. As a strategic partner to program managers and segment managers, you'll be instrumental in the development and execution of targeted marketing campaigns.Key responsibilities include:+ Direct Marketing Strategy: Develop and implement direct marketing contact strategies, establishing guidelines on contact frequency, control groups, and contact mix to maximize impact.+ Targeting & Lead Management: Create lead lists for all direct marketing initiatives, applying strategic insights to ensure effective targeting and allocation across demand-side management, direct response, renewable energy, and core product programs.+ Performance Tracking & Reporting: Set up and maintain marketing performance tracking and reporting standards, serving as the go-to resource for campaign performance analysis and reporting.+ Market Testing & Insights: Design and conduct market tests to evaluate the success of direct and mass marketing initiatives, ensuring clear, actionable performance results.+ Advanced Analytics: Conduct statistical analyses and use predictive modeling tools to enhance campaign effectiveness, improve response rates, and drive overall marketing performance.This role requires strong analytical skills, attention to detail, and the ability to translate data into actionable marketing strategies. If you thrive in a dynamic environment and are passionate about driving measurable results, we'd love to hear from you!Minimum Requirements+ Degree in Business, Marketing or Statistics with a minimum 5 years experience in campaign target marketing, planning, design, testing, execution, management and tracking including statistical analysis, database reporting, and predictive modeling.+ Experience with Marketing, campaign tracking, statistical modeling, and analytical reporting tools including Unica Campaign, SPSS Modeler, COGNOS or similar campaign tracking, analytical, and reporting software.+ Strategic thinker with effective interpersonal, communication, presentation, and writing skills, marketing team experience, attention to detail, and ability to identify Marketing process improvement opportunities.Major Accountabilities1) With general direction, provide strategic support for Marketing Department marketing campaigns including which target markets to include or exclude and which customer data fields or key categories to pull to maximize list effectiveness.2) Conduct needs assessment with internal clients to determine Marketing campaign objectives and most appropriate and effective methods to conduct campaigns based on analytical review of data.3) Present information on customer needs and wants, loyalty, attitudes and preferences and demographics by customer class and market segment that can be used to enhance target marketing efforts.4) Provide complete information on any customer segment, including (but not limited to) demand and energy usage patterns, billing amounts, meter types, building or home information, Nielsen Claritas Prizm segments, aps.com usage, call center and/or IVR contact, transformer number, and program participation.5) Work with program vendors to obtain monthly lists of DSM program participants and customer program participants and enter information into MKIS (the Marketing Information System).6) Work with IT to maintain and enhance the key fields in the Marketing Information System (MKIS).7) Develop detailed profiles of energy efficiency, demand response, renewable energy, and core product program participants.8) Establish guidelines for direct marketing contact per customer including recommended contact frequencies, contact sequences, control groups, and contact mix methodologies.9) Coordinate and conduct specific message tests for different channels including direct mail and email and provide comparative analysis determining effectiveness of both message and channel. Provide continuous improvement of the data stored in and pulled into the Marketing Information System (MKIS); maintaining the integrity of the data, ensuring that it is accurate and current, adding additional sources as appropriate, and assuming quality control for all imports and exports of data.10) Serve as the primary resource for marketing campaign results tracking and reporting activities including (but not limited to) tracking of response rates, number of new program participants, campaign budget, and return on investment.11) Conduct appropriate analysis of the campaign data using basic and advanced research techniques to produce useful insights into the data and identify trends and relationships.12) Prepare and interpret campaign study results, assess impact on APS strategies, and develop recommendations drawing upon knowledge of the customer base and the marketplace, regulatory environment, internal conditions and external environment, and results to user groups.13) Provide both regular and ad-hoc marketing campaign reports with actionable analysis and strategies that will improve the effectiveness of specific marketing campaigns and increase program participation among key target segments.14) Use predictive modeling tools and techniques to develop models intended to identify customers with the largest energy savings potential, increase response rates through the identification of most likely responders, and determine the effectiveness of different channels and messages, maximizing likely results and establishing targets for future campaigns.15) Develop market tests to enable readable performance results and tracking of direct marketing and mass marketing initiatives.16) Support market research, marketing campaign budget tracking, and program management activities as required.17) Actively seek knowledge and understanding of business/technical environment, priorities, procedures, and processes.Export Compliance / EEO StatementThis position may require access to and/or use of information subject to control under the Department of Energy's Part 810 Regulations (10 CFR Part 810), the Export Administration Regulations (EAR) (15 CFR Parts 730 through 774), or the International Traffic in Arms Regulations (ITAR) (22 CFR Chapter I, Subchapter M Part 120) (collectively, 'U.S. Export Control Laws'). Therefore, some positions may require applicants to be a U.S. person, which is defined as a U.S. Citizen, a U.S. Lawful Permanent Resident (i.e. 'Green Card Holder'), a Political Asylee, or a Refugee under the U.S. Export Control Laws. All applicants will be required to confirm their U.S. person or non-US person status. All information collected in this regard will only be used to ensure compliance with U.S. Export Control Laws, and will be used in full compliance with all applicable laws prohibiting discrimination on the basis of national origin and other factors. For positions at Palo Verde Nuclear Generating Stations (PVNGS) all openings will require applicants to be a U.S. person.Pinnacle West Capital Corporation and its subsidiaries and affiliates ('Pinnacle West') maintain a continuing policy of nondiscrimination in employment. It is our policy to provide equal opportunity in all phases of the employment process and in compliance with applicable federal, state, and local laws and regulations. This policy of nondiscrimination shall include, but not be limited to, recruiting, hiring, promoting, compensating, reassigning, demoting, transferring, laying off, recalling, terminating employment, and training for all positions without regard to race, color, religion, disability, age, national origin, gender, gender identity, sexual orientation, marital status, protected veteran status, or any other classification or characteristic protected by law.For more information on applicable equal employment regulations, please refer to EEO is the Law poster. Federal law requires all employers to verify the identity and employment eligibility of every person hired to work in the United States, refer to E-Verify poster. View the employee rights and responsibilities under the Family and Medical Leave Act (FMLA).Arizona Public Service is a smoke free workplace.Flex Role:This position is not required to be performed at a specific APS facility as long as adequate technology and a solid ergonomic set up are present. Pending agreement with leadership, employees hired into this role will be able to choose where they prefer to perform their work, but the ultimate decision is the company's. Employees will have two options to choose from:+ APS office based: The employee prefers to work most of the time from an APS facility.+ Home based: The employee prefers to work most of the time from his/her home.*Employees in Flex roles are required to reside in Arizona (or NM for Four Corners-based employees). Role types are subject to change based on business need.