Digital & Brand Analytics Mgr - 90231521 - Washington

Your success is a train ride away!

As we move America’s workforce toward the future, Amtrak connects businesses and communities across the country. We employ more than 20,000 diverse, energetic professionals in a variety of career fields throughout the United States. The safety of our passengers, our employees, the public and our operating environment is our priority, and the success of our railroad is due to our employees.

 

Are you ready to join our team?

Our values of ‘Do the Right Thing, Excel Together and Put Customers First’ are at the heart of what matters most to us, and our Core Capabilities, ‘Building Trust, Accountability, Effective Communication, Customer Focus, and Proactive Safety & Security’ are what every employee needs to know and do to be most impactful at Amtrak. By living the Amtrak values, focusing on our capabilities, and actively embracing and fostering diverse ideas, backgrounds, and perspectives, together we will honor our past and make Amtrak a company of the future.

 

SUMMARY OF DUTIES: 

Seeking an analyst with a strong marketing analytics background and a solid foundation in applied statistics and machine learning methods.  The analyst will work with a variety of data sources, including web and app data, campaign data, and customer travel / booking behavior data to help drive decision making, translate complex data into actionable insights and maximize campaign performance in paid media and within owned digital channels. The analyst will support Amtrak Advertising function and other internal teams to ensure that brand marketing, digital advertising and owned digital channel promotional and personalization campaigns are monitored, tracked and optimized to achieve business goals.

 

Support for paid digital advertising will include:

• Working with state partners and their advertising agencies to provision digital advertising tracking codes on Amtrak.com, including set-up within tag management tool and QA and troubleshoot as necessary to track performance.
• Provide ongoing support to state partners via monthly and/or quarterly National Advertising reporting on search and display campaigns, so learnings can be incorporated into state partner media and state partners can understand National Advertising contribution to their routes.
• Assist in planning, development and delivery of digital advertising training workshops for State partners and other stakeholders as necessary.
• Work with internal and agency teams to define measurement plans and testing calendars for new campaigns, to ensure proper tracking is in place prior to campaign launch.
• Working closely with Amtrak advertising agencies on advanced analytics projects including multi-touch attribution and media mix models to maximize the efficiency of digital advertising budgets.
• Apply predictive modeling, regression analysis, and other statistical techniques to evaluate campaign performance and forecast likely outcomes.
• Validation of agency reporting by reviewing raw data as well as other reporting sources/presentations for accuracy, utilizing data for ad-hoc analysis in combination with enterprise data on revenue and ridership.
• Contributes to ongoing reporting as appropriate.

 

Support for Amtrak.com promotions includes: 

• Creation of holistic dashboards, reports and presentations as well as production of recurring campaign reporting and ad hoc analysis to answer specific business questions for State partner and Amtrak promotional campaigns. 
• Provide quarterly Amtrak.com performance reporting to include state partner promotion benchmarking and performance.
• Leverage advanced experimental design skills (A/B, multivariate, uplift modeling) and statistical testing to parse campaign impacts and causality.
• Leverage core insights from website analysis to support the planning and development of new campaigns, including multivariate or a/b/tests, provide audience segmentation, as well as post-test reporting and analysis, to implement fundamental improvements to site conversion rates or other KPI’s.
• Management of the enterprise tag management solution; work to identify gaps in the data capture strategy for all digital assets, and implement enhancements.
• They will also leverage external and cross functional resources to ensure that best practices in the use of data and data driven decision making are implemented throughout the Advertising and Marketing function. 

ESSENTIAL FUNCTIONS:

• Leverages the enterprise data warehouse (AWS redshift), Marketing Analytics Platform (sql server customer database) to proactively analyze campaign and customer booking behavior data to influence changes to campaigns across advertising a