Senior Analyst, Marketing Analytics

  • Ancestry
  • Aug 30, 2021

Job Description

About Ancestry:
When you join Ancestry, you join a human-centered company where every person’s story is important. We believe that by discovering the struggles and triumphs of our past, we can foster deeper bonds and more meaningful connections among families and communities. Our talented team of scientists, engineers, genealogists, historians, and storytellers is dedicated to empowering customers around the world from all backgrounds on their journeys of personal discovery.

With more than 27+ billion digitized global historical records, 100 million family trees, and 18 million people in our growing AncestryDNA database, Ancestry helps customers discover their family story and gain a new level of understanding about their lives. Passionate about dedicating your work to enriching people’s lives? You belong at Ancestry.

Does analyzing customer behavior and optimizing marketing efficiency sound fun to you? If you have excellent analytical skills and a talent for communicating complex technical nuances in a way that marketers can apply the work you’ve done, this is the role for you! 

In this Senior Analyst, Marketing Analytics role you will help drive Ancestry’s success by conducting analyses needed to drive business outcomes and optimize marketing efficiency. You will also contribute to ongoing learnings around site optimization by delivering insights gathered through A/B tests, and you’ll generate recommendations from demographic and behavioral analysis to inform our personalization strategy. As a direct-to-consumer business our marketing tactics are critical to our success, and you will have the opportunity to partner closely across the organization to apply learnings and impact Ancestry’s marketing execution.  

What You Will Do:

  • Function as analytics partner for the marketing channels, establishing consistent tracking, KPIs, and dashboards, developing insights into campaign impact on customer acquisition, retention and financial return on marketing investment
  • Drive interpretation, socialization, and adoption of analytics insights across all marketing channels
  • Transform business questions into actionable analysis that yields insights for optimizing marketing efforts and driving incremental revenue
  • Work with Data Science to inform the development of predictive models that guide marketing targeting and investments
  • Build data visualization templates/ presentations that share relevant insights and outcomes with the marketing team
  • Partner with cross-functional stakeholders to better understand our users and create a single, accurate view of a customer across the business to make decisions about how best to acquire/retain them, segment, identify high potential value, and proactively interact with them 
  • Lead A/B testing pipeline and CRM analytics: Establish testing priorities, build success metrics, validate implementation, ensure statistical significance, monitor results across KPIs
  • Perform Ad hoc analysis to promote understanding of customer behavior (eg. pathing & fallout analysis, data mining, surveys, etc.); make actionable recommendations
  • Use excellent technical skills to access information from various structured and unstructured data sources.
  • Initiate and drive data projects, writing clear requirements for our ETL and Development teams.

  • Who You Are:

  • 3-5 years’ experience driving market focused insights using analytics tools
  • Bachelor's Degree in STEM related field preferred or equivalent experience
  • Strong ability to interpret what data means and make firm strategic recommendations on marketing actions we should take to improve performance
  • Highly proficient in excel, SQL (writing & optimizing queries), dashboard creation using Tableau, with basic understanding of A/B and multivariate testing)
  • Familiarity with Google Marketing Platform (Google Analytics, Campaign Manager, etc) and Adobe Analytics. Working experience using data from SalesForce Marketing Cloud (SFMC) preferred
  • Great presentation skills to enable storytelling and can build relationships with a diverse set of stakeholders, including both technical and non-technical colleagues. 
  • Team player with excellent interpersonal skills, self-motivated, energetic, "can-do" attitude in a fast-moving environment.
  • Ability to deal with change and ambiguity with a bias for action.

  • #LI-HT1

    Additional Information:
    Ancestry is an Equal Opportunity Employer that makes employment decisions without regard to race, color, religious creed, national origin, ancestry, sex, pregnancy, sexual orientation, gender, gender identity, gender expression, age, mental or physical disability, medical condition, military or veteran status, citizenship, marital status, genetic information, or any other characteristic protected by applicable law. In addition, Ancestry will provide reasonable accommodations for qualified individuals with disabilities.

    All job offers are contingent on a background check screen that complies with applicable law.  For San Francisco office candidates, pursuant to the San Francisco Fair Chance Ordinance, Ancestry will consider for employment qualified applicants with arrest and conviction records.  

    Ancestry is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at Ancestry via-email, the Internet or in any form and/or method without a valid written search agreement in place for this position will be deemed the sole property of Ancestry. No fee will be paid in the event the candidate is hired by Ancestry as a result of the referral or through other means.