Uncubed

Data Analyst, CRM & Paid Media

PlayStation, San Mateo, CA

A gaming brand


Job Title: Data Analyst, Paid Media & CRM

Description

Whether you are working on innovative new hardware like PlayStation VR, AAA software like God of War, or disruptive network service products like PlayStation Vue, you will take part in the complete marketing experience, as you are involved in every facet of ideating, executing, analyzing, and optimizing our digital campaigns. From determining target audiences, designing test strategies, and communicating with internal or external partners, you will help shape the way that we communicate with gamers to grow our loyal PlayStation customer base. This means you work with a cross-functional team across marketing, BI, product, engineering, media agencies, marketing technology vendors and more. In this role, you will be involved with our targeted marketing strategy from beginning to end.

Be part of building the Paid Media and CRM Analytics team at Sony Interactive Entertainment (SIE) - a new team built behind dedicated leadership and deep investment in people and technologies.  This role sits within the Marketing organization that oversees marketing for SIE’s entire portfolio of products and services.

You will be generating actionable insights from complex customer data to drive growth in product engagement and customer lifetime value across all stages of the customer lifecycle. You will lead the way in helping the team develop a deep understanding of its current and potential customers. Your primary goal will be to ensure that we design and execute data-driven lifecycle marketing strategies that drive measurable growth in usage, cross-sell and customer retention/loyalty for all target segments. To achieve this goal, you will be responsible for identifying and communicating key customer insights and trends across multiple products within our portfolio.

You will be making an impact on marketing decision-making but also shape the customer experience. You will be a key stakeholder providing strategic guidance to the management and maintenance of our marketing tech stack, and bring data-driven thought leadership to our marketing efforts by conducting analysis and developing testing strategies that provide insight into the key drivers of digital marketing performance.

Marketing at SIE starts and ends with the gamer. Our job is to demonstrate how PlayStation truly is the Best Place to Play.

Responsibilities

  • Take on a leadership role in the design, development and maintenance of how our organization approaches paid media analytics
  • Work closely with key stakeholders in product, BI and engineering to define data and technology requirements
  • Ensure the enforcement of legal and privacy standards for managing data
  • Contribute to the management of vendor/agency relationships and deliverables.
  • Define and implement customer segmentation and profiling strategies
  • Translate business challenges into testable hypotheses, own/manage execution, tracking and results in ways that change the way we do business
  • Manage, mine and analyze a broad array of quantitative and qualitative data assets
  • Lead the application of insights to influence marketing strategies that drive measurable growth in customer acquisition and ongoing retention/satisfaction.
  • Play a key role in managing campaign performance and ROI analysis
  • Provide thought leadership and product management of reporting dashboards that track customer behavior and campaign performance against target benchmarks over time
  • Identify and respond to key trends and opportunities
  • Drive continuous improvements to our lifecycle marketing efforts through analysis, measurement, reporting and iterative testing and optimization planning
  • Compile analyses for reports and conduct presentations to a broad audience, including marketing leadership, to shape strategic and operational decisions

Responsibilities

  • Work collaboratively with campaign managers as the subject matter expert on our ecosystem of data to create custom segments and support campaign executions
  • Perform and report post campaign analysis that provide actionable insights on how to better communicate to our user base
  • Compile reports and conduct presentations to a wide variety of product and marketing teams to shape strategic and operational decisions
  • Advise a variety of marketing and product managers on campaigns, including but not limited to lifecycle triggers and large scale testing strategies, using data-based insights with the goal of optimally achieving KPIs and creating new marketing opportunities
  • Translate business challenges into testable hypotheses, own/manage execution, tracking and results in ways that change the way we do business
  • Mine and analyze a broad array of quantitative and qualitative data assets
  • Work across numerous internal and external marketing automation platforms (Sales Force Marketing Cloud, DMPs, Publisher and Social Partners, etc)
  • Create and manage innovating reporting dashboards that track customer behavior and campaign performance against target benchmarks over time
  • Use exploratory data analysis to identify new marketing and optimization opportunities
  • Define and implement customer segmentation and profiling strategies
  • Run ad-hoc and scheduled customer lists to power PlayStation’s digital marketing channels

 Minimum Qualifications:

  • SQL programming experience required
  • Minimum 3-5 years’ experience working with relational databases
  • Minimum 5-7 years’ analytics experience, preferably within marketing
  • Ability to collaborate and communicate effectively with a diverse group of partners including marketing, technical teams, and agencies
  • Demonstrable track record of data project management, thought leadership, and self-direction
  • A passion for and the belief in the power of making data-driven decisions
  • A demonstrated interest in digital entertainment and gaming
  • BA/BS degree required

 Preferred qualifications:

  • Well versed in spreadsheet modeling and presentation-making skills that effectively present data in a compelling way, both verbal and written, to influence marketing decisions
  • Demonstrated analytical and quantitative skills—skilled at analyzing and deriving meaningful insights out of complex data and translating that into actionable strategies
  • Passionate about gaming and video game culture
  • Skilled in various programs such as Adobe Analytics and Google Analytics
  • Experienced with BI visualization tools such as Tableau or Microstrategy
  • Executed analysis projects related to lifecycle marketing, targeting segmentation strategies, cohort analysis and tracking, churn prevention, A/B and multivariate tests, and reporting dashboard design and development

 

About PlayStation

Recognized as a global leader in interactive and digital entertainment, PlayStation has delivered innovation to the market since the launch of the original PlayStation in Japan in 1994. 

Want to learn more about PlayStation? Visit PlayStation's website.