Reporting directly to the Associate Director of Marketing, the Marketing Analyst is responsible for supporting the marketing analytics function at Harris Public Policyâ”tracking key metrics and evaluating the impact of the schoolâ™s communications and marketing efforts to increase enrollment and fundraising and enhance reputation. Using tools like Google Analytics to measure website traffic and conversions, in-app metrics around social media engagement, tracking for email marketing, and methods to measure efficacy of print and advertising campaigns, the Marketing Analyst will perform research and analysis of marketing data to offer insights and recommendations regarding Harris school-wide and degree-specific marketing initiatives.
Monitor and assess competitor landscape for new degree programs and certificate programs; provide insights and make recommendations on audience demographics, marketing strategy, distribution channels, and outlets.
Partner with vendors on major research projects, including but not limited to: prospective student surveys, market research and brand perception studies; evaluate market penetration regionally and globally.
Remain fully informed on market trends and implement best practices.
Devise and evaluate effective methods for collecting and communicating data about school-wide and degree-specific marketing efforts.
Interpret and analyze marketing communications efforts and related market data, conduct competitor analyses and audience analyses, and measure the efficacy of marketing campaigns.
Analyze marketing communications data to identify cause and effect relationships between campaigns and audience response.
Perform valid and reliable market research SWOT analysis.
Convert large amounts of complex information into understandable and actionable reports, data visualizations, and dashboards to share with the Harris Leadership Team and to inform future marketing and communications efforts.
Develop processes to track results and betterconnect the dots across communications channels, using tools like Google Analytics, Mailchimp, and in-app social media metrics, results of marketing campaigns in print and through advertising, and understanding of reputation and brand equity to provide leadership with a thorough understanding of the outcomes of marketing efforts.
Assess, evaluate, and propose new tools to track and report key metrics, as needed
Identify areas and projects to add value to the daily activities of the Harris Communications and Marketing team.
Assist with special projects as they arise.
Track, report, and follow up on open issues. Draft associated communications as appropriate.
Perform other related duties as assigned.
Ability to interpret large amounts of data and to multi-task; strong analytical, critical thinking, and creative problem-solving skills.
Exceptional communication and presentation skills; strong organizational and project management skills.
Ability to take initiative, work independently, and contribute as a member of a team.
A good sense of humor, attention to detail, and patience in working with a variety of constituencies.
Ability to handle confidential information with discretion.
Bachelorâ™s degree in marketing, computer science, data analysis, statistics, or related field.
Technical Knowledge and Skills:
Familiarity with statistical analysis and research methodologies, along with common computer programs (SPSS, SAS, or similar; databases; CRM programs; search engines; web analytics; social media analytics; email analytics; etc).
Proven experience developing market analysis reports, data visualizations, and dashboards.
Knowledge of data collection methods (polls, focus groups, surveys, etc).
Working knowledge of data warehousing, modelling, and mining.
Familiarity with higher education environment and knowledge of the University of Chicago's unique culture and administrative systems preferred.
2 work samples which showcase an understanding of reading and analyzing data
NOTE: When applying, all required documents MUST be uploaded under the Resume/CV section of the application.
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