Analyst, Targeted Interactions - Full-time

Analyst, Targeted Interactions

Sears Holdings Corporation (SHC) is in the midst of transforming to become much more customer-centric and personalized and relevant to each customer in each channel at each touchpoint. The Targeted Interactions (TI) team is tasked with creating a scalable, automated, and analytically driven engine to leverage our digital marketing assets (mobile, social, email, direct mail, web, etc) to deliver the right message/offer to the right person in the right channel at the right time. We have both batch and real-time capabilities, and factor in customer profile, transaction history, full contact history, and even current customer context (e.g. time of day, weather outside, points balance, etc). We use a 360 degree view of the customer data record, rule and offer repositories, and connectivity to channels to enable this highly scalable automated analytically driven CRM solution. The TI team works with each business unit and customer segment owner and channel owners to drive incremental revenue and margin. This effort has significant Holding Company visibility, including regular updates with our Chairman.

This analyst, works under the direction of a Manager and is responsible for ongoing evaluation and recommendations to improve the performance of some or all of the following touchpoints: POS, e-receipts, web site personalization, shopping recap, and email. The analyst creates channel success metrics, uses data mining tools to explore the relationship between customer and market basket characteristics and offer impact, and finds new ways to target offers to improve performance.

RESPONSIBILITIES:

• Determine and acquire the appropriate data through SQL data querying of Teradata tables to answer business questions
• Investigate and determine causes of increases/decreases in performance metrics, linked to offer quality, offer arbitration, or external forces
• Acquire solid understanding of Sears business and operational challenges, and proactively provide solutions to ambiguous business issues though analytical approaches
• Measure incremental effectiveness of offer arbitration testing; recommend improvements in offer arbitration
• Set up randomized A/B test populations to execute experimental designs; measure incremental impact of different treatments using SQL and SAS
• Refresh and distribute weekly Incremental reports; own calculation of increment including vendor subsidy, adjustments, and performance outliers; identify opportunities for offer/targeting improvements across Business Units; lead weekly meeting to review performance and track action items
• Evaluate impact of various offer characteristics (discount type, richness, threshold) on future customer behaviors
• Recommend new business rules for marketing campaigns based on deep-dive analysis and segmentation of the customer base
• Develop scorecards to measure success of new targeting initiatives across multiple channels
• Work on ad hoc requests and projects for senior management
• Participate in determining how predictive models and segmentation should be used for offer targeting, and proactively create supporting predictive models
• Document a nalysis methods and findings

REQUIREMENTS:

• Minimum of a Bachelor's level degree in Math, Statistics, Engineering, or other quantitative field and 2 years of experience, OR Master's level degree in Math, Statistics, Engineering, or other quantitative field and 1 year of experience analyzing customer data in an information-dense, customer-facing industry (retailing, financial services, wireless, etc.)
• Excellent technical and analytical skills
• Extensive experience executing SQL queries of advanced complexity
• Understanding of test design and incremental performance reporting and statistical significance testing
• Experience working in targeted/database marketing
• Strong work ethic complemented by a positive, can-do attitude
• Excellent communication skills; ability to explain difficult concepts to a non-technical audience
• Experience with statistical data mining packages (SAS, Enterprise Miner, R) required
• Active curiosity - must enjoy gathering and digging deeply into data to identify issues and solve problems

EEO EMPLOYER