Job Posting Title:

助理经理，全渠道消费者分析 Associate Manager, Omni-channel Customer Analytics

Req ID:

10097137

Job Description:

消费者洞察、度量及分析团队，通过对数据进行分析与洞察，助力上海迪士尼度假区的战略发展与决策。作为国内体量最大的客群洞察组织之一，团队由专家，分析师和研究人员组成，致力于定性研究、定量研究和大数据分析。这里各种各样激动人心的项目，无论是上海迪士尼度假区概念和产品开发，营销/销售/数字战略和内容开发，或是主题乐园/酒店/迪士尼小镇的客户体验优化，抑或是对海量在线与离线数据进行数据挖掘/探索/可视化处理，对于擅长数据分析和洞察的你来说，意味着更广阔的机遇。团队工作氛围热情开放，充满迪士尼独有的活力。在这里，你会与有激情、有才情的团队一同工作。

工作内容：

• 公司目前正搭建一个整合的游客数据库（Customer Data Platform, CDP）。在CIMA部门中，CDP团队专注运用数据分析以更好地全方位了解游客，赋能商业决策以及实现定制化的游客运营。他/她必须是具有创新能力的问题解决者和团队合作者。能够启发他人，同时渴望在持续变化的大数据环境中不断学习.
• 该岗位向全渠道消费者分析经理汇报。

主要职责：

• 在CDP建立过程中，通过与公司内部其他数据管理、分析、技术和业务部门深度合作，以确保整合的数据结构、格式、标签架构适用于分析需求。
• 建立关键绩效指标(KPI)和度量标准，通过数据评估商业计划的有效性，运用多种渠道的消费者数据（如自有线上平台、乐园、酒店、餐饮等等）撰写报告和分析，更好地展现完整的消费者视角，挖掘商业洞察。
• 从海量个人层级数据（如消费者购买历史、行为模式）分析中生成有意义的洞察，以指导营销策略、个性化客户体验和数字化产品开发计划。
• 根据线上埋点数据对APP/小程序/网页的功能模块进行分析，帮助提升用户体验设计。
• 基于高级数据和算法模型开发和完善大数据模型，有效针对客户群体细分，并相应调整定制化营销策略。
• 持续寻求自BI自动化的可能性，提高工作效率。
• 紧跟新兴技术和CRM平台，推荐和实施增强数据分析能力并推动持续改进的解决方案。
• 与业务团队紧密合作，为数据赋能业务提供专业咨询，提出数据驱动的可执行建议，持续优化消费者体验。

我们希望您：

• 拥有定量领域的本科学历–例如市场营销，数学，工程学，经济学，统计学，计算机科学等。
• 5年以上数据分析经验，如CDP / CRM / eCRM / 微信 / app分析。
• 拥有数据埋点经验，使用过线上分析工具如神策，Google Analytics, Adobe。
• 扎实的处理个人层级消费者数据，完成报告和分析的经验。
• 有建立机器学习模型经验者更佳。
• 熟悉至少一种数据语言，如SQL / R / Python。
• 有BI 工具使用经验者更佳。
• 具备将数据转化为洞察力的能力，以及优秀的书面和口头表达技能。
• 必须能够在复杂的环境中与多组合作并有效管理时间。
• 中英文流利。

Department Overview:

Consumer Insight, Measurement & Analytics is an analytics & insight department within Shanghai Disney Resort that informs strategy development and decision-making through data, analytics, and insight. It is one of the biggest client-facing insight departments in the nation, with numerous specialists, analysts, and researchers of different levels working on Qualitative research, Quantitative research, and Big Data Analytics. It offers a wide variety of exciting assignments and projects from upstream resort concept and product development, to marketing/sales/digital strategy and content development, to guest experience optimization for the theme park/hotels/Disneytown, to Data Mining/Exploration/Visualization of its vast amount of online and offline data. The possibilities are infinite and this is certainly a well sought-after career for many who are interested in data analytics & insights. The working environment is vibrant, open, dynamic, and full of fun. We work and interact with talented and passionate people every day.

Job Summary:

• The company now is building up a centralized Customer Data Platform (CDP) aiming to integrate guests’ data. Within CIMA, the CDP team is focused on analyzing and understanding guests from a single customer view and leveraging that knowledge to help business decision making and enable targeted customer activations.
• He / she must be an innovative problem solver with a passion for developing and a team worker, be able to inspire others and has a desire for continuous learning in the dynamic space of big data.
• The position reports to Manager, Omni-channel Customer Analytics.

Key Responsibilities:

• Deeply involved during CDP integration process by working with other data management, analytic, technology and business groups within the enterprise to ensure that the data structure / format / taxonomy are ready for analysis.
• Establish KPIs and metrics to evaluate business plans using consumer data from various channels, such as online platforms, parks, hotels, and restaurants, to create comprehensive consumer profiles and extract business insights.
• Generate meaningful insights from vast personal data, including purchase history and behavior, to optimize marketing strategies, personalized experiences, and digital product development.
• Analyze the functional modules of the APP/mini-program/web based on online tracking data to help improve user experience design.
• Develop and refine big data models using advanced data and algorithms to segment customer groups and tailor marketing strategies.
• Continuously explore BI automation opportunities to increase work efficiency.
• Stay current with new technologies and CRM platforms to recommend and implement solutions that improve data analysis and drive ongoing improvement.
• Work closely with business teams, consult on using analytics to answer business problems and provide data-driven, actionable recommendations to constantly optimize customer experience.

Desired Qualifications:

• Bachelor’s degree in a quantitative field – e.g. Marketing, Mathematics, Engineering, Economics, Statistics, Computer Science, etc.
• 5+ years analytics experience, such as CDP / CRM / eCRM / wechat / app analytics.
• Experienced with event tracking, proficient in web analytics tools such as Sensors / Google Analytics / Adobe Analytics.
• Solid experience of handling considerate amount of individual level of customer data to generate reports / analyses.
• Experienced with Machine Learning Modeling is preferred.
• Proficiency on at least one of data tools like SQL / R / Python.
• Ability to derive and present insights from data. Excellent written and verbal communication skills.
• Must be able to cooperate with multiple teams and manage time effectively within a complex environment.
• Fluent in both Mandarin and English.

Job Posting Segment:

Commercial Strategy

Job Posting Primary Business:

CIMA (SHDR)

Primary Job Posting Category:

Data Analysis

Employment Type:

Full time

Primary City, State, Region, Postal Code:

Shanghai, China

Alternate City, State, Region, Postal Code:

Date Posted:

2024-08-23