• Competitive
  • Singapore
  • Permanent, Full time
  • OCBC Bank
  • 12 Dec 17

Analyst, Group Customer Analytics & Decisioning (Group Customer Experience)

Analyst, Group Customer Analytics & Decisioning (Group Customer Experience)

Overall Job Purpose:

  • Work with specific client groups in the Consumer Bank to understand their business challenges & identify areas where Customer analytics techniques could help them overcome these challenges and realise new opportunities
  • Support planning, development, execution and tracking of Data Driven Marketing activity across all channels
  • Develop data-driven actionable customer insights to support marketing, sales and service communications.
  • Deploy market leading analytics techniques (such as machine learning, predictive modeling, event marketing, optimisation and customer segmentation) to improve marketing effectiveness, drive up cross sales and deepen customer engagement.
  • Support, customize and enhance reporting initiatives in the area of Customer Analytics including effectiveness and efficiency evaluations (post-campaign analysis).

Roles & Responsibilities:

Generate actionable customer insight to improve key business outcomes

Support the deployment of world-class marketing analytics capabilities and practices to improve marketing effectiveness and efficiency of the OCBC Consumer Financial Services division. This includes:

    • Development and execution of marketing campaigns & event triggers to support customer acquisition, cross & upselling and account activation goals within the Consumer Banking business.
    • Conducting data discovery and other data exploration activities to identify emerging trends and business opportunities for Wealth Management and Affluent Banking areas.
    • Development and ongoing management of campaign reporting, analysis and derivation of key customer metrics.
    • Design of management reporting & visualization using Qlikview.
    • Provision of ongoing support to segment and product management in the profiling and segmentation of customers as well as conduct of tactical mining to support their business initiatives.
    • Regular interaction with product and segment managers to understand their business objectives. Proactive recommendation on how you think analytics could help them achieve their goals.

General Knowledge & Experience:

- Understanding of banking, insurance or financial services preferred
- Understanding of the role of analytical marketers
- Exposure to data management and analysis functions

Programming & Data:

- Exposure to database, analytical marketing or campaign management functions.
- Ability to analyse, identify, visualize and describe key trends within large datasets
- Machine learning, statistical modeling, visualization
- Ideally has prior experience of Campaign Management (Unica / SAS /Adobe) and Direct Marketing experiment design concepts
- Some prior exposure to analytical software tools of leading analytical software tools (such as SAS / SPSS / R / Spark); leading database environments (Oracle / Teradata / Hadoop / SQL); reporting tools (Qlikview / Tableau / D3) and/or contact management platforms (Siebel / Pega).

Communication & Soft Skills:

- Curiosity & a real passion for understanding "why?"
- Creativity to see possibilities within the data & translate into decisions and actions for non-technical business users.
- Ability to visualise patterns arising out of data analysis and turn these into compelling stories.