Alexis
-- Sales & Marketing Analyst
Justify Marketing ROI
While Marketing Analysts have access to many data sources, its fragmented and poor Data Quality and data integration make tracking revenue complicated.
Marketing & Sales Analysts Buyer Persona
Alexis is an avid Analytics User Group participant in the Tableau & Salesforce community.
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Demographics
π© Age: 25 - 35
π Education: University
πΌ Job: Marketing Analyst
π° Salary: $65K+ - $125K
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Employer
π Size: Growing Small & Medium Business
βοΈ Industry: Technology, Manufacturing
π΅ Revenue: $10M - $500M
πΊοΈ Location: North America
Identifying Factors
Analytical
Marketing analysts must be able to sift through siloed data sources and uncover insights.
Technology
Marketing analysts must be proficient with analytical tools and software such as Excel, Tableau, Salesforce, Digital Analytics, as well as programming and coding.
Communicative
Analysts need strong communication skills when gathering information, interpreting data, and presenting results.
R&D
Marketing analysts must be exceptional in researching and collecting data. Successful analysts will examine the data to report findings and make predictions.
Persona Goals
Justify & Improve Marketing ROI
Primary Goal:
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Analyze sales funnels, customer intent, and measure the performance of online and offline campaigns.
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Provide actionable insights into the data to improve the effectiveness of existing and new campaigns.
Strategic Reporting Roadmap
Secondary Goals
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Set up end-to-end data processing tools that gather and analyze data.
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Prepare detailed reports on consumer behavior, competitors' activities, outcomes, and sales.
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Stay on top of the latest Marketing Technology Platforms.
Challenges
Gets discouraged when Marketing Leadership finds mismatches in data.
“On average, people believe that 12% of their revenue is lost due to poor data quality.”
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Data Challenge
It’s a fragmented world. New technologies are deployed in isolation, resulting in a large set of tools and platforms of disconnected data.
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Tracking Revenue is Complicated
Connecting Sales data with online data is one of the biggest challenges. Only 45% of marketers measure how much revenue they influence.
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No Single Source of Truth
Since instability and mismatching results come from different platforms, Analysts face the issue of which data source or combination of reports is the most reliable for decision making.
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Poor Data Quality
When CRM Data Quality lurks, the ROI on Sales and Marketing becomes undervalued, and CRM user adoption rates drop. Individuals start to place blame on each other.
Unsung Hero
Feels good knowing that the data analysis that she provided resulted in something meaningful.
Tenacity:
Bends Data to make Data fit into Actionable Reports
Marketing Analysts don't let the Salesforce Reporting limitations get in the way of their ability to measure the influence of Marketing Campaigns on the Pipeline. They will do as much clean-up & data munging as possible to tell that story.
Curiosity:
Always Seeking the "Why" Behind the Numbers
Marketing Analysts are self-motivated to search and explore meanings and give the data due-diligence to dig deeper into the data results.
Methodical:
Systematic Approach to Produce Accurate Reports
A successful Marketing Analyst often creates a step-by-step approach and runs through an internal checklist of data transformations on a data set to provide accurate reporting or cleaning up data issues.
How We Help Our Hero
Enjoys being the go-to person for Analytics.
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"I don't need to think as much; Kudoz provides instant gratification to resolve missing credit."
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A New Way to Build Trust in Your Analytics
Fuel trust with the leadership team with more accurate Reporting through the App’s ongoing data integrity & data handling workflow solution.
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Reduce the Month-End Reporting Scramble
Task Management allows the team to detect and resolve data issues early to make your Monthly Reporting efforts easier.
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Instant Gratification & Transparency
The In-App Resolution “Workflow Solution” will make it faster to investigate issues and systematically resolve them.
