Marketing Segmentation Analyst


Informa Group Plc.

San Francisco, CA
Full Time
3y ago

Company Description

About Informa Tech

Informa Tech is a market-leading provider of integrated research, media, training, and events to the global Technology community. We're an international business of more than 600 colleagues, operating in more than 20 markets. Our aim is to inspire the Technology community to design, build and run a better digital world through research, media, training, and event brands that inform, educate and connect. Over 7,000 professionals subscribe to our research, with 225,000 delegates attending our events and over 18,000 students participating in our training programs each year, and nearly 4 million people visiting our digital communities each month.

Job Description

  • Job Title: Marketing Segmentation Analyst/Business Analyst
  • Reports to: Director of Marketing Segmentation and Automation
  • Division: Informa Tech
  • Business Group: Operations
  • Team: Automation & Segmentation
  • Location: Remote*
  • Years of Experience: 1-2

In Summary

You will be joining an analytical team providing technical support to marketing partners in the development of email distribution lists aligned with the brands’ target demographics and behavioral criteria. You will control and evaluate marketing customer data across multiple databases and brands within the Information Communication Technology or ICT sector. 

You will play a critical role in growing and monetizing our subscriber base by building and executing campaigns that drive subscriber acquisition, retention and engagement through a variety of marketing channels. You should be proficient in advanced customer segmentation, marketing analytics, and reporting. 

 Day-to-day Responsibilities

  • Works in conjunction with segmentation and automation analysts to ensure target audience, propensities, and buying personas/ profiles are clearly defined/understood for content, timing, and personalization.
  • Creates email segments, leveraging Eloqua’s Segmentation capabilities including behavioral segment filters and data uploads
  • Creates segmentation queries using OBIEE or other similar platforms
  • Assists with performing data quality audit to identify bad data and facilitating correction and normalization
  • Pulls segmentation analysis for various email campaigns including segment source attribution, propensities, and online data histories
  • Creates Lead Scoring Models
  • Understands all available/collected/stored contact data fields that can be used for email segmentation queries
  • Provides database reporting for pre-sell planning and sales pitch
  • Works closely with the Data Governance Lead to ensure data processes, frameworks, and governance is understood and adhered to
  • Understands business’ data collection, usage, storage, and retention policies

Further Responsibilities

  • Participate in cross-departmental and pillar marketing teams training on how to drive subscriber engagement and retention
  • Drive operations and administration of duplicate account resolution, data standards, and data cleansing.
  • ­Reduced bounce rates and delivered timely, accurate, and useful data availability that enhanced the visitor’s experience by identifying key system integration points and implementing integrations between primary source CRM and 3 externally facing applications.
  • ­Performed system database updates via SQL, normalized existing data via SQL, and structured uploads creating processes for adherence to data-related business decisions.
  • Integrated management functions into the marketing automation solution (Eloqua), effectively restructuring the email subscription center increasing ease of use, and enhancing workflow.
  • Fixed email segmentation to enhance targeting for marketing and sales emails.


  • At least one (1) year of marketing database and operations experience
  • Demonstrated success in a database or marketing analytics
  • Proficiency in Eloqua segmentation capabilities, lead scoring, and data normalization
  • Database marketing background
  • Bachelor’s degree required, preferred in areas of Statistics, Math, Economics, Business/Marketing, or related area
  • Solid foundation and understanding of automation principles, customer contact strategies, and privacy compliance
  • Prior experience of managing project activity, ability to prioritize and manage time efficiently
  • Outstanding collaboration and communication skills written, verbal, presentation
  • Externally focused; keeps abreast of technology developments and how to apply that knowledge to business problems

Additional Information

Why work at Informa

Employee experience is very important to us at Informa. On top of joining a supportive, diverse and ambitious team that welcomes all types of candidates. We are also flexible with different working patterns and prioritizes promotions internally. Our benefits include:

  • Learning and development plan to assist with your career development
  • 15 days PTO plus 9 national holidays, 4 days for volunteering and a day off for your birthday!
  • Competitive Benefits with 401k match
  • Paid parental leave
  • Work with a high quality of specialist products and service
  • Bright and friendly staff who are all “expert’s experts” and additional training and development for helping you achieve your career aspiration
  • ESPP - become a shareholder

We know that sometimes the 'perfect candidate' doesn't exist, and that people can be put off applying for a job if they don't fit all the requirements. If you're excited about working for us and have most of the skills or experience we're looking for, please go ahead and apply. You could be just what we need! We believe strongly in the value of diversity and creating supportive, inclusive environments where our colleagues can succeed. As such, Informa is proud to be an Equal Opportunity Employer. We do not discriminate on the basis of race, color, ancestry, national origin, religion, or religious creed, mental or physical disability, medical condition, genetic information, sex (including pregnancy, childbirth, and related medical conditions), sexual orientation, gender identity, gender expression, age, marital status, military or veteran status, citizenship, or other protected characteristics under federal, state or local law.

See how Informa handles your personal data when you apply for a job here.

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