Senior Executive/Assistant Manager, Data Analyst-Behavioural Analytics

About Us

SPH Medias mission is to be the trusted source of news and lifestyle content in Singapore and Asia. One of our core purposes is to produce credible, balanced, and objective news and analysis, always with a view to uphold the public good and fostering an informed, engaged citizenry.

We welcome talented individuals to join us and grow a career in a vibrant and collaborative environment built around a culture of respect and inclusivity.

As an employer, we are committed to rewarding our people fairly and developing them in their careers.

About the Team

Customer Intelligence - Behavioural Analytics Team is a vital part of Consumer Division, where we provide close support in data analysis and dashboarding, centered on metrics like reader reach, subscription revenue and retention.

Our team develops and maintains the core online tracking capabilities of our online stores, paywall, account registration and advertising platforms. This foundational work enables us to deliver extensive, in-depth analysis and powerful dashboards for our marketing teams, in tracking reader journeys on SPHs publications, monitor and optimise conversion rates and drop-offs on our online stores and helping marketers to push readers down the conversion funnel to convert them into subscribers and drive retention.

About the Role

To support the increasing volume and complexity of analysis requests from within and without Consumer Division (CD), we are seeking a competent Data Analyst to provide crucial behavioral insights across our websites, apps and subscription stores, contributing to increased reader reach and enhanced subscriber acquisition and retention.

This role will develop insights and dashboards with emphasis on traffic / campaign / conversion attributions, conversion funnel mapping, and online subscription store performance analysis by leveraging a diverse array of data sources from our CRM, online stores and advertising systems. The ideal candidate should demonstrate curiosity and independence in self-learning, requirements analysis, documentation, and insights development, acting as a crucial &aposbridge&apos between marketing, data, and engineering teams.

To provide quality analysis, this role will be expected to go beyond the analyst silo to cover end-to-end analytics workflows. This means understanding how our backend systems work together within our tech stack and the resulting business teams workflows, diving into system documentation for data endpoints, to develop a robust online tracking plan where clean, thorough and analyst-friendly user behavior data is collected. From here this role will collaborate with product managers and engineers to implement the tracking plans, managing User Acceptance Testing (UAT), and translating marketers&apos reporting needs into robust and well-designed dashboards.

Maintaining high standards of documentation and ensuring data/insight accuracy before stakeholder presentations are fundamental expectations. Ultimately, you will evolve into a recognized domain expert in online store conversion optimization.

This role will partake in new analysis ideas, face unknowns and expect do-overs due to changing business demands and industry trends. The Analyst must be willing to explore and tackle said unknowns, expect change of work direction, and be involved in cross-functional projects to ensure CD data objectives are well-governed.

Roles & Responsibilities

Data acquisition

• Support Divisions need for conversions and revenue-related data dimensions and metrics.
• Actively participate in weekly meetings with Consumer Division and product managers to stay abreast of upcoming projects and new UX flows impacting our online stores.
• Collaborate with other stakeholders from SPHTech to identify and integrate new tracking capabilities crucial for the Divisions growth.
• Liaise with data engineers to ensure reliable ETL pipelines for the Consumer Division&aposs behavioral metrics.

Tracking maintenance

• Monitor changes or upgrades of our online subscription store, to ensure our tagging plans remain updated, viable and extensive.
• Update and maintain our advertising systems pixels and server-to-server integrations with our publication websites, apps and subscription stores.

Data documentation and accuracy

• Maintain high quality and proper documentation of analytical work done.
• Ensure the accuracy and validation of all analyses and insights.

Data analysis, insights and forecast

• Generate actionable insights from behavioral metrics, including but not limited to reader profile mapping, content consumption patterns, paywall performance, and checkout flows.

Dashboards

• Develop and maintain dashboards that track the readers behavioural journey to inform marketing campaign effectiveness throughout the marketing funnel.
• Collate and respond to feedback from stakeholders to ensure dashboards serve the Divisions needs.

Who we are looking for

Skills

• Proficient with using advanced SQL (Presto / Trino, window functions) for EDA.
• Proficient with at least one dashboard / business intelligence tool (Lookerstudio / Tableau / Quicksight).
• Proficient with Google Analytics 4 and its Bigquery export.
• Working experience with Google Tag Manager for web and app tagging and inspection is a bonus.
• Working experience with AWS Glue, Pyspark for scheduled ETL processes is a bonus.
• Experience in advertising platforms (Meta / TikTok / Google Ads / Taboola / Outbrain) tracking pixels and server-to-server integrations is a bonus.
• Experience with Python (via Jupyter Notebooks or Visual Studio Code) to run machine learning / modelling will be a bonus.
• Work experience in creating compelling data reports, drawing actionable insights & visualisations.
• Strong data storytelling and presentation skills, able to communicate findings in a clear and actionable manner.
• Proficient with Google Sheets / Excel.
• Familiar with performance marketing and ecommerce tracking and A/B testing concepts.
• Domain knowledge of subscription business models is a bonus.
• Exposure and understanding of digital media industry metrics is a bonus.

Competencies & Personality Traits

• Work well with team members and contribute to a cohesive and positive team spirit.
• Track record of curiosity driven learning and problem-solving.
• Able in stakeholder management from various backgrounds, from marketers, sales people, data engineers and product / platform owners.
• Good time management and multitasking, with a professional attitude towards do-overs or change in directions.

Working Experience

• At least 1 year of working experience as a Data / Business / Product / Customer Analyst.
• Familiar with e-commerce-related data products, understand e-commerce-related dimensions of indicators and improvement methods.

Qualifications

• A good university degree in Business Analytics, Statistics, Computer Science and Mathematics or a related science/tech field.