CNO Financial Group - Carmel, IN
posted 3 months ago
The D2C Acquisition Analytics Manager will utilize paid media, direct mail, and mixed media modeling analysis to enhance sales and optimize market spending. This position entails analyzing and optimizing paid media campaigns (DRTV and OTT) as well as direct mail initiatives focused on lead generation and remarketing. The main goal of this role is to facilitate data-driven decision-making, improve campaign performance, and maximize return on investment (ROI). Collaboration with acquisition marketing teams is essential, as the consultant will develop analytical frameworks to gain a deeper understanding of interactions between acquisition channels and forecast outcomes. By identifying synergies and providing strategic recommendations on budget allocation and timing across channels, this role aims to optimize overall performance. As an Acquisition Analytics Manager, your responsibilities will include developing and implementing analytical strategies for paid media campaigns, evaluating results at a detailed level including channel, station, and partner lead distribution. You will perform comprehensive analysis of campaign and effort performance, tracking key performance indicators (KPIs), creating data visualizations, and regularly generating and sharing reports. Additionally, you will develop mixed media modeling analysis to maximize the effectiveness of acquisition marketing channels such as paid media, direct mail, digital, and web, to drive business growth and improve efficiency. You will also conduct periodic in-depth analysis of customer behavior and preferences across different paid media audiences, genres, and geographical regions to gain valuable insights for branding purposes. Collaborating on optimizing acquisition marketing budgets, ensuring optimal allocation and maximizing return on investment (ROI) will be a key part of your role. You will generate recommendations for A/B testing and experimentation to enhance campaign performance and identify the most effective strategies. Delivering actionable insights and recommendations to stakeholders, including senior management, to drive sales growth and improve efficiency will be crucial. Furthermore, you will collaborate with marketing, finance, and analytics teams to gather data inputs, establish and refine key performance indicators (KPIs), and develop comprehensive mixed media models. You will also work with marketing and IT teams to establish and maintain data quality and integrity, supporting detailed analysis of acquisition per lead. Applying statistical methods and predictive modeling techniques to identify trends, insights, and optimization opportunities, as well as to support sales planning initiatives, will be part of your responsibilities. Staying current with industry trends, emerging technologies, and best practices in acquisition marketing analysis is essential for success in this role.