Senior Analyst, Business Intelligence

We are seeking a Senior Analyst to help clients understand business performance, identify trends, uncover opportunities, and make data-driven decisions. This individual will establish performance goals using historical trends and predictive analytics, develop KPI benchmarks and monitoring thresholds, and provide ongoing analysis of business and marketing performance.

You will be responsible for translating complex data into actionable insights, preparing weekly performance reports, identifying the factors driving results, and partnering with strategy and account management teams to develop recommendations. You will work closely with data engineering to ensure accurate reporting and reliable data pipelines, allowing you to focus primarily on analytics, forecasting, and business insights.

Core Responsibilities

Goal Setting & Predictive Analytics

• Establish client performance goals using historical trends, seasonality, and predictive modeling.
• Develop and maintain forecasting models using regression, time series, and propensity analysis.
• Define KPI benchmarks, thresholds, and expected performance ranges to identify meaningful changes.

Performance Monitoring & Reporting

• Monitor business and marketing performance daily and identify significant trends or deviations.
• Prepare weekly performance reports highlighting key changes, contributing factors, and progress against goals.
• Investigate performance drivers, including seasonality, marketing activity, website and conversion funnel performance, market conditions, and data quality.

Strategic Recommendations

• Partner with strategy and account management teams to translate analytical findings into actionable recommendations.
• Estimate the potential impact of recommended initiatives and measure their effectiveness.
• Develop measurement strategies for marketing campaigns and experiments, including control groups and incrementality testing.

Data Management & Reporting Standards

• Collaborate with data engineering teams to identify required data sources and reporting needs.
• Maintain consistent KPI definitions, calculation methodologies, and supporting documentation.
• Identify data quality issues and partner with technical teams to resolve discrepancies.

• 5+ years of experience in business analytics, marketing analytics, or customer analytics, preferably within an agency or consulting environment.
• Demonstrated experience developing performance goals, forecasts, and predictive models using historical and statistical analysis.
• Strong understanding of digital marketing channels, including impressions, reach, frequency, CPM, CTR, CPA, ROAS, conversion funnels, attribution, and customer acquisition economics.
• Experience with Google Analytics 4 (GA4) required.
• Experience with CRM platforms; higher education CRM experience is a plus.
• Familiarity with advertising and marketing platforms such as Google Ads, Meta, DV360, and The Trade Desk.
• Advanced Excel skills, including Power Query, data modeling, advanced formulas, and scenario analysis.
• Strong SQL skills with experience querying and validating large datasets.
• Knowledge of statistical methods, including regression, time series analysis, and significance testing.
• Experience with Tableau, Power BI, or Looker.
• Excellent communication, writing, and presentation skills, with the ability to explain complex findings to non-technical audiences.

Nice to Have

• Experience with Python or R.
• Knowledge of marketing mix modeling (MMM) or multi-touch attribution.
• Industry experience in higher education, government, healthcare, or financial services. xrbllit
• Previous experience mentoring or developing junior analysts.