Market Research Analyst, Pulse Marketing

at  Pulse Nigeria

Pulse is Africa’s leading innovative media company, informing and engaging Africa’s young audience - and providing expansive media reach and creative marketing solutions to partners. We run news websites and social channels and marketing and production across Francophone and Anglophone West Africa and East Africa.
We are recruiting to fill the position below:

QUALIFICATIONS

• Bachelor’s Degree in Data Analytics, Marketing, Statistics, or related field.
• 4+ years of relevant work experience.
• Proven experience working as a data analyst with a focus on social media and digital marketing analytics.
• Proficiency with social media analytics tools (e.g., Facebook Insights, Instagram Insights, Twitter Analytics) and digital analytics platforms (Google Analytics, Google Data Studio).
• Strong communication skills, with the ability to translate complex data into clear, concise reports and presentations for non-technical audiences.
• High attention to detail and focus on data accuracy and integrity.
• Experience with social listening tools (e.g., Sprout Social, Hootsuite, Brandwatch) and data visualization tools (e.g., Tableau, Power BI).
• Strong analytical and critical thinking skills with a passion for interpreting complex data sets and turning them into actionable insights.
• Excellent understanding of key digital marketing and social media metrics, including audience growth, engagement, CTR, CPC, and ROI.
• Knowledge of A/B testing and experience optimizing campaigns based on data insights.

User Experience (UX) Research:

• User Testing: Conduct usability testing to gather feedback on user experiences and identify areas for improvement.
• Heatmaps and Session Recordings: Use tools to track user interactions on websites and understand user behavior

Conduct Market Research:

• Competitor Analysis: Identify and evaluate competitors’ strategies, strengths, and weaknesses to inform competitive positioning.
• Industry Trends: Track industry trends and emerging technologies to keep the agency and its clients ahead of the curve.
• Customer Insights: Gather data on customer behaviors, preferences, and demographics to tailor marketing strategies.

Conduct Audience Research:

• Persona Development: Create detailed customer personas based on research to guide targeted marketing efforts.
• Audience Segmentation: Segment the audience into distinct groups for more personalized and effective communication.

SEO and Keyword Research:

• Keyword Analysis: Identify relevant keywords and phrases to optimize content for search engines.
• Competitive SEO Analysis: Evaluate competitors’ SEO strategies to identify opportunities and threats.

Content Strategy:

• Content Gap Analysis: Identify content gaps in the market or within a client’s existing content to create opportunities for new content strategies.
• Performance Metrics: Analyze content performance to inform future content creation and optimization strategies.

Campaign Analysis:

• Performance Tracking: Monitor and measure the performance of marketing campaigns across different channels.
• A/B Testing: Conduct experiments to compare different versions of marketing materials and determine which performs better.
• ROI Analysis: Calculate the return on investment for campaigns to assess their effectiveness and justify expenditures.

User Experience (UX) Research:

• User Testing: Conduct usability testing to gather feedback on user experiences and identify areas for improvement.
• Heatmaps and Session Recordings: Use tools to track user interactions on websites and understand user behavior.

Social Media Analysis:

• Engagement Metrics: Track metrics like likes, shares, comments, and follows to gauge the success of social media efforts.
• Sentiment Analysis: Analyze social media conversations to understand public sentiment and brand perception.

Conversion Rate Optimization (CRO):

• Behavioural Analysis: Study user behavior to identify barriers to conversion and opportunities for optimization.
• Experimentation: Test hypotheses through controlled experiments to improve conversion rates.

Client Reporting:

• Provide clients with regular reports on campaign performance, key metrics, and insights in collaboration with the Account Managers

Strategic Planning:

• Insight Generation: Translate data into actionable insights to inform strategic decisions.
• Forecasting: Predict future trends and outcomes based on historical data and market conditions.

Performance Benchmarking:

• Compare performance metrics against industry standards or competitors to gauge success and identify improvement areas.

Continuous Improvement:

• Use insights from analysis to refine and improve ongoing and future projects and strategies.