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City of Georgetown
JOB DESCRIPTION
Job Title: Marketing Data Analyst Effective Date: 08/16/2016
FLSA Category: Exempt Revision Date:
SUMMARY: Supports utility marketing and conservation program development and evaluation in assigned areas through
the collection, monitoring, analysis and interpretation of data related to the City’s Utility customers including, but not
limited to: electric, water, wastewater and solid waste. Supports marketing and conservation programs such as: energy
efficiency, demand response, time-of-use, reliability, water conservation, and solid waste diversion. Develops life cycle
cost-benefit analysis and data modeling for programs and projects.
ESSENTIAL FUNCTIONS: Essential functions, as defined under the Americans with Disabilities Act, may include any of
the following representative duties, knowledge, and skills. This is not a comprehensive listing of all functions and duties
performed by incumbents of this class; employees may be assigned duties which are not listed below; reasonable
accommodations will be made as required. The job description does not constitute an employment agreement and is
subject to change at any time by the employer. Essential duties and responsibilities may include, but are not limited to,
the following:
Marketing Data Collection and Management
Participates in the design, development and structure of a utility data warehouse. Takes lead role in the customer
centric attribute and usage data.
Identifies multiple data sources, both internal and external to the City, and methods of extracting and storing the
data to the data warehouse.
Identifies additional data requirements and collects information in the form of surveys, questionnaires, opinion
polls and focus groups to include customer input in the decision making process, as well as, to identify customer
preferences, wants, needs and opinions.
Tracks and monitors, at a minimum, monthly and interval usage, usage patterns and participation rates of
individual customers active in marketing and conservation programs, to identify the impact that specific
conservation and efficiency programs have on consumption, as well as, any efficiencies gained through customer
participation in multiple programs.
Marketing Data Analysis
Identifies, collects and develops data analysis tools for use in the data warehouse environment for ad-hoc and
automated/recurring analysis.
Develops and updates data models to support marketing and conservation program development across multiple
utilities, determining key metrics to measure performance, recognizing patterns and trends and identifying
program or service opportunities.
Provides analytical confirmation and supporting documentation for the justification of marketing and conservation
programs and projects, as to their effectiveness and benefit to the customer and the utility.
Develops and tracks performance indicators for marketing and conservation programs.
Marketing and Conservation Program Definition and Development
Develops and maintains the standard for evaluation of marketing and conservation programs and projects in order
to assess their effectiveness in meeting the established goals and objectives of the department, the division and
the City.
Participates in identifying program opportunities.
Collaborates with Marketing Specialists and Program Managers to define program objectives and develop
program and campaign design and target customer segments and list selects.
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Other
Performs other duties as assigned.
MINIMUM QUALIFICATIONS:
Education, training and Experience Guidelines
Bachelor's degree from an accredited college or university with major coursework in marketing, business or related field.
Two years of experience in a field related to utilities, telecommunication, statistical research, or marketing.
Knowledge of:
Database structures, Relational Database Management Systems and SQL.
Statistical analysis method, tools and applications.
Data collection and analysis of qualitative and quantitative data.
Data Mining
Skill in:
Marketing analysis, statistical analysis, complex modeling
Solving complex analytical problems through independently analyzing information; developing logical conclusions
and making recommendations.
Applying training and analytic skills to routine and non-routine situations.
LICENSES AND CERTIFICATION REQUIREMENTS
Valid Class C Texas driver’s license
PHYSICAL DEMANDS AND WORKING ENVIRONMENT
Standing, sitting, walking, lifting, carrying, pushing, pulling, reaching, handling, fine dexterity, kneeling, crouching,
crawling, bending, twisting, climbing, balancing, vision, hearing, talking, use of foot controls.