Marketing Data Analyst - Events Analytics

Event Performance Analytics & Measurement Design and implement comprehensive event performance dashboards tracking registration trends, attendance rates, no-show patterns, session engagement, attendee quality metrics (by segment, job title, industry), and post-event outcomes Establish standardized key performance indicators (KPIs), benchmarks, and measurement methodologies for event success across different event formats, scales, and business objectives Develop near-real-time reporting capabilities that enable event teams to monitor performance, identify at-risk metrics, and optimize during pre-event, live event, and post-event phases Build and optimize multichannel attribution models that connect demand generation activities - email campaigns, paid media, social promotions, blog content, seller outreach, influencer engagement - to event registrations, attendance, and pipeline outcomes Analyze traffic channel effectiveness, conversion funnel performance, and audience journey patterns to identify which channels and tactics drive the highest quality registrations and attendance Develop channel ROI frameworks that evaluate cost per registration, cost per attendee, cost per qualified lead, and customer lifetime value (CLTV) contribution by channel and campaign Design analytics frameworks to measure the full attendee lifecycle—from initial awareness and consideration through registration, pre-event engagement, live event participation, session attendance, content consumption, networking activity, and post-event follow-up Collaborate with Customer Insights teams to connect event engagement data with broader customer behavior signals and predictive models Design and implement scalable event reporting tools and self-service dashboards in Power BI that democratize access to event performance insights across Event Marketing, Demand Generation, PMM, Brand, and regional marketing teams Collaborate with Data Services to ensure event registration data, web analytics data, marketing automation data, and sales data are accurate, integrated, compliant, and ready for analytical use Apply statistical and analytical techniques (e.g., regression modeling, funnel analysis, cohort analysis, A/B testing, time-series forecasting) to assess campaign effectiveness, channel performance, and attendee behavior patterns Develop experimentation frameworks to enable rigorous testing of event marketing tactics, channel strategies, and audience targeting approaches Master's Degree in Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics or related field OR Bachelor's Degree in Statistics, Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics or related field AND 2+ years experience in data analysis and reporting, data science, business intelligence, or business and financial analysis Master's Degree in Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics or related field AND 3+ years experience in data analysis and reporting, data science, business intelligence, or business and financial analysis OR Bachelor's Degree in Statistics, Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics or related field AND 5+ years experience in data analysis and reporting, data science, business intelligence, or business and financial analysis OR equivalent experience. Experience in event analytics and demand generation measurement with experience measuring multichannel marketing impact on registrations, attendance, engagement, and pipeline outcomes Experience analyzing business to business (B2B) marketing and event data from multiple disparate sources including event registration platforms, web analytics systems, marketing automation tools, email platforms, paid media systems, and customer relationship management (CRM)/sales systems Experience with marketing attribution methodologies including first-touch, last-touch, multi-touch, and data-driven attribution models Experience handling large datasets to reveal patterns, trends, and insights from attendee behavior, channel performance, and funnel conversion data Experience with SQL and Excel. Experienced with Python or R for statistical analysis, and data visualization tools such as Power BI, Tableau, or Looker Experience with Adobe Analytics (or similar web analytics platforms), Marketo (or similar marketing automation platforms), and event registration systems