Consumer Segmentation & Brand Analytics Professional- ACP Job in Walnut Creek, California US
Purpose:
The Consumer Segmentation Brand Analytics professional will support AAA Club Partners (ACP) innovation initiatives as part of the Insights Ideas Team. The position's primary role is to develop and implement a Consumer Segmentation methodology to help ACP and its partner clubs better understand and respond to the unique dynamics of AAA members and non-members in regards to generational, ethnic, and life-stage/event differences. Additionally, this position will be responsible for developing methodology for reviewing brand performance measures for AAA and its major competitors across the consumer segments. Candidate will have proficiency in statistical modeling, data mining, and analytics; and the ability to synthesize findings into a compelling presentation. By garnering in-depth insights of AAA's wide-range of current and potential members, this position will directly impact ACP's performance in informing new product, service, business model, and marketing decisions.
Essential Functions:
- Develop and Implement Consumer Segmentation, uncovering the unique dynamics of AAA members and non-members in regards to generational, ethnic, and life-stage/event differences.
- Inventory existing internal and external consumer information, both quantitative and qualitative.
- Develop database structure to house needed consumer information for easy access and analysis.
- Work with key stakeholders in assessing critical questions to answer in regards to underlying consumer dynamics, within the current areas of focus.
- Recommend and explain research and analytical techniques appropriate for segmenting markets and brand valuation.
- Build consumer database (demographics, psychographics, key needs/requirements, etc.) and informational-hub on key qualitative insights and emerging issues and trends.
- Develop hypotheses and methodologies to address key questions and conduct basic statistical analyses: explain and perform a variety of statistical and data mining techniques including discrete choice/conjoint analysis, latent class analysis, maximum differential scaling, multivariate and logistic regressions, decision trees, factor analysis, and correspondence analysis.
- Analyze existing data and informational-hub insights. Identify areas of further investigation and recommend approach for obtaining consumer/market insights, and shape story from learnings that clarifies the evidence and implications, and recommended actions.
- Prepare and present findings in support of existing product development decisions, strategy and planning, and Director and Leadership questions.
- Evaluate Brand Performance across the consumer segments, particularly for the younger generation set of consumers.
- Work with ACP partner clubs and National Office in collecting existing brand performance insights from annual and ad hoc quantitative surveys and qualitative focus group discussions.
- Work with key stakeholders in assessing critical brand questions to answer in support of new product development initiatives, particular to their target consumer audiences.
- Assess completeness of existing information and recommend action to secure needed additional research.
- Expand Consumer Segmentation database structure to house and analyze brand information in conjunction with other key variables.
- Develop methodologies (purchase funnel, dashboard, etc.) to analyze AAA and competitive brand performance against other market indicators, and present learnings in compelling fashion to inform business decisions.
Knowledge, Skills Abilities
Requirements
- MBA with proven quantitative orientation and/or Masters in quantitative degree (statistics, decisions sciences, economics, etc.) required.
- 10 years professional experience, with a minimal of 5 years of database analytics experience required.
- Demonstrated level of expertise with statistical methodologies for consumer segmentation (generational, ethnic, life-stage/event) and brand performance analysis (trend tracking, competitive analysis, purchase funnel).
- Experience designing and managing custom research projects; transforming raw primary data into insights by explaining and performing a variety of statistical and data mining techniques including: cluster-based segmentations, discrete choice/conjoint, multivariate and logistic regressions, decision trees, and factor analysis.
- Extensive experience working with large consumer databases, visualizing data in Excel graphics and Powerpoint presentations.
- Self-starter who can assume full responsibility for projects that require both left-brain/right-brain thinking in database development and modeling, and the synthesizing of findings in a compelling presentation that aids in managerial decision making.
- Must enjoy formulating hypotheses, gathering data, analyzing information, uncovering trends and connections, determining implications and opportunities for AAA's business, and making appropriate recommendations.
- Incredible sense of curiosity: discovering connections and patterns to uncover opportunities; following diverging paths to creative problem-solve complex issues; formulating hypothesis to shape and prove an argument; applying top-down and bottom-up approaches to break-down complex problems.
- Ability to communicate key findings in a precise and succinct manner to senior management.
