Business Analyst - Digital Marketing
Key Responsibilities
1. Product Insights & Customer Journey
- Utilize behavioral and transactional data to deeply understand the personal loan customer journey, specifically mapping out critical drop-off points within the application flow.
- Generate insights that directly inform product development, feature prioritization, and user experience (UX) improvements on our platforms (app/website) to reduce friction and improve application completion rates.
- Perform deep-dive analysis on customer churn, loyalty, and lifetime value (CLV) to drive retention and cross-sell strategies.
2. Telesales Efficiency & Strategy
- Analyze telesales performance data (call volume, connect rate, conversion rate, talk time) to identify bottlenecks and efficiency gaps, particularly in the lead-to-disbursement stage.
- Develop predictive models (e.g., Lead Scoring Models, Propensity-to-Buy Models) to prioritize and optimize the distribution of high-quality, high-intent leads to the telesales team, maximizing their conversion potential.
- Work closely with the Product and Operations teams to recommend changes in call scripts, training, and operational workflows based on analytical findings.
3. Marketing & Conversion Optimization
- Design, execute, and analyze A/B tests and multivariate tests across the entire customer acquisition journey to optimize conversion rates at every stage of the marketing funnel.
- Develop and maintain Attribution Models to accurately measure the incremental impact of different marketing initiatives and allocate spend towards highest-converting channels.
- Provide actionable insights on marketing funnel performance, focusing specifically on drop-off rates from top-of-funnel acquisition (click) to application start and final disbursement.
- Identify high-value customer segments and work with the Marketing team to develop personalized targeting strategies.
4. Reporting & Stakeholder Management
- Create, automate, and maintain dashboards and reporting frameworks that provide a clear, real-time view of key performance indicators (KPIs) to leadership.
- Present complex analytical findings to non-technical stakeholders (Marketing Head, Product Managers, Leadership) in a clear and compelling manner, translating data into tangible business recommendations.
- Act as a data evangelist, promoting a culture of data-driven decision-making across the Personal Loan vertical.
Qualifications & Experience
- A minimum of 2+ years of hands-on experience in a dedicated Analytics role (e.g., Marketing Analyst, Business Analyst), preferably in the Fintech, Banking, E-commerce, or NBFC sector.
- Strong proficiency in SQL for data extraction and manipulation.
- Bachelor's or Master's degree in a quantitative field (e.g., Statistics, Economics, Engineering, Computer Science).
- Working knowledge of at least one statistical/programming language for data analysis (e.g., Python or R).
- Proven experience working with data visualization tools (e.g., Metabase, Tableau, Power BI, Google Data Studio etc).
- Deep understanding of statistical concepts, including hypothesis testing and cohort analysis.
- Specific experience with Credit/Personal Loan product analytics is a significant advantage.
