How to get ahead in Analytics

Jonathan Moxham – Database Marketing & Analysis Manager

British Red Cross

What is an analyst?

> Not just a job title…> Business Analyst, Fundraising Analyst, Business Intelligence Developer, Data

Planning Manager, Fundraising Insight Manager, Marketing Analyst, Marketing Statistician, Strategic Marketing Analyst, Database Executive, Reporting Analyst, Database Marketing Officer, Fundraising Database Manager, Web Analytics Manager, Fundraising Researcher, Strategic Insight Analyst

> Definition of an analyst:

Workers who use statistics, rigorous quantitative or qualitative analysis, and information modelling techniques to shape and

make business decisions

What is the job of an analyst in Fundraising?

> Performance monitoring> Campaign reviews, KPI reporting

> Financial and supporter volume forecasting and predictive analysis tools

> Life-time Value Analysis and Modelling> In-depth attrition analysis tools> Trend and benchmarking reporting> Supporter and Company Profiles

> Segmentation

Types of analyst role in Fundraising?

> The All Rounder (£25k - £45k)> Database Manager, Fundraising Analyst> MS Excel/Access, SQL, Fundraising Database> Management skills> Not devoted to analysis, selections/imports/development role too

> Data Analyst (£25k - £32k)> Entry Level - Graduates with a numerate degree> Bright, enthusiastic, excellent communications skills> Understanding of reporting tools e.g. Business Objects, Excel, Tableau> Strong desire to work in the sector or cause

Types of analyst role in Fundraising?> Senior Data Analyst (£32k - £39k)

> 3 – 5 years experience> Understand the workings of the business through structure and flow of its

information> Experts in data creation, manipulation, interpretation and use> Project management> Strong analytical ability

> Data Analysis Manager (£37k - £50k)> 7 – 10 years experience> Coaching and staff development> Strong consulting and relationship skills. > Demonstrates business value of analysis> Statistical Analysis and Modelling experience (SPSS/SAS)

Types of analyst role in Fundraising?

> Strategic Insight Analyst (£40k - £55k)> Technical adept (SAS, SQL, SPSS)> Strong relationship and consulting skills> Able to make analysis progress

> Drive, intellect, ambition, curiosity

> Qualitative and Quantitative analysis experience

> Head of Analysis/Insight/IG (£40k - £70k)> Champion analytical techniques and technologies> Strong business acumen and appreciation of analytical techniques> Great people skills> Establish long term strategies and specify how to achieve them> Provide guidance to IT

Analyst – Market Trends

> Demand is high

> Competition is high> … but the number of analysts are low

> Salaries are going up

> Functions, roles, and descriptions are changing

> Technology is changing, data volumes and complexity going up

Analyst – Market Trends - Commercial

Harnham Search – Salary and Data Guide 2012

Strategies for recruitment

> Recruitment Agencies> Datatech> Progressive> Direct Recruitment> Harnham Search> Flow Claritas> Harris Hill

> Networking, social media, head hunting

> Selling the positives of the sector

HOW TO GET AHEAD HOW TO GET AHEAD IN ANALYTICSIN ANALYTICS

DAMION DEANSDAMION DEANS

HAIGH CONSULTANTSHAIGH CONSULTANTS

• WHAT MAKES A GOOD ANALYST?WHAT MAKES A GOOD ANALYST?

• RECRUITMENT BARRIERSRECRUITMENT BARRIERS

• SALARY GUIDESALARY GUIDE

• WHAT MAKES A GOOD CV AND SOME WHAT MAKES A GOOD CV AND SOME WIDER RECRUITMENT TIPSWIDER RECRUITMENT TIPS

WHAT MAKES A GOOD ANALYST?WHAT MAKES A GOOD ANALYST?

ENQUIRING MIND - CONSTANTLY LEARNINGENQUIRING MIND - CONSTANTLY LEARNING

STATISTICAL & ANALYSIS KNOWLEDGESTATISTICAL & ANALYSIS KNOWLEDGE

COMMUNICATION SKILLSCOMMUNICATION SKILLS

TECHNICAL SKILLS:TECHNICAL SKILLS:• SASSAS• SQLSQL• SPSSSPSS• VBA, etcVBA, etc

COMMERCIAL SENSECOMMERCIAL SENSE

RECRUITMENT BARRIERSRECRUITMENT BARRIERS

GRADUATES GRADUATES

RECRUITMENT ‘PROCESSES’RECRUITMENT ‘PROCESSES’

UNREALISTIC EXPECTATIONUNREALISTIC EXPECTATION• CLIENTSCLIENTS• CANDIDATESCANDIDATES

SKILLS-SETSSKILLS-SETS

RECESSIONRECESSION

IMAGINATIVE APPROACHIMAGINATIVE APPROACH

SALARY GUIDESALARY GUIDE

GradeGrade Charities Charities CommercialCommercial

Entry levelEntry level £17-23K£17-23K £21-25K£21-25K Junior AnalystJunior Analyst (1-3 yrs)(1-3 yrs) £22-28K£22-28K £25-32K£25-32K Data Analyst (3-5 yrs)Data Analyst (3-5 yrs) £28-36K£28-36K £32-45K£32-45K Senior AnalystSenior Analyst (5-10 yrs)(5-10 yrs) £36-45K£36-45K £45-70K£45-70K Analyst ManagerAnalyst Manager £38-60K£38-60K £60-85K£60-85K Director of InsightDirector of Insight / / £85-£85-

130K130K

WHAT MAKES A GOOD CVWHAT MAKES A GOOD CV

THE BASICSTHE BASICS

CONCISENESSCONCISENESS

GAPSGAPS

DO JUSTICE TO YOUR EXPERIENCE & CAREERDO JUSTICE TO YOUR EXPERIENCE & CAREER

BE INTERESTING. NOT QUIRKY.BE INTERESTING. NOT QUIRKY.

YOU DO NOT NEED TO HAVE JUST ONE CVYOU DO NOT NEED TO HAVE JUST ONE CV

DON’T USE CV TEMPLATES OR PAY FOR ‘CV CONSULTANCY’DON’T USE CV TEMPLATES OR PAY FOR ‘CV CONSULTANCY’

RECRUITMENT TIPSRECRUITMENT TIPS

RESEARCH YOUR TARGETRESEARCH YOUR TARGET

BE AWARE OF TIME DELAYSBE AWARE OF TIME DELAYS

DEADLINES & APPLICATIONSDEADLINES & APPLICATIONS

FOLLOW UPFOLLOW UP

NETWORKNETWORK