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Lead Analyst, Database Marketing

Icertis · Pune, Maharashtra, India

Marketing / Business DevelopmentImported listingfull-timeabout 20 hours ago

About The Role

  1. Marketing Database Strategy
  • Own the Marketing database strategy, health and roadmap
  • Define and maintain standards for account, contact, lead and prospect data
  • Drive database growth, coverage and marketable database development
  • Establish database health and quality scorecards
  1. Data Quality & Enrichment
  • Own data cleansing, deduplication, normalization and validation
  • Develop data enrichment and augmentation strategies
  • Improve accuracy, completeness, freshness and usability of Marketing data
  • Establish processes to prevent bad data from entering the database
  1. Data Governance & Compliance
  • Define data ownership, governance, taxonomy and data standards
  • Manage consent, suppression and data retention requirements
  • Partner with Enterprise Systems, Security and Legal on data governance and compliance
  1. Segmentation & Data Activation
  • Develop audience segmentation frameworks for campaigns, ABM, personalization and nurture
  • Partner with Campaign, Email and Lead Management teams to ensure audiences are accurate and activation-ready
  • Improve target-account and persona coverage
  1. MarTech & Data Integration
  • Partner with the MarTech team to ensure reliable data flows across CRM, Marketing Automation, enrichment, web, SDR and analytics platforms
  • Identify data integration gaps, synchronization issues and data leakage
  • Support requirements for the future Marketing Data Lake / data foundation
  1. Automation & AI
  • Identify opportunities to automate data cleansing, enrichment, validation, segmentation and quality monitoring
  • Explore AI-enabled approaches for entity matching, classification, enrichment and anomaly detection
  • Continuously reduce manual database management effort

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