Associate Business Analyst

The Team

Our audiences team develops deep user insights based on hundreds of millions of transactions in India and uses those signals to help 200+ businesses improve the efficacy of their marketing campaigns with the objective of acquiring new customers. The role is with the PayU India Innovations team, with specific focus on ensuring the success of client engagement - creating sharp pitches for presales, understanding requirements, delivering the best data solutions based on the objective, troubleshooting campaign performance gaps, and maintaining inflow of business from our clientele.

Example use cases are:

• A skin care brand wants to acquire users with low likelihood of uninstalling in next 3 months
• A credit card issuer wants to acquire already carded users but with no travel-based card
• A bank wants to acquire users who can maintain total relationship balance of 40 Lakhs
• A rummy brand wants to acquire female players in TN, with high value deposit
• An insurance player wants to target HNI parents looking to purchase child's education backed insurance policy

Joining our audiences team offers you the chance to make a difference to a wide range of businesses in a rapidly growing market. Deep insights-driven customer management and acquisition are critical drivers of growth and profitability for virtually every business today. Therefore, PayU Innovations is building out its digital insights and AI/ML capabilities and will continue to do so in the coming years. You will be able to help shape the efforts at PayU towards this objective.

Key Responsibilities:

• Work with clients for audience analytics practice from understanding requirements to campaign execution and tracking.
• Analyze data from various marketing channels (digital, social media, paid campaigns) to identify trends, opportunities, and areas for improvement.
• Develop and implement reports, dashboards, and key performance indicators (KPIs) to track the effectiveness of client marketing campaigns.
• Serve as the main point of contact for all client communication and become owners of particular industries.
• Collaborate with the client's marketing team to optimize campaigns, ensuring maximum return on investment (ROI) and improved customer acquisition and retention, via PayU data solutions.
• Use SQL and other database query languages to extract, manipulate, and analyze data from large datasets, ensuring data accuracy and relevance.
• Conduct deep-dive analysis to understand customer behavior, segmentation, and campaign performance.
• Identify growth opportunities within client portfolios and communicate them to the client lead.
• Work closely with PayU internal partners (e.g. business and technology teams) to design and implement optimal solutions.

Requirements and Skills to be successful in this role:

• 2+ years of experience as a Marketing Analyst or similar role.
• Undergraduate or graduate degree in a quantitative field; MBA is a plus.
• Should be an expert in ad platforms and have deep knowledge of campaign metrics and optimization strategies.
• Strong understanding of marketing metrics and KPIs, including Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), and Lifetime Value (LTV).
• Strong experience with SQL. Python knowledge will be a plus.
• Excellent communication and stakeholder management skills and demonstrated focus on client/customer satisfaction.
• Detail-oriented with strong organizational skills. Ability to function in a high-volume setting with tight deadlines.
• High-energy individual with a go-getter instinct and positive attitude.

Skills

AD Platforms, Marketing Analyst, SQL