Business Analyst – Marketing (CRM)

Overall Purpose of the Job:

Within a specific business application area, namely the Marketing Customer Relationship Management (CRM) space, evaluates business processes, anticipating requirements and uncovers areas for improvement and the development of systems.  Responsible for the methodical investigation, analysis and documentation of the application in terms of the business processes and the information used.  Defines the requirements for improving any aspect of the processes and systems and creates viable functional specifications in preparation for the construction of the information systems.

Implements change management strategies to drive organisational transformation in CRM Systems.

Main Outputs and Responsibilities for this Position:

Business Situation Analysis:

• Analyses past, present and future business environment.
• Analyses business processes to determine problems, bottlenecks, risks and opportunities for improvement.
• Creates reports, dashboards and visualizations to understand business performance.
• Works closely with systems analyst, other Business analysts, project support analyst, project and work delivery manager to design and implement solutions within constraints.
• Provides support and facilitates sessions for end users, e.g. training. Assesses the effectiveness of CRM training programs by monitoring user proficiency and confidence in using the system.
• Consults and engages with business process owners, managers and relevant users on feasibility studies and establishing business and systems requirements.
• Proactively communicates and collaborates various teams to analyse information needs and functional requirements to deliver the following artefacts that are needed:
  • Business/functional requirement specifications
  • Wireframes
  • Workflow/Process flow diagrams
  • Data Models
  • Building of Prototypes
• Conducts detailed analysis based on business problems that exist and/or opportunities identified.
• Recommends the appropriate action required to address business changes in conjunction with impact-aware thinking in terms of the broader ecosystem
• Designs and maintains regular status reports to management on status and other metrics.

Business Process Improvement:

• Reviews processes and conducts process audits, as required.
• Designs new business processes or adjustments to existing ones.
• Formulates plans and guidelines to improve the business environment.
• Facilitates the implementation of new or enhanced processes.
• Consults to management (both IT and business) on business procedures and policies.
• Documents and agrees processes and procedures in place.
• Updates, implements and maintains procedures.
• Gathers critical information and produces reports.
• Manages competing resources and priorities.

Marketing (CRM) Optimization & Support:

• Keeps track of system downtime and outages to ensure system availability.
• Measures the percentage of CRM users actively using the platform to understand user engagement.
• Measures how well the CRM system integrates with other business applications and tools to enhance data flow and process efficiency.
• Optimizes and implements (new) data processes and systems.
• Maintains CRM data tools, reporting, and dashboards.
• Produces and delivers standard (monthly, quarterly, and annual) and customized CRM reports.
• Responds to data requests on an ad hoc basis by gathering, analysing, and reporting relevant data from various sources.
• Upholds CRM data integrity by monitoring and ensuring the accuracy and consistency of input data. Audits CRM data and troubleshoots irregularities. Ensures compliance with data protection (POPIA) regulations by monitoring data security and privacy within the system.
• Tracks the time and effort required for data entry into the CRM system across all channels within the ADvTECH ecosystem for the purposes of streamlining data entry processes to reduce manual workloads.
• Develops & maintains a data glossary.
• Ensures that the master data maintenance and quality assessment is done to uphold good data quality.
• Measures the extent to which the CRM system is meeting organization needs including automation and partners with Marketing on system upgrades and analyses.
• Evaluates the return on investment for CRM-related projects and improvements. Calculate the financial impact of CRM investments on ADvTECH’s financial performance.
• Addresses a high volume of system-related activities in a timely fashion while maintaining a high level of quality and internal customer satisfaction.
• Works closely with the systems analyst, analyst programmer, project support administrator, other Business Analysts and project/work delivery managers to design and implement the best possible solution within the constraints of the tools available.
• Manages change control process and quality assurance.
• Leads design of reporting and dashboards. Extracts, validates, and analyses desired data. Consults with leaders to establish data metrics needs.
• Conducts root cause analysis and dispatch to scrum teams for resolution.
• Stays up to date with latest process and IT advancements to automate and modernize CRM systems.

CRM Metrics Monitoring:

• Tracks the percentage of leads generated through the CRM system that ultimately convert into paying customers. Does this in collaboration with the relevant Marketing/Sales Managers, as well as the Group Digital Marketing Manager (Lead Conversion Rate).
• Measures the percentage of existing customers retained over a specific period (Customer Retention Rate).
• Monitors the impact of the CRM system on sales revenue. Tracks how much revenue is generated, at a high-level, from leads and opportunities managed within the CRM.
• Analyses the speed at which leads move through the sales pipeline, from lead gathering activity to conversion. (Pipeline Velocity).
• Measures the average time it takes to resolve customer enquiries within the CRM system. This should be mapped against the performance within the customer ticketing system, FreshDesk (Time to Resolution).
• Analyses the conversion rates at different stages of the sales funnel within the CRM to identify bottlenecks and areas for improvement. (Conversion Rate by Sales Stage).
• Calculates the costs incurred to acquire a customer using CRM-driven marketing and sales efforts, in conjunction with the relevant Sales/Marketing managers and the Group Digital Marketing Manager (Cost of Customer Acquisition CAC).

Requirement Definition & Management:

• Investigates and defines requirements for business processes.
• Communicates and validates requirements with relevant stakeholders.
• Documents requirements including data modelling, interface layouts, data flows, screen and report layouts, etc.
• Documents defects.
• Documents system enhancements.
• Records business requirements and prioritise system changes with Brands.
• Prioritizes initiatives based on business needs and requirements.
• Takes Business process requirements and recommends how to flex the technology to enable the process.

Acceptance Testing:

• Undertakes System Testing. Tests systems and user acceptance and implements changes or new applications.
• Ensures all testing protocols are adhered to.
• Test Automation.
• Creates Release notes.
• Reviews the test plan and test scripts to ensure quality and coverage.

Stakeholder Relations:

• Solicits feedback from CRM users, internally as well as ADvTECH’s customers to assess their satisfaction with the system’s features and functionality.
• Influences stakeholders to support business projects.
• Provides front line support to end users responding to issues related to Problem/Incident Management, Release/Deployment, Operational Readiness, Application Monitoring, Production Governance related to issues.
• Renders support and facilitate sessions for end-users, including training serving as liaison between business needs and end users.
• Provides direct support and coaching to all levels of managers and supervisors as they help their direct reports through transition.
• Attends and reviews management meetings with brands monthly.
• Participates in Customer service review meetings with Brands.
• Provides business with a monthly review of services provided and status of planned changes and enhancements.
• Carries out activities related to incident and problem management.
• Handles escalations from business and is the lead with regard to Problem Management.

Project Management:

• Participates in projects as required, ensuring that project/department milestones/goals are met and approved budgets adhered to.
• Works closely with Program Manager where projects need to be managed to define project plans and timelines and ensure adherence to agreed project methodologies.
• Escalates issues in a timely manner, suggesting improvements and proposing solutions.
• Collaborates with various teams, as necessary.

Education:

• ITIL Foundation.
• Ideally bachelor’s degree in (Information Systems, Informatics, Computer Size or Information Technology) - NQF 7 or bachelor’s degree in (Accounting) - NQF 7

Experience:

• 3 to 5 years’ experience as a Business Analysis.
• 1 to 3 years’ experience in management as a team leader or above level.
• 1 to 3 years’ experience with Marketing; CRM Systems.
• Experience with Microsoft SQL, Power Apps, PowerBi, DevOps and Azure are advantageous.
• Experience with analysis and modelling of complex business processes.
• Experience with writing requirements specification for large sized Information Systems.
• A track record in Software Development.
• End to end experience of the project lifecycle.