Class specifications are intended to present a descriptive list of the range of duties performed by employees in the class. Specifications are not intended to reflect all duties performed within the job.
DEFINITION
Collect, convert, and integrate raw data from various sources to develop and implement analytics into meaningful insights using data-oriented programming languages and visualization software; apply data mining, data modeling, natural language processing, and machine learning to extract and analyze information from large structured and unstructured datasets; visualize, interpret, and report data findings.
JOB CLASSIFICATION
Exempt, Non-Safety Sensitive.
SUPERVISION RECEIVED AND EXERCISED
Receives general direction from the Visit Grand Junction Director.
Exercises direct supervision over assigned Visit Grand Junction staff.
PRIMARY DUTIES--The following are examples of primary duties assigned to positions in this classification. Other related duties and responsibilities may be assigned.
1. Validate, upload, process, and manipulate large sets within data and analyses platforms to build easily understood insights that drive optimization and improvement of marketing campaigns and business strategies; translate, communicate, and present data analyses effectively.
2. Utilize data visualization software for full-stack data management from multiple sources to analyze and interpret data and drive concepts from identification and ideation through execution that results in tangible, measurable and impactful business improvement strategies; maintain awareness and understanding of the implications of hidden biases within data sets.
3. Apply data mining and data engineering techniques utilizing open-source data visualization, analysis, and machine learning tools, analyzing campaign results and relationships between multiple parameters utilizing market segmentation while triangulating data sources from multi-touch attribution to uncover actionable insights which result in increasingly impactful advertising campaigns.
4. Scale measurement programs utilizing data visualization software that attribute the impact of marketing campaigns by analyzing campaign reporting; optimize media effectiveness within and across all Visit Grand Junction channels; identify return on investment on all marketing efforts.
5. Utilize statistical computer languages and code; create and deploy advanced machine learning algorithms and statistics (simulation, optimization, clustering, decision tree learning, AI, scenario analysts, etc.) for analyzing data and building statistical models and algorithms to model predicting outcomes of interest, advantages, and drawbacks.
6. Leverage statistical and computational knowledge to build algorithms for calculating variances, advantages, and disadvantages of business strategies; utilize predictive modeling to increase and optimize revenue generation, target markets, and other strategic outcomes.
7. Apply data cleansing techniques such as deduplication, scaling and normalization, dimensionality reduction, imputation, and cross-validation to effectively segment and categorize data resulting in accurate messaging and content that engages with appropriate audiences and resonates with their interests.
8. Implement advanced statistical techniques and concepts including but not limited to regression diagnostics and analysis, properties of distributions, probability and statistical tests, and data modeling using relevant tools and applications to enhance data validity, avoid assumptions, and increase probability of preferred outcomes.
9. Attend and participate in professional group meetings; stay abreast of new trends and innovations in the field of destination marketing.
10. Perform other duties of a similar nature or level.
QUALIFICATIONS
Knowledge of:
Principles of supervision and training.
Advanced mathematical concepts, including statistical analysis and comparison.
Statistical data mining and modeling techniques.
Principles and practices of data analytics.
Statistical computer languages.
Machine learning techniques and algorithms.
Software applications utilized in data management, visualization, analyses, and modeling.
English usage, spelling, grammar, and punctuation.
Modern office technology and equipment, including computers and related software applications.
Ability to:
Oversee, direct, and coordinate the work of assigned staff.
Research, analyze, model, and interpret data, and produce clear graphical visualizations.
Participate in the development and administration of division goals, objectives, and procedures.
Query databases and utilize statistical computer languages.
Learn new data platforms.
Prepare a variety of clear and concise analytical summaries and other reports and written correspondence.
Research, compile, and summarize a variety of informational and statistical data and materials.
Analyze problems, identify alternative solutions, project consequences of proposed actions and implement recommendations in support of goals.
Stay current with the latest best practices in data science, data technology tools, and rapidly changing marketing trends and consumer insights.
Communicate clearly and concisely, both orally and in writing.
Establish and maintain effective working relationships with those contacted in the course of work.
Experience and Training Guidelines
Minimum Requirements:
Experience:
Three (3) years of experience manipulating data sets and building statistical models, including one (1) year of supervisory experience.
Training:
Bachelor’s degree in Statistics, Mathematics, Computer Science, or another quantitative field.
Other combinations of experience and education that meet the minimum requirements may be substituted.
License or Certificate
Possession of, or ability to obtain, a valid Colorado driver's license.
WORKING CONDITIONS
Environmental Conditions:
The job is performed in the following working environment:
Office environment.
Physical Conditions:
The job is characterized by:
Sedentary Work: Exerting up to 10 pounds of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary work involves sitting most of the time. Jobs are sedentary if walking and standing are required only occasionally, and all other sedentary criteria are met.
The following physical activities are very or extremely important in accomplishing the job’s purpose and are performed on a daily basis:
While performing the duties of this job, the employee is required to sit for prolonged periods. The employee is regularly required to see, hear, talk, stand, twist and use repetitive motions in the conduct of work. The employee is also required to perform light lifting.