Manager of Customer Data Analytics

Location: Letchmore Heath, Hertfordshire

Contract Type: Permanent

Closing Date: 07 February 2022

Salary: Competitive + great benefits

Manager of Customer Data Analytics

About the Customer Insights and Experience team

As a new function within IGD, the Customer Insights and Experience team is tasked with developing and implementing comprehensive tools and strategies that enable quantitative and qualitative data to be transformed into valuable, accessible, and rich business insights.

These insights are used with, and by stakeholders, for decision making and strategic planning across the organisation and to lead a customer and stakeholder focussed growth agenda.

We are currently working on a customer data transformation project, implementing a Single Customer View across IGD. It is an exciting time to join the team, and a great opportunity to help shape our customer-first agenda.

Purpose of this role

This role is responsible for generating foundational customer insights and helping to embed the Single Customer View, for creating and owning the analytics roadmap, and for driving forward IGD’s internal data analytics capability. The role will play a key part in helping to embed a data and insight led approach across IGD and in supporting development of the associated cultural mindset change.

Responsibilities of this role

Data and Analytics Strategy

  • Play a lead role in shaping and implementing our new analytics layer and Single Customer View
  • Work with IT and Marketing teams to ensure data is appropriately provisioned to meet the organisations analytics, insight and reporting requirements
  • Create, own and drive forward a progressive data analytics roadmap that underpins IGD’s transition to a customer-centric, fully data and insight led organisation
  • Identify opportunities for appropriate tools and technology to implement, streamline or automate analytics processes

Analysis and Insight Creation

With access to 3+ years of online customer usage behaviour you will conduct data analysis to:

  • Create foundational segmentations and insight that enhance the organisations understanding of our audiences
  • Identify and embed key behavioural indicators of customer value, engagement and advocacy
  • Derive appropriate customer and company flags to better describe our audiences and their level of engagement with IGD
  • Analyse audience behaviour over time to quantify customer lifetime value, and understand key moments in the customer lifecycle such as propensity to churn and lapsing indicators
  • Ensure that data and insight are actionable via appropriate integrations with the CRM platform, in order to drive an improved customer experience across all touchpoints
  • Work with key stakeholders across Marcomms, CRM, Content and Product teams to ensure we are maximising the use of our data assets to inform existing product development and content strategy, and to drive targeting of audience-led customer communications

Customer Journey Measurement

  • Support the design and development of multi-channel customer journeys from a data and analytics perspective
  • Create and implement relevant metrics to track the performance of customer journeys and drive continuous improvement
  • Establish appropriate analytical methods for measuring the impact of long-term marketing campaigns on both customer and business objectives. Work with colleagues to translate methodology into standardised reporting

Capability and Process

  • Establish Quality Assurance processes for analytics, insight and reporting in order to develop a culture of excellence, that builds confidence and trust in the teams output
  • Support and coach skills development of the existing Insight team members in data analytics and insight development
  • Help drive a culture of curiosity, test and learn, and continuous improvement across the organisation

Knowledge, skills and behaviours

  • Programming languages: Python, R, SQL
  • Use of ML to build models
  • Power BI or associated data visualisation tools a benefit
  • Previous experience of implementing a Single Customer View or working with customer data within a data driven organisation
  • Experience of digital analytics and online usage behaviour. Ideally in news or content publishing environment
  • Knowledge of the consumer goods industry beneficial but not essential
  • Able to create actionable insights for internal stakeholders, with excellent problem-solving skills and a customer first mindset
  • Credible at Director and senior management level with strong influencing capability

Reporting Structure

  • This role reports directly to the Head of Customer Insights and Experience.
  • There is no direct line management at present, however this role will have responsibility for identifying skills gaps and increasing overall team capability in the area of data analytics.


We are operating a hybrid approach to working with a mix of home and office-based working. The exact nature of this can be agreed with the line Manager

About IGD

IGD (Institute of Grocery Distribution) is an organisation of two interconnected communities.

Our Trading company uses in-depth commercial understanding to uncover rich insights and data, leading to action that powers success. We reinvest our profit into delivering Social Impact, through the Charity, aimed at uniting and mobilising our industry around the most crucial issues affecting society and business.

We connect, collaborate and inspire, provoking and leading constructive debate that creates tangible impact. Together we are working to drive change that makes a tangible difference for Society, Business and the Individual.

Apply now