Direct Sales Analyst
The chief responsibility of the Manager or Senior Analyst will be to provide analytical support to the Direct to Consumer Sales and Marketing channel. This channel generates 7 million calls per year from prospects interested in getting Directv. We convert a small percent of those calls into sales and from sales we do have some that fall off that do not convert to subscribers. A small change in these conversion rates has a substantial impact on our business.
The analyst’s role is to lead actionable analysis that will improve the performance of these metrics, that will provide insights to understand trends in our business around these metrics, that will answer questions on the impact of offers, save tactics, seasonality, changes in call centers, changes in installer network etc. The analyst is also responsible for forecasting calls and sales volume across all Direct Sales sub channels in order to properly staff call center agents and installers.
This person will work closely with all key business owners in Direct Sales (Sr. Directors and Sr. Managers – 7 total), our Vice President and Sr. Director of Call Centers and various cross functional groups that manage the installer network to accomplish the goal to maximize conversions. The analyst will work collaboratively with their Supervisor to confirm the scope of their analyses and the specific analytic plans, and then they will be expected to be able to execute, follow-through and present their findings. The analyst must feel comfortable working with hands-on data in a very technical environment, extracting, manipulating, analyzing prospect and subscriber data involving customer valuation (e.g., life time value, active customer value), voluntary and involuntary churn propensity, and customer value segmentation. Partnering with their Manager, the analyst will be expected to build the outline/framework for the story they want to tell with their analysis: clear, easy to follow conclusions, implications informed by their findings from the analysis. The analyst will also provide ad hoc analysis as required in other subject matters.