Marketing Data Analyst

Odawa Casino Resort

Job Description

Job Title:Marketing Data Analyst

Reports To:Director of Marketing

Department:Marketing

Location:Petoskey, MI (Not Remote)

Status:Exempt

Payroll Code:MDA

Creation Date:06/19/2025

Revision Date:11/12/2026

Job Summary: The Marketing Data Analyst is a vital individual contributor responsible for complex behavioral data from across the enterprise effectiveness into reports, segments, and insights that improve player engagement and marketing strategy at Odawa Casino.

Working with source systems such as Konami Synkros (gaming), Agilysys Infogen (POS) & Visual One (hotel), eTicket (entertainment), and Oracle BI (reporting), alongside the Aristocrat Gaming analytics platform, this analyst builds custom reports and dashboards, designs and evaluates marketing tests, drives segmentation strategies, and validates and extends predictive scores for churn, reactivation, and lifetime value. The ideal candidate combines strong SQL and reporting expertise with a passion for discovering data-driven opportunities to improve guest experience and marketing ROI. This position works cross-functionally and regularly presents actionable insights to leadership.

Location: On site at our Petoskey MI location - not a remote position.

Primary Duties and Responsibilities:

• Custom Reporting & Data Extraction: Builds custom reports, analyses, and data extracts across gaming, hotel, F&B, and entertainment systems that go beyond the standard capabilities of the Aristocrat Gaming analytics platform. Response to ad hoc requests from Marketing, CRM, Player Development, and leadership.
• Data Integration & Guest Journey Mapping: Integrates and interprets data across systems (Konami, Infogen, V1, Oracle BI, and eTicket) and the analytics platform to build a unified, 360° view of the guest journey.
• Campaign Effectiveness & Test Design: Designs and evaluates A/B testing, test/control, and pre/post campaign analyses to assess marketing impact, measure true incremental lift, and optimize performance metrics.
• Player Behavior & Segmentation Analysis: Analyzes behavioral data across gaming, hotel, F&B, and entertainment to create actionable audience segments and trip pattern analyses that inform campaign strategies.
• Gaming Analytics: manages the Aristocrat Gaming analytics platform and makes sure Odawa Casino gets the most value from it. Uses the platform to speed up routine reporting and analysis, reconciles its output with source systems, and works with the vendor and IT to resolve data issues and request enhancements.
• Predictive Analytics: Develops and deploys predictive models to support churn reduction, reactivation campaigns, lifetime value scoring, and personalized marketing offers, using the Gaming Analytics platform to speed up and improve the analysis.
• Dashboards & Visualization: Creates, maintains, and extends dashboards, scorecards, and recurring reports to monitor KPIs, predictive scores, and benchmark progress. Automates routine reporting where possible and visualizes complex data for non-technical audiences.
• CRM & Player Development Partnership: Collaborates with CRM and Player Development teams to transform insights into targeted guest engagement tactics and measurable improvements in retention and loyalty.
• Cross-Department Collaboration: Engages with departments to define business challenges, present analytical solutions, and support data-driven decision-making across marketing and operations.
• Marketing Metrics & Data Storytelling: Serves as a subject matter expert in casino marketing analytics, and data storytelling. Translates findings into strategic recommendations.
• Opportunity Identification & Continuous Improvement: Proactively identifies trends, anomalies, and strategic opportunities to improve marketing ROI and enhance guest lifecycle management.

System Access: Aristocrat Gaming analytics platform, Konami Synkros, Agilysys Infogen (POS), eTicket, Visual One, and Oracle BP1

Upholds Odawa Casino Mission statement in all aspects of position:

Mission:

Bringing you the THRILL of the win and the FUN of the game, served with a side of real-deal HOSPITALITY.

Values

We create a culture that provides:

1. Create the THRILL
2. Lead with FUN
3. Serve with Real-Deal HOSPITALITY
4. One Team, One Experience
5. Own the Moment
6. Do What’s Right – Always
7. Level Up Every Day

Minimum Qualifications and Skills:

• Bachelor's degree in Marketing Analytics, Statistics, Economics, Business Intelligence, or a related field.
• Four (4+) years’ experience in marketing analytics, reporting, or customer insights, preferably in gaming or hospitality environments.
• Advanced SQL proficiency for querying and manipulating large datasets across multiple source systems.
• Strong understanding of marketing KPIs, lift analysis, test/control methodology, and segmentation techniques.
• Experience developing custom reports, dashboards, and automation for routine performance tracking.
• Familiarity with data visualization and dashboarding tools.
• Proficiency in statistical modeling and predictive analytics using analytics or statistical software.
• Strong Excel skills (pivot tables, advanced formulas).
• Ability to extract, analyze, and interpret complex datasets with a high level of attention to detail.
• Excellent written and verbal communication skills, with an ability to clearly articulate findings and implications to business partners.
• Comfortable working cross-functionally in a fast-paced, data-rich environment.
• Strong organizational and project management skills, with the ability to prioritize multiple projects.
• Must be flexible with shifts and days off.
• Exposure to loud and continual noise levels and a smoke-filled environment.
• You may be required to pass a skills assessment test to determine if you meet the minimum qualifications of the position.
• Must be able to obtain a gaming license in accordance with the regulations established by the LTBB Gaming Regulatory Commission and be able to serve in the position under any other applicable law.

Preferred Qualifications

• Experience with a casino management or gaming analytics platform, such as Aristocrat’s.
• Experience working with or integrating data from casino-relevant systems such as Konami Synkros, Agilysys Infogen, V1, eTicket, and Oracle BI.
• Experience building predictive models, such as churn, lifetime value, or reactivation propensity
• Experience in casino marketing, loyalty analytics, or player development analysis.
• Familiarity with gaming performance metrics and customer lifecycle marketing.
• A continuous improvement mindset with a curiosity for guest behavior trends and optimization strategies.

Preference: Applies to Native Americans in accordance with applicable tribal law.