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Insights and Research Executive
4 months ago
Join our journey to create a new experience for the National Lottery and help us to power change for the greater good.
**About us**:
We are Allwyn UK, part of the Allwyn Entertainment Group - a multi-national lottery operator with a market-leading presence in Austria, the Czech Republic, Greece, Cyprus and Italy. We have been officially awarded the Fourth Licence (10 year licence) to operate the National Lottery starting February 2024.
We’ve developed ground-breaking technologies, built player protection frameworks, and have a proven track record of making lotteries better. Our aim is to create one of the UK’s most inclusive organisations - where people can bring the best of themselves, to do their best work, every day, for the benefit of good causes.
While the main contribution of the National Lottery to society is through the funds to good causes, at Allwyn we put our purpose and values at the heart of everything we do. Join us as we embark on a once-in-a-lifetime, largescale transformation journey to build a bigger, better, and safer National Lottery that delivers more money to good causes.
**Role Purpose**:
Sitting within the UK Consumer Insights team within our commercial function, this role will research and analyse Allwyn’s activities, providing best in class consumer insight to change our business, primarily on brand and communications.
**Team Description**:
The Consumer Insights team, drives holistic consumer-centric insight and foresight that will inform and shape the brand, category and commercial strategies that meet consumer needs, putting customer understanding at the heart of our business.
The brand and comms sub-team tracks performance of our brand, performance of marketing communications as well as supporting creative development through qualitative and quantitative consumer research. We aim to provide consumer understanding and influence informed business decisions. There will be an opportunity to get involved in other aspects of insight - such as product development, strategy and customer experience. Allwyn’s UK team is part of a global insight team, providing opportunities to work with and learn from across the group.
**Role Responsibilities**:
- To help and eventually, lead on campaign tracking and pre-testing within consumer insights.
- Build relationships with the marketing teams and ensure they understand how to optimise advertising to improve consumer engagement, improving marketing investment.
- To ensure the smooth running of Allwyn’s campaign tracking, determining testing schedules based on media laydown plans, making recommendations on what to test and optimal testing frequencies.
- To provide clear and actionable results and recommendations to internal stakeholders throughout the life of a campaign and by media channel through understanding performance, understanding and accounting for regulatory and advertising codes.
- To develop a database of creative benchmarks for performance of National Lottery and games creative.
- Present recommendations for creative optimisations to campaigns, to stakeholders, challenging existing practises and influence adoption of these optimisations.
- Understand best practice case studies and campaign tracking methods.
- Be the single point of contact and expert in campaign tracking methodology, producing process documentation, including compliance, as required.
- Manage research agency relationships and insight projects as required.
- Support the insights manager, on brand tracking activities. Co-ordinate delivery of stimulus from internal stakeholders and our advertising agency to our research partner and internal data from our marketing team and media agency to our research partner for analysis (for example spend and media laydowns).
- To work collaboratively with other Consumer Insight department to synthesise data and deliver compelling and actionable insights to the business. Specifically, to compile analysis on market trends - factors that might influence TNL performance in the short and longer term, inputting to insight and evaluation reports.
- Proactively providing data analysis and enquiries to understand our customers better, for example detailed analysis of customer groups or understanding what is driving change to metrics.
- To develop, manage and delivery PowerBI reporting to stakeholders. Department expert in Power BI, scoping tables/charts/dashboards as required to deliver output from our tracking as required.
- Project manage qualitative and quantitative research projects (primarily brand and communications) from briefing to presentation, selecting and managing research agencies in line with Allwyn’s relationship management, procurement and information security policies.
- To drive innovative ways of presenting and displaying the insights from our data.
- Integrate creative and brand performance metrics into econometrics (marketing optimisation team), triangulating data as appropriate.
- To ensure campaign t
