Description
VisitScotland is Scotland’s National Tourism Organisation, and we’re proud to promote the wealth of incredible features our country has to offer. Our aim is to benefit Scotland by growing its tourism industry and giving it a renowned presence in the global marketplace.
WHAT DOES THE TEAM DO?
The Insight Department purpose is to maximise the visitor economy by informing and guiding the development of robust, forward-looking and measurable strategies.
The Department carries out research on markets, consumers and the tourism industry; trends analysis and forecasting; measurement and evaluation of VisitScotland’s online and offline activities; and economic impact assessments. We manage, analyse and utilise several large datasets, including but not limited to CRM, digital analytics data and the national tourism statistics for Scotland.
In addition to their specialist area of work, all members of the Insight department have the responsibility to maintain and share an up to date awareness of the latest developments and best practice in their fields, and to pro-actively engage with colleagues and stakeholders so they can benefit from our knowledge and expertise.
This position is part of our Consumer Data team who collect and analyse data gathered from many sources, to provide guidance for the development of plans and strategies. In particular, the team is responsible for collecting, managing, analysing and interpreting data on current and potential visitors and their interactions with VisitScotland, through our consumer CRM, digital analytics and social listening activities. The knowledge resulting from our analysis is shared internally and to partner organisations using a range of channels such as visitscotland.org or Tourism Observatory thereby helping to ensure effective activities and to drive industry growth.
BACKGROUND TO THE ROLE
The support that the Insight Department provides through its data analysis activities are becoming increasingly important, as data is central to many strategies and plans, both within VisitScotland and amongst partners and the tourism industry. We are continually developing both our data and our tools and techniques, reflecting best practice and the fast rate of change within the data sphere.
We are seen as experts in our field and therefore the team must use their skills and knowledge to deliver excellent work which maintains and grows that reputation. The Data Analyst has a key role to play in this, ensuring that their robust analysis and rich insights and recommendations are delivered in a way which helps to develop effective strategies and activities.
WHAT IS THE JOB?
Data Analysis
1. To carry out deep-dive data analysis projects to meet the needs of colleagues and others. These projects will cover all areas of the Insight Department’s activities such as Tourism Observatory, Consumer CRM, Research or Trends where internal, external as well as open data is used.
2. To develop and maintain regular analysis reporting to provide colleagues with clear and timely measurement of their activities, including recommendations for improvement, for future planning
3. Using their understanding of VisitScotland’s requirements and the needs of the tourism industry, the Analyst will identify new data sources and devise new analyses to meet these needs. This may involve the use of internal, third-party and open-source data.
4. To work closely with the Data Science team to identify correct data to use for analytical projects
5. To ensure that data collection, management and use is effective and in compliance with data protection legislation.
Delivering Actionable Insight
6. The Analyst must ensure that their work delivers rich insight and actionable recommendations which are understood and implemented. Therefore, they will identify the best way to communicate these for each audience and purpose. This will involve the design of data visualisations, interactive dashboards and analysis reports and presentations.
7. The Analyst will look for opportunities to provide light-touch training when required to help others make optimum use of our data and analysis – this will be both on a 1-2-1 basis and in informal coaching sessions
Collaborative working
8. To identify and exploit opportunities to work as a team on insight generation with colleagues both within and outside the Insight Department and enthusiastically and pro-actively contribute the work of the team.
9. To ensure that their analysis is relevant, understood and easily applied the Data Analyst must develop strong and effectively working relationships with colleagues across VisitScotland.
Contract Type: Permanent
Salary: Grade E, (£30,857 - 34,380)
Last Date for Submissions: 30 May 2023
This role can be based out of any VisitScotland office location across Scotland. VisitScotland operates a hybrid working culture, partially office and partially home based
With family-friendly and flexible working policies, we offer an impressive range of benefits and professional development. We are an equal opportunities employer, and value diversity in all its forms.