Insights Officer

Insight Officer

What you’ll do…

You will use a range of methodologies and tools to gather insights about audience/user behaviour, participation and expectations and communicate those insights effectively to inform our work across Amgueddfa Cymru. You will work closely with the Digital Analyst to provide a full picture to colleagues across the organisation.

What you’ll achieve…

• The generation of appropriate and useful data related to our physical audiences and users. This will include visitors and use of our activities and programmes at our museums and within community settings.
• Valuable insight through the analysis of all relevant data available to us.
• Effective analysis and audience/user research to widen engagement and better understand the needs of current non-users.
• Good understanding of visitor patterns which will enable the meaningful delivery of actions associated with Amgueddfa Cymru’s 10-Year Strategy.
• Detailed visitor and user insight to inform our public programmes, visitor experience, commercial offer and marketing and communications activity ensuring they are focused on the needs of audiences/users.  

How you’ll achieve this…

• Appropriate methodologies to collect data so that we continue to learn and improve. This includes: working with an external agency; developing internal effective data-capture processes; providing qualitative, quantitative and desk-based research.
• Intelligence and insight around current and potential user behaviours, motivations and from a commercial perspective, spending patterns.
• Intelligence and insight around current and potential users of our public programmes, including learning, events and exhibitions.
• The effective commissioning of external audience analysis and research.
• A clear understanding of market trends and how we better engage with non-users.
• Knowledge of the effectiveness of brand positioning, key messages, marketing and commercial activity to drive and support campaigns.
• Actionable insight, needed to design and implement successful marketing and communications campaigns and build deeper relationships with our users. 
• Effective processing and reporting of visiting/attendance data gathered initially through Booking systems, Eventbrite, Doopoll and other digital platforms such as Trip Advisor, and then through the new Customer Relationship Management System.
• Recommendations on strategies and evaluation for campaigns and engagement with our users/audiences.
• Provision of training on data insight and analysis for staff to help them achieve Amgueddfa Cymru's 10-year strategy goals.

How you’ll support Amgueddfa Cymru’s corporate objectives…

1. To participate actively in supporting the principles and practice of equality of opportunity as laid down in Amgueddfa Cymru’s Equality & Diversity Policy.
2. To support the department’s compliance with Amgueddfa Cymru’s policies on Sustainability and the Welsh language.
3. To take reasonable care for the health and safety of yourself and other persons who may be affected by your acts or omissions and to comply with all health and safety legislation as appropriate.
4. As a term of your employment you may be required to undertake such other duties and/or times of work as may reasonably be required of you, commensurate with your grade or general level of responsibility within the organization.

 

We’re looking for people who…

• Have excellent interpersonal skills with the ability to foster constructive working relationships at a senior level and to build networks of influence.
• Are focused on audience/user needs.
• Can travel to other sites and can commit to some evening and weekend working.
• Are passionate and excited about the work of Amgueddfa Cymru.
• Have the attitudes and behaviour that are aligned with our values (collaboration, inclusion, creativity, integrity and responsibility).

The knowledge and qualifications you’ll need…

• Proven track record and examples of creating actionable insight which have driven business change and development.
• A strong understanding of research and analysis methodologies.
• Knowledge of goal setting and conversion tracking for campaigns and projects.

 

 

The experience you’ll need…

• Demonstrable experience of past work in audience/user research.
• Experience with methods of qualitative and quantitative audience/user research.
• Experience of using and extracting data from content management systems, email marketing platforms, Eventbrite.
• Experience of successfully delivering commissioned contracts for audience/user research and insights.

The skills you’ll need…

• Ability to present and report data to a variety of audiences and communicate effectively with all stakeholders.
• The interpersonal skills that allows you to quickly develop relationships at all levels, with the confidence to enquire and be approachable to others.
• Good analytical, statistical and interpretation skills.
• The ability to write, speak and understand Welsh and English. We would require *intermediate level Welsh as a minimum.

What we care about….  

 

We encourage all of our staff to demonstrate our organizational values in their day-to-day role. The successful candidate will need to demonstrate how they live these values in their current work and life.

 

 

Creativity

• We inspire creativity through our museums, collections and the skills of our staff and volunteers.

 

 

Responsibility

• We are responsible towards each other, our visitors, the environment and the Welsh language, caring for each other’s well-being as well as the national collections.

 

 

Integrity

• We act with integrity at all times, maintaining professional standards by being honest and trustworthy.

Inclusion

• Our museums are inclusive, and we respect the diversity of both our staff and visitors.

 

 

Collaboration

• We work collaboratively, with each other, with communities and with local, national and international partners.

Terms & Conditions…

                  

 

Starting salary

Grade E £27,474.75- £33,618.54 per annum

Appointment will normally be to the minimum of the salary scale for this grade.

Contract length

Permanent post

Contract hours

35 hours per week

Annual Leave

27 days on appointment, rising to 32 days after 5 years service, plus one privilege day at Christmas and 8 bank holidays (for full time staff).  Pro rata for part-time staff.

Probation

The post is subject to a probationary period of 6 months.

All new appointments are subject to the receipt of satisfactory references,

 

medical report and criminal conviction vetting clearance plus proof of

 

eligibility to work in the UK.