Marketing Analyst – Air India Express

Opportunity Overview

Marketing Analytics & Digital Funnel Workflow

The Marketing Analyst at Air India Express operates at the intersection of web analytics, performance marketing, and customer lifecycle management to drive airline bookings and ancillary revenue:

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│ 1. Data Ingestion & GA4 Event Tracking   │ ➔ Monitor web/app tagging, booking funnel events, and traffic sources in GA4
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│ 2. Advanced SQL & Data Warehouse ETL     │ ➔ Write optimized SQL (CTEs, window functions) to extract CRM, paid media, & booking data
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│ 3. BI Dashboarding & Funnel Analysis     │ ➔ Construct dynamic dashboards in Tableau/Power BI tracking CAC, LTV, & campaign ROI
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│ 4. Cross-Functional Optimization Delivery │ ➔ Partner with CRM, eCommerce, & Tech teams for audience targeting & A/B testing
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Key Responsibilities

• Marketing & Campaign Analytics: Build, maintain, and automate cross-channel marketing dashboards (paid media, organic, CRM, loyalty) to evaluate campaign ROI, reach, and conversion rates.

• GA4 & Digital Web Analytics: Audit user journeys and booking funnels on the AIX app and website, configure GA4 custom explorations/audiences, and measure A/B tests.

• Customer Segmentation & Loyalty: Profile high-value traveler cohorts, track earn/burn loyalty metrics, and build audience targeting rules for lifecycle campaigns.

• SQL Pipeline Optimization: Write and optimize complex SQL queries to query data warehouses, ensuring data accuracy across all corporate marketing reports.

• Cross-Functional Collaboration: Serve as the primary analytical partner for eCommerce, Revenue Management, Finance, and MarTech vendors.

Qualification Matrix & Technical Skill Stack

Core Requirements

Key Performance Indicators (KPIs) & Interview Prep

Key Evaluation Areas

1. Reporting Timeliness & Quality: Dashboard uptime, automated self-serve reporting adoption, and query error reduction.

2. Campaign Impact: Percentage of analytical recommendations adopted into paid media optimizations to improve conversion rates.

3. GA4 Coverage: Accuracy of booking funnel event tracking and data hygiene across website and mobile platforms.

Key Focus Areas for Interview Preparation

1. Aviation Funnel Metrics: Be ready to analyze metrics like Conversion Rate, Search-to-Book Ratio, Customer Acquisition Cost (CAC), Ancillary Revenue per Passenger, and Loyalty Earn/Burn Rates.

2. GA4 Implementation & Funnel Scenarios: Practice explaining how to debug drop-offs in a multi-step booking funnel and set up custom event parameters in GA4.

3. SQL Analytics Coding: Practice writing complex SQL queries using window functions (SUM() OVER, ROW_NUMBER()) to calculate user retention and repeat booking frequencies.