携程Business Analysis Manager for Global Marketing/Operations(MJ035783)

任职要求

（必备条件）
1.      学历专业：本科及以上学历，统计学、数学、经济学、计算机、信息管理、大数据等相关专业优先；
2.      SQL能力：SQL功底扎实，可独立编写复杂多表关联、窗口函数、CTE语法，具备SQL语句性能优化能力；拥有Hive/Spark SQL、BigQuery、Redshift任意一类大数据查询实操经验；
3.      数理能力：数理统计基础扎实，熟练掌握假设检验、回归分析、置信区间、显著性检验、基础因果推断知识，可独立研判统计结果，规避样本偏差、归因错误等分析常见误区；
4.      建模工具：熟练使用Python数据分析生态工具，精通Pandas、NumPy数据处理，掌握Scikit-learn工具库，可独立完成分类、聚类、业务预测类基础建模工作；
5.      AI能力：具备AI数据分析提效落地经验，可使用AI辅助代码开发、数据复盘、业务报告产出，面试可清晰说明使用场景、落地效果；
6.      业务认知：熟悉互联网主流广告平台、联盟投放底层逻辑，精通CPC/CPA/ROAS、多渠道归因等广告投放核心概念，具备投放效果复盘、渠道优化实操经验；
7.      从业经验：3年及以上互联网数据分析全职经验，拥有OTA在线旅游、电商、SEM渠道专项分析经验者优先；
8.      语言能力：英语读写能力良好，无障碍阅读英文平台文档、技术文档，可对接跨境海外业务对接工作。
 
加分项
1.      具备深度SEM渠道商务合作、渠道比价、渠道增量分析专项经验；
2.      精通A/B Test全流程实验设计，掌握DID、PSM进阶因果推断方法，了解营销Mix
Modeling营销测算模型；
3.      具备数据仓库建模、ETL开发、Airflow调度等数据工程相关基础能力；
4.      有海外头部OTA平台、跨境旅游行业全职数据分析从业经验

Job Description
1.      Responsible for full-funnel data analysis across overseas OTA platforms and cross-border SEM advertising channels, deconstructing core metrics including CPC/CPA/ROAS, conversion attribution, and channel costs; produce daily/weekly/monthly performance analysis reports to identify ad spend inefficiencies and traffic anomalies;
2.      Leverage SQL/Hive/Spark SQL for business data extraction, multi-table join data cleansing, and complex data modeling; optimize query performance to improve big data retrieval efficiency; align business metrics with data warehouse teams;
3.      Apply mathematical statistics and machine learning tools to execute user segmentation, traffic clustering, conversion prediction, and channel value modeling; validate advertising strategy effectiveness through hypothesis testing, significance analysis, and causal inference to prevent analytical bias;
4.      Collaborate with performance marketing teams to optimize SEM bidding strategies, channel mix, and audience targeting based on data insights; implement channel optimization and budget reallocation plans to improve ROAS;
5.      Interface with overseas business teams to align on international advertising policies and platform data definitions; build channel analytics dashboards and document performance analysis methodologies;
6.      Participate in A/B experiment design and post-hoc analysis; support marketing model estimation and channel incremental value assessment to build industry-specific channel analytics data assets.

Requirements(Mandatory)
1.      Education: Bachelor's degree or above; preferred majors in Statistics, Mathematics, Economics, Computer Science, Information
Management, or Big Data;
2.      SQL Proficiency: Solid SQL foundation with ability to independently write complex multi-table joins, window functions, and CTE syntax; experience in SQL query performance optimization; hands-on experience with at least one big data query engine: Hive/Spark SQL, BigQuery, or Redshift;
3.      Statistical Foundation: Strong grounding in mathematical statistics; proficient in hypothesis testing, regression analysis, confidence intervals, significance testing, and basic causal inference; capable of independently evaluating statistical results and avoiding common pitfalls including sample bias and attribution errors;
4.      Modeling Tools: Proficient in Python data analytics ecosystem; expert in Pandas and NumPy data processing; familiar with Scikit-learn library; capable of independently completing classification, clustering, and business prediction modeling tasks;
5.      AI Competency: Demonstrated experience in applying AI to improve data analysis efficiency, including AI-assisted code development, data review, and business report generation; able to clearly articulate use cases and impact during interview;
6.      Business Acumen: Familiar with mainstream internet advertising platforms and affiliate marketing mechanics; deep understanding of core advertising concepts including CPC/CPA/ROAS and multi-channel attribution; hands-on experience in performance review and channel optimization;
7.      Professional Experience: 3+ years full-time data analytics experience in internet industry; candidates with OTA online travel, e-commerce, or SEM channel specialization preferred;
8.      Language Skills: Strong English reading and writing proficiency; capable of reading English platform and technical documentation without difficulty; able to interface with cross-border overseas business operations.

Preferred Qualifications
1.      In-depth experience in SEM channel business development, rate negotiation, and incremental value a…

工作职责

For Global Marketing:

1.      负责海外OTA平台、跨境SEM广告渠道全链路数据分析，拆解CPC/CPA/ROAS、转化归因、渠道成本等核心指标，输出日报/周报/月度投放分析报告，定位投放损耗、流量异常问题；
2.      依托SQL/Hive/Spark
SQL开展业务数据提取、多表关联数据清洗、复杂数据建模，优化查询语句，提升大数据取数效率，对接数仓完成业务口径对齐；
3.      运用数理统计、机器学习工具完成用户分层、流量聚类、转化预测、渠道价值建模，通过假设检验、显著性分析、因果分析验证投放策略有效性，规避数据分析偏差；
4.      联动投放运营，基于数据结论优化SEM投放策略、渠道配比、人群出价方案，落地渠道优化、预算调优方案，助力投放ROAS提升；
5.      对接海外业务团队，同步海外投放规则、平台数据口径，搭建渠道数据看板，沉淀投放分析方法论；
6.      参与业务A/B实验设计、效果复盘，配合完成营销模型测算、渠道增量价值评估，沉淀行业渠道分析数据资产。