Marketing Data Analyst - Events Analytics

About the role

The Global Marketing Engines and Experiences (E&E) team within Microsoft delivers integrated marketing experiences by building, running, and innovating a globally scaled engine for connected customer journeys. The Marketing Analytics and Data Science team enables data-driven decision making through data products and insights that measure marketing performance, deepen customer understanding, and drive efficiency and ROI.

We seek a Marketing Data Analyst – Events Analytics who thrives at the intersection of events intelligence, demand generation analytics, and business impact. This role transforms complex event and multichannel data into strategic insights to optimize registration, maximize attendance, enhance post-event engagement, and accelerate pipeline. You will partner with innovative event marketers, demand generation teams, and product marketing leaders in a dynamic, data-rich environment supporting global-scale events for cloud-based business products.

Responsibilities

• Event Performance Analytics & Measurement
  • Build and maintain the end-to-end events analytics measurement framework for all Microsoft marketing events, including flagship global events (Ignite, Build, AI Tour), regional experiences, virtual events, hybrid formats, and industry conferences.
  • Design and implement comprehensive event performance dashboards tracking registration trends, attendance rates, no-show patterns, session engagement, attendee quality metrics (by segment, job title, industry), and post-event outcomes.
  • Establish standardized KPIs, benchmarks, and measurement methodologies for event success across different formats, scales, and business objectives.
  • Develop near-real-time reporting capabilities enabling event teams to monitor performance, identify at-risk metrics, and optimize during pre-event, live event, and post-event phases.
• Demand Generation & Channel Attribution
  • Build and optimize multichannel attribution models connecting demand generation activities—email campaigns, paid media, social promotions, blog content, seller outreach, influencer engagement—to event registrations, attendance, and pipeline outcomes.
  • Integrate and normalize data across Adobe Analytics, Marketo, Sprinklr, event registration systems (Stova, Cvent, proprietary platforms), email platforms, and paid media tools for a unified view of demand generation performance.
  • Analyze traffic channel effectiveness, conversion funnel performance, and audience journey patterns to identify high-quality registration and attendance drivers.
  • Develop channel ROI frameworks evaluating cost per registration, cost per attendee, cost per qualified lead, and customer lifetime value (CLTV) contribution by channel and campaign.
• Attendee Journey & Engagement Analytics
  • Design analytics frameworks to measure the full attendee lifecycle—from awareness and consideration through registration, pre-event engagement, live participation, session attendance, content consumption, networking, and post-event follow-up.
  • Track and analyze attendee engagement signals including session registrations, virtual booth visits, content downloads, Q&A participation, networking connections, survey responses, and post-event content engagement.
  • Identify patterns and segments in attendee behavior to inform personalization strategies, content recommendations, and targeted follow-up campaigns.
  • Collaborate with Customer Insights teams to connect event engagement data with broader customer behavior signals and predictive models.
• Analytics Development & Enablement
  • Design and implement scalable event reporting tools and self-service dashboards in Power BI for Event Marketing, Demand Generation, PMM, Brand, and regional marketing teams.
  • Collaborate with Data Services to ensure event registration, web analytics, marketing automation, and sales data are accurate, integrated, compliant, and ready for analytical use.
  • Apply statistical techniques (regression modeling, funnel analysis, cohort analysis, A/B testing, time-series forecasting) to assess campaign effectiveness, channel performance, and attendee behavior.
  • Develop experimentation frameworks for rigorous testing of event marketing tactics, channel strategies, and audience targeting.
• Other
  • Embody Microsoft’s culture and values of respect, integrity, and accountability to foster an inclusive work environment.

Qualifications

• Required
  • Master’s Degree in Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics, or related field
  • OR Bachelor’s Degree in Statistics, Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics, or related field AND 2+ years of experience in data analysis, data science, business intelligence, or business/financial analysis
  • OR equivalent experience.
• Preferred
  • Master’s Degree in related field AND 3+ years of experience in data analysis, data science, business intelligence, or business/financial analysis
  • OR Bachelor’s Degree in related field AND 5+ years of experience in data analysis, data science, business intelligence, or business/financial analysis
  • OR equivalent experience.
  • Experience in event analytics and demand generation measurement, including multichannel marketing impact on registrations, attendance, engagement, and pipeline.
  • Experience analyzing B2B marketing and event data from disparate sources: event registration platforms, web analytics, marketing automation, email platforms, paid media, CRM/sales systems.
  • Experience with marketing attribution methodologies: first-touch, last-touch, multi-touch, and data-driven attribution models.
  • Experience handling large datasets to reveal patterns, trends, and insights from attendee behavior, channel performance, and funnel conversion.
  • Proficiency in SQL and Excel; experience with Python or R for statistical analysis, and data visualization tools (Power BI, Tableau, Looker).
  • Experience with Adobe Analytics (or similar), Marketo (or similar marketing automation), and event registration systems.

Pay

The typical base pay range for this role across the U.S. is USD $86,100 – $169,800 per year. A different range applies to specific work locations: USD $113,300 – $187,400 per year in the San Francisco Bay area and New York City metropolitan area. Certain roles may be eligible for benefits and other compensation.