Marketing Data Analyst - Events Analytics

Overview The Global Marketing Engines and Experiences (E&E) team within Microsoft is responsible for delivering integrated marketing experiences for Microsoft by building, running, and innovating a globally scaled engine to deliver connected journeys that delight customers and create fans. The Marketing Analytics and Data Science team within E&E enables data-driven decision making by providing data products and insights that measure marketing's performance and impact, deepen understanding of customer behavior, and drive marketing efficiency and return on investment (ROI). We are looking for a Marketing Data Analyst - Events Analytics who thrives at the intersection of events intelligence, demand generation analytics, and business impact - someone who can transform complex event and multichannel data into strategic insights that drive registration optimization, attendance maximization, post-event engagement, and pipeline acceleration. Are you passionate about events analytics, demand generation measurement, and understanding the customer journey from awareness to conversion? Would you like to support events analytics initiatives in partnership with some of the world's most innovative event marketers, demand generation teams, and product marketing leaders? And all of that whilst working in the dynamic, customer-focused, and data-rich world of global-scale events supporting cloud-based business products? As a Marketing Data Analyst – Events Analytics in E&E, you will be a key analyst and hands-on contributor for events analytics across Microsoft's marketing ecosystem - from flagship events like Microsoft Ignite, Build, and AI Tour to regional roadshows, virtual experiences, and hybrid formats. You will help build and maintain the end-to-end measurement framework for event performance, attendee engagement, and post-event impact on pipeline and revenue. You'll connect event registration data with multichannel demand generation signals across various systems, email platforms, paid media systems, and event registration platforms to understand how integrated marketing campaigns drive registrations, attendance, and quality engagement. You'll design attribution frameworks that clarify which channels—email, social, paid media, owned content, seller engagement—are most effective at driving high-value attendee acquisition and conversion. You'll also build executive-ready events dashboards and automated insights that empower Event Marketing teams, Brand, Product Marketing Managers (PMM), Customer Insights (CI), and demand generation leaders to make faster, more informed decisions about event strategy, channel investment optimization, and audience targeting. This role requires both technical acumen in event analytics platforms and storytelling skills to make event data not just accessible but actionable across audiences ranging from event producers to senior marketing executives. We are seeking someone who is curious, comfortable with ambiguity, detail-oriented, and able to use rigorous analytical techniques to develop scalable, efficient, and effective event analytics products. You build on the successes of others, value cross-team collaboration with Event Marketing, Brand, PMM, CI, Demand Generation, and Sales Activation teams, and contribute to a diverse and inclusive workplace. Microsoft’s mission is to empower every person and every organization on the planet to achieve more. As employees we come together with a growth mindset, innovate to empower others, and collaborate to realize our shared goals. Each day we build on our values of respect, integrity, and accountability to create a culture of inclusion where everyone can thrive at work and beyond. In alignment with our Microsoft values, we are committed to cultivating an inclusive work environment for all employees to positively impact our culture every day.

Responsibilities Event Performance Analytics & Measurement

• Help 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 key performance indicators  (KPIs), benchmarks, and measurement methodologies for event success across different event formats, scales, and business objectives

• Develop near-real-time reporting capabilities that enable 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 that connect 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 to create a unified view of demand generation performance

• Analyze traffic channel effectiveness, conversion funnel performance, and audience journey patterns to identify which channels and tactics drive the highest quality registrations and attendance

• Develop channel ROI frameworks that evaluate 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 initial awareness and consideration through registration, pre-event engagement, live event participation, session attendance, content consumption, networking activity, 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 that democratize access to event performance insights across Event Marketing, Demand Generation, PMM, Brand, and regional marketing teams

• Collaborate with Data Services to ensure event registration data, web analytics data, marketing automation data, and sales data are accurate, integrated, compliant, and ready for analytical use

• Apply statistical and analytical techniques (e.g., regression modeling, funnel analysis, cohort analysis, A/B testing, time-series forecasting) to assess campaign effectiveness, channel performance, and attendee behavior patterns

• Develop experimentation frameworks to enable rigorous testing of event marketing tactics, channel strategies, and audience targeting approaches

Other

• Embody our Culture and Values

Qualifications Required/minimum qualifications

• 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 experience in data analysis and reporting, data science, business intelligence, or business and financial analysis

• OR equivalent experience.

Additional or preferred qualifications

• Master's Degree in Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics or related field AND 3+ years experience in data analysis and reporting, data science, business intelligence, or business and financial analysis

• OR Bachelor's Degree in Statistics, Mathematics, Analytics, Data Science, Engineering, Computer Science, Business, Economics or related field AND 5+ years experience in data analysis and reporting, data science, business intelligence, or business and financial analysis

• OR equivalent experience.

• Experience in event analytics and demand generation measurement with experience measuring multichannel marketing impact on registrations, attendance, engagement, and pipeline outcomes

• Experience analyzing business to business (B2B) marketing and event data from multiple disparate sources including event registration platforms, web analytics systems, marketing automation tools, email platforms, paid media systems, and customer relationship management (CRM)/sales systems

• Experience with marketing attribution methodologies including 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 data

• Experience with  SQL and Excel.

• Experienced with Python or R for statistical analysis, and data visualization tools such as Power BI, Tableau, or Looker

• Experience with Adobe Analytics (or similar web analytics platforms), Marketo (or similar marketing automation platforms), and event registration systems

Data Analytics IC3 - The typical base pay range for this role across the U.S. is USD $86,100 - $169,800 per year. There is a different range applicable to specific work locations, within the San Francisco Bay area and New York City metropolitan area, and the base pay range for this role in those locations is USD $113,300 - $187,400 per year.

Certain roles may be eligible for benefits and other compensation. Find additional benefits and pay information here: https://careers.microsoft.com/us/en/us-corporate-pay

This position will be open for a minimum of 5 days, with applications accepted on an ongoing basis until the position is filled.

Microsoft is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to age, ancestry, citizenship, color, family or medical care leave, gender identity or expression, genetic information, immigration status, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran or military status, race, ethnicity, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable local laws, regulations and ordinances. If you need assistance with religious accommodations and/or a reasonable accommodation due to a disability during the application process, read more about requesting accommodations.