Business Analyst

Business Analyst: Online Diagnostics

The Opportunity

We are seeking a highly motivated and analytical *Business Analyst* to join the CBOs core team. This pivotal role will provide critical, end-to-end analytical support across our Marketing campaigns, Online B2C conversion funnel, Inside Sales Call Centre, and Field Operations/Logistics.

You will be the central data expert, translating complex data into actionable strategies that drive patient acquisition, improve conversion rates, enhance operational efficiency, and ultimately maximise business profitability.

Key Responsibilities

1. Marketing Performance & Customer Acquisition Analytics

Campaign ROI Analysis: Track and analyze the performance of all marketing channels (Paid Search, Social, SEO, Email, Affiliates) focusing on Marketing ROI, Cost Per Acquisition (CPA/CAC), and Return on Ad Spend (ROAS).

Customer Lifetime Value (LTV): Develop models to calculate and segment Customer Lifetime Value and compare it against CAC to ensure sustainable growth.

Funnel Attribution: Work with Marketing and Tech teams to ensure accurate multi-touch attribution, identifying which channels drive the most valuable patients.

Web Analytics: Deep-dive into website and app traffic, bounce rate, and user behavior to identify blockages and opportunities at the top of the funnel.

2. Online B2C & Inside Sales Conversion Analytics*

• Conversion Funnel Optimization: Analyze the entire online patient journey from search to successful booking, focusing on conversion rate optimization (CRO) and cart abandonment.
• Call Centre Performance: Analyze Inside Sales metrics including Lead-to-Conversion Rate, Average Handle Time (AHT), Call Volume, Agent Utilization, and lead quality by source.
• Sales Strategy Analysis: Provide insights to optimize pricing, package promotions, and sales scripts based on conversion data.
• Forecasting: Assist in developing accurate demand and conversion forecasts for both digital self-service and inside sales channels.

3. Field Operations & Logistics Efficiency*

• Operational KPIs:* Analyze the efficiency of the phlebotomy and logistics network, tracking core operational metrics like *Turnaround Time (TAT) for collections, Phlebotomist Utilization Rate, and Cost Per Collection*.
• Service Quality:* Link operational metrics to patient experience (e.g., correlating late collections with lower Net Promoter Score/NPS).
• Resource Planning: Model and recommend optimal resource allocation (staffing and travel routes) to minimize costs while maintaining high service levels and meeting TAT targets.

4. Reporting, Dashboards, and Strategic Support*

• Design, build, and maintain *integrated dashboards* (using tools like Tableau/Power BI) that link marketing spend, sales conversions, and operational delivery in real-time.
• Provide quick, high-quality *ad-hoc analysis* to the CBO and leadership team to support immediate strategic decisions.

Qualifications & Skills*

Must-Haves

Experience:

3-5 years of experience in a Business Analyst, Data Analyst, or relevant analytical role, with significant exposure to *B2C, E-commerce, or Digital Marketing/Sales Analytics.

Technical Proficiency

Expert SQL skills for complex data extraction, cleaning, and manipulation.

High proficiency in data visualization and dashboarding tools Looker Studio.

Advanced Excel/Google Sheets modeling skills.

Analytical Aptitude:

Proven ability to break down complex business problems (e.g., "Why did our CAC increase?") into testable analytical hypotheses and provide clear, actionable recommendations.

Domain Knowledge:

Strong understanding of core digital metrics (CAC, LTV, ROAS) and Sales/Operations KPIs (AHT, Conversion Rates, TAT).

Nice-to-Haves

Prior experience in the Diagnostics or Healthcare industry.

Experience with Google Analytics (GA4), marketing automation platforms, or CRM systems (e.g., Salesforce).

Knowledge of statistical packages or programming languages (Python/R) for advanced analysis.