iGaming Business - Issue 113 iGB-113_NovDec-print-p55-63-Salary-Survey-cover | Page 9

Feature ANALYTICS & DATA MARKETING DARYL KING Analytics’ technical skillset has increased substantially, even in the past two years. Software knowledge in analytics - cloud system softwares, SME, Amazon RedShift, AWS, Azure, Google big query – PowerBI, SQL, rPython. This requires two skillsets in one person, a developer inside an analyst, which you are not usually going to fi nd in a graduate, more in a developer looking to turn into an analyst. This can be an attractive route towards specialism as it’s often a higher-profi le role, not all computer-based and based on stakeholder management and cultivating c-suite relationships. So why the salary drop? Lots of technical analytics work is being moved away from London or other head offi ces to elsewhere in Europe, such as Bulgaria, Romania and Vienna, where the lower cost of living means can you can employ someone working at senior BI level for €45k as opposed to €65k. AI is where the big money is at – you can earn €150-200k as a graduate at Google or Microsoft. GARETH MULLEY Marketing in gambling is crucially important – it’s what differentiates your offer and helps attract and retain players. These departments are being asked to do more and more, but haven’t seen pay rises that refl ect this increased workload. Plus, tighter regulation creates compliance responsibilities which largely fall on marketing. Facing huge fi nes, errors can be made easily even by the most junior of executives, creating more pressure from compliance and legal departments. Marketing departments have some of the lowest career satisfaction rates, and perhaps this increased pressure and the requirement for specialism narrowing career paths have led to the general dissatisfaction. There’s little difference in salary rates between acquisition and retention roles, which are both equally valued, but there’s defi nitely split between ‘brand’ and ‘digital’, with results-driven digital roles paying more. We’re also seeing a trend to reorganise acquisition talent into teams of paid social (all social output) and biddable media (including programmatic). A crucial business choice is whether to build this in-house, which can be complex and lead to minimal returns, or outsource to often costly specialist agencies. Marketing departments also want to bring more skills in-house, in particular, the low-hanging fruits of SEO and content. Analysis, campaign testing multi- channel and multi-testing have become increasingly important in marketing, and candidates really need to show some mathematical ability in their CV. Avg. Bottom 10% Average Avg. Top 10% Executive £23k £33k £40k Mid/Manager £39k £57k £80.5k Senior £78k £97k £131.5k Level Level Executive Mid/Manager Senior Avg. Bottom 10% Average Avg. Top 10% £20.5k £29.5k £40k £28k £49.5k £80k £67.5k £101.5k £176k The data Based on 2,665 jobs in the periods July 2016-June 2017 and July 2017-June 2018. Jobs were categorised by level according to the following criteria. ‘Executive’ includes those in entry-level, junior and non-managerial roles; ‘Manager’ includes experienced, specialist and department leads; ‘Senior’ includes heads of department, management and leadership. Original salary currencies have been converted into GBP at the rate 1USD:0.75GBP; 1EUR:0.85GBP; 1AUD at 0.57; 1CAD at 0.59; HKD at 0.09; SEK at 0.085; SGD at 0.57. The headline job categories include the following positions: Analytics & data - business intelligence, customer insight, marketing analytics and data management; Compliance, legal & fraud - strategic and operational regulatory practice; Customer services - call and chat operators, live dealing and support; Design & tech - includes technical development, front and back end development, UX and digital design, game design and development; Marketing - strategy, campaigns, digital marketing, CRM, acquisition, retention affi liate and VIP; MD & C-suite - C-level executives including CEOs; Finance & operations - fi nance, business infrastructure, technical delivery, management and support roles; Product & project - product management and project management specialists; Sales & account management - B2B sales and business development professionals. iGamingBusiness | Issue 113 | November/December 2018 63