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
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