What is a Marketing Analytics Specialist at HERE Technologies?

At HERE Technologies, the Marketing Analytics Specialist plays a pivotal role in transforming complex location-based data into actionable marketing intelligence. As a global leader in mapping and location technology, our business relies on sophisticated B2B marketing strategies to reach partners in the automotive, logistics, and enterprise sectors. You are the engine behind these strategies, ensuring that every marketing dollar spent is backed by rigorous data analysis and contributes to our long-term growth.

This position is not just about reporting numbers; it is about storytelling through data. You will work at the intersection of marketing, sales operations, and product management to optimize the customer journey. By analyzing lead generation funnels, campaign attribution, and market trends, you provide the strategic insights that allow HERE Technologies to maintain its competitive edge in a rapidly evolving tech landscape.

Your work directly impacts our ability to scale. Whether you are identifying high-value segments for our navigation software or optimizing digital spend for our platform services, your influence is felt across the entire organization. You will be expected to navigate the complexity of a global tech firm while remaining focused on the core mission: using data to connect the world through location technology.

Common Interview Questions

The following questions are representative of what you may encounter during your interviews. They are designed to test your technical depth, your strategic thinking, and your alignment with our professional standards.

Technical and Data Questions

These questions test your ability to handle the "how" of the role. We want to see your technical workflow and your attention to data accuracy.

• How do you handle missing or "dirty" data when preparing a quarterly performance report?
• Walk me through the most complex SQL query you’ve written for a marketing project.
• Which visualization would you use to show the relationship between marketing spend and customer acquisition over time?
• How do you ensure that your tracking pixels and UTM parameters are consistent across multiple global regions?
• Describe your process for auditing a CRM to ensure lead source accuracy.

Marketing Strategy and Case Study

These questions evaluate your ability to apply data to business problems. We are looking for logic, structure, and impact.

• If our MQL-to-SQL conversion rate dropped by 15% this month, what are the first three things you would investigate?
• How would you measure the brand awareness impact of a non-digital marketing campaign, like a billboard or a physical event?
• (Case Study) Based on the provided dataset for a tech service, identify which customer segment has the highest churn risk and propose a re-engagement strategy.
• How do you balance short-term lead generation goals with long-term brand building in your reporting?
• Explain the difference between linear and time-decay attribution models and when you would use each.

Behavioral and Leadership

At HERE Technologies, we value collaboration and professional integrity. These questions help us understand how you work within a team.

• Tell me about a time you had to deliver "bad news" (e.g., a failed campaign) to a senior stakeholder. How did you handle it?
• Describe a situation where you had to work with a teammate who didn't understand the importance of data. How did you influence them?
• Give an example of a project where you took the initiative to improve a process without being asked.
• How do you stay updated on the latest trends in marketing technology and analytics?

Getting Ready for Your Interviews

Preparation for the Marketing Analytics Specialist role requires a balance of technical proficiency and business acumen. We look for candidates who can not only manipulate large datasets but also translate those findings into clear recommendations for stakeholders who may not have a technical background. Your goal during the interview process is to demonstrate that you are a data-driven problem solver who understands the nuances of the B2B tech market.

Marketing Domain Expertise – You must demonstrate a deep understanding of marketing frameworks, including multi-touch attribution, customer acquisition cost (CAC), and lifetime value (LTV). Interviewers evaluate how you apply these concepts to drive efficiency in marketing spend. Be ready to discuss how you have optimized campaigns in previous roles using specific metrics.

Analytical Problem Solving – We assess your ability to structure ambiguous problems and derive logical conclusions. This is often tested through case studies or scenario-based questions where you must identify the "why" behind the data. Strong performance involves breaking down a problem into its component parts and proposing a data-backed solution.

Technical Proficiency – While this is a marketing-oriented role, a solid foundation in data tools is essential. Interviewers will look for experience with SQL, data visualization tools like Tableau or PowerBI, and CRM platforms like Salesforce. You should be prepared to discuss your technical workflow and how you ensure data integrity across different systems.

Strategic Communication – At HERE Technologies, collaboration is key. You will be evaluated on your ability to present complex findings to diverse teams. Candidates who can simplify technical jargon into strategic insights and handle challenging questions with professionalism will stand out.

Interview Process Overview

The interview process at HERE Technologies is designed to be systematic and thorough, ensuring a strong alignment between your skills and our strategic needs. While the exact steps can vary slightly by region and seniority, the process typically spans several weeks and involves multiple touchpoints with both HR and the hiring team. We value transparency and professionalism, and we expect candidates to engage deeply with the material provided during each stage.

You will encounter a mix of behavioral assessments, technical deep dives, and practical exercises. The process is designed to test not only your current knowledge but also your potential to grow within our global ecosystem. We emphasize logical communication and a structured approach to problem-solving, reflecting the way we work internally.

The timeline above outlines the typical progression from initial contact to a final decision. You should use this to pace your preparation, focusing on your personal narrative in the early stages and shifting toward technical and case-study prep as you move into the departmental rounds. Note that some locations may include a group exercise or a specific take-home case study to evaluate your collaborative and analytical skills in real-time.

Deep Dive into Evaluation Areas

Marketing Frameworks and Attribution

This area is critical because it validates your ability to measure the success of our global marketing initiatives. At HERE Technologies, we deal with long B2B sales cycles, making attribution a complex but vital task. Interviewers will look for your ability to navigate these complexities and provide a clear picture of marketing's impact on the pipeline.

Be ready to go over:

• Attribution Models – The pros and cons of first-touch, last-touch, and multi-touch attribution in a B2B context.
• Funnel Analytics – How to track and optimize the transition from Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL).
• ROI Analysis – Calculating the effectiveness of different channels (e.g., events, digital ads, content marketing) and suggesting budget reallocations.

Example questions or scenarios:

• "How would you determine the ROI of a high-budget industry trade show versus a targeted LinkedIn ad campaign?"
• "Describe a time you identified a leak in the marketing funnel. What data did you use, and how did you fix it?"

Data Visualization and Reporting

We value the ability to turn "noise" into "insight." This evaluation area focuses on your technical skill in using visualization tools to influence decision-making. Strong performance is characterized by creating dashboards that are both aesthetically clean and functionally powerful for executive leadership.

Be ready to go over:

• Tool Proficiency – Your experience building automated reports in Tableau, PowerBI, or similar platforms.
• Data Storytelling – How you choose which KPIs to highlight based on the audience (e.g., CMO vs. Campaign Manager).
• Data Cleaning – Dealing with disparate data sources and ensuring consistency in reporting.

Advanced concepts (less common):

• Predictive modeling for lead scoring.
• Advanced SQL window functions for cohort analysis.
• Integration of third-party API data into centralized marketing dashboards.

Strategic Case Study

The case study is a cornerstone of our middle-to-late stage interviews. It allows us to see how you handle a business problem from start to finish. You might be asked to analyze a specific business case—sometimes involving other industries like streaming or automotive—to see how you apply your marketing analytics lens to a new problem.

Be ready to go over:

• Problem Identification – Quickly identifying the core challenge presented in the case.
• Methodology – Explaining the specific analytical steps you would take to reach a conclusion.
• Actionable Recommendations – Providing 2–3 clear, data-backed steps the company should take based on your analysis.

Example questions or scenarios:

• "Analyze this dataset for a subscription service and recommend a strategy to reduce churn among high-value users."
• "If you were given a limited budget to launch a new location-based API, which market segments would you prioritize and why?"

Key Responsibilities

As a Marketing Analytics Specialist, your day-to-day will involve a high degree of cross-functional collaboration. You will act as the primary data partner for the growth marketing team, helping them understand which strategies are yielding the best results. This involves regular meetings to review performance data and "sprints" to build or refine tracking mechanisms for new product launches.

You will be responsible for the end-to-end lifecycle of marketing data. This includes the initial setup of tracking parameters (UTMs), the integration of that data into our CRM and marketing automation tools, and the final output in the form of executive dashboards. You aren't just a passive observer; you are expected to proactively identify trends—such as a sudden drop in conversion rates in a specific region—and alert the relevant teams with a proposed solution.

Typical projects might include developing a global lead-scoring model to help sales prioritize their outreach or conducting a deep-dive analysis into the performance of our developer portal. You will also play a role in market intelligence, analyzing competitor movements and industry shifts to help steer our marketing messaging.

Role Requirements & Qualifications

To be competitive for this role at HERE Technologies, you need a blend of technical skills and a strategic mindset. We look for candidates who have experience in the SaaS or B2B technology space, as the sales cycles and buyer personas are unique to these industries.

• Technical Skills – Proficiency in SQL is highly preferred for data extraction. You must have advanced skills in Excel and significant experience with Tableau or PowerBI. Knowledge of Salesforce and marketing automation tools (like Marketo) is a major advantage.
• Experience Level – Typically, we look for 3–5 years of experience in marketing analytics, business intelligence, or a related field. Experience in a global or matrixed organization is beneficial.
• Soft Skills – You must be a strong communicator who can influence stakeholders without direct authority. Curiosity and a "test-and-learn" mindset are essential for success in our fast-paced environment.

Must-have skills:

• Strong analytical foundation and ability to interpret complex datasets.
• Experience with marketing attribution and funnel optimization.
• Proficiency in at least one major data visualization tool.

Nice-to-have skills:

• Knowledge of the automotive or navigation technology industry.
• Experience with Python or R for advanced statistical analysis.
• Understanding of GDPR and data privacy regulations in marketing.

Frequently Asked Questions

Q: How difficult is the interview process for this role? The process is considered rigorous and "average to difficult" depending on your experience level. We place a high emphasis on the case study and your ability to think logically under pressure, so thorough preparation is required.

Q: What is the typical timeline from the first interview to an offer? While we strive for efficiency, the process can take anywhere from 3 to 8 weeks. This allows us to ensure a thorough evaluation and gives you the chance to meet various members of our global team.

Q: Is there a specific "HERE Technologies" style I should adopt? We value professionalism, clarity, and data-backed confidence. Avoid being overly casual; instead, focus on being systematic and logical in your responses. Showing an interest in location technology and our specific industry challenges is always a plus.

Q: Does this role require knowledge of the automotive industry? While knowledge of navigation and automotive tech is a "bonus," it is not a requirement. We are more interested in your ability to apply marketing analytics principles to our B2B business model.

Other General Tips

• Understand the Product: Familiarize yourself with the HERE Location Platform. Knowing the difference between our map data, our APIs, and our specialized solutions for fleets will help you speak more effectively about our marketing challenges.
• Structure Your Answers: Use the STAR method (Situation, Task, Action, Result) for behavioral questions. For technical or strategy questions, clearly state your assumptions before providing your solution.
• The "Why" Matters: Don't just report that a metric moved; explain why you think it moved and what the business should do next. This transition from "analyst" to "advisor" is what we look for in top candidates.

• Prepare Your Own Questions: Have 3–5 thoughtful questions ready for your interviewers. Ask about the team's current data stack, their biggest measurement challenges, or how they define success for this role in the first six months.

Summary & Next Steps

The Marketing Analytics Specialist role at HERE Technologies is a unique opportunity to shape the marketing strategy of a company that is literally mapping the future. By combining your analytical rigor with a strategic marketing mindset, you will help us navigate the complexities of the global location technology market. The role offers a high degree of visibility and the chance to work on projects that have a tangible impact on our business growth.

To succeed in this process, focus your preparation on mastering your technical workflow, refining your data storytelling abilities, and practicing your approach to business case studies. Remember that we are looking for a partner who can help us make sense of our data and lead us toward more efficient, effective marketing.

The salary data reflects the competitive nature of this role within the tech industry. When interpreting these figures, consider your total compensation package, including performance bonuses and benefits, which are standard for global roles at HERE Technologies. We encourage you to use resources like Dataford to gain further insights into the interview patterns and culture that define our organization. Good luck with your preparation—we look forward to seeing how you can contribute to our team.