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B2B Campaign Performance & Attribution

Unlike consumer-facing marketing, B2B marketing in the professional services sector involves long sales cycles and multiple decision-makers. You must prove you understand how to track and measure influence across these complex journeys.

Be ready to go over:

• Attribution Modeling – The pros and cons of first-touch, last-touch, and multi-touch attribution in B2B.
• Lead Lifecycle Tracking – Measuring the transition of prospects from marketing-qualified leads (MQLs) to sales opportunities.
• ROI Calculation – Attributing revenue and bid wins directly back to specific marketing initiatives.
• Advanced concepts (less common) – Account-Based Marketing (ABM) analytics, integration of CRM data with marketing automation platforms, and predictive modeling for proposal win rates.

Example questions or scenarios:

• "How do you measure the ROI of a marketing campaign when the sales cycle takes twelve to eighteen months?"
• "What metrics would you look at to determine if our content marketing strategy is successfully engaging target clients?"

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On a day-to-day basis, a Marketing Analytics Specialist at Stantec is responsible for managing the lifecycle of marketing data and translating it into strategic action. You will spend your time querying databases, building dashboards, and presenting insights to various internal teams.

Your primary responsibilities will include:

• Developing and Maintaining Dashboards – Designing, updating, and optimizing corporate marketing dashboards in Power BI or Tableau to provide real-time visibility into campaign performance.
• Campaign Analysis and Optimization – Tracking the performance of digital marketing initiatives, email campaigns, and event sponsorships, and providing actionable recommendations to maximize ROI.
• Cross-Functional Collaboration – Working closely with IT, corporate communications, regional marketing leads, and business development teams to ensure data consistency and alignment.
• Market and Competitor Research – Conducting ad-hoc analyses on industry trends, competitor positioning, and client engagement patterns to support strategic planning.
• Data Governance and Quality Control – Ensuring the accuracy and integrity of marketing data across various platforms, including CRMs and marketing automation systems.

To be competitive for the Marketing Analytics Specialist position at Stantec, you must present a strong blend of technical expertise, analytical thinking, and professional communication skills.

• Must-Have Skills:

  • Proficiency in data visualization tools, specifically Power BI or Tableau.
  • Strong experience with B2B marketing analytics, web analytics (e.g., Google Analytics), and CRM platforms (such as Salesforce).
  • Advanced Excel skills, including pivot tables, VLOOKUPs, and complex formulas for data manipulation.
  • Excellent written and verbal communication skills, with a proven ability to present data to non-technical stakeholders.

• Nice-to-Have Skills:

  • Experience writing SQL queries to extract and manipulate data from relational databases.
  • Familiarity with marketing automation platforms like HubSpot, Marketo, or Pardot.
  • Prior experience working within the architecture, engineering, or construction (AEC) industry.
  • A degree in Marketing, Business Analytics, Statistics, or a related field.

Q: How difficult is the interview process for this role at Stantec? A: Candidates generally describe the interview process as average in difficulty. While the technical requirements are standard for analytics roles, the challenge often lies in the structured, competency-based nature of the interviews and the need to communicate effectively within a large corporate environment.

Q: What is the typical timeline from application to offer? A: The timeline can be quite long, often taking anywhere from 6 to 10 weeks. The process involves multiple rounds, scheduling across different stakeholder groups, and thorough background checks, so patience is key.

Q: Does Stantec offer hybrid or remote work options for this position? A: Yes, Stantec generally supports hybrid work arrangements, allowing employees to split their time between working from home and collaborating in one of their local offices. Exact policies depend on the specific team and location.

Q: Is there a technical test or assessment during the interview? A: Some regional teams include a writing assignment or a practical analytical case study as part of the second or third stage of the interview process. This is used to evaluate your written communication and data interpretation skills.

• Master the STAR Method: Because Stantec utilizes highly structured, competency-based interviews, you must structure your behavioral answers clearly. Clearly outline the Situation, Task, Action, and Result for every story you share.
• Understand the B2B Professional Services Model: Stantec does not sell consumer products. They sell highly specialized engineering, design, and environmental services. Tailor your answers to show you understand how marketing supports complex, relationship-driven B2B sales and multi-million-dollar proposals.
• Prepare for Structured Questioning: Do not be discouraged if the interviewers read from a list of questions and focus heavily on scoring your responses rather than having an organic conversation. This is part of their corporate HR compliance and evaluation process. Focus on delivering thorough, precise answers.
• Highlight Your Data Storytelling Skills: Technical skills are only half the battle. Emphasize your ability to act as a translator between raw data and creative marketing strategies, showing that you can influence business decisions through clear communication.

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The Marketing Analytics Specialist role at Stantec is an exceptional opportunity for analytical professionals who want to make a tangible impact on a global scale. By driving data-informed decisions, you will help shape the marketing strategies of a world-renowned firm that designs and builds critical infrastructure around the globe.

To stand out in this process, focus your preparation on mastering structured competency questions, refining your data storytelling capabilities, and showcasing your expertise in modern BI and B2B marketing tools. Approach your interviews with patience, professionalism, and a clear understanding of Stantec's professional services business model.

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The compensation data shown above reflects the typical salary range and structure for analytical professionals at this level within the professional services sector. When preparing for your offer discussions, consider how your specific technical skills, years of experience, and regional location align with this range. To explore further interview insights, practice questions, and peer reviews from real candidates, utilize the comprehensive resources available on Dataford. Good luck with your preparation—with a structured approach, you are well-positioned for success.