Job Description

BUSINESS IMPACT STATEMENT The Senior Analyst of Marketing Analytics and Media Measurement will provide on-going, end-to-end analytical support to drive business-critical decisions within our working media budget. This role will work with MMM & MTA models to provide both strategic and tactical support and data-driven recommendations. The Senior Analyst will play a key leadership role in delivering complex ad-hoc analytics projects to tie media performance to customer behavior.

ACCOUNTABILITIES

MEDIA ANALYTICS & INSIGHTS

* Develop insights and strategic implications based on media mix modeling & multi-touch attribution models to address media effectiveness and ROI
* Owns complex ad hoc requests surrounding digital & media analytics, defining end-to-end analysis approach while delivering actionable insights to business stakeholders
* Provide ongoing analytical support for multiple media channels, with a heavy focus on digital
* Educate and empower media teams to leverage MMM & MTA for campaign level reporting and optimizations
* Lead cross channel media efficiency analysis, simulation & optimizations to drive recommendations for budget allocation as well as forecasting impacts of redistribution of marketing investments
* Partner with BI teams to help lead the development of interactive dashboards for Media teams and other internal and external partners
* Manipulate data to determine results and develop data visualizations into relevant conclusions

QUALITY AND DATA INTEGRITY

* Lead media data quality initiatives and responsible for on-going success
* Subject matter expert on the structure and location of various data sources to be utilized for complex analysis
* Ensure all data is fully integrated into internal systems and accurate
* Liaison with IT to problem solve data issues
* Creates processes around integrity checks

VENDOR RELATIONS & AGENCY COLLABORATIONS

* Assist in MMM & MTA engagement
* Partner with Media agency and liaison pass through to MMM & MTA vendor
* Lead and enhance data collection & validation process

PRESENTATION AND KNOWLEDGE SHARING

* Present completed analyses to cross functional partners and provide guidance to ensure understanding of insight implications
* Consistently Follow Up with partners to drive forward decisions derived from analyses

QUALIFICATIONS

REQUIRED

* Bachelors Degree in a quantitative field such as statistics, economics, or mathematics
* 4+ years of experience in marketing analytics
* Extensive knowledge of digital ecosystem (ie. ad serving platforms, DSPs, DPMs, attribution, tagging)
* Strong analytical skills; develop actionable recommendations using analytical, statistical modeling techniques
* Ability to write SQL or experience in open source programming languages
* Experience developing dashboards through visualization tools
* Expert knowledge of Media Mix Modeling and proven track record in digital analytics & attribution
* Familiarity with Digital Analytics Platforms such as including Adobe Analytics, Google Analytics

PREFERRED

* Google Cloud Platform experience
* Tableau experience
* Masters Degree or equivalent
* R/Python/SAS programming skills