Director, Analytics

Responsibilities

• Utilize data to drive media performance by informing media plans and optimization strategies. Implement a data driven media planning and optimization infrastructure
• Utilize all relevant data and technology to drive test & learn agenda in order to improve performance of both conversion driving and awareness/consideration initiatives
• Uses analysis to identify the key touch points/factors that drive business decision making, and make recommendations that will drive media strategy, creative and site optimization
• Recommend and drive implementation and utilize a multi-touchpoint attribution models as required
• Uses knowledge of advertising and digital media to deliver client-specific analyses including: campaign performance projections and analysis, customer segmentation and profiling, retention analysis, lifetime value analysis, and competitive market research
• Performs ongoing analysis to ensure the timely adjustment/optimization of campaigns to maximize performance
• Identify key measures, approaches and methodologies to track digital and offline marketing campaign success against clients’ business objectives – develop test design including hypothesis development, cell design and sample size calculation as required
• Design and manage measurement systems for data capture and reporting
• Build a body of knowledge on media, technology and strategy performance with the objective of informing future media decisions on schedules, budgets, partners and strategies
• Identification, assessment, and managing implementation of data sources and tracking solutions

Requirements

• Minimum 8 years of experience in performing analytics in marketing sciences capacity at a media agency, market research, or consulting company, or in-house at a brand. Experience with B2C and/or B2B digital campaign measurement and optimization
• Knowledge of syndicated media research & systems (e.g. Nielsen, comScore, GWI)
• Experience with linear and digital performance measurement data (e.g. ad servers, DSPs, search engines, web analytics, etc.)
• Experience in the analysis of large data sets to identify insightful relationships (data mining)
• Strong analytical skills with understanding of statistical techniques: hypothesis development, designing tests/experiments, analyzing data, drawing conclusions, and developing actionable recommendations
• Experience with statistical analysis software products, research design, and a track record of implementing data and analytics driven solutions that impacted the bottom line
• Demonstrated ability to develop relationships with business leaders and develop research programs to support business goals in a changing media landscape
• Knowledge of visual techniques for data analysis and presentation development
• Strong ability to tell a story with data in a rigorous and compelling, yet simple and direct manner
• Ability to become a trusted advisor to clients and colleagues