Responsibilities

• Performance Reporting
• Develop clear, concise campaign performance reports summarizing KPIs such as ROAS, attributed sales, brand attention, and engagement.
• Include diagnostics like spend pacing, frequency, and audience performance to inform decision-making.
• Optimization Support
• Identify underperforming segments and recommend budget reallocations toward high‑efficiency channels and audiences.
• Maintain an optimization log documenting changes, rationale, and expected impact.
• Closed‑Loop Attribution (fast, actionable)
• Operate daily/weekly attribution pipelines across paid, owned, and earned channels; enforce KDP’s attribution rule (verified exposure + verified sale = attributed sale) with fair‑share credit (no multi‑touch modeling).
• Harmonize verified exposures and purchases from partners (e.g., Circana; retailer sources Walmart, Kroger, Amazon, K.com; activation partners Fetch, Ibotta) to produce early indicators and in‑flight guidance.
• Publish bi‑weekly “so‑what” and next‑best actions for media and brand teams.
• Incrementality & Testing
• Assist in measuring incremental impact via test vs. control methodology; support test design (randomization, power checks, control integrity) and interpret results to validate strategies.
• Execute GeoLift (DMA/RMA) and Household/ID‑based lift tests; deliver standardized readouts (setup → findings → implications → recommended guardrails).
• Channel & Audience Analysis
• Monitor performance across digital, social, video/CTV/OLV, display, retail media, and search; unify onsite/offsite plus Amazon DSP for an unbiased view.
• Highlight top‑performing publishers, audiences, and creative formats; flag areas for improvement with clear caveats when structural crediting artifacts exist.
• Data Accuracy & Attribution
• Ensure integrity of attribution data from multiple sources; apply caveats when gaps occur.
• Collaborate with partners to resolve data mapping issues promptly; enforce taxonomy standards, lineage documentation, and QA checklists before leadership distribution.
• Statistical and Economic Analysis
• Perform basic statistical analysis to test correlations and project results from sample to population.
• Prepare clean, standardized inputs and KPI alignments for ROMI/MMM; reconcile inventory, spend, and outcome signals.
• - Note: merged with previous line for consistency.