Develop an understanding of client marketing and business goals (e.g., Marketing Objective/Client Business Objectives (MOs/CBOs)). Design measurement strategies and define sophisticated Key Performance Indicators (KPIs) tailored to client maturity and eligibility.
Lead the execution of measurement studies including conversion lift, brand lift, and geo-based experiment. Ensure statistical significance (StatSig) on all uplift data.
Utilize investigative skills to model experimental results and triage them into media plan Return on Investment (ROI) analysis. Analyze attribute lift across channels to inform channel strategy and budget allocation.
Reconcile data sources (e.g., Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and Incrementality) to provide a unified narrative of media effectiveness, help clients navigate the shift toward third-party measurement.
Partner with in-market sales and product specialist teams to interpret measurement results for client leadership.
Minimum qualifications:
Bachelor's degree or equivalent practical experience.
5 years of experience in marketing analytics, return on investment analysis, and statistical modeling.
Experience in designing and executing incrementality studies and A/B testing frameworks.
Experience in managing external and internal stakeholder relationships and owning a portfolio of customers.
Preferred qualifications:
Experience in Media Mix Modeling (MMM), Incremenality and Multi-Touch Attribution (MTA) tools, with the ability to validate and integrate results from multiple measurement sources.
Experience in SQL, Python, or R for building data models and gathering insights from datasets.
Experience in defining measurement frameworks for mid-funnel and audience acquisition goals, and moving beyond traditional conversion tracking.
Knowledge of the technical trends around privacy-safe measurement, conversion analytics, and attribution best practices.
