Job Description
Overview:
The Director, Media Analytics and Insights will be central in driving analytic insights and strategic thinking for a specific Spark Foundry account. They will be the key contact for the client on media strategy/performance and will provide recommendations for both direct response and awareness/consideration campaigns. This position will be responsible for ensuring that data and continuous test and learn approaches are implemented and utilized to drive client’s media objectives.
This position requires strategic and tactical thinking with an eye for numbers, intellectual curiosity, proficiency at problem-solving, and an in-depth understanding of digital media and technology. The candidate must have a proven track record of data-rich analyses, be a team player, and be responsible in a client service environment.
Role Objectives:
- 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 to improve performance of both conversion-driving and awareness/consideration initiatives
- Use analysis to identify the key touchpoints/factors that drive business decision-making and make recommendations that will drive media strategy, creative, and site optimization
- Recommend and drive implementation and utilize multi-touchpoint attribution models as required
- Use 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
- Perform ongoing analysis to ensure 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
- Identification, assessment, and managing implementation of technologies relevant to the client’s business
- Act as the primary day-to-day contact on measurement system project development and execution; facilitate communication and define roles and responsibilities amongst all parties including internal, client, and third-party
Qualifications
- Minimum 8 years of experience in performing analytics in a 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 datasets to identify insightful relationships (data mining)
- Strong analytical skills with an 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
- Experience with cross-channel measurement and attribution
- Strong data science and analytics platform skills such as PowerBI, Tableau, Datorama, Python, Alteryx, etc.
- Knowledge of statistical software packages (e.g., SPSS, SAS)
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