Direct Mail Marketing Analytics Consultant

Responsibilities

• Build and maintain performance reporting by market, segment, and test cell.
• Deliver weekly performance readouts, including inflight diagnostics and variance analysis.
• Automate reporting wherever possible to improve speed, accuracy, and reliability.
• Support postmortems to identify trends, anomalies, optimization opportunities, and quantified impact.
• Support response, conversion, revenue, and ROI forecasting.
• Partner with DM Strategy and Commercial Finance on volume planning, budget allocation, and scenario modeling.
• Quantify expected impact of new targeting strategies, offers, creative, and market expansions.
• Refined forecasts using uptodate market data, seasonality, and channel response trends.
• Help design statistically valid tests (product, price, creative, audience splits, cadence, channel mix).
• Ensure appropriate sample sizes, unbiased test/control structures, and clearly defined KPIs.
• Deliver posttest analyses including lift calculations, confidence intervals, significance testing, and actionable recommendations.
• Manage the analytics workflow from targeting logic and segmentation through mail file creation.
• Develop the record-selection configuration document to ensure alignment with business intent, market strategy, and test design.
• Validate audience selections and ensure test integrity across markets, segments, model scores, and proportional splits.
• Provide rapid analytical support for last-minute targeting refinements or business rule updates.
• Ensure data accuracy across digital analytics platforms (e.g., GA4, FullStory).
• Troubleshoot tracking gaps, discrepancies, or data quality issues.
• Conduct cohort, segmentation, and attribution analyses.
• Build dashboards to track campaign performance, experiment results, and business outcomes.

Qualifications

• Strong analytical and quantitative skills with Excel and SQL - Key (Snowflake preferred).
• Experience with data visualization tools (Looker preferred).
• Working knowledge of digital marketing platforms such as GA4, Google Ads, and Meta Ads.
• Deep understanding of marketing performance measurement, including CLTV, CAC, ROI, marginal performance, incrementality lift, and attribution methodologies.
• Demonstrated knowledge of direct mail performance metrics, including cost per piece, response and conversion rate mechanics (gross vs. net), and cohort-based analytical approaches.
• Statistical literacy for experimental design and measurement (A/B, multivariate testing, significance testing).
• High attention to detail with a rigorous QA mindset and strong commitment to data accuracy.
• 10-15+ years of marketing analytics experience, specifically with Direct Mail Marketing on a B2C basis.