Senior Analyst

About the role

The Senior Analyst will support the Streaming marketing team by running experiments, measuring results, and improving paid media and owned & operated (O&O) channels through the use of models. The role involves turning data into clear insights and recommendations, designing and measuring lift and incrementality tests, conducting detailed analyses on media performance, translating predictive and targeting models into actionable strategies, defining and implementing measurement frameworks, analyzing marketing and attribution data, optimizing budget allocation, providing recommendations for different channels and partners, and supporting ad hoc analysis.

Responsibilities

• Foster data-informed decision making throughout the Streaming marketing organization.
• Design, implement, and measure incrementality and lift tests comparing targeting based on models with strategies that optimize natively on the platform.
• Conduct detailed analyses on media performance, identifying where model-driven optimization performs better than baseline buying strategies and measuring the additional impact.
• Translate predictive and targeting models into actionable strategies for Digital O&O Promo placements.
• Define and implement measurement frameworks connecting promo involvement to results, including content starts, session depth, retention, and reducing churn.
• Analyze marketing and attribution data to measure the return on marketing investments, optimize budget allocation, and provide recommendations for different channels and partners. Use analyses across platforms, experimentation, and outputs from media mix models.
• Identify and explain the limits of personalization and targeting strategies, knowing when these strategies stop being effective, and use this knowledge to enhance models and update promotional strategies.
• Partner closely with internal data science teams and external partners to enhance and increase relevance and actionability of results across various media channels.
• Collaborate with team members to ensure dimensions and metrics in data pipelines are compliant with business workflows powering marketing reporting.
• Support development of auditing tools to check for anomalies and irregularities in data sets; leverage SQL and Google Cloud Service suite features to escalate data inconsistencies.
• Build and refine data workflows for Streaming marketing data to ensure consistent data integrity.
• Improve and strengthen marketing data pipelines in partnership with data engineering teams.
• Support ad hoc analysis to provide deeper and more granular insights on media and promo performance.

Qualifications

• Bachelor's degree in Business Administration, Statistics, Computer Science, or related field. 3+ years' experience in digital marketing and analytics, web analytics, or online media industry.
• Proficient in SQL with a thorough knowledge of data and systems’ infrastructures; experience extracting, cleaning, and transforming data from databases using SQL.
• Experience or coursework in media measurement including web, native app, video measurement technology and standards.
• Experience designing and analyzing incrementality, lift, or A/B tests.
• Knowledge of various tools and languages for data analysis, reporting, and visualization such as Excel, Microsoft Office, Google Collaborative Apps, Tableau, R, and Python.
• Strong detail-orientation with a penchant for data accuracy and good grammar.
• Strong mathematics and statistics background.
• Experience working with predictive models and personalization frameworks in marketing contexts.
• Solutions-oriented and critical thinking mindset.
• Experience using Google Cloud Platform (BigQuery).
• Experience turning requirements into clear instructions and creating documentation based on those instructions.
• Experience working autonomously to meet deliverables with some oversight.
• Experience using project management tools like those from Atlassian (JIRA, Confluence).