BUSINESS IMPACT STATEMENT The Senior Analyst of Marketing Analytics and Media Measurement will provide on-going, end-to-end analytical support to drive business-critical decisions within our working media budget. Develop insights and strategic implications based on media mix modeling & multi-touch attribution models to address media effectiveness and ROI Owns complex ad hoc requests surrounding digital & media analytics, defining end-to-end analysis approach while delivering actionable insights to business stakeholders Provide ongoing analytical support for multiple media channels, with a heavy focus on digital Educate and empower media teams to leverage MMM & MTA for campaign level reporting and optimizations Lead cross channel media efficiency analysis, simulation & optimizations to drive recommendations for budget allocation as well as forecasting impacts of redistribution of marketing investments Partner with BI teams to help lead the development of interactive dashboards for Media teams and other internal and external partners Manipulate data to determine results and develop data visualizations into relevant conclusions Assist in MMM & MTA engagement Partner with Media agency and liaison pass through to MMM & MTA vendor Lead and enhance data collection & validation process Present completed analyses to cross functional partners and provide guidance to ensure understanding of insight implications Consistently Follow Up with partners to drive forward decisions derived from analyses ad serving platforms, DSPs, DPMs, attribution, tagging) Strong analytical skills; develop actionable recommendations using analytical, statistical modeling techniques Ability to write SQL or experience in open source programming languages Experience developing dashboards through visualization tools Expert knowledge of Media Mix Modeling and proven track record in digital analytics & attribution Familiarity with Digital Analytics Platforms such as including Adobe Analytics, Google Analytics
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