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Job Description
- 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.