Marketing Analytics

Responsibilities:

• Work with practice leaders and clients to understand business problems, industry context, data sources, potential risks and constraints
• Translate the business program into a solvable Data Science problem, propose different approached and their pros and cons.
• Identify, analyze and interpret trends or patterns in complex data sets.
• Build Econometric/market mix models (MMM), multi-touch attribution models (MTA), optimize marketing spend and come-up with implementable recommendations and strategy/plan.
• Good written, verbal, and presentation skills with the ability to generate and present meaningful insights
• Manage and collaborate across teams - providing input into the solution architecture.
• Develop project plans including milestones, dates, owners, and risks and contingency plans.
• Contribute to the development of a knowledge base, build case studies, and work with new business teams to demonstrate the value of an integrated approach.

Skills and Experience required:

• 3-5 years of professional experience in advanced data science focused on, Econometric Modeling, Marketing Analytics, Market Mix modelling, Multi-touch Attribution, Micro-segment Attribution, Unified Measurement, Marketing Budget Optimization, TV attribution etc.
• Experience in ML algorithms and techniques such as, OLS regression, nave bayes approach, linear attribution model, time decay model, Markov chains, Shapley value etc.
• Experience with one or more Advanced Data Science software languages. (R, Python, H2O, PySpark, Scala, SAS).
• Proven ability to visualize data for influencing
• Comfortable with cloud-based platforms (AWS, Azure, Google).
• Experience with Google Analytics, Adobe Analytics, Optimizely is a plus.
• Experience in digital marketing a plus.