Marketing Analytics


  • 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.

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