Sr. Analyst, Marketing Analytics & Measurement

Novus Media - Bloomington, MN

- Mid Level

Bloomington, MN

Professional, Scientific, and Technical Services

About the position

The Senior Analyst is responsible for creating data-driven tools and insights to inform marketing strategy and optimizations. This role will be collaborating with internal and external partners on both traditional (TV, radio, OOH, print) and digital (SEM, display, mobile) advertising planning and measurement efforts. The ideal individual will have a few years of experience or demonstrated interest in multimedia planning analytics (traditional + digital channels). Skills and aptitude (highly analytical, self-motivated, ability operate independently) are critical on our small and scrappy team, but we're also looking for plain 'ole good humans. Someone who runs fast, works smart, and brings a smile to the office every day.

Responsibilities

• Manage and maintain client & 3rd party data sets used to enhance and inform consumer targeting or to provide reach/frequency analysis.
• Use proprietary tools to analyze media efficiency (i.e. Bearings, Beacon).
• Perform market landscape analysis or scenario planning for use in prioritization and budgeting of media plans.
• Primary responsibility for analytical tasks related to new business development.
• Perform advanced analytics such as clustering, segmentation or other modeling and draw insights on the outcomes.
• Manage trade area development and geography prioritization, including strategy for consumer targeting.
• Create and manage learning agendas, including measurement plans like test & learn or media mix modeling.
• Produce competitive spend analysis reports and develop insights.
• Manage ad-hoc client specific analysis projects.
• Summarize and present results including insights and actionable next steps of client analyses, measurement, or general analytic concepts to both clients and internal teams.
• Manage reporting/dashboarding on media delivery and/or effectiveness according to specified KPIs.
• Provide data visualization through GIS, charts, or graphs.
• Assist in creation of learning and development materials and facilitate training for team members.
• Derive insights from client procured MMM/UM work/tools to apply to NOVUS planning (scenario planning, forecasting).
• Other duties as assigned by supervisor or department head.
• Maintain proprietary tools that utilize 3rd party datasets (syndicated research tools) to enhance and inform consumer targeting or provide reach/frequency (Profile Manager).
• Creation and management of client-specific instance of internal tools.
• Create POC/templates based on best practices for standardization of routine analytics, data visualizations, reporting, and dashboarding.
• Support tactical management of product roadmap for new tools or improvements to existing tools.
• Partner with Data Engineering team on the procurement and ingestion of 1st party client data (sales, store lists, etc).
• SME on usage of Alteryx and/or Tableau to standardize best practices through creation of macros, analytic apps, etc to scale and automate repeatable processes.
• Perform database updates & maintenance.

Requirements

• Self-motivated, success driven individual with proven track record of expanding responsibility.
• Bachelor's degree in Business, Marketing Analytics, Applied Mathematics, or Statistics or related industry.
• 4+ years of experience in marketing analytics, with agency experience preferred.
• Strong analytical skills with foundation in statistical techniques.
• Experience analyzing large volumes of data with an ability to synthesize into trends and actionable recommendations.
• Ability to accurately handle multiple simultaneous activities on tight deadlines, adhere to project timelines and manage appropriately to achieve goals.
• Ability to work independently with high accountability.
• Solid presentation skills with proven ability to communicate ideas and analysis results effectively both verbally and in-writing, to both a technical and non-technical audience.
• Advanced Excel skills with pivot table experience (macro and VBA experience a plus).
• 3+ years of experience with data visualization tools, including Tableau, Power BI or Domo a plus.
• 3+ years of experience with geo-spatial analytical tools such as Alteryx or ESRI.
• Functional coding experience utilizing SQL, Python, or R.
• Knowledge and experience in the application of syndicated research sources/tools (GfK, MRI, Simmons, Scarborough, IMS, Nielsen, comScore, etc.) preferred.
• Experience preferred leveraging MTA, MMM or Unified Measurement approaches for media optimization.
• Experience with web reporting tools, such as Adobe Analytics (fka Omniture) or Google Analytics preferred.
• Experience extracting and analyzing data from digital campaign management tools, such as DoubleClick, Atlas, Google AdWords or Kenshoo preferred.

Benefits

• Equal Employment Opportunity
• Diversity, equity, and inclusion (DEI) commitment