General Motors - Columbia, SC
posted 5 months ago
The Data Scientist for the Marketing Applied Science Team is an internal expert on methodology and practice of marketing analytics. This individual has deep technical expertise in measurement methods and media mix modeling, including advanced econometrics and statistical methods used to qualify media impacts and integration of 1P/3P data sources. They also have expertise in the economics of media channels (i.e., TV, Display, Paid Search, Paid Social, Programmatic, etc), measurement of ROAS lift, and coordination of tactics through sequencing and frequency caps. This person will work closely with stakeholders in GM's vehicle brands and the Performance Driven Marketing team to ensure business acceptance of proposed methods, objective performance evaluation, and optimization of audience activation that drive sales. They will be responsible for developing advanced marketing models, drawing insights, and creating scalable products that identify channel and tactic level high return on investment. Our team is focused on delivering future-focused, consumer-centric, prescriptive solutions that allow GM to stay proactive and nimble in our exciting transition to EVs. In this role, you will work on a cross-functional team to propose and implement high-impact, data-driven solutions to address business challenges across a variety of business units. You will apply advanced data-driven modeling techniques to inform decision making and solve complex business problems, creating breakthrough solutions, performing exploratory and targeted data analyses, and undertaking preprocessing of structured and unstructured data. Monitoring and sustaining model effectiveness will be key, as will presenting complex information using data visualization techniques. You will work with diverse technical teams and provide data and analytical oversight to ensure project deliverables fulfill business needs and timing. Identifying long-term technical innovations while continuously improving execution efficiency will be part of your responsibilities. Possessing contextual business knowledge and functional domain expertise in the advertising and media space, you will show a proven ability of using data, analytics, and insights to add revenue and business-impacting value via audience selection and behavioral engagement. You will need deep knowledge of marketing media measurement techniques, including MMM, MTA, unified attribution, ROAS level testing, and various industry measurement media platforms. Additionally, you will exhibit a perspective of constrained curiosity, asking why, and suggesting experimentation to drive incremental impact. The ability to tell a succinct, data-driven story in any forum and tailor delivery to a wide range of stakeholder levels, from analyst to senior executive, will be essential. Ensuring a superior level of delivery quality at all levels of the organization through the creation of internal structures and extensible frameworks to manage accountability and develop staff will also be part of your role.