The lead analyst is responsible for developing advanced marketing measurement solutions, mentoring a team, and conducting rigorous econometric analyses. They translate business needs into actionable strategies, ensure data integrity, evaluate campaign effectiveness, and leverage cloud platforms. Additionally, they provide thought leadership and identify new revenue opportunities through innovative measurement services.

Qualifications:

• Bachelor's degree in Statistics, Mathematics, Computer Science, Engineering, or a related field; a master's degree is preferred.
• Minimum of 5-6 years of experience in marketing measurement and attribution, with at least 1-2 years in a lead role.
• Strong analytical and problem-solving skills, with a track record of driving data-driven marketing strategies.
• Excellent communication and presentation skills, with the ability to convey complex concepts to non-technical stakeholders.

Skills:

• Ability to assess and validate several Attribution solutions, suggest improvements, and facilitate related development
• Advanced proficiency in R (tidyverse, LME4/lmerTest, plotly/ggplot2) or Python for data manipulation, modelling, and visualization, and SQL for data handling.
• Strong ability to handle and analyze complex marketing data and perform statistical tests.
• Expertise in data visualization tools such as Tableau, PowerPoint, and Excel.
• Exceptional storytelling skills with the ability to generate insights and strategic recommendations.
• Proven leadership and team management skills, with the ability to mentor and develop junior analysts.
• Experience working with cloud platforms (e.g., AWS, Google Cloud, Azure) for data-related tasks.
• Excellent client-facing skills with the ability to present results, recommend solutions persuasively, and pursue clients for advanced solutions.
• Strong business acumen to identify and tap additional revenue opportunities.
• Experience with optimization algorithms and the ability to guide the team on solving business optimization problems.

Responsibilities:

• Lead the development and implementation of advanced marketing measurement solutions, including Media Mix Modelling, Multi-Touch Attribution, and other econometric models.
• Oversee and mentor a team of analysts
• Perform high-quality execution of panel data analysis using fixed effects, random effects, and mixed effects models, with or without Bayesian Framework
• Drive the econometric modelling process, including model evaluation, selection, and interpretation of results, to inform strategic marketing decisions.
• Collaborate with cross-functional teams to understand business requirements and translate them into actionable marketing measurement strategies.
• Ensure the integrity and accuracy of data science modelling flows, from data collection to model deployment.
• Evaluate the effectiveness of marketing campaigns by analyzing ROI/ROAS, response curves, and other performance metrics.
• Stay updated with the latest trends and advancements in marketing measurement techniques and tools.
• Provide thought leadership on marketing channels, performance metrics, and conversion funnels.
• Utilize advanced knowledge of Bayes’ theorem, Shapley value, Markov chain, response curves, marginal ROI, halo effect, and cannibalization to optimize marketing strategies.
• Manage data QA and manipulation tasks, including joins/merge, aggregation, segregation, mapping, and appending, to ensure data readiness for analysis.
• Leverage cloud platforms (e.g., AWS, Google Cloud, Azure) for data storage, processing, and analysis, ensuring scalability and efficiency in marketing measurement solutions.
• Prepare and present results to clients, recommend solutions persuasively, and pursue clients for advanced marketing measurement solutions.
• Identify and tap additional revenue opportunities by offering innovative and advanced marketing measurement services.
• Guide the team on business optimization problems, leveraging expertise in optimization algorithms to drive efficient and effective solutions.