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- Create, manage, and maintain performance dashboards (using SQL in conjunction with tools like Tableau, Power BI, or Google Data Studio) to visualise KPIs and other metrics to present campaign PCAS and for easy BAU reporting access by stakeholders.
- Leverage APIs to pull and integrate information from various platforms (e.g. Google Analytics, Facebook Ads, CRM systems) into centralised figure bases to support the above
- Modelling (media mix modelling and multi-channel attribution modelling) and measurement of multimillion pound investment and its effectiveness across both ATL and digital performance channels from both internal and external teams.
- Support on requests from channel and country teams, senior management, and other stakeholders and analyse digital/product and offline campaign figure sets and present the subsequent results/insights and campaign optimisation recommendations back to the stakeholders, explaining complex figures and insights in a clear and actionable format.
- Work alone and collaborate with the analyst to find additional campaign and business optimisation/scale opportunities by compiling information from various sources including PPC, Social, Programmatic, TV, CRM into a single consumable set, analysing it and presenting back findings accordingly
- Support to use existing campaign information to identify and build sophisticated profitable customer segments/profiles to enable better future targeting (across both offline and online channels) and lead the information elements of annual budgeting and forecasting.
- Using a combination of tools (customer information, Google Analytics, other platforms, etc.) to analyse customer journeys – both through the acquisition and retention funnel allowing for better customer segmentation/personalisation, enhanced profitability and future targeting of lookalikes at scale ideally
- Clean, transform, and prepare information for analysis to support the above
- Extensive experience in a data driven marketing role (e.g. marketing analyst/insight analyst) within a digital marketing environment (i.e. working for a digital performance or full-service media agency) or client side ideally from an e-commerce, high volume digital/online first transactional business.
- A demonstrable track record of managing complex information sets across multiple online and offline channels and proven experience of analysing and reporting results and insights on digital and ATL campaigns, spanning all common digital performance channels (Paid Search/paid social/programmatic/affiliates/CRM) and offline channels (TV/Radio/OOH/VOD)
- Solid understanding of analysis and reporting principles, especially digital channels and metrics (acquisition and retention and LTV)
- Experience of MMM and digital attribution modelling. i.e. Developing/building and working with Mixed Media Modelling and/or Multi Channel Digital Attribution Models. Proficiency in SQL for querying and figure manipulation. experience with APIs and third-party integrations to collect figures.
- Hands-on experience creating dashboards using Tableau, Power BI, Google Data Studio, or similar tools.
- Strong ability to interpret figures, perform statistical analysis, and develop actionable insights.
- Excellent written and verbal communication skills, capable of explaining technical findings to non-technical stakeholders.
- Experience of Python, R or other programming languages for analysis is useful
