Director, Audience Analytics

Position Overview

The Audience Analytics team is built to strengthen our data led products and services throughout the agency and evolve and future proof the client’s audience first, data oriented and outcome-based approach across all media buys. The Audience Analytics Team, under the purview of the analytics craft, works cross-functionally and connects agency’s proprietary people-based data to enable data-oriented decisions throughout planning and activation and maximize client’s business outcomes. 

The Director, Audience Analytics, will focus on providing data informed insights and solutions that guide development and execution of addressable audience strategy by bringing in sophisticated data science and advanced analytics. The Director, Audience Analytics is an expert in leveraging agency’s proprietary data assets and will play a pivotal role in accelerating client’s data  efforts in media. The person will work with managers within the Analytics function as well as cross-functional teams to help evolve and modernize Initiative’s audience first approach and bring addressable data thinking to the forefront.

Responsibilities

• Guide a team of Managers to develop and enhance audience and data capabilities and improve the processes, ways of working and deliverables for the Audience Solutions Team
• Leverage agency’s proprietary data assets to generate insights through descriptive and exploratory statistics to help identify the highest value audiences for the brand/campaign
• Develop and conduct methodical approach in business and audience analyses via modeling and analytic efforts to provide insights and outputs that can help guide audience identification
• Script writing for insight generation automation (i.e., audience profile generation)
• Project management of Advanced Audience tasks across the Managers and ensure team efficiency and the quality and timing of the deliverables
• Guide the team in database querying and data mining with the understanding of the connections across datasets
• Lead closed loop audience measurement solutions by developing feedback loops through data join process between agency’s proprietary data/audiences and media exposures and conversions
• Collaborate with Client Solutions team to develop audience learning agenda and measurement framework and KPIs and ensure the in-depth performance insights are delivered
• Develop trusted advisor relationships with internal teams and external clients and bring education and consultancy on how people-based data can be leveraged across the planning, activation and measurement
• Collaborate with Client Solutions and other internal teams to assess performance data and bring optimization and interpretation thoughts and recommendations

 

Required Skills and Experience

• A solid understanding of the role of data in media planning, activation and measurement
• Experience and working knowledge on Big and basic data mining routines
• SQL/Python/R knowledge
• Experience in team management
• Proven experience in developing meaningful data-driven insights and advanced digital media analytics
• Knowledge and understanding in ad tech landscape and biddable media ecosystem (across search, social, or programmatic)

Desired Skills and Experience

• 5+ years’ relevant experience ideal
• Advanced Statistics knowledge a plus
• Crosstab/statistical analysis tools (SPSS, Q, Telmar, etc) is a plus
• Curiosity and solid understanding in data sources and ecosystems with the ability to see from the brand’s business lens
• Experience or/and knowledge in digital marketing technologies, including DSP, DMP, Ad Server, Ad Verification, Site Analytics and audience syndication and measurement tools is a plus
• Proven success in collaborating across multiple teams, handling multiple high priority projects in a fast-paced setting.

 

 

Wage and Benefits

We offer a Total Rewards package that includes medical and den