Senior Analyst

Key Responsibilities:

• Translate business requirements into marketing measurement solutions (Media Mix Modelling, Multi-Touch Attribution).
• Conduct panel data analysis using fixed effects, random effects, and mixed-effects models.
• Develop and evaluate econometric models, including model selection, validation, and interpretation.
• Execute and evaluate the data science modelling workflow to ensure robust results.
• Analyze marketing data to assess ROI/ROAS and overall campaign effectiveness.
• Understand marketing channels, performance metrics, and the conversion funnel.
• Apply advanced concepts including ad-stock effects, saturation effects, Shapley values, Markov chains, response curves, marginal ROI, halo effects, and cannibalization.
• Perform data QA and manipulation tasks, including joins, aggregations, merges, and segmentation.
• Present insights and recommendations to clients and internal stakeholders using clear storytelling and visualization techniques.