Senior Analyst

Key Responsibilities:

Marketing Measurement & Analysis:

• Understand business requirements and recommend appropriate marketing measurement solutions such as Media Mix Modelling (MMM) and Multi-Touch Attribution (MTA)
• Conduct panel data analysis using fixed effects, random effects, and mixed effects models
• Perform econometric modelling including model evaluation, selection, and interpretation
• Understand and execute the data science modelling flow in alignment with marketing objectives
• Evaluate marketing effectiveness measures such as ROI and ROAS

Data Management & Analytics:

• Handle and analyze marketing datasets, performing tasks such as joins, aggregation, segregation, and appends
• Perform data QA, manipulation, and visualization using R, Python, SQL, Tableau, PowerPoint, and Excel

Insights & Reporting:

• Generate insights, recommendations, and actionable storytelling based on analysis
• Understand marketing channels, conversion funnels, and performance metrics
• Apply concepts such as Bayes theorem, Shapley value, Markov chains, response curves, marginal ROI, halo effect, and cannibalization