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
