Senior Analyst

The senior analyst is responsible for conducting complex data analyses, mentoring junior staff, and engaging with stakeholders. They develop strategies for marketing performance improvement, create and maintain analytical models, and ensure data accuracy and integrity to support informed business decisions and drive actionable insights.

Job Description:

Qualifications:

Bachelors degree in Statistics, Mathematics, Computer Science, Engineering, or a related field.

Proven 3-4 years of experience in a similar role.

Strong analytical and problem-solving skills.

Excellent communication and presentation skills.

Skills:

Proficiency in R (tidyverse, LME4/lmerTest, plotly/ggplot2), or Python, for data manipulation and modelling and visualization, and SQL (joins, aggregation, analytics functions) for data handling.

Ability to handle analyse marketing data and perform statistical tests.

Experience with data visualization tools such as Tableau, PowerPoint, Excel.

Strong storytelling skills and the ability to generate insights recommendations.

Responsibilities:

Understand business requirements and suggest appropriate marketing measurement solutions (Media Mix Modelling, Multi Touch Attribution, etc.)

Conduct panel data analysis using fixed effects, random effects, and mixed effects models.

Perform econometric modelling, including model evaluation, model selection, and results interpretation.

Understand, execute, and evaluate the data science modelling flow.

Understand marketing, its objectives, and effectiveness measures such as ROI/ROAS

Familiarity with marketing channels, performance metrics, and conversion funnels.

Experience with media mix modelling, ad-stock effect, saturation effect, multi-touch attribution, rule-based attribution, and media mix optimization.

Knowledge of Bayes theorem, Shapley value, Markov chain, response curve, marginal ROI, halo effect, and cannibalization.

Experience handling marketing data and performing data QA manipulation tasks such as joins/merge, aggregation segregation, append.

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