Consumer Analytics Consultant

Cynet Systems•Indianapolis, IN

About The Position

This role focuses on designing and implementing experiments, attribution models, and other analyses to optimize consumer channel investments. The consultant will translate analytic outputs into actionable business insights for media optimization across relevant channels. Key responsibilities include leading brand analytic priorities such as audience design, Multi-Touch Attribution, Multicultural Marketing, Creative Analysis, DMA strategy, and behavioral journeys. The role requires developing a deep understanding of brand/business unit consumer strategies, integrating and analyzing data to answer business questions, and leveraging Agentic AI to enhance analysis. The consultant will identify and prioritize capability investments and data needs, develop and operationalize intelligence as a product, and manage analytic priorities and sourcing. Ensuring compliance with privacy and contractual obligations is crucial. The role also involves supporting other initiatives, implementing effective deployment of intelligence and resources, managing key business processes, and developing a thorough understanding of consumer data sources. A strong emphasis is placed on performance marketing analytics, connecting campaign performance, audience behavior, attribution, and business outcomes for agile decision-making and improved marketing effectiveness. The consultant will contribute to the integration and coordination of analytics and data throughout the organization.

Requirements

Bachelor's Degree or equivalent work experience.
5+ years of experience in Consumer Media, Media Analytics or Performance Marketing.

Nice To Haves

Strong analytical skills coupled with business acumen, and an ability to think strategically in an ambiguous environment.
Strong verbal and written communication skills.
Excellent interpersonal influencing skills and prioritization skills with attention to detail.
High level of motivation and a strong desire to find creative solutions to challenging situations.
Proficiency in Excel, Word, and PowerPoint.
Experience with 1st & 3rd party data sources including: Meta, TikTok, Reddit, DSP, Google Analytics, Adobe Analytics, log files, etc.
Experience with media channels and data (Linear TV, Over-the-Top, Direct and Programmatic Digital, Social Media, etc.).
Experience with Statistical Modeling Techniques.
Experience with Agentic AI (creating agents, artifacts, etc.).
Knowledge of SAS, R, SQL, SSIS or other statistical and data mining tools.
Experience with Tableau, PowerBI, Looker Studio or other data visualization tools.
Demonstrated ability to effectively lead and challenge individuals from executive to associate levels and with highly diverse roles/responsibilities in the organization.
Consumer media/optimization consulting.

Responsibilities

Design and implement designed experiments, attribution and other analyses to optimize investments for consumer channels.
Ensure analytic outputs are translated into actionable business insights across relevant channels for media optimization.
Lead design and execution of brand analytic priorities/learning agendas including audience design, Multi-Touch Attribution, Multicultural Marketing, Creative Analysis, DMA strategy, and behavioral journeys.
Develop understanding of Brand/Business Unit consumer strategies, key decision points, and specific analytic needs.
Integrate/analyze requisite data to create analyses to answer business questions, leveraging Agentic AI to enhance analysis and outputs.
Identify and prioritize capability investments and data needs to achieve consumer goals.
Develop and operationalize intelligence as product in partnership with Customer Insights & Analytics product teams.
Manage analytic priorities and recommended sourcing (internal vs appropriate supplier).
Ensure compliance with all privacy and contractual obligations related to the use of data.
Support other key initiatives and special projects as needed.
Implement effective and efficient deployment of intelligence and resources in support of Consumer Analytics, Paid Media, Central Capabilities and Business Unit functions.
Manage and develop key business processes including execution of Central Capabilities and Business Unit analytic needs.
Develop a deep understanding of various consumer data sources and create processes to test, analyze and communicate key outputs to decision makers.
Place a strong emphasis on performance marketing and performance marketing analytics, ensuring that consumer investments are measured, optimized, and translated into actionable recommendations across media channels.
Connect campaign performance, audience behavior, attribution, and business outcomes to inform agile decision-making and improve marketing effectiveness.
Contribute to the integration and coordination of analytics and data throughout the organization.