Manager, Audience Analytics
About The Position
The Audience Analytics Team sits within the Analytics discipline and ensures the expert use of audience data across media disciplines. The team translates Audience Strategy into addressable audience segments, working with centralized data modelers to create audience seeds and clusters. It supports Strategy teams with audience insights, Analytics teams with forecast models and measurement methodologies, and Activation teams with execution. The Audience Sciences Manager oversees the curation of first-, second-, and third-party audience data to define, model, and create audience segmentation, as well as addressable activation and measurement of audience-level performance. This work supports insights, strategy and business planning, campaign activation, and optimization. This integrated role requires proficiency across addressable media channels; experience in non-addressable channels is desired. The manager uses audience research to recommend briefed audiences and discover growth audiences, partners with clients and internal teams, leads audience-focused projects, and ensures quality, actionable deliverables and timely, on-budget execution.
Requirements
- Experience with audience planning and activation in addressable platforms.
- Experience working in audience-specific platforms such as LiveRamp or Adobe.
- Ability to articulate the strategic foundation for audience activation.
- Experience working with internal planning, activation, and analytics teams, as well as direct client contact.
- Familiarity with the impact of privacy legislation on addressable audience targeting and measurement.
Nice To Haves
- Bachelor’s degree in media, marketing, or a related field.
- Four or more years of experience in a professional services or corporate environment, preferably at an agency.
- Hands-on experience with SQL and relational databases, specifically querying audience data.
- Working knowledge of statistical techniques and their audience-development applications, including regression analysis, decision trees, random forests, and cluster analysis.
- Experience developing and stewarding learning agendas, test-and-learn frameworks, closed-loop studies, and other measurement-focused projects.
- Experience with Microsoft Office, including PowerPoint, Word, and Excel.
- Experience with audience tools and data sets such as Acxiom Infobase, Nielsen, ComScore, MRI Simmons, YouGov, Dun & Bradstreet, and first-party CRM data.
- Firm grasp of digital and traditional media metrics, including impressions, GRP, CPP, and CPA, and quantitative business measures such as ROI, effectiveness, and efficiency.
- Excellent verbal and written communication skills.
- Strong planning, priority-setting, time-management, and project-management skills, including experience managing multiple projects and resources concurrently.
- Collaborative team player who is highly motivated.
- Ability to develop relationships with cross-functional teams.
- Working knowledge of DMPs and CDPs.
- Experience in non-addressable media channels.
Responsibilities
- Develop a deep understanding of clients’ industries, business objectives and strategies, media plans, and consumer journeys to inform strategic audience planning and activation.
- Assess clients’ audience needs and create activation strategies and learning agendas that complement multichannel media plans and provide actionable intelligence.
- Align audience analytics with clients’ broader business goals and develop efficient, effective approaches to support those objectives.
- Provide analytic insights for custom audience creation using multiple data sources, including first-party CRM data, third-party data, and syndicated survey data.
- Oversee the use of multiple data sources in proprietary audience data platforms to create custom audiences across multiple verticals.
- Collaborate with centralized Product and Engineering teams to help drive innovation and new services.
- Lead audience-focused, client-facing projects.
- Serve as a day-to-day contact for media teams and clients and participate in recurring and ad hoc internal and client meetings.
- Ensure deliverable quality, pertinent insights, and actionable recommendations; take a lead role presenting findings to media teams and clients.
- Track project resources and progress against task plans to ensure on-time and on-budget delivery.
- Manage multiple projects concurrently and identify ways to improve audience workstreams.
- Actively seek opportunities to perform Associate Director-level tasks.
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What This Job Offers
Job Type
Full-time
Career Level
Manager
Education Level
No Education Listed
