Principal Analyst, Aggregator & Vertical Search Analytics

GEICO•New York City, NY

About The Position

GEICO is seeking a hands-on analytics expert to measure the performance of its vertical search, comparison, aggregator, marketplace, and lead-generation partners. The Principal Analyst will build consistent ways to compare partner economics, assess acquisition and return on investment, understand quote-to-purchase funnels, and determine where investment, bidding, and negotiation decisions are justified. The role combines direct analysis and measurement ownership with advising senior leaders and establishing measurement standards for a growing area. The analyst will partner closely with Performance Marketing, Finance, partnership leaders, Marketing Investment Analytics, Data Operations, Business Intelligence, and other channel analytics teams. Work includes developing partner scorecards and KPI definitions; analyzing partner performance and incrementality; monitoring data quality and performance; supporting forecasts and commercial decisions; automating recurring reporting; and presenting findings to senior marketing leadership. The position reports to the Director, Performance Analytics, or to the Senior Director, Marketing Analytics until the Director is in seat.

Requirements

Bachelor’s degree in a quantitative field such as Statistics, Mathematics, Economics, Data Analytics, Data Science, Computer Science, or a similar discipline.
7+ years of experience in marketing analytics, with deep experience measuring partner, affiliate, marketplace, lead-generation, or paid search channels.
Recent, hands-on delivery of analysis, including funnel analysis and test-and-control or incrementality measurement.
Expert SQL skills.
Working proficiency in Python or R for analysis and workflow automation.
Strong understanding of partner economics, including cost-per-click, cost-per-lead, acquisition, and commission models, and how to compare them.
Working proficiency in BI tools, with Power BI strongly preferred, and ability to adapt quickly to new tools and platforms.
Experience with attribution, forecasting, and reconciling different measurement sources.
Proven track record presenting to senior leadership and influencing decisions with analytical insight.

Nice To Haves

Experience in insurance or another category where comparison shopping and aggregators are important, such as financial services, travel, or telecom.
Experience with search comparison and shopping ad formats, Google Ads, and Search Ads 360.
Advanced degree (MS, MBA, or similar) in a quantitative or analytical field.
Experience with causal inference methods, such as matched comparisons, difference-in-differences, or synthetic control.
Experience with cloud-based data platforms, preferably BigQuery and/or Snowflake.
Experience using AI tools to improve workflow productivity and analytical quality.
Experience coaching and developing other analysts.

Responsibilities

Serve as an analytics thought partner to leaders responsible for vertical search, aggregators, and marketplace partners, anticipating their needs and proactively providing insights.
Own the measurement framework for these channels, including scorecards, KPI definitions, and standards for measuring acquisition and ROI.
Analyze the full funnel by partner and surface, from impression and click through quote to purchase, and recommend ways to improve conversion and efficiency.
Design, run, and interpret incrementality and test-and-control studies, and quantify overlap and cannibalization with paid search and direct channels.
Evaluate bidding, pricing, and commission structures; recommend investment levels by partner and support commercial negotiations with analysis.
Monitor performance daily and weekly, build anomaly detection, and investigate changes in volume, cost, or quality.
Work with partners and Data Operations to define data needs, tracking, and conversion signals and resolve measurement issues.
Feed partner performance and spend into forecasts and the monthly reforecast with Marketing Investment Analytics.
Coordinate with paid search, SEO/AEO, and Mid/Low Non-Search analytics to provide Marketing with a consistent view across demand-capture channels.
Partner with Business Intelligence to automate recurring reporting.
Evaluate new tools, including automation and AI, to improve speed and quality.
Present findings to senior marketing leadership, defend the analytical approach, and communicate unwelcome findings clearly and diplomatically.
Understand and communicate the drivers of changes over time in outcomes to stakeholders.