Principal Analyst, Aggregator & Vertical Search Analytics

GEICO•Bethesda, MD

7d•$146,575 - $229,600

About The Position

GEICO is seeking a hands-on analytics expert to measure the performance and value of its presence across vertical search and comparison placements, insurance aggregators, marketplaces, and lead-generation partners. The Principal Analyst will compare partner sources using consistent measures, analyze acquisition economics and the quote-to-purchase funnel, and turn findings into decisions about investment, bidding, and negotiations. The role partners closely with Performance Marketing, Finance, partnership leaders, Data Operations, and Business Intelligence, and reports to the Director, Performance Analytics (or, until that position is filled, the Senior Director, Marketing Analytics). The analyst will spend most of their time building partner scorecards, conducting funnel analysis, designing and evaluating tests, monitoring data and performance, and making recommendations. They will also advise senior leaders and establish measurement standards for this growing area. First-year outcomes include a partner and surface scorecard in use, tested measurement of incrementality and channel overlap, evidence-based bidding and investment recommendations, reliable partner tracking and data feeds, and automated recurring reporting.

Requirements

Bachelor’s degree in a quantitative field such as Statistics, Mathematics, Economics, Data Analytics, Data Science, Computer Science, or a similar field.
7 or more 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; oversight-only experience is insufficient.
Expert SQL skills and 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 with 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 ability to present to senior leadership and influence 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; BigQuery and/or Snowflake preferred.
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; anticipate their needs and proactively provide insights.
Own the measurement framework for these channels, including scorecards, KPI definitions, and acquisition and ROI measurement standards.
Analyze the full funnel by partner and surface, from impression and click through quote to purchase, and recommend improvements to conversion and efficiency.
Design, run, and interpret incrementality and test-and-control studies; quantify overlap and cannibalization with paid search and direct channels.
Evaluate bidding, pricing, and commission structures and recommend partner investment levels; provide analysis to support commercial negotiations.
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 a consistent view across demand-capture channels.
Partner with Business Intelligence to automate recurring reporting; evaluate tools, including automation and AI, to improve speed and quality.
Present to senior marketing leadership, explain and defend analytical approaches, and communicate unwelcome findings clearly and diplomatically.
Understand and communicate drivers of change over time across outcomes to stakeholders.