Senior Data Analyst – Paid Media

AEG Worldwide•Los Angeles, CA

About The Position

The Senior Data Analyst – Paid Media sits on the Data Analytics, Reporting & Strategy team and serves as the analytical partner and lead for the Paid Media team. Paid Media drives company-wide digital media strategy, campaign management, and consultative support across AEG divisions, including AEG Presents, Global Touring, Festivals, Goldenvoice, Bowery Presents, and Global Partnerships. Campaigns run across channels such as Meta, Google Ads, TikTok, and other social, search, and programmatic platforms. The role pulls, transforms, and models campaign data from advertising platforms and joins it with other sources to build a unified view of performance. It designs scalable data models and automated reporting to measure campaign effectiveness and identify opportunities to optimize budget allocation, audience targeting, creative, and customer acquisition. The analyst turns findings into practical recommendations that support ticket sales, event awareness, and brand initiatives. Working closely with Paid Media, Product, Data, and Engineering teams, the position contributes to paid media data ingestion, aggregation, mastering, measurement, and visualization. It leads efforts to ensure pixels, conversion APIs, UTMs, and other tracking and tagging capture accurate marketing data, and develops and maintains attribution models and performance benchmarks for metrics such as CPA, ROAS, CTR, and conversion rate.

Requirements

BA/BS degree (four-year) in Computer Science, Data Science, Statistics, Mathematics, Economics, Business, Marketing, or a related quantitative field.
4–6 years of experience in data analytics, business intelligence, or a similar role, with exposure to paid media or digital marketing data on the client, publisher, or agency side.
Advanced SQL skills and experience pulling, transforming, and analyzing large, complex datasets.
Ability to build data models, data flows, and ETL/ELT pipelines using SQL and/or Python, combining data from multiple media channels into scalable, automated reporting.
Proficiency in BI and data visualization tools such as DOMO, Looker Studio, Tableau, or similar, including dashboard design and data storytelling.
Working knowledge of paid media data and performance metrics, including impressions, CTR, CPC, CPA, conversion rate, and ROAS, across platforms such as Meta, Google Ads, and TikTok.
Familiarity with tracking infrastructure such as GA4, Google Tag Manager, pixels, Conversions API, UTMs, and server-side tracking.
Experience applying statistical methods to performance benchmarking, attribution modeling, and media mix modeling (MMM).
Understanding of the ad tech and Martech landscape, including programmatic buying, DSP/SSP, audience management, ad serving, and social buying platforms, and of privacy regulations' impact on measurement, including cookie-less tracking and multi-touch customer journeys.
Ability to clearly communicate insights and recommendations to technical and non-technical stakeholders and manage multiple cross-functional projects at once.

Nice To Haves

E-commerce experience.
Experience with Salesforce Marketing Cloud Intelligence (formerly Datorama) or similar marketing data integration platforms.

Responsibilities

Provide analytical support to Paid Media and Marketing teams, compiling digital-channel performance reports using internal BI tools, Google Analytics, and native advertising platforms.
Communicate results and actionable insights to media and strategy stakeholders to inform media plans, budget forecasting, targeting, audiences, and creative.
Build and maintain measurement plans for paid media performance, calculate benchmarks based on objectives, and develop and maintain attribution models to identify trends, testing opportunities, and insights by channel, audience, festival, tour, regional show, and business unit.
Partner with Data, Product, and Engineering teams to manage data pipelines and ingestion for channel metrics, define data collection requirements, enforce reporting taxonomy, and maintain data hygiene and integrity across advertising and internal platforms.
Collaborate with media, marketing, and data teams to inform audience and targeting strategies.
Develop tests to evaluate new campaign strategies, advertising products, optimization tactics, and targeting features.
Manage and lead paid media projects involving data aggregation and measurement tools such as Datorama, Google Analytics/GA4, Tag Manager, DOMO, BigQuery, LiveRamp, and server-to-server integrations with media partners.
Ensure appropriate site tracking is in place to capture data needed to measure marketing effectiveness.
Work with the data team to develop and maintain internal and external reporting dashboards and support ad hoc reporting requests.