Sr Media Analyst
General Summary:
The Senior Media Analyst is dedicated to helping optimize DSW's paid acquisition and advertising spend. This role will lead the build-out of acquisition analytics systems while leveraging colleagues and resources across Marketing and the Analytics Center of Excellence. The senior analyst will conduct analytics across various channels including shop, search, affiliates, retargeting, social, streaming, linear, video, audio, and direct mail.
Reports to: Director, Marketing Analytics
Essential Duties and Responsibilities:
• Manage Adobe Analytics tracking and BigQuery data warehouse systems, to shift acquisition tracking and attribution from third-party ad platforms and agencies to internal systems.
• Own weekly dashboards and ad-hoc analysis to provide marketing and finance teams with insights and recommendations across acquisition channels.
• Manage attribution models to accommodate clickthru and viewthru channels, online and offline results, and more.
• Oversee hold-out testing process, to improve incrementality estimates, and direct teams to plan and analyze ad-hoc stat sig tests.
• Validate varying estimates of offline retail store sales, to apply back to acquisition channel spending and measure omni impact.
• Apply customer insights and value and retention estimates across acquisition marketing channels.
• Work closely with the Acquisition team, and Finance partners, while leveraging Analytics Center of Excellence colleagues with the latest tools, insights and best practices
Required Skills:
• Takes initiative to make recommendations based on analysis without being asked.
• Curiosity and willingness to influence to identify and resolve business and system issues.
• Seeks out opportunities to grow thru new assignments/projects and exposure to new experiences
• Ability to effectively communicate with all levels of business and technical management
• Highly motivated with excellent planning and follow-up skills, including the ability to meet aggressive deadlines
• Detail oriented with strong organizational skills
• Ability to thrive in a fast paced, ever changing environment
• MS Suite, Excel with Pivot Tables, Tableau, Python, SQL, Adobe Analytics, BigQuery, Tableau, PowerBI
• Knowledge of or experience with performance channels, analysis, attribution, incrementality, hold-outs, lifetime value, finance
Competencies
SETTING GOALS – Creates and follow effective plans. Anticipates risks, creates contingency plans. Aligns plans with goals. Allocates adequate resources. Accepts and supports change. Willing to take risks and suggests new ideas, approaches. Takes initiative. Seeks out learning activities.
WORKING WITH OTHERS – Clearly articulates own, other’s goals. Promotes a team atmosphere by demonstrating humility and respect. Builds effective relationships, relates well to others. Delivers and responds to feedback in a constructive manner. Considers multiple perspectives. Handles conflict, pressure, uncertainty and adapts independently. Meets commitments. Dedicated to working with business partners on their expectations.
GETTING RESULTS – Personally accountable for work performance targets and achieving results. Prioritizes well. Anticipates and handles obstacles effectively. Makes good, timely decisions. Can simply and process complex problems. Understands underlying issues and addresses root causes. Meets deadlines, works until finished.
Minimum Experience:
• 5+ years experience across analytics and related areas at a similar ecommerce and retail business on similar acquisition channels
Minimum Education:
• Bachelor's degree required or relevant work experience
