Description
Position Overview:
The Associate Director, Data Science role will focus on building and scaling up solutions to generate campaign insights and define data-driven optimizations strategy for media campaigns across various marketing channels. This individual will be working with managers, data scientists, and data engineers to create and deliver data insights/interactive dashboards/custom algorithm/ automated solutions that will support internal and external teams to drive digital campaigns more effectively.
This role requires excellent hands-on technical skills, solid understanding of agency activation process, and experience in managing projects, resources, deadlines. The individual needs to be an excellent communicator who is able to work across multiple teams, clients to contribute significantly towards various aspects of digital campaign planning, set-up, optimization, and reporting.
Goal: Drive campaign performance across multiple marketing channels, surface and communicate key learnings/insights to ensure the success of the campaign and deliver measurable improvement of clients’ business objectives.
Key Responsibilities:
Data Management, Analysis, and Reporting
- Provide guidance on how to gather, store, and maintain log-level campaign data for various digital channels in compliance with current data privacy laws. Data sources include Ad Server, DSP, Ad Verification, Data cleanrooms, 1st party CRM data, 3rd party benchmarks and beyond
- Design and perform Reach, Frequency and Overlap Analysis, Generate insights around conversion, customer journey across different marketing funnel stages
- Provide audience profiling analysis, lookalike audience insight generation
- Develop custom optimization algorithm for programmatic optimizations
- Master the deployment of pre-built machine learning algorithms to support programmatic optimizations
- Development of custom machine learning models according to clients’ need
- Design and implement process Automation
Develop Actionable Insights/ Solutions
- Identify and articulate what strategy works/doesn’t work: explain why and offer recommendations
- Performa budget analysis and optimum spending recommendation
- Develop custom algorithm using machine learning techniques for automated programmatic campaign optimization
- Generate audience-level profiling and targeting recommendation
Measurement, Reporting & Dashboards Using Aggregated Data
- Identify measurement and reporting needs and implement across all channels (programmatic and non-programmatic)
- Identify KPIs and benchmarks related to campaign success and goals
- Visualize and communicate key trends and relationships and articulate actionable insights
Test & Learn
- Develop and execute campaign test & learn plans
- Articulate and report on results
Desirable Experience:
- Undergraduate degree in any science involving math and analytics (e.g. computer science, information systems, data science, operational research, applied math/statistics etc.). Graduate degree preferred.
- 5+ years of experience in an analytics or data science role
- 3+ years of digital industry experience working within one or more performance channels (Search, Social, Programmatic and eCommerce) and relevant platforms ( Google Ads, Facebook Business Manager, Twitter Analytics, DV360, The Trade Desk, Amazon etc.)
- Understanding of attribution modeling, marketing mix model, lift studies, econometric modeling
- Strong attention to detail, support in quality checking analysis before delivery to client
- Excellent communication skills, ability to distill key ideas for clients and client teams
Technical Skills:
- Proven experience in at least one of the cloud computing platforms: GCP preferred, AWS and Azure relevant
- Hands-on coding skill in Python (pandas, SciPy, scikit-learn, stats models), R, advanced SQL
- Solid understanding of fundamentals of data analysis: exploratory data analysis, probabilistic modeling, data mining, how to generate actionable insight, how to scale up analytics solutions
- In-depth knowledge on machine learning applications -Supervised ML (e.g. Classification – Decision Trees, k-means – SVM, Naïve Bayes) vs Unsupervised ML (e.g. Clustering, PCA, etc.),
- Clear understanding of experimental design, A/B testing setup, execution and measurement, results reporting
- Proven Experience in building interactive dashboards using Google Data Studio, Tableau, Python Dash
- AdTech Platform Experience -Ad Servers, DSP, Verification providers
- Familiarity with process management toolsets (Smartsheet, Trello, JIRA) and agile project management methodologies
About GroupM
At the heart of the world’s leading media agency network is a future-facing product company, building the tools to make media work for everyone. In partnership with the globe’s leading clients, agency teams, media companies and technology platforms, we’re using our privileged position to help our customers ascend to vantage points unique in our industry.
Our teams bring together agile product management, cutting edge data science and enterprise scale engineering to build products that will shape the next decade of data driven marketing. We believe consumer privacy, client confidentiality, brand growth and user experience are essential to performance and the sustainability of the advertising ecosystem and have assembled a global team with diverse skills and experience to help shape that future.
GroupM and all its affiliates embrace and celebrate diversity, inclusivity, and equal opportunity. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. We are a worldwide media agency network that represents global clients. The more inclusive we are, the more great work we can create together
The base salary for this position at the time of this posting may range from $75,000 to $180,000. Individual compensation varies based on job-related factors, including business needs, experience, level of responsibility and qualifications. We offer a competitive benefits package, please visit https://www.wpp.com/people/wellbeing/benefits-at-wpp-in-the-us for more details.