Senior Analyst

Qualifications:

●      Bachelor's degree in Statistics, Mathematics, Computer Science, Engineering, or a related field.

●      Proven 3-4 years of experience in a similar role.

●      Strong analytical and problem-solving skills.

●      Excellent communication and presentation skills.

Skills:

●      Proficiency in R (tidyverse, LME4/lmerTest, plotly/ggplot2), or Python, for data manipulation and modelling and visualization, and SQL (joins, aggregation, analytics functions) for data handling.

●      Ability to handle & analyse marketing data and perform statistical tests.

●      Experience with data visualization tools such as Tableau, PowerPoint, Excel.

●      Strong storytelling skills and the ability to generate insights & recommendations.

Responsibilities:

●      Understand business requirements and suggest appropriate marketing measurement solutions (Media Mix Modelling, Multi Touch Attribution, etc.)

●      Conduct panel data analysis using fixed effects, random effects, and mixed effects models.

●      Perform econometric modelling, including model evaluation, model selection, and results interpretation.

●      Understand, execute, and evaluate the data science modelling flow.

●      Understand marketing, its objectives, and effectiveness measures such as ROI/ROAS

●      Familiarity with marketing channels, performance metrics, and conversion funnels.

●      Experience with media mix modelling, ad-stock effect, saturation effect, multi-touch attribution, rule-based attribution, and media mix optimization.

●      Knowledge of Bayes’ theorem, Shapley value, Markov chain, response curve, marginal ROI, halo effect, and cannibalization.

●      Experience handling marketing data and performing data QA & manipulation tasks such as joins/merge, aggregation & segregation, append.