Director of Analytics

WHO WE ARE:

We think too much marketing isn’t us. It’s mass markets not audiences of one. Homogenous groups to be targeted, not individuals to be inspired. Segments to reach, not people with their own ideas and ambitions. It’s one size fits all and it’s dull.

When it comes to individuals, we’re fierce. We stand up for individuality. We speak up against bland, broad-brush generalizations. We fight for solutions that adapt to the individual’s needs, beliefs, behaviors and aspirations. And we commit to doing this in every aspect of our work for clients and their consumers.

We actively foster an inclusive workplace where diversity and individual difference are valued and leveraged to achieve the agency’s vision. And most importantly we value every individual’s wellbeing.

We are Fiercely Individual.

HOW WE DO IT:

At RAPP we are fiercely focused on the individual and how we can create value from every individual’s experience with a brand. We do this across three capability areas: customer centric consulting, creativity that inspires action and customer experience management.

Our data analysts know who that person is. Our strategists understand what they want. And our award-winning Technologists and Creatives know how to get it to them.

RAPP is an integral part of Omnicom’s Precision Marketing Group, comprising 4,000 creatives, technologists, strategists, and data and marketing scientists across 40 global markets

YOUR ROLE:

The Director of Experience Analytics leads the performance measurement reporting and testing analytic deliverables in support of paid media, landing page, and CRM tactical campaigns and identifies actionable insights for on-going optimization based on media performance, site engagement, customer behavioral conversion proxy signals, campaign results, and testing across the end-to-end full funnel user journey.

This position plays a critical role within accounts to shape data-informed strategic frameworks, from alignment to client objectives to test design to measurable outcomes and attribution methodology that builds a business case through results and ROI. Responsible for evolving best in class output, analytical rigor, innovation around campaign and media analytics, and insights generation for RAPP clients. 

The Director of Experience Analytics is expected to continuously seek out, learn about and actively use new data sources, technologies, tools and statistical methods and be able to apply this experience to innovate new analytical solutions aligned with client needs.  Resourcefulness, curiosity, passion, collaborative spirit, and fearlessness are required traits of all RAPP employees. 

The ideal candidate is a quick strategic thinker, a natural leader, an excellent communicator- highly motivated while being highly precise. Define data, decisioning and measurement strategies to optimize multi-touch marketing programs across all forms of media (digital, social, direct, etc…).  Promote and enable data-driven decision-making across all RAPP NYC clients.

YOUR RESPONSIBILITIES:

• Lead the development of Measurement and Analytics plans for all projects ensuring proper KPI assignment, data collection, test and learn plans, ROI ProForma, and targeting in order to produce data driven intelligence from campaigns and programs.
• Business Case development derived from multiple data source inputs including third party research, primary research, campaign reports, benchmarking analysis and historical performance.
• Develop observations and insights around campaign results for optimization of paid media and omni-channel performance marketing campaigns.
• Define requirements for and produce campaign reports and analysis across paid media marketing channels (specifically but not limited to programmatic display & video, paid social, email, site analytics, and paid search).
• Collaborates with Strategy, Experience Planning, Project Management, and Creative discipline teams in producing actionable insights on customer behavior based on campaign results and analysis.
• Drives media and communication plans through lateral thinking, knowledge of results, customer behavior, meaningful data insights and the use of innovative forecasting and insight tools.
• Informs component (creative, format, value proposition, target, message) analysis optimization based on in-depth analysis by campaign or cross-campaign.
• Combine disparate data sets (customer database, marketing behavior, macro-economic data, etc.) to expose brand realities, market opportunities and potential marketing strategies.
• Provide leadership in developing M&A Plans, learning agenda’s, ROI/ Pro Forma’s, and results for all client projects.
• Provides quantitative analysis input to define business requirements for multi-touch and progression campaign sequences.
• Provide accurate attribution platforms/ models across multiple media channels.
• Deep understanding and expertise of digital ecosystem measurement and insights, including but not limited to Programmatic Digital and Social platforms.
• Attract, Nurture and Retain best talent; Build and manage a team of analysts capable of meeting needs of agency and client.
• Author POVs and other IP covering recent trends and developments in marketing analytics, big data and data science.

REQUIRED SKILLS & EXPERIENCES:

• Bachelor’s degree in Math, Finance, Marketing, Statistics, Econometrics, Social Science or other related degree/ equivalent experience.
• 8-10 years experience working with data and utilizing quantitative techniques to solve marketing or business problems, such as campaign analysis, channel attribution, program optimization, customer segmentation, market share analysis, customer life time value, and predictive modeling.
• Advanced knowledge of marketing tools and methods, direct marketing test and learn plans, ROI and Pro Forma development.
• Expertise with statistical and research methods: significance, error, sample size, design of experiment, data mining/multivariate analysis.
• Proficient knowledge with data visualization tools: Power BI, Google Data Studio, Tableau.
• Proficient knowledge with web analytics and publisher UI tools: Google Analytics, Campaign Manager, DSPs, Facebook, Adobe Analytics.
• Proficient knowledge with database and marketing automation tools: SQL, Business Objects, Eloqua, Exact Target.
• Proficient knowledge with CRM and Email 1P data.
• Expertise with Microsoft Excel – logical functions, lookups, pivot tables, external source data, dynamic pivot charts and tables.
• Strong communication and presentation skills.

NOTE:  This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.