Develop a deep understanding of client Marketing and Business Objectives. Design optimal measurement strategies and define sophisticated Key Performance Indicators (KPIs) tailored to client maturity. Lead the end-to-end execution of measurement studies—including Conversion Lift, Brand Lift, XNR, and Geo-based Experiment —ensuing statistical significance (StatSig) on all uplift data. Utilize advanced investigative skills to model experimental results and triage them into broader media plan Return on Investment (ROI) analyses.
Analyze attribute lift across channels to inform high-level channel strategy and budget allocation. Reconcile disparate data sources (MMM, MTA, and Incrementality) to provide a unified narrative of media effectiveness, helping clients navigate the shift toward third-party measurement. Partner with In-Market Sales and Product Specialist teams to interpret complex measurement results for client leadership.
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