Director - Media Effectiveness

dentsu; Bengaluru; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Dentsu in Bengaluru seeks a Marketing Analytics lead to drive a comprehensive strategic roadmap for marketing effectiveness and to deliver tangible business outcomes through a clear, actionable strategy.

You will harmonize online and offline channel performance using MMM/MTA and test & control methods, collaborate with the Media team, advance measurement practices, and develop scalable models and tools for clients.

Responsibilities

• Aid in executing a comprehensive strategic roadmap for marketing effectiveness.
• Incorporate methodologies like marketing measurement, simulation/forecasting, and scenario planning.
• Drive tangible business outcomes through a well-defined and actionable strategy.
• Harmonize online and offline channel performance using MMM, MTA, and test & control methodologies.
• Collaborate with the Media team to craft cross-channel measurement plans and KPIs.
• Develop replicable models and tools that scale across clients.
• Address ad hoc analysis to inform marketing budget allocation.

Job description

• Aid in executing a comprehensive strategic roadmap for marketing effectiveness.
• Incorporate methodologies like marketing measurement, simulation/forecasting, and scenario planning.
• Drive tangible business outcomes through a well-defined and actionable strategy.

2. Harmonize Online and Offline Channel Performance:

• Leverage marketing analytics to seamlessly harmonize online and offline perspectives of channel performance.
• Utilize MMM, MTA, test & control methodologies to present a unified, cross-channel view of marketing performance and attribution.
• Derive actionable insights to inform strategic decision-making.

3. Client Data Acquisition:

• Facilitate clients in acquiring essential data for ROI analyses.
• Ensure a thorough understanding of client needs and goals to tailor data acquisition processes accordingly.

4. Collaborate with the Media Team:

• Collaborate closely with the Media team to craft cross-channel measurement plans and KPIs.
• Consider business nuances like campaign objectives (e.g., performance vs. awareness) to ensure effective measurement strategies.

5. Drive Evolution of Measurement Practices:

• Propel the evolution and acceleration of measurement practices.
• Introduce innovative test designs to ensure continual learning and adaptation to industry shifts.

6. Refine and Enhance Analytics Models:

• Continuously refine and enhance marketing analytics and optimization models.
• Work closely with the data science team to adapt models to shifts in the business landscape.

7. Develop Replicable Models and Tools:

• Develop replicable models, tools, and templates that are scalable and universally applicable across clients.
• Ensure the efficiency and effectiveness of measurement tools for seamless implementation.

8. Ad Hoc Analysis and Decision Support:

• Address requests for ad hoc analysis to guide business decisions.
• Inform marketing budget allocation through comprehensive analysis and insights.