The Data Analyst – Marketing is responsible for the management, identification, creation, and implementation of targeted first party audience segments across multiple digital marketing distribution platforms including social, display, and video. The role will serve as the main point of contact and subject matter expert on various marketing tools and capabilities including Adobe Real Time Customer Data Platform, LiveRamp (audience data and platform distribution) and Facebook, Instagram, Google, DV360, etc. (audience activation). The Data Analyst – Marketingwill lead conversations with both internal and external cross-functional partners focused on supporting the goals of upcoming digital campaigns through proper segment identification, generation and execution. The Data Analyst – Marketing will oversee the daily digital audience process and regularly discuss approach strategies with leadership to ensure appropriate targeting segments are created and distributed and to apply segment performance metrics to inform and evolve future targeting strategies.
Job Duties and Responsibilities:
Oversee the definition of audience segments based on collaboration with campaign, channel owners, and external media agency partners. Manage process of segment creation, onboarding and distribution using technology enablers such as Google Cloud Platform, Adobe RT-CDP, LiveRamp, and various media platforms.
Lead the process of identifying, prioritizing and implementing opportunities to continuously improve efficiency and accuracy of the segment creation approach.This includes reviewing management processes and tools while working closely with cross-functional media and technology partners. Troubleshoot errors and problem solve issues when they arise with a sense of urgency.
Align with partners on audience KPIs. Develop processes to efficiently track KPIs and identify actionable insights to improve future strategies and audience effectiveness.
Explore opportunities to leverage additional 3rd party data attributes to enrich audience segments and/or drive acquisition strategies.