Qualification:
MBA with a statistical or quantitative research background
Experience:
8-10 years of analytics/ data-mining experience with prior experience in working in the digital data/ performance management domain
Knowledge & skills:
- Demonstrable partnership and influencing skills
- Exceptional analytical skills, hand-on experience of business intelligence mgmt.
- Ability to collaborate with cross-functional teams/ CoEs (Digital/ Customer Mktg/ Sales MIS/ IT etc.) to unearth new sources of data and establish connections to lead performance diagnostics
- Ability to distil and present actionable information from multiple data sources spanning primary/ secondary research & digital datastreams to enable near real-time monitoring of consumer engagement (Experienced in Story telling)
- Hands-on modelling experience and exposure to analytical tools (like R, SAS, Excel) will be an advantage
- Experience of working in high-growth, performance focused environments is a plus
- Ability to work autonomously and lead large scale projects in a fast paced matrix organization
- Adequate knowledge of quasi-experimental and applied research design, including multivariate statistical analysis
- Agency management: Develop strong relationships with global and regional external digital/ analytics partner-agencies to ensure superior service and quality.
- Tech skills: Ability to understand, leverage and build analytics tools, tech, software, platforms, along with partnership with D&T team
AREAS OF RESPONSIBILITY PERFORMANCE MEASURES (QUANTITATIVE / QUALITATIVE)
1. Multi-source Data and Analytics
- Own the planning and implementation of the portfolio diagnostics processes and hypotheses generation frameworks, esp. based on multi-source data/ info banks (Offline: Brand Track/ Ad-hoc Consumer Research/ Analytical models like MMM & Online: Social Media listening, Media Campaigns, 1st & 3rd party data partners)
- Manage the design and development of analytical projects designed to understand key business behaviours that drive consumer-recruitment and engagement
- Identify opportunities to develop forecasts, statistical models, segmentation schemes, and data-driven frameworks to drive optimal marketing investments
- Identifying new sources of data (especially 3rd party especially new (and digital) sources of data across search, social, multiple app platforms, macro and micro economic data, competitive data, other data platforms) to build and enrich the analytics, filling the gap continuously towards an integrated and more complete view of business and brand performance across marketing and commercial functions.
2. Embedding Analytics Process and Governance
- Jointly work with marketing, commercial, customer marketing, business owners to identify information needs and develop reporting/ performance mgmt. standards
- Develop KPI dashboards to enable business conversations for actionable insights
- Integrate media/ social analytics into transactional and consumer analytics
- Lead and participate in strategy development initiatives along with the brand teams for new and existing business and innovations.
- Define problems, collect information, establish facts, undertake/ enable relevant analytical studies to draw valid conclusions and effectively influence business to make strategic & commercially savvy decisions.
- Contribute to the development and application of Best Practices for Marketing Effectiveness within USL/ Diageo-India
- With D&T, set up a power BI dashboard, with integrated analytics across all multiple sources of data, with self-serve modules
- Leading partners and internal teams to drive data driven insights adoption into plans 3 Omnichannel Consumer Journey Analytics and M&E
3. Omnichannel Consumer Journey Analytics and M&E
- Develop an omni-channel M&E analytics practice in the business, with key data points, tools, technology, agency partners
- Integrated into the overall M&E governance practice as part of MBP, connections planning 2.0
- Build own sources of data, linked to the-bar and Diageo's CDP platform
