Paid Media, Search & Influencer & Consumer Analytics
- Effectiveness & Audience Tracking: Build tracking frameworks to evaluate paid media performance across Meta, TikTok, and Google Ads. Engineer data models to track the efficiency of advanced targeting strategies, including Lookalike Audience performance and Audience Suppression lists across platforms.
- Search & Influencer Insights: Integrate search engine insights and keyword trends into the data ecosystem. Build custom analytics frameworks to evaluate the ROI, engagement, and conversion impact of influencer marketing campaigns.
- Consumer Journey Analysis: Supporting the business to leverage 1st party & 3rd party consumer data to build analytics framework to evaluate the consumer journey such as basket analysis, campaign evaluation, product pathway analysis etc.
Market Intelligence & Consumer Survey ETL
- Survey Data Engineering: Own the ETL preparation and normalization of primary market research, consumer trackers, and brand health survey data (e.g., Qualtrics, Toluna, or customized agency reports).
- Insights Consolidation: Harmonize qualitative survey data and market intelligence with quantitative transactional data (POS, CRM, and eCommerce sales) to create a 360-degree view of consumer behavior.
Data Pipeline Engineering, APIs & Visualization
- API Integration: Connect, maintain, and optimize data pipelines pulling from digital media APIs, CRM systems, and Google Analytics.
- Dashboard Architecture: Design, build, and maintain enterprise-grade interactive dashboards using Power BI and Tableau that translate media, survey, and sales metrics into actionable business strategies.
- User Support: Act as the primary technical point of contact to resolve basic user queries, troubleshoot dashboard issues, and manage ad-hoc deep-dive data requests.
AI Automation & Enablement
- Workflow Automation: Utilize advanced AI scripting, tools, or GenAI workflows to automate messy media data cleaning, categorize ad creatives, and streamline routine reporting. Working with the IT team to ensure data process governance.
- Training Material & Use Cases: Author technical data dictionaries and user manuals. Formulate real-world retail use cases and support on training sessions to enable marketing and business teams to self-serve on dashboards.