Brief Description of position:

SENIOR ASSOCIATE –DATA ANALYTICS L1

JOB SUMMARY

We live in the data age and the growth of data which is available and usable in marketing and business has made being data driven an achievable goal for us and our clients. Our team works to be this bridge between the data and the business; to capture and measure the digital activities which are so important to business, and turn them into useful insights and actions which impact customer and business outcomes. This requires that we help make sure that there is strategic organization around what needs to be measured, and what value it will deliver. That purpose is defined and adhered to when we collect, process, and act on data. This requires that we educate and inform our colleagues and clients about how best to use data to generate useful insights and actions. This requires that we design and deliver solutions which fit needs and improve the data agenda.

We work within blended teams consisting of technologists, user experience, design specialists, and account managers to help inform and improve the business that we as a company deliver for our clients. We work directly with clients to grow and mature how and why they do digital analytics to turn it into more of a powerhouse in their business. We advise, we consult, and we deliver.

As a member of this team you’ll be a lead in developing and driving our team and our business to get the most out of data. You’ll push thinking and delivery across multiple accounts leveraging your deep experience in data solutions to ensure success. You’ll coach and develop colleagues to achieve continually high performance and outputs.

What does an Analyst do day-to-day?

The Analysts form the foundation of the Analytics team, pulling and arranging data from a multitude of sources to feed business-improving insights and putting it all together into presentations that bring the story home to our clients. Analysts pull and arrange data, but also play a pivotal role in mentoring Analysts. As more experienced analysts and project managers, Senior Analysts also mentor Analysts in best practices for working with data, communicating with internal teams, and designing basic data strategies on the campaign level. Senior Analysts work closely with a Manager to help execute the broader vision for the account.

PRIMARY RESPONSIBILITIES

Technical Analyst

• Experience in delivering analytics solutions across atleast 3-4 clients 
• Collaborate with external partners to understand their business requirements and articulate those into measurable KPIs 
• Adobe Analytics or GA360 Implementation experience across the life-cycle.
• Well versed with Tag Management Solutions like Adobe Launch, Google Tag Manager, Tealium and have understanding of deployment process
• Proficient JavaScript experience in coding and troubleshooting analytics implementations.
• Understanding of Optimization / Testing Tools like Adobe Test & Target, Optimizely, Maxymizer, VMO etc.
• BE able to convert scope and requirements to Solution Design Reference (SDR)
• Be able to create common data layer to be consumed by all marketing tools
• Create and maintain Adobe Analytics JavaScript tags and plugins and be able to validate and debug using relevant debugging tools
• Be able to convert SDR to exact JS code to be added on page or user actions on page
• Understanding of commonly used plugins in analytics solutions
• Participate in clients' QA and deployment processes (Agile methodology, etc.)
• Thorough knowledge of reporting console and admin console
• Understanding of digital and marketing KPIs along with Reporting and Analytics concepts 
• Ability to automate reports setup using ReportBuilder/workspace/Excel formulas and macros/using APIs
• Sound understanding of data governance and areas of privacy and compliance is required
• Support the analytic needs of a business unit by analyzing web traffic using clickstream tools beyond Adobe Analytics
• Focus on multiple business unit websites and support all facets of the decision making platform (clickstream analysis, outcomes analysis, search analysis, multivariate testing analysis)
• Understanding of Adobe Audience Manager will be good to have
• Understanding of DMP and CDP concepts will be an added plus but not mandatory
• Exposure to R or Python for data extraction and cleanup will be an added advantage
• Understanding of user stitching across tools/platforms will be a plus

Data Analyst

• Work closely with Senior Management, Category teams, UX, Design, Production etc to scope out requirements, define tests for A/B testing , create hypotheses, develop variations to test, build tests and thoroughly QA them.
• Generate insights based on trends observed in the data, tie back to the business initiatives and update business owners
• Analyzing online user behavior, conversion data and the customer journeys leading to optimize user experience.
• Strong analytical skills to investigate and understand the opportunities of where A/B testing may be required and analyze the success of tests that have been run.
• Experience working with cloud based and open source technologies including Amazon Web Services and/or use of Google Big Query and Google Cloud Platform.
• Experience in working on a Data Visualization/BI/MI tool (Tableau, Power BI, Data Studio etc.) and understanding of deployment process in an enterprise setup
• Strong dashboard skills coupled with analytical thinking to help define business specific dashboards
• Use statistical tools to identify and evaluate the relationships between data fields and outcomes
• Good understanding of customer segmentation techniques and audience activations using downstream systems
• Have understanding of tag management tools, variables and optimization tool setup
• Execute quantitative analysis that translates data into actionable insights.
• Manage and Interpret large amounts of complex data across functions (Web, App, CRM, Operations, etc.)
• Ensure data integrity and recognize / resolve data inconsistencies in reports, analysis and analytics toolsets.
• Basic understanding of SQL to extract and manipulate data with simple queries on one or more tables from a database system.
• Develop and enhance automated reporting templates that communicate KPI, trends and deviations to stakeholders.
• Effective presentation and story boarding skills with exposure to executive level presentations.
• Understanding digital marketing landscape and ability to derive campaign analysis in terms of campaign performance and channel optimization
• Ability to conduct industry research and analyze clients business performance will be a plus
• Ability to define and set benchmarks for business KPIs will be an added advantage

Media Analyst

• Analyze and improve Performance of Media Budget and suggest Tactical and strategic changes
• Understand Media Budgeting and Planning data and detecting anomalies by comparing budgeted vs delivered metrics
• Ability to Attribute investments to specific media outcomes
• Lead Client briefing calls 
• Knowledge of Offer, Page and Creative Optimization tools and domain
• Advanced user of Alteryx and other data transformation tools 
• Experience with Media Metrics and exposure to media channels - social, search and Programmatic beyond Google stack
• Deep understanding of Web Metrics and ability to analyze audience profiles via advanced charts like Trigger Wheel
• Audience activations and segmentation via tools like SA/DV 360 as well as ROI measurement
• Set up, transform and track competitor strategy/tactics w.r.t media spends and activities
• Ability to deploy Automation solutions via Python on Cloud platforms
• Analyzing and optimizing Sales on Ecommerce platforms via an Effective Media Strategy
• Enabling unstructured/images/video data analysis via cloud platforms/utilities
• Deploying and Managing Ad-tech Systems like DMP, DSP and expertise in Audience Tracking/Data Stitching
• Analyzing and optimizing Sales on Ecommerce platforms via an Effective Media Strategy
• Enabling and operationalizing automation utilities/innovations and/or catering to custom requirements on Ad-Tech
  
  

EXPERIENCE :SKILL SET

Domain Expertise	Technology stack	Must Have	Nice to have
TA	Web Analytics	GA360, Adobe Analytics,	WebTrends, CoreMetrics
TA	Tag Management	Adobe Launch, GTM,DTM	Ensighten, Tealium
TA	Programming Languages/Open sources	Java Scripts, HTML	Python, R, Big Query, SQL
TA  (Specific hire)	Marketing Analytics platforms	Adobe (AAM) Salesforce (Krux)
TA (Specific hire)	Mobile Apps	Firebase analytics, Adobe analytics for Mobile apps
TA	Reporting & Dashboards	Adobe Report builder, Workspace, GA console	BI Tools Tableau, Power BI, Google Data studio, Qlikview, Datorama
TA	Testing Tools	Omnibug, Httpfox	Selenium
TA	Cloud platform	GCP, Azure, AWS

Domain Expertise	Technology stack	Must Have	Nice to have
DA	Web Analytics	GA360 Console Adobe Analytics Workspace, Adobe Report builder,Segmenation
DA	Reporting & Dashboards	Advanced excel,  BI Tools Tableau, Power BI, Google Data studio, Qlikview, Datorama
DA	Automation skills /Open sources	Python, R, VB script, SQL	Statistics, Big Query
DA  (Specific hire)	Marketing Analytics platforms	DMP, AAM, Salesforce(Krux)
DA  (Specific hire)	Optimization Tools	Maxymiser, Adobe Target, Google Optimize	Qubit Deliver, Optimizely, VWO

Domain Expertise	Technology stack	Must Have	Nice to have
Media Analytics	Web Analytics	Advanced User GA 360
Media Analytics	Reporting & Dashboards	Advanced excel, Alteryx BI Tools Power BI, Google Data studio, Datorama
Media Analytics/Ad-Tech	Automation skills /Open sources	Advanced Python, Azure, GCP	Statistics, SQL
Media Analytics/Ad-Tech	Marketing Analytics platforms	DMP, Salesforce(Krux)
Media Analytics/Ad-Tech	Optimization Tools	Optimizely, Google Optimize, Sizemk
Media Analytics	Media Analytics	GMP, Amazon Marketing Services, GWI, SimilarWeb,	Liveramp,
Media Analytics	Media Stack Deployment	DMP, DSP, DV/SA360	API Development

PERSONAL ATTRIBUTES

• Client Facing experience
• Hands on experience across multiple Industries
• Strong written and verbal communication skills
• Good Articulation skills
• Good team player
• Self-starter who requires minimal oversight
• Ability to prioritize and manage multiple tasks for an individual
• Process orientation and the ability to define and set up processes
• Ability to adapt and adjust as per dynamic business situations

EXPERIENCE 4-6.5 Years

LOCATION Gurgaon, Bangalore

PROJECTS THIS ROLE WILL SUPPORT:

• Digital Analytics stack implementation for Global Brands
• Data Analytics Transformation for Commerce Projects
• Digital Analytics Strategy Planning & Execution

POSSIBLE CAREER PATHS:

• Data Analytics Technology Expert
• Data Analytics Platform Consultant
• Analytics Architect / Lead Analytics Solution Consultant

ABOUT US 

Publicis Sapient is a digital transformation partner helping established organizations get to their future, digitally-enabled state, both in the way they work and the way they serve their customers. We help unlock value through a start-up mindset and modern methods, fusing strategy, consulting and customer experience with agile engineering and problem-solving creativity. As digital pioneers with 20,000 people and 53 offices around the globe, our experience spanning technology, data sciences, consulting and customer obsession – combined with our culture of curiosity and relentlessness – enables us to accelerate our clients’ businesses through designing the products and services their customers truly value. Publicis Sapient is the digital business transformation hub of Publicis Groupe. For more information, visit publicissapient.com

Location

Gurgaon, Bangalore