Brief Description of position:

SENIOR ASSOCIATE –DATA ANALYTICS L2

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 and optimization solutions across atleast 4-5 clients 
• Lead business requirement conversations with external partners to understand their business requirements and articulate those into measurable KPIs.
• Adobe Analytics or GA360 Implementation experience across the life-cycle of multiple brand websites and mobile apps
• Well Versed with Tag Management Solutions like Adobe Launch, Google Tag Manager, Tealium and ability to define and setup deployment process.
• Proficient JavaScript experience in coding and troubleshooting analytics implementations.
• Experience in setting up Optimization / Testing Tools like Adobe Test & Target, Optimizely, Maxymizer, VMO etc.
• Ability to create experiences within optimization tools or connecting with CRM developed experiences.
• Be able to design end-to-end analytics solutions to convert requirements to Solution Design Reference (SDR), define data layer and tagging guides for analytics and 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.
• Run clients' QA independently and define deployment processes (Agile methodology, etc.)
• Thorough knowledge of reporting console and admin console
• Proficient in digital and marketing KPIs along with Reporting and Analytics concepts 
• Ability to automate reports setup using ReportBuilder/workspace/Excel formulas and macros/using APIs
• Ability to design processes around data governance and areas of privacy and compliance
• Strong ability to support adhoc business queries by analyzing web traffic, engagement and conversions using clickstream data
• Focus on multiple business unit websites and support all facets of the decision making platform (clickstream analysis, outcomes analysis, search analysis, multivariate testing analysis)
• Good understanding of Adobe Marketing stack and how various tools work together to build data driven businesses
• Experience in setting up and delivering experiences using Adobe Audience Manager and it’s components
• Understanding of DMP and CDP concepts will be an added plus 
• Having experience in either R or Python for data extraction and cleanup 
• Understanding of user stitching across tools/platforms will be a plus

Data Analyst

• Lead conversations 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.), dashboard performance tuning to handle large data sets and deployment process in an enterprise setup
• Strong dashboard skills coupled with analytical thinking to help define business specific dashboards
• Evaluate tools and technologies to develop best in class analytic strategies
• Use statistical tools and techniques to identify and evaluate the relationships between data fields, define customer segments
• Good understanding of customer segmentation techniques and audience activations using downstream systems
• Strong 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.) and experience in building correlations, forecasts and attribution modelling.
• Ensure data integrity and recognize / resolve data inconsistencies in reports, analysis and analytics toolsets.
• Ability to work with cloud platforms for data analytics, reporting and statistical needs
• Be able to extract and manipulate complex data using queries from a CDP kind of a 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
• Experience in conducting industry research and analyzing clients business performance at least in 2-3 scenarios
• Strong understanding about how to define and set benchmarks for various KPIs

Media Analyst

• Ability to strategize on Media Optimization and a wide knowledge of tools that matter in the Media Investment tracking, Competitor Tracking and Performance domains 
• Expertise in Ecommerce and specific metrics related to ecommerce media analytics 
• Ability to Attribute investments to specific media outcomes and come up with custom logic 
• Domain expertise in one of the verticals. Super specialization in a category is desirable 
• Lead Client briefing calls and support RFPs
• Experience with Media Metrics and exposure to all media channels - social, search and Programmatic beyond Google stack
• Deep understanding of Web Metrics, GA360 and ability to analyze audience profiles via advanced charts like Trigger Wheel
• Ability to create and test hypothesis and close loop the same with impact assessment 
• 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 innovate and find ways to optimize both operational and strategic work via Automation
• Deep understanding of the full lifecycle of media delivery 
• 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
• Deep expertise in Offer, Page and Creative Optimization tools and domain together with an understanding of TMS
• 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	Analytics and Optimization	GA360, Adobe Analytics, A T&T, Optimize	WebTrends, CoreMetrics
TA	Tag Management	Adobe Launch, GTM,DTM	Ensighten, Tealium
TA	Programming Languages/Open sources	Java Scripts, HTML, R, Python	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	Analytics and Optimization	GA Console, Adobe Analytics Workspace, Segmentation, A T&T, Optimize	VMO, Optimizely
DA	Reporting & Dashboards	Advanced excel,  Adobe Report Builder, BI Tools - Tableau, Power BI, Google Data studio	Qlikview, Datorama
DA	Automation skills /Open sources	Python, R, VB script, SQL	Statistics

Media analyst:

Domain Expertise	Technology stack	Must Have	Nice to have
Media Analytics	Web Analytics	Advanced User GA 360, GTM
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, Sizmek
Media Analytics	Media Analytics	GMP, Amazon Marketing Services
Media Analytics	Media Stack Deployment	DMP, DSP, DV/SA360, LiveRamp, TTD	API Development
Media Analytics	Automated Creative & Social Analysis	Utilities w.r.t Unstructured Data, NLP
Media Analytics	Ecommerce	Amazon Attribution

 

PERSONAL ATTRIBUTES

• Client Facing experience
• Hands on experience in 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 and team
• Contributions in the area of Thought leadership
• Track lead & mentorship skills
• Process orientation and the ability to define and set up processes
• Ability to work with limited supervision, therefore strong time management and self-task planning skills required
• Self-driven person to upskill himself/herself and be able to work in a dynamic business situations

EXPERIENCE 6-9 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