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Lead Analyst, Media Performance Insights
2 months ago
The Senior Specialist, Audience Engagement Analytics plays a crucial role in assessing and enhancing the effectiveness of targeted media initiatives by utilizing both first-party and third-party data for the Inspire Brands portfolio. This position is dedicated to evaluating the influence of media on brand performance indicators and establishing connections to business results. The individual will monitor competitive media activities to uncover emerging trends, opportunities, and potential challenges. We are looking for a dedicated media analytics expert with a strong history of devising innovative measurement strategies to optimize media performance. The ideal candidate is enthusiastic about grasping consumer perceptions and ensuring the necessary tools are available to capture these insights. They are capable of employing inventive analytical methods to correlate shifts in consumer perceptions with business metrics.
This role is primarily based in our Atlanta Support Center, with an expectation of being onsite a significant portion of the time.
KEY RESPONSIBILITIES
- Direct the measurement strategy to quantify the effects of audience-targeted media using both first-party and third-party data (via Clean Room).
- Innovate measurement techniques to assess media impact within closed ecosystems.
- Establish and uphold measurement methodologies for all media channels, including Television, Online Video, Out-of-Home, Display, Social Media, Radio, Search, and Partnerships.
- Collaborate closely with Consumer Insights, Customer Analytics, Data Science, Marketing, and Media teams to create learning agendas, media strategies, and measurement frameworks.
- Demonstrate the effectiveness of targeted campaigns compared to non-targeted media efforts.
- Conduct analyses to link marketing performance indicators with business outcomes.
- Create dashboards to communicate and analyze trends in consumer sentiment, marketing performance indicators, competitive marketing activities, and expenditures, illustrating how these factors connect to business results.
- Bachelor's degree is mandatory.
- 3-5 years of experience with diverse media measurement tools, including media mix modeling, brand lift assessments, digital attribution, and foot traffic analysis.
- 1-2 years of experience with ETL tools to develop automated processes for aggregating media expenditure and impression data from media partners.
- 2-5 years of experience with dashboard tools such as Tableau, MicroStrategy, or Google Data Studio to streamline reporting processes.
- 1+ years of experience with SQL or other database querying languages.
- Comprehensive understanding of Customer Data Platforms (CDPs) and Clean Room technologies to engage target consumers and evaluate media success based on treated versus control methodologies.
- Familiarity with media measurement techniques, including foot traffic analysis, customer panels, and closed ecosystem approaches.
- Knowledge of various media measurement solutions and vendors across Television, Connected TV, Video, Social Media, Display, and Out-of-Home to optimize performance across media partners, creative content, and targeting strategies.
- Strong analytical capabilities to establish connections between marketing performance indicators and business outcomes.
- Excellent storytelling abilities, with the capacity to synthesize results and convey insights effectively to cross-functional teams.
- Genuine interest in traditional and social media and their operational dynamics.
- Collaborative mindset and readiness to assist whenever necessary.
- Proven ability to work successfully and build relationships with internal teams, suppliers, and agencies is essential.
We encompass some of the most renowned restaurant brands in the world, but we are much more than just a restaurant company. We are a collective of hundreds of thousands who are individually and collectively transforming the way people eat, drink, and gather around the table. We recognize that food is more than just a necessity; it is an experience. At Inspire, that is our mission: to ignite and nourish flavorful experiences.
