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Advertising Insights Specialist

2 months ago

Miami, United States Holland America Group Full time
Job Overview

The Media Performance Analyst is tasked with the critical role of generating measurement reports and extracting significant insights from the performance of advertising initiatives related to Holland America Group's marketing strategies. This encompasses both digital and traditional media placements as well as comprehensive campaign performance analysis. The individual in this position is vital in crafting integrated measurement frameworks and executing enhancements to optimize campaign outcomes. The Media Performance Analyst collaborates closely with the planning and digital teams to gain a thorough understanding of media strategies and investments across various channels.

Key Responsibilities:
  • Engages with internal and external media teams to assess and interpret paid media and advertising effectiveness for various internal projects. Provides insights that lead to opportunities for refining partners, target audiences, and strategies while addressing data inconsistencies. Formulates strategic testing methodologies and agrees on relevant key performance indicators (KPIs) to ensure campaign objectives are achieved.
  • Evaluates the effectiveness of creative messaging, generates reports, and identifies areas for testing. Works alongside the broader marketing team to discern which messaging strategies and executions yield the best results and makes adjustments as needed.
  • Contributes to larger media initiatives, such as the development and application of Marketing Mix Modeling (MMM) and/or Multi-Touch Attribution (MTA), collaborating with cross-functional teams.
  • Establishes tracking and reporting specifications and implements tailored tracking parameters, including suitable media tagging and naming conventions to facilitate performance comprehension.
  • Undertakes additional responsibilities as assigned, including billing tasks.
  • Adheres to all company policies and standards.
Qualifications:
  • Education: A bachelor's degree in advertising, marketing, or data analytics is required.
  • Experience: A minimum of 3 years in media and/or marketing, utilizing technology and analytics to evaluate campaign performance is essential.
Skills and Competencies:
  • Expertise in Microsoft Office Suite, particularly Excel.
  • Familiarity with Site Catalyst (or similar tools).
  • Proficient in Tableau, SQL, Tealium, DFA, and DMP.
  • Experience with Google Analytics 360 and Google Campaign Manager.
  • Strong understanding of site tagging practices.
  • Knowledge of comprehensive media strategies, both data-driven and technology-focused.
  • Ability to collaborate across departments including media, marketing, and business intelligence, as well as with external advertising agencies to enhance brand visibility and customer engagement.
  • Background in online and offline advertising/media, channel marketing, and/or consulting.
  • Proven ability to communicate actionable insights effectively, both verbally and in writing.
  • Capability to prioritize and manage multiple projects in a fast-paced environment is crucial.
  • Demonstrates enthusiasm, creativity, and commitment.
Physical Requirements: Must be able to remain seated at a desk and/or computer for extended periods.

Travel Requirements: Less than 25% travel may be necessary.

Work Environment: Primarily operates in a climate-controlled setting with minimal safety or health risks.

About Holland America Group

Holland America Group is committed to fostering an ethical and compliant culture. This position requires integrity, honesty, and respectful treatment of others, along with a readiness to report any misconduct or concerns. Holland America Group is dedicated to providing exceptional vacation experiences while prioritizing safety and sustainability in all business practices.