Omnichannel Analytics Lead
1 day ago
AbbVie is seeking a highly skilled Omnichannel Analytics Manager to join our Marketing Analytics and Business Insights (MABI) team. As a key member of our team, you will be responsible for leading experimental test design and measurement, and developing Omnichannel analytics insights.
Key Responsibilities:- Own business data and attributes, including data sources and business rules that feed modeling, reporting, and measurement.
- Articulate business owner needs and support use case ideation and development.
- Design experimental testing, measurement plans, and execution plans in partnership with the Digital Lab team and media agency of record.
- Conduct testing measurements with established methodologies and deliver statistically significant results, including marketing ROI impact.
- Establish media KPIs and benchmarks, and maintain visibility to the correlation between media exposure and patient treatment adoption across marketing tactics.
- Contribute to monthly Omnichannel performance reporting, leveraging media performance measurement and analyses.
- Perform digital audience analytics to inform personalized audience strategy and optimize the Omnichannel experience.
- Interpret Omnichannel performance and audience insights to identify opportunities to target new patients.
- Perform ad-hoc analyses to deep dive drivers behind media and audience performance across paid and owned channels.
- Bachelor's degree in Physics, Engineering, Statistics, Econometrics, Actuarial Science, Decision Sciences, Operations Research, Applied Mathematics/Physics, or Quantitative Analysis.
- Hands-on experience in coding SQL (BigQuery, Hue, SQL Assistant, etc.).
- 5+ years of experience identifying and outlining key metrics and building campaign performance/measurement plans/marketing analytics.
- Strong experience in brand marketing and optimization.
- Demonstrated experience in Omnichannel marketing and analytics space, including digital media, search, social, websites, endemic, and familiarity with digital targeting, activation, trafficking, and measurement.
- MarTech and big data knowledge is preferred in the digital space (DMP, digital identity solution, data clean room, CDP, etc.).
- Knowledge of digital marketing data from various publishers/channels and Adobe clickstream data, etc. 3rd party pharmaceutical patients claim data is preferred.
- Strong written and oral communication, data visualization, presentation, and interpersonal skills.
- Strong collaboration skills and ability to influence the development and adoption of analytic capabilities.
- Strong planning and project management skills.
- Ability to distill complex information into concise and impactful stories/presentations.
- Exceptional analytical and problem-solving skills and attention to detail.
- High motivation, strong work ethic, and positive attitude while working under tight deadlines.
- Masters/MBA or PhD is preferred.
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