VP, Analytics Director

Strategy Chicago, Illinois


Description

WHO ARE WE?

In 1949, three enterprising gentlemen, Bill Bernbach, Ned Doyle, and Maxwell Dane gave the advertising industry a wake-up call. They introduced a new approach to marketing that relied on insight into human nature, respect for the consumer, and the power of creativity. In short, they said: Let's stop talking at people and let's start conversations that lead to action.

This heritage is a unique strength that continually tells us who we are, what we believe and how we should behave. It inspires us to continually challenge standard convention. From Bill Bernbach to Keith Reinhard to the present generation of DDB leaders, we are continuing the revolution.

 

THE ROLE:

The VP, Analytics Director will oversee data-driven insights and strategic thinking for the State Farm busiess.

He / she will also lead efforts to analyze marketing campaigns across channels and platforms, orchestrating the findings in conjunction with the global client service, creative, brand planning, business transformation and experience planning leads.

RESPONSIBILITIES:

  • Identify, scope, propose, and direct the appropriate application of marketing science services

 

  • Design and recommend appropriate analytic methodologies for Ford, including but not limited to:

 

  • Financial Modeling: Customer value, profitability, and lifetime value modeling

 

  • Descriptive Analytics: Heuristic segmentation at strategic and tactical levels

 

  • Predictive Analytics: Advanced statistical and econometric modeling techniques used to inform forecasting offer and sales effectiveness, promotional effectiveness, media optimization, pricing and churn elasticity, customer loyalty and satisfaction measures. Developed using:

 

  • Data-reduction techniques (e.g. factor analysis)
  • Regression-based models; linear, non-linear, logistic, multinomial, etc.
  • Survival analysis informed targeting models
  • Hierarchical and non-hierarchical cluster analysis-based segmentation models
  • Markov Chain segment migration models
  • AR, MA and ARIMA, Bayesian Structural Equation Time Series models

 

  • Artificial Intelligence: Using supervised, semi-supervised, reinforcement learning, and unsupervised AI & ML methodologies

 

  • Data-Driven Contact Strategy Development: Identifying the optimal sequencing, frequency, offer and channel mix, achieved by leveraging multivariate testing methodologies, (e.g. fractional factorial design, Latin Square design solutions), decision rule development

 

  • Learning Agenda Development: Identification and management of KPI’s aligned to strategic and tactical business objectives, insight generation and strategic recommendation

 

  • Author POVs and other IP covering recent trends and developments in marketing science

 

  • Codify best practices, package case studies, share methods and define new standards in collaboration with the global network team

  • Develops and oversees analysis and modeling on projects across multiple accounts

 

  • Sets priorities and adjusts to reach goals across multiple projects

 

  • Able to create modeling dataset with vendor overlay, develop predictive model and place model in production for marketing efforts

 

  • Able to communicate all aspects of project: design, findings, and conclusions

 

  • Able to write and deliver final presentations to 100% completion

 

  • Able to handle most communication with clients and vendors and develop proposals for existing clients and new prospects

 

  • Provides appropriate development plans and opportunities to direct reports

 

  • Other special projects as needed and assigned and manage overall team projects and provide direction on analytical/modeling projects

REQUIREMENTS:

  • Advanced training in statistical techniques such as: multivariate predictive modeling, multidimensional segmentation, factor analysis, lifetime value determinations, linear and logistic regression, CHAID analysis, latent class analysis, multinomial logistic regression, survival analysis, fractional factorial test design, cluster analysis, Markov Chains, econometric time series AR, MA and ARIMA modeling etc.

 

  • Expertise in modern marketing customer data sources and services like CDP’s (Customer Data Platforms), DMP’s (Data Management Platforms), and ID Management, and how agencies can leverage client built, third party, and agency-built data for improved marketing effectiveness.

 

  • Expertise in marketing and advertising technology solutions including Marketing Clouds, Campaign Management, Reporting, Channel Deployment, Data Management Platforms, Advertising Networks and Platforms, etc. and how best to implement, integrate, and operate for improved marketing effectiveness.

 

  • Expertise in digital marketing reporting, analytics, and attribution methodologies including multi-touch attribution, deterministic and probabilistic attribution, and tagging methodologies for improved attribution fidelity.

 

  • Expertise in digital analytics tools and driving agency education, adoption, and integration of these platforms including Google Analytics, Adobe Analytics, Sprinklr, etc.

 

  • Expertise in modern marketing customer data sources and services like CDP’s (Customer Data Platforms), DMP’s (Data Management Platforms), and ID Management, and how agencies can leverage client built, third party, and agency-built data for improved marketing effectiveness.

 

  • Expertise in marketing and advertising technology solutions including Marketing Clouds, Campaign Management, Reporting, Channel Deployment, Data Management Platforms, Advertising Networks and Platforms, etc. and how best to implement, integrate, and operate for improved marketing effectiveness.

 

  • Expertise in digital marketing reporting, analytics, and attribution methodologies including multi-touch attribution, deterministic and probabilistic attribution, and tagging methodologies for improved attribution fidelity.

 

  • Expertise in digital analytics tools and driving agency education, adoption, and integration of these platforms including Google Analytics, Adobe Analytics, Sprinklr, etc.

 

  • Ability and fluency to tell data driven stories that are actionable, relevant, and at best inspiring.  These stories inform and fuel experience planning and strategy and the ultimate work output. 

 

  • Expertise in SAS (preferred), Python (required), R (required), Hadoop (preferred), SQL (required) and MS Office (required)

 

 

  • STEM (science, technology, engineering, mathematics) undergraduate degree (required)

 

  • Graduate degree in a quantitative subject (statistics, mathematics, operations research, economics) or Social Sciences, with heavy emphasis on quantitative methods (preferred)

 

  • Advanced degree, (MS / PhD) in a quantitative subject is preferred

 

  • Strong knowledge of experimental / multivariate test design techniques

 

  • 10 Years of analytical experience, ideally marketing agency experience or management consulting practice

 

  • Strong knowledge of 1st, 2nd, and 3rd party data

 

  • Extensive knowledge of direct marketing principles and best in class methodologies

 

  • Strong management skills and a proven track record of talent development

 

  • Travel to State Farm’s corporate headquarters (located in Bloomington, Illinois) monthly once travel restrictions are lifted

 NOTE:  This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.