Senior Analyst / Analyst, Audience Insights

Job Description

The CNNIC Audiences & Data team sits at the heart of the CNNIC business ensuring that data-driven insights underpin our decision making, campaign performance as well as the commercial strategy of CNN International.

The core purpose of the Audience Insights team is to ensure real and current audience understanding is embedded with all aspects of our service offering. Delivering on our Audiences & Data vision requires:

Putting the CNN consumers at the heart of everything we do and providing the business with a deep knowledge of the CNNi consumers, international marketplace and broader industry trends to shape how to meet the needs of the CNN consumers. Organising ourselves for success through accuracy, consistency, centralisation and collaboration to turn insights into change & action on the one hand; Organising ourselves for success through strategy and high-level delivery to senior clients (internally and externally) to help inform big investment decision on the other. Creating a data discipline that allows us to be better, smarter and more efficient with what we do with data & insights. Creating a full-service audience insight discipline that allows use to utilise a variety of techniques and approaches to answer client's business challenges.

The role requires the candidate to work in close partnership with Audience Insights leads in Hong Kong and other team members in London as needed, to support in the delivery of ongoing reporting, audience insights and CNN's competitive performance for CNNIC business and teams. The role requires the candidate to pull data, generate reports within the templates required, and mine the data for audience and market insights as needed.

Key Accountabilities and Responsibilities:
• Accurately interpret clients/stakeholder' briefs and deliver the pertinent and high-level analytical insight presentations and narratives that fully contextualise the question with industry trends, commercial landscape and audience insights to provide actionable insights
• Support the Audience Insights lead and collaborate with other members of the team to regularly monitor audience understanding and campaign effectiveness capabilities
• Establish and maintain strong relationships with Ad Sales, communicating on a regular basis, understanding their challenges and identifying the best audience resource(s) to deploy
• Work with the teams leads to determine the best means of communicating trends and insights to the CNNIC Business
• Closely monitor CNN & other key players cross-platform performance in the marketplace and provide relevant analysis and insights to help drive strategies and revenue of CNNIC.

Specific tasks include (but are not limited to):

Deliver CNN Audience Understanding Outputs

Key to making this role a success is having a genuine appetite for understanding audiences, motivations and consumption behind their behaviours & attitudes across segment definitions, platforms, and CNN properties. A major part of this role will involve responding to client briefs through rigorous analysis, grounded implications and actionable insights. Utilising the power of audience data – in all forms, origins and platforms on TV and digital including social media & audio audience data– architect a full picture of our audiences and marketplace.

Audience Insight Reporting
Utilising the data contained with the CNNIC Data Platform, provide the Ad Sales team with regular audience understanding reports that provide insights around audience, industry trends to grow their client business. Prepare regular audience insights reports showing the latest performance of CNN in the marketplace

Campaign Measurement
Reach & Frequency analysis, Brand impact studies as well as 1st and 3rd party data analysis

Market Intelligence Reporting

Prepare monthly reports such as CNN Digital traffic performance reports, advertising analysis using 1st and 3rd party data to support primarily the Ad Sales teams within the region. This will require the use of Macros in Excel.

Essential:
• Have minimum 3 years of experience within research, insights, analytics or consulting in understanding audiences and evaluating campaign performance
• Demonstrate quantitative skills and the ability to roll up sleeves and dig into the numbers
• Be able to work independently and have the confidence to make decisions
• Have a strong attention to detail, and be able to quality check their own work to ensure that data anomalies/mistakes are caught prior to delivery of the analysis to the client teams
• Have a genuine appetite for understanding people beyond general demographics
• Meet deadlines in a fast-paced environment with a high standard of quality
• Hands on, problem solving abilities – ''can do'' approach (so someone who is a thinker and a doer)
• Excellent communication skills – written and spoken – able to articulate complex concepts in a clear and concise manner.
• Be as precise and powerful in their analysis as they are in their communication and narrative – in doing so they will enjoy presenting
• Understanding of research concepts and survey methodologies
• Have excellent Excel / Word/Powerpoint skills
• Knowledge of data analysis software and familiar with key TV and online consumer research and audience measurement sources
• Be passionate about interesting ways of visualising data when reporting insights – doing beyond the data tables
• Listen to people and ask the right questions to find their 'need' and can educate clients and internal stakeholders on analytics and insight best practices.

Desirable:
• Keen to be an active member of our company and team and will be energic in being a visible ambassador of our Audiences & Data team within CNN and Warner Bros Discovery
• Data analysis programming language and software (VBA, R, Python, SPSS, Power BI , Omniscope, etc)
• Social listening & audience intelligence tools and experience in mining social media insights (Pulsar etc)
• Great understanding of research concepts and survey methodologies

How We Get Things Done…

This last bit is probably the most important! Here at WBD, our guiding principles are the core values by which we operate and are central to how we get things done. You can find them at www.wbd.com/guiding-principles/ along with some insights from the team on what they mean and how they show up in their day to day. We hope they resonate with you and look forward to discussing them during your interview.

The Legal Bits…

Warner Bros. Discovery embraces the opportunity to build a workforce that reflects the diversity of our society and the world around us. Being an equal opportunity employer means that we take seriously our responsibility to consider qualified candidates on the basis of merit, regardless of sex, gender identity, ethnicity, age, sexual orientation, religion or belief, marital status, pregnancy, parenthood, disability or any other category protected by law.

If you're a qualified candidate with a disability and you need a reasonable accommodation in order to apply for this position, please contact us at recruitadmin@wbd.com.

Jobcode: Reference SBJ-gwz37y-3-17-75-227-42 in your application.