Senior Analyst, Marketing Analytics

Job Description

The Disney Bundle - Hulu, Disney+, and ESPN+ in one product - is central to the growth of Disney's direct-to-consumer streaming offering in the US. The Bundle Acquisition Marketing Analytics team uses data, statistical modeling/techniques, experimentation frameworks, and other tools to help our stakeholders - the Bundle marketing teams at Disney Streaming Services and Hulu - make informed, data-driven decisions to continue driving Bundle growth. With our work, we aim to answer two questions: what is our marketing (paid and owned) doing for us and how do we optimize it? The Sr Analyst role will play a critical role in answering these questions by providing support across experimentation, measurement, and cross-portfolio visibility; they will work closely with Marketing, Data Science, Data Solutions, and other teams to not only provide high-visibility, in-depth insights on Bundle acquisition, but will become a true thought partner to our stakeholders, helping to craft strategy. The ideal candidate has a passion for digital and linear media landscapes and using advanced analytics, including modeling, to solve complex business problems.

Responsibilities:
• Work closely with stakeholders to define the most pressing business questions on Bundle acquisition trends and drivers and build analytical frameworks to answer these questions
• Help to craft an ongoing experimentation program, including hypothesis formulation, experimental design, significance-setting, and post-experiment analysis
• Perform holistic campaign lift analyses with causal-inference techniques and by developing novel approaches; identify and measure drivers of campaign success; present findings to stakeholders and senior management
• Thoroughly understand and continue to help evolve the attribution conversation for the Bundle, including reconciling measurement, developing channel-level experimentation and lift measurement, and providing cross-portfolio cost analytics
• Define and analyze audience segments to continue driving Bundle growth
• Help to craft the requirements for Bundle-specific Marketing Mix Models and perform analysis of model results, presenting mix recommendations to Marketing partners
• Partner with stakeholders to understand and harness all available Bundle acquisition data from disparate sources, and occasionally assist with data access and automation via dashboards and ad-hoc analyses

Basic Qualifications:
• 4+ years of hands-on analytical work experience with R/Python/SAS (or another statistical analysis tool) and SQL
• Extensive, proven work experience with statistical modeling, machine learning, and other quantitative approaches, including but not limited to in-depth knowledge of linear and logistic regression, significance testing, data preparation for modeling, and segmentation techniques. Causal inference experience a plus
• Expertise manipulating large data sets, interpreting data trends, and using a multitude of disparate data sources and tools
• Experience with creating, executing, and analyzing complex AB/MVT test constructs to test stakeholder hypotheses
• Experience with data visualization tools such as Tableau, Looker, etc.
• Strong analytical skills with the ability to apply business strategy to data analysis and recommendations
• Strong presentation skills, including the abilities to tell a story with data and to synthesize findings into actionable recommendations
• Ability to think strategically, analyze and interpret market and consumer information

Preferred Qualifications:
• Experience in the streaming media industry or other subscription-based service
• Experience working with Marketing teams or in the Marketing landscape

Jobcode: Reference SBJ-r01548-18-191-5-239-42 in your application.