- Attribution Modeling
We are looking for someone to lead the design and execution of a media mix model for a large Enterprise. The ideal candidate will have extensive experience in media mix modeling, building statistical regressions, and interfacing closely with team members from different disciplines.
Job Description for MMM Data Scientist
>Build Multi-Touch attribution models (MTA) and marketing mix models (MMM) to analyze ROI from marketing spend, optimize spend allocation by channel, and identify key sales drivers.
>Design the model structure, variable entities, and variable transformations
>Build analytic attribution models and marketing mix models using advanced statistics, econometrics, and/or machine learning techniques such as logistic regression, choice model, time-series model, panel data model, Bayesian statistics, ridge regression, structural equations, probability theory, clustering algorithms, decision trees, etc.
>Quantify the impact of paid media, organic media, web navigations, and individuals’ propensities on multi-step conversion activities in the consumer journeys
>Analyze third party tracking data to understand the customer journey, key indicators of purchase intent, and sales drivers. Understand media overlap, reach, frequency, and targeting effectiveness.
>Validate the model using statistical diagnostic techniques, attribution results, ROI, forecasting, simulation and optimization
>Conduct rigorous QA of model to ensure accuracy and effectiveness.
Skills, Talents, Experience You Will Need:
> Algorithmic Attribution or Last Click Attribution
> Predictive Models, Marketing Mix Models, Shopping Basket Analysis, Targeting and Next Best Actions.
>Academic or professional work experience in marketing mix modeling, digital attribution modeling, multivariate regression, time-series modeling, Bayesian statistics, segmentation modeling, machine learning, data mining, simulation, optimization, and/or forecasting
>Technical or programming skills to solve large-scale information, online search, online advertising attribution and online/offline marketing optimization problems
>Experience with Hadoop, Hive, SQL, R, Python, Spark, Matlab or similar is required
>5+ years of quantitative analytics experience with marketing metrics and tracking, marketing analytics, and attribution modeling is highly desirable
>2-5 years of work in digital AdTech industry with thorough understanding of digital metrics is highly desirable
>Bachelor’s degree (required) or above (preferred) with mathematical or engineering background: Statistics, Data Mining, Operations Research, Econometrics, Finance, Engineering or similar
>Ability to communicate well with team members from different disciplines (marketing, data science etc.)