Senior Data Analyst, Viewer Marketing Insights

The Role

Senior Data Analyst, Viewer Marketing Insights

We are seeking a Senior Data Analyst to join the ITV Insight Group's analytics function. Embedded across the Viewer Marketing Insights team within the department, our analysts play a crucial role in shaping the business's understanding of the UK television market, evolving viewer behaviours and future opportunities in an exciting, highly competitive and increasingly complex media landscape.

As a critical part of a cross-functional team you will partner with business leaders and key stakeholders in ITV Insights and Marketing to understand their challenges and identify and answer the "big questions". You will work closely with Insight Managers, Data Scientists and Data Engineers to innovate, inform and impact decision-making. You will use your technical skills to create outcome-focused insight for Marketing while thinking critically and collaboratively to build relationships and create recommendations that balance the requirements of Marketing stakeholders with ITV's wider strategic objectives.

As a Senior Data Analyst, you are responsible for delivering analytical requirements for your business area, working with a cross-functional team and the wider department.

The team

ITV is on a mission to Supercharge Streaming and Optimise Broadcast with data and insight right at the centre of our digital transformation strategy. The business faces many challenges ahead to achieve this vision: What content should we commission? Which audiences are the most commercially attractive for us? What should our marketing strategy be? How do we optimise our product to improve view through rates? How do we use VOD (Video on Demand) to offset declines to Linear? Whatever the issue, the ITV Insights Group is here to lead the business to its most successful future by putting insight, powered by research and data, at the heart of every key decision.

This role sits within the Viewer Insights team, which focuses on marketing and audience analytics. You'll be focusing on some of the most exciting parts of our mission to optimise broadcast and supercharge streaming, including insight on the power of organic social, what drives marketing performance, and how we can be more effective and efficient in marketing activity to drive business outcomes.

Responsibilities:

• Provision of accurate and insightful analysis on how our viewers access the nation's best-loved and most-watched content, across broadcast, VOD or SVOD.
• Evaluate performance of marketing campaigns, across paid, owned and earned channels.
• Support marketing experimentation strategy and advise stakeholders on A/B testing, ensuring both statistical rigour and pragmatic approach.
• High-level understanding of cross-channel marketing effectiveness measurement.
• Experience with Organic social media measurement and reporting.
• Support the implementation of new metrics or segmentation methodologies that ladder up to business KPIs.
• As part of a cross-functional team, developing and embedding dashboarding solutions for business stakeholders, enabling a culture of self-service analytics.
• Collaborating with cross-functional teams including Insight Managers, Data Scientists, Analysts and business stakeholders to drive projects forward.
• Communicating analytics and insight to business stakeholders in a non-technical, strategically-minded and impactful manner

Skills you'll need (minimum criteria)

• 3+ years of experience of working in data analytics, preferably with extensive exposure to marketing analytics.
• Proven track record of using data to drive business value.
• Strong communication skills with the ability to tell commercially relevant stories with data to senior stakeholders across the business.
• Extensive experience using SQL to analyse large datasets on Data lakes or EDWs.
• Experience using Python to conduct statistical analyses and/or automate transformation pipelines
• Experience working with Google Analytics or other Digital/Marketing analytics tools to understand customer behaviour.
• Strong data visualisation skills using tools such as Tableau or Looker Studio
• Strong knowledge of A/B testing principles & statistical techniques
• Experience working with cloud-based platforms such as GCP (BigQuery), AWS (Redshift) or Databricks
• Comfortable visualising and presenting analysis across a range of formats (reports, PowerPoint, dashboards, e-mail)

Other things we're looking for (key criteria)

• Able to understand and challenge assumptions and biases in analytical output, methodologies, models, data sets and recommendations
• Excellent attention to detail and proactive in preventing errors
• Keen problem solving skills and critical thinking
• Working knowledge of ML and its application to drive business value
• Experience working with Agile project management methodologies
• A passion for TV and media is a plus!