Principal Analyst

Principal Analyst with expertise in Marketing Mix Modelling (MMM) required to join our dynamic team. As a Principle analyst, you will leverage data analytics to optimise marketing strategies and drive business growth. Your analytical prowess and strategic thinking will be vital in interpreting complex datasets and providing actionable insights that enhance marketing effectiveness.

What you'll do

As a Principal Analyst at Gain Theory, you will support senior colleagues in achieving the efficient delivery of client projects. Typical responsibilities and duties are the collection and preparation of data, contributing to the finalisation of models, writing results and implications and SFX creation. Your role as Principal Analyst is to take responsibility for and oversee other analysts. You will also be expected support the development of analysts through the Training Academy, Knowledge Shares and feedback.

Key responsibilities include:

Working with data: Data extraction and manipulation, data analysis and validation, batch files, programming

• Undertake data extraction, manipulation, and data analysis to understand the marketplace and client context relevant to each project.
• Analyse all datasets to ensure that each KPI is understood and can be explained back to the team.
• Ensure that all tables, charts and other information produced by you, or others has been checked for accuracy and formatted to GT standards before passing on to senior project team.
• Be responsible for data collection including preparation and sending of data requests, chasing outstanding data and querying data with clients and agencies.
• Ensure that ROVA input file is structured to meet requirements of project (e.g. order and number of variables, exclusion of unnecessary variables).
• Ensure that all outputs are checked for accuracy by analysts; record any checks made.
• Proficiency in using data extraction tools (i.e. Advantage, AdDynamix, Sysomos, Google Trends, Google Analytics, Double Click) and able to teach others in their use. Be aware of alternatives and the PROs / CONs of the tool.
• Proficiency in using Excel/SQL/Python/Pandas/Analytics Workbench to process, transform, create variables and build models. Be or be working towards expert knowledge in a selection of these tools / approaches.

Building Models: Model building and validation, sales effects calculations, ROIs, media optimisation

• Building of base models according to the project specification, incorporating all drivers of KPIs, providing rationale for variables entered, understanding coefficients and SFX.
• Taking base models, oversee or build in additional improvements and progress the model towards finalisation.
• Calculate sales effects throughout the project to check results and assess their correctness, i.e., does media contribution make sense? Report to project team on preliminary findings and observations
• Create sales effect/ ROI workbook, ensure it is easy to follow and all links are correct.
• Create response curves and optimisation spreadsheets or alternatively use available tools for budget allocation. Run scenarios required to answer client objectives.
• Validate models, identify areas of weakness, suggest and test possible improvements and ensure robustness and validity.

Creation of presentations: Content creation, summary of findings, accuracy checks

• Create content as specified by project lead, taking responsibility for entire sections rather than focusing on just factual and data slides.
• Ensure that all content is checked for accuracy and that it is correctly labelled, complete and ready for delivery to client.
• Be able to explain and justify any potential changes that need to be made to provide sensible results. Especially important when reviewing others' outputs that you are overseeing.

Client Management & Interaction: Client contact and interaction, delivery of results to the client

• Answer specific data questions that may arise in external meetings as the lead analyst; act as a specialist closest to the data.
• Be prepared to lead calls with clients (data calls, weekly calls etc.).
• Be involved in the delivery of results to the client and present sections of presentations during meetings.
• Take charge of day-to-day client contact

Team Support & Development: Team collaboration, leadership, communication

• Take responsibility for supervising, supporting and training junior team members.
• Take responsibility for training new joiners including project managing Graduate Analysts during their training project.
• Lead by example
• Assist team members in interpreting the tasks they have been set.
• Provide timely feedback to team members.

Innovation: Process improvements, product development, new trainings

• Actively seek more efficient ways of doing things for yourself and others and turn suggestions into actions.
• Host knowledge shares to share your experience on topics of interest for the business.
• Be proactive in using new tools and take the active part in their testing when in the development stage, in line with your personal expertise and skills.
• Assist in service and product development, where necessary. Actively put yourself forward if your involvement can improve outcomes for the company.

What you'd need to succeed:

• You can work within an inclusive and diverse team to deliver fresh thinking and innovative solutions.
• You interact with colleagues and with our clients in a way that strengthens our culture of inclusivity, diversity, care, growth and recognition.
• You have an interest in using data and analytics to make better decisions.
• You are tenacious, hardworking, curious and have a strong ability to communicate.
• You demonstrate a positive desire and strong aptitude for making data informed decisions.
• You are highly proficient with technology, software and can demonstrate quick grasp of programming languages.
• You have a degree that demonstrates technical ability (e.g., Economics, Mathematics, Statistics, etc.)
• You can demonstrate good problem-solving skills and understanding of consumer behaviour.
• You have the capacity to work and learn quickly in a fast-paced environment.
• You take keen interest in your own learning and development.
• You demonstrate behaviours which support our values.

Who we are & what we do:

Gain Theory is a leading global marketing effectiveness and foresight consultancy. We combine quality data, proprietary technology, and advanced analytics to give our clients the confidence to make better informed investment decisions that drive growth.

Growth is the defining characteristic of successful organisation and Gain Theory's vision is to accelerate growth for ambitious brands. We define ambitious brands as those that generate earnings/profits that are above the industry average. We deliver:

• Data strategy, harmonization, and visualization.
• Advanced analytics and modelling, including MMM, attribution and unified measurement, testing, segmentation, behavioural sciences, choice analytics, simulation, war gaming and forecasting.
• High-touch consultancy that includes bespoke roadmaps, training and education, industry benchmarking and activation planning.

At Gain Theory, we love accelerating growth for ambitious brands and people. As a Gain Theorist, you will need to demonstrate behaviours which support our values.

Our values are: Be Curious, Be Positive, Act with Consideration and Make it Better. You can read more about our values here: www.gaintheory.com/our-culture-people-and-value

Gain Theory is committed to actively building a diverse, equitable and inclusive workplace where everyone feels welcomed, valued and heard, and is treated with dignity and respect. As leaders and creative partners across industries, it is our responsibility to cultivate an environment reflective of our greatest asset; our people. We believe that this commitment inspires growth and delivers equitable outcomes for everyone as well as the clients and communities we serve.

Gain Theory is a WPP-owned consultancy. For more information, please visit please visit our website and follow Gain Theory on our social channels via LinkedIn and Twitter.