Disney's Direct to Consumer team (Hulu, Disney+, ESPN+ and Star) is seeking an econometrician to run marketing mix models (MMM) and associated ancillary analysis to inform marketing investment and quantify ROI on marketing spend.
Requirements
- Coursework or direct experience in applied econometric modeling, ideally in support of measure marketing efficiency and optimize spend, flighting and mix to maximize return on ad spend (i.e., MMM)
- Exposure / understanding of media attribution practices for digital and linear media, the data required to power them and methodologies for measurement
- Understanding of incrementality experiments to validate model recommendations and gain learnings on channel/publisher efficacy
- Exposure to / familiarity with BI/data concepts and experience building out self-service marketing data solutions
- Strong coding experience in one (or more) data programming languages like Python/R
- Ability to draw insights and conclusions from data to inform model development and business decisions
- Experience in SQL
Responsibilities
- Build, sustain and scale econometric models (MMM) for Disney Streaming Services with support from data engineering and data product teams
- Quantify ROI on marketing investment, determine optimal spend range across the portfolio, identify proposed efficiency caps by channel, set budget amounts and inform subscriber acquisition forecasts
- Support ad hoc strategic analysis to provide recommendations that drive increased return on spend through shifts in mix, flighting, messaging and tactics, and that help cross-validate model results
- Provide insights to marketing and finance teams, helping to design and execute experiments to move recommendations forward based on company goals (e.g., subscriber growth, LTV, etc)
- Support long-term MMM (et.al.) automation, productionalization and scale with support from data engineering and product
- Build out front-end reporting and dashboarding in partnership with data product analysts and data engineers to communicate performance metrics across services, markets, channels and subscriber types
Other
- 3+ years of experience in a marketing data science / analytics role with understanding of measurement and optimization best practices
- Serve as a strong mentor to analysts, helping to onboard new talent in support of wider company goals.
- Technical acumen as well as narrative-building are integral to the success of this role.
